The first sports betting partnership was announced last week between an NFL team and a betting group. The Denver Broncos penned a multi-year deal with the daily fantasy betting company, FanDuel, making the latter its official sports betting partner.
For years, the National Football League was virulently opposed to anything to do with sports betting, and was part of the fight in the Supreme Court against New Jersey, in a bid to keep a nationwide ban on sports betting intact. New Jersey ultimately won the case in 2018, and major sports leagues, the NFL included, decided to allow teams to partner with sports betting companies.
In May this year, the National Football League opened up a category, allowing sports betting partnerships, leading to a deal struck between the Denver Broncos and Fan Duel.
What does the deal mean?
- FanDuel can use the offical Denver Broncos’ marks and logos across its sports betting and daily fantasy sports offerings in Colorado.
- FanDuel has access to marketing assets, including in-stadium signage, and advertising on radio, TV and digital.
What FanDuel says:
The Chief Marketing Officer for FanDuel, Mike Raffensperger spoke about the new deal between his group and the NFL team.
“Colorado is home to a passionate sports fan base and independent spirit, and, together with the Broncos, we’re going to take the fan experience in Colorado to the next level,” he 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.
What Denver Broncos say:
The CMO of the Denver Broncos, Mac Freeman pointed out that FanDuel has built a strong reputation as a premier gaming destination for sports fans. He said that the way that the sport betting group reaches people through its engaging and entertaining content, is in line with the Broncos’ innovative thinking when connecting with its fans.
“With FanDuel’s successful launch into Colorado earlier in May, we believe Broncos fans will enjoy FanDuel’s trusted mobile sports betting and daily fantasy platforms,” he said.