The NFL has announced David Highhill as vice president, general manager of sports betting, the league's first position solely focused on overseeing its business in the legal sports betting industry.

Highhill, who has been with the NFL for 10 years, moves over from the corporate strategy group, where he led the league's go-to-market sports betting initiatives.

In his new role, he'll be tasked with leading efforts to protect the integrity of the game from gambling-related harm, advance the league's brand and reputation, grow the value of the NFL's data and intellectual property and drive fan engagement globally.