The NFL, which long viewed gambling as a threat, now has a $90 million partnership with Caesars

The NFL entered a partnership with Caesars Entertainment  on Thursday, the league’s first official casino sponsor. The multiyear deal, however, does not include sports betting or fantasy football.

The arrangement begins with this weekend’s playoffs and is worth $30 million annually for three years, a person with knowledge of the agreement tells The Associated Press. The person spoke on condition of anonymity because the league has not announced specific terms.

This latest development is part of a dizzying turnabout for the league. For years, the league insisted gambling was one of the biggest threats to its existence.

Caesars will draw on its properties, celebrity chefs, music artists and other entertainment platforms to provide NFL fans with “unique experiences.”

Caesars will have exclusive rights to NFL trademarks in the U.S. and United Kingdom, including the Super Bowl and draft. Caesars will host parts of the 2020 draft.

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