Bet365 was one of the first to recognize the value of online betting, and is now the lead platform when it comes to in-app sports betting. In the UK, sports betting has not had the same restrictions and several of the big players have been in the market for decades. This is an issue many national and intra-national leagues are facing, as sports betting becomes more embedded into every aspect of the sport. This culture change in the US has been followed by a growing dependence from leagues on the revenue from betting adverts and sponsorship.

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