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Just a day after announcing the NFL’s first-ever sports betting partnership, the Denver Broncos have a second one – this time with Betfred. 

The operator will, through this deal, open a sports betting lounge near Empower Field at Mile High. 

Betfred will also benefit from signage at the Broncos’ home stadium, as well as other marketing endeavors. 

Yesterday, Betfred also opened a sportsbook at a casino within the Centennial State. It also plans to launch its mobile sportsbook this year. 

Going all-in as the Colorado sports betting market begins to grow 

Sportsbooks are making their mark in Colorado, with the market opening up to sports betting at the beginning of May. Betfred USA Sports Chief Operating Officer Bryan Bennett spoke about the operator’s marketing strategy in the state. 

Bennett said the following. 

“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 Marc Freeman also spoke about the partnership with the operator, and had the below to say.

“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.

“They are relatively new to Colorado and are enthusiastic to be a part of gameday at Empower Field at Mile High.

“Extremely proud” 

Betfred’s Coloradan sportsbook will be at the Saratoga Casino in Black Hawk. Alongside the Saratoga Casino, there are 17 other casinos in the municipality. 

The venue’s Vice President of Business Development Sam Gerrity believes that the duo will have a fruitful relationship in Colorado.

“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 this.”

Second deal in as many days 

Following the end of the 2019/2020 NFL season, franchises were permitted to sign up with sports betting operators. 

This week, the Broncos made NFL history when they signed the league’s first-ever sports betting partnership. They made an agreement with FanDuel, one of the US’ largest online gaming and daily fantasy sports operators. Through this, the sportsbook has become an official sports betting and daily fantasy partner of Colorado’s main football team. 

FanDuel will have access to the Broncos’ logos, as well as other marketing materials. The operator will also benefit from advertising across the team’s radio, TV and digital channels. Moreover, FanDuel branding will feature at Empower Field at Mile High. 

When Freeman spoke about the partnership with FanDuel, he said the below. 

“FanDuel has built a strong reputation as a premier gaming destination for sports fans. The ways they smartly reach people through engaging and entertaining content is in line with the Broncos’ innovative thinking when connecting with our 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.”

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