The big picture: The NFL's current broadcast rights deals with CBS, NBC, Fox and ESPN all expire in 2022, which could make sports betting a key part of any future negotiations.

• "The value of television, of presenting our games, I dare say it will go up 50% because of [sports betting]," said Cowboys owner Jerry Jones, referencing the fact that people are more likely to watch a game if they bet on it.
• "Gambling boosts future rights fees mostly because the next potential generation of broadcasters (particularly Amazon & Apple) are the best in the world at payment systems ( 1 click, micropayments) and can facilitate on screen betting better than anyone else," tweeted The Action Network's Darren Rovell.

The other side: While sports betting is poised to play a role in the NFL's future, it won't radically reshape how you watch games, at least not this year.

• NBC's telecasts will feature "somewhat isolated" sports betting references, Fox will mention it on-air only "if our announcers can organically work it in," and ESPN execs said there were "no plans to discuss gambling," per NYT.

🎙 Go deeper: On yesterday's Axios Pro Rata Podcast, my colleague Dan Primack discussed the future of legalized sports betting with DraftKings co-founder and CEO Jason Robins. Give it a listen.

The big picture: The stark change in the league's positioning isn't coincidental. Sports betting is progressing across the country whether the NFL is ready or not.

• The timing: 13 states have legalized sports betting in 15 months with 6 NFL teams (Colts, Steelers, Eagles, Bills, Giants, Jets) playing in those states.
• The league is projected to make $2.3 billion annually from sports betting, per the American Gaming Association.
• "The NFL has typically been a little more cautious than some of the other leagues, but I think they recognize what sports betting means in terms of fan engagement," Bill Miller, AGA president, says.

The other side: The NFL's picture isn't quite as rosy, the New York Times reports.

You can’t even predict which states will legalize when and under what constructs, and what the U.S. sports book market will look like, or the advertising market.

The bottom line: The NFL is embracing sports betting, but we still don't know exactly how much the league wants it as part of its future. As the market stabilizes, that picture will become clearer.

Go deeper: Sports leagues struggle to deal with data