At the 16th annual MIT Sloan Sports Analytics Conference, “Beyond the Book: The Inevitable Expansion of Sports Betting Presented by Caesars Sportsbook,” reviewed the first NFL season of betting partnerships. Betting companies connect with customers through media, and as the panel’s name suggests, likely will go beyond shoulder programming that promotes props and markets to broadcasting games themselves. Caesars Entertainment’s Sharon Otterman discussed the company’s storytelling with J.B. Smoove and the Mannings, and FanDuel CEO Amy Howe noted its success with punter turned podcaster Pat McAfee. Renie Anderson, Chief Revenue Officer and Executive Vice President, NFL Partnerships, looks back on Year 1 and ahead to new technologies in this space. You’ll also hear from On Location President Paul Caine, Miami Dolphins Vice Chairman, President and CEO Tom Garfinkel, and Buffalo Bills and Sabres Co-Owner and President Kim Pegula on gaming in stadiums.