Sports rights have been the lifeblood of pay TV for decades, and now it seems clear that sports betting will be ensnared by the old guard – starting in the US, and very likely spilling out into the rest of the world. Traditional outcome betting and the trendy new real-time micro-bets should be an excellent way to boost revenues, allowing the rightsholders to sign exclusive partnerships or advertising deals for the sports on show. However, the furious pace of this new expansion leaves significant risk for fingers being burned, by anticompetitive regulators, as well as the more philosophical question of the integrity of sports. The NFL has been furiously tweaking the rules of its game, ostensibly with a focus on…