As recently as 2018, the National Football League was against sports betting, and they were fighting in the Supreme Court to stop the legalization of the industry. Things have changed in a hurry, and the league recently allowed teams to partner with sports betting companies.
Even though not all of the states have legalized sports betting, there are several teams that play in states where it is allowed. The league was expecting several teams to start looking for partnerships, but the Broncos were the first to do so.
The Denver Broncos became the first NFL team to form a partnership with a sports betting company, announcing deals with FanDuel and Betfred this week. FanDuel and Betfred will bring different things to the table with the Broncos, but both deals were landmark partnerships.
The state of Colorado officially launched sports betting on May 1, and the state is expected to become a leader in the sports betting industry. This new partnership between the Broncos and these two companies will further progress that sports betting landscape.
FanDuel was one of the online operators set to launch on May 1, but they were joined by some stiff competition. DraftKings, BetMGM, and BetRivers also launched on opening day, and several other companies have joined them.
FanDuel Looking to Dominate Colorado Market
With this new partnership, FanDuel will become the official sports betting and daily fantasy sports partner of the Denver Broncos. FanDuel will have exclusive rights to use the Broncos logo at their sportsbooks and online betting sites throughout the state.
FanDuel will also be able to set up advertising inside of Empower Field at Mile High, which is home to the Broncos. The company is expected to also release an aggressive TV and radio marketing campaign highlighting this new partnership.
FanDuel was able to enter the market in Colorado thanks to their agreement with Twin Rivers Holding, which operates the Golden Gates Casino in Black Hawk. Golden Gates Casino was also included in this deal, and they are now official partners as well.
The sports betting company will be targeting new customers in Colorado by offering them “once-in-a-lifetime” experiences with the Denver Broncos. FanDuel has already started offering promotional bets on the Broncos to residents of Colorado, specifically targeting the season opener against the Tennessee Titans.
FanDuel is currently offering the Denver Broncos at +30 for the season opener against the Tennessee Titans, but this offer is just to residents of Colorado. The sportsbook has the Broncos as -1.5 point favorites in sportsbooks throughout the country.
Betfred Will Provide Gameday Atmosphere
Betfred is a much lesser-known company than FanDuel, and they will be fighting for attention inside the stadium. BetFred will be creating a sports betting lounge at Empower Field as a part of this agreement, which should make them popular.
Betfred will be able to push their online sports betting apps inside of the sports betting lounge and should attract a new customer base. FanDuel might be the official sports betting partner, but Betfred will host the sports betting on-site.