After a tentative start, the NFL has fully embraced legalized sports betting — and now has an executive to oversee it.
David Highhill — previously the league’s VP of strategy and analytics — has been named the NFL’s first vice president and general manager of sports betting.
Highhill will be responsible for insulating the game’s integrity from potential gambling-related issues, building the league’s betting brand, increasing the value of the NFL’s data and intellectual property, and increasing fan engagement, per ESPN.
Though it was initially hesitant to enter the sports betting space, the league has begun leaning into the emerging market over the last year. Showing sportsbook ads during its broadcasts for the first time during the 2021 season led to a big boost in ad revenue.
“It’s a growing market, it’s grown a lot in the last three or four seasons,” said Highhill. “What’s ahead is the exciting part of the opportunity.”
However, the NFL is stopping short of taking bets themselves.
“We’re going to focus on serving fans and the games rather than becoming a sportsbook,” Highhill said.
![[Subscription Customers Only] Jun 15, 2025; Seattle, Washington, USA; Botafogo owner John Textor inside the stadium before the match during a group stage match of the 2025 FIFA Club World Cup at Lumen Field.](https://frontofficesports.com/wp-content/uploads/2026/02/USATSI_26465842_168416386_lowres-scaled.jpg?quality=100&w=1024)
![[Subscription Customers Only] Jul 13, 2025; East Rutherford, New Jersey, USA; Chelsea FC midfielder Cole Palmer (10) celebrates winning the final of the 2025 FIFA Club World Cup at MetLife Stadium](https://frontofficesports.com/wp-content/uploads/2026/02/USATSI_26636703-scaled-e1770932227605.jpg?quality=100&w=1024)
![[US, Mexico & Canada customers only] Feb 6, 2026; Riyadh, SAUDI ARABIA; Jon Rahm in action during the third round of play at LIV Golf Riyadh at the Riyadh Golf Club.](https://frontofficesports.com/wp-content/uploads/2026/03/USATSI_28173562_168416386_lowres-scaled.jpg?quality=100&w=1024)
![[US, Mexico & Canada customers only] Sep 28, 2025; Bethpage, New York, USA; Team USA's Bryson DeChambeau reacts after hitting his approach on the 15th hole during the singles on the final day of competition for the Ryder Cup at Bethpage Black.](https://frontofficesports.com/wp-content/uploads/2026/03/USATSI_27197957_168416386_lowres-scaled.jpg?quality=100&w=1024)
