FanDuel has inked a first-of-its kind sponsorship deal with the NFL’s Denver Broncos.
The agreement, announced Monday, will see FanDuel branding at Mile High stadium, and on the team’s radio, television and digital platforms.
FanDuel can also use Broncos branding on its site and apps as an official sports betting partner and daily fantasy sports partner.
New ground for the NFL
It marks the first time an NFL team has agreed a marketing deal with a sportsbook since the NFL updated the relevant rules in May.
Previously teams could do deals with casinos companies or fantasy operators but not sportsbooks. DraftKings, for instance, is the official DFS partner of the NFL but does not have a sports betting deal.
The agreement also demonstrates FanDuel’s ambitions for sports betting in Colorado, where the Broncos dominate the sporting landscape.
However, the agreement is not exclusive, meaning the Broncos can still partner with other books.
Broncos chief commercial officer Mac Freeman told the Denver Post: “We intentionally did not do an exclusive deal because this is an evolving space and we want to be working with a couple different partners and see how different strategies and different approaches work.”
It is still unclear if the NFL will allow live odds to be flashed up in stadiums. We do know the league will allow betting lounges in stadiums.
Competition heats up in Colorado sports betting
FanDuel Group CMO Mike Raffensperger said: “With the NFL season just around the corner, partnering with an innovative organization like the Denver Broncos allows us to offer engaging fan experiences both inside and outside the stadium and access to unique betting promotions and content.”
The company is already offering Colorado customers Broncos +30 on the point spread for Week 1 of the NFL season. The bookmaker has also pledged to deliver other special offers and odds boosts.
“FanDuel has built a strong reputation as a premier gaming destination for sports fans,” Broncos CCO Mac Freeman added. “The ways they smartly reach people through engaging and entertaining content is in line with the Broncos’ innovative thinking when connecting with our fans.”
FanDuel was one of four operators to go live on May 1 in Colorado. The state’s bettors wagered $25.5 million in that first month, despite the absence of major sports.
