Fantasy leagues, suicide pools, Super Bowl "numbers", etc... have become so popular and prevalent in main stream that it will continue to be the focus and the leagues love it. Casual fans become invested because of gambling. My one kid didn't give a shit about the NFL, until he joined a fantasy football league with his buddies. Suddenly, he's following players, watching games, reading up on teams/players, etc... He's now in fantasy leagues in other sports as well.
These sports leagues know that not only is it big business, it's a way to get, and keep fans invested in their product.
In essence, they are pushers.