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The Supreme Court's 2018 ruling in Murphy vs. NCAA ushered in a new era of legalized sports betting in the U.S., allowing states to establish their own sports wagering laws and operations. The high court overturned the federal Professional Amateur Sports Protection Act that had barred betting on football, basketball, baseball and other sports in most states. With it came a new approach to how the NFL, NBA, MLB and NHL associate with the industry. Each league prohibits its employees and players from betting on their own games. But there are variations in how they operate in this new world.

Images of players are being used in sportsbook advertisements. Sportsbook branding has prominent placement in stadiums and arenas, including some with on-site betting. Major League Baseball — long the most gambling-averse of the U.S. leagues — now permits its players to be ambassadors for gambling companies. It's the backdrop for an era of legal sports betting in the U.S. that's brought in huge revenues but also has some experts sounding cautionary notes.

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