The other night the National Football League commandeered two hours of prime time on ESPN for what used to be accomplished in a minute or two with a fax machine – the release of next season’s schedule. It was underwhelming television, but in the NFL’s quest to make pro football a year-round attraction it was an important piece of a rather amazing marketing matrix.

Why would even the most dedicated diehards care about a schedule that doesn’t take effect until September? The answer involves a fast-growing style of fantasy football and sports wagering known as “best ball,” for which the betting windows are open 365 days a year, with multi-millions at stake.

Back in January, nearly two weeks before the Chiefs would defeat the 49ers in the Super Bowl to conclude........

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