The Denver Broncos have announced another NFL sports betting first.
After becoming the first team to partner with a sportsbook on Monday, the Broncos revealed a second sportsbook partner. This time it includes provisions for the NFL’s first on-site betting lounge.
The latest deal is with UK-based bookmaker Betfred, now an official partner of the Broncos.
The sports lounge will be established outside the southern end of Mile High Stadium for the 2020 season. It will offer fans live odds and assistance on placing bets with the Betfred digital app.
The deal also covers other marketing opportunities in digital, print, radio, and TV.
Online sports betting options on the way
The arrangement coincides with the launch of Betfred’s second US sportsbook at Saratoga Casino in Black Hawk, Colorado. Its first is in Iowa.
The operator said it would have an online option available in CO before the NFL season. It has partnered with Scientific Games for its sportsbook tech in Pennsylvania.
Broncos chief commercial officer Mac Freeman said:
“[Betfred] are relatively new to Colorado and are enthusiastic to be a part of gameday at Empower Field at Mile High. 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.”
The FanDuel Sportsbook at the Meadowlands in New Jersey is perhaps the closest experience to the forthcoming lounge. But that sportsbook is not officially partnered with the New York Giants or New York Jets.
Betfred aiming high in Colorado
Betfred USA COO Bryan Bennett added: “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.”
The Betfred retail sportsbook opens June 17. That coincides with the reopening of Saratoga Casino Black Hawk after a three-month hiatus due to coronavirus.
Colorado sports betting customers wagered $25.5 million in the first month of the market, despite the absence of major sports.
