SCOTTSDALE, ARIZ. • The NCAA stance against gambling on sports by its athletes and those who work in college athletics is summed up simply by the slogan on the posters the association provides to its member schools: “Don’t Bet On It.”

The rules have been unambiguous for decades, part of the bedrock guidance in place for a half-million amateur athletes. But with sports betting now legal in more than half the states and millions flowing to once-apprehensive professional sports leagues, college conferences are starting to explore ways to cash in, too.

The Mid-american Conference was the first to jump in, licensing the rights to its data and statistics to a company called Genius Sports, which will in turn sell it to sportsbooks.

Expect others to follow, but the additional revenue will come with increased responsibility. And at a time of sweeping change in college sports, with athletes now able to earn money on their fame and the viability and necessity of the NCAA in question, legalized and easily accessible gambling represents more new terrain to navigate.

While the NCAA isn’t standing in the way of these sorts of business deals, actual sports betting remains a violation for those involved in college sports.

“They were able to turn the other way before and say, ‘Oh, that’s all happening over here.’ But the second you’re directly getting paid from sports betting, it also comes with some responsibilities,” said Matthew Holt of U.S. Integrity, a company that works with professional sports leagues and college conferences to monitor for gambling improprieties.