The NFL’s Denver Broncos have been busy the past few days seizing on Colorado’s new legal sports betting platform that is now live in the state. On Monday, the team signed its first sponsorship deal with one of the biggest DFS providers in the world and on Tuesday, the Broncos announced a partnership with Betfred USA Sports, the U.S. subsidiary of the United Kingdom-based Betfred Group.
Betfred USA Sports has been on an expansion spree. They went live at Saratoga Casino in Black Hawk, Colorado on Wednesday and will eventually open a sports betting lounge outside of Empower Field at Mile High. It seems like a win for Betfred as they gain access to an exciting Colorado market and gain a partnership with one of the most iconic American sports franchises around.
Betfred USA Sports chiefs operating officer Bryan Bennett added in a statement, “We knew we needed to be aggressive upon entering the Colorado market with a Vegas-quality sportsbook and a sponsorship agreement with the Denver Broncos, one of the premier franchises in U.S. sports. We look forward to launching our online platform right before football season.”
The Denver Broncos have so far committed to three sportsbook partnership deals with Betfred being awarded one and one not having been announced quite yet. Along with a sports betting lounge outside their stadium, the multi-year deal also includes media marketing opportunities and stadium signage for both parties.
The betting lounge is designed to allow bettors and fans alike an ultimate game-day experience. Its aim is to aid customers who want to get in on the betting action and take advantage of the growing trend toward legal sports betting in the US. “Through a tailgate activation featuring a gaming lounge adjacent to Sports Legends Mall, we will be able to provide our fans with a new and exciting onsite experience at our stadium,” Broncos chiefs commercial officer Mac Freeman said in a statement.
“Betfred’s combination of a physical sportsbook at Saratoga Casino, extensive retail offerings in Europe, and an upcoming online offering make them an organization we think Broncos fans will enjoy engaging with,” Broncos chiefs commercial officer Mac Freeman said in a statement. “They are relatively new to Colorado and are enthusiastic to be a part of gameday at Empower Field at Mile High.
Betfred scores with Colorado openings
Industry insiders have long been pumping the Colorado market as one to keep an eye on. The state is expected to bring in excess of $6 billion in bets annually and started off well, generating $25 million in bets in May, with limited sports on the menu and little else going on in the sports betting world.
Bryan Bennett, Chief Operating Officer of Betfred USA Sports, said of the opportunity to move into the state: “…Colorado is really shaping up to be a fantastic opportunity for sports betting in general. The regulators here passed friendly regulations, such as allowing players to create accounts on their mobiles and begin betting almost immediately. Colorado has been a fantastic environment for Betfred to roll out in.”
He went on to say that: “For us, Betfred is a known entity in the UK, having been around for 50-plus years. But here in the US, we are very much an unknown entity. We recognize that we’re a new brand in the US, and so we are taking big bold steps to address that. The Broncos are the premier sports franchise in Colorado.
Broncos make history
The Denver Broncos made history last week, becoming the first NFL team to sign an official betting partnership. Flutter Entertainment was first and Betfred quickly followed. It isn’t a stretch to think that the Broncos moves will open the floodgates for other such deals with other teams in other states.
Betfred USA Sports COO Bryan Bennett has said that “right before football season” is the target launch for Betfred’s Colorado-licensed online betting, which makes a lot of sense for the provider and the NFL club.
This week’s announcements serve as a reminder to us all that the sports betting world is coming out of hibernation and is ramping up for the glut of action about to flood our airwaves the next few months. The dye has been cast and legal betting states like Colorado are about to benefit from an industry that has been waiting at the starting line, waiting for the word “GO”.