The Denver Broncos have now partnered with two sports betting operators.
The NFL’s Denver Broncos have announced a new partnership with the UK-based sports betting operator, BetFred.
This news comes after the Denver Broncos inked a sponsorship deal with FanDuel, which marked the first-ever deal between an NFL team and sports betting company.
What’s covered in the deal?
Under the deal, the UK-based sportsbook operator BetFred will become an official partner of the Broncos.
The deal also includes provisions for a sports betting lounge outside of Empower Field at the southern end of the Mile High Stadium in time for the 2020 season. At the lounge, fans will be able to receive assistance with placing bets via the BetFred sportsbook app.
The UK-based operator said it plans to launch its online betting option in Colorado in time for the start of the NFL season.
In addition to the sports betting lounge, the deal includes marketing opportunities across several channels including digital, print, radio, and television.
This deal coincides with the launch of BetFred’s second and-based US sportsbook at the Saratoga Casino in Black Hawk, Colorado, today (17 June).
Bryan Bennett Chief Operating Officer of Betfred USA Sports said: “We’re extremely proud of our partnership with Saratoga and are excited to be part of the rich gaming community in Black Hawk.
“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 US sports. We look forward to launching our online platform right before football season.”
Broncos Chief Commercial Officer Mac Freeman said: “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.”
Sam Gerrity, Vice President of Business Development for Saratoga Casino Black Hawk, added: “We could not be happier with our partnership with Betfred and its decades of retail and online sports betting experience. Saratoga strives to deliver a premium guest experience, and we believe the Betfred sportsbook continues to build on that promise.”
BetFred in the US
In July 2019, Betfred marked its entrance into the US through a partnership with the Elite Casino Resort-owned Grand Falls Casino in Iowa. The operator launched its first US sportsbook in Iowa in late January.
Since entering the market, BetFred has established a presence in Iowa, Colorado, and Pennsylvania.
BetFred is partnered with Wind Creek Casino to offer land-based betting at the casino as well as launch an online Betfred-branded sportsbook in the state of Pennsylvania. The operator has also selected Scientific Games to power its sports betting operations in the Keystone State.