The National Football League’s Denver Broncos have brought in US online gaming operator BetMGM as their latest sports betting partner in a multiyear deal.
Legalized sports betting went active in the state of Colorado on May 1 after voters narrowly approved the measure in November 2019. The Colorado Division of Gaming approved four operators to start online sportsbooks effective immediately, including BetMGM.
The Broncos have taken immediate advantage of this situation, aggressively signing three sports betting partners in short order before any other NFL team has signed one such deal.
The partnership will include premium fan experiences, including Empower Field at Mile High’s BetMGM Lounge and VIP travel packages to MGM resorts across the US. The deal also contains a free-to-play game available in the official Denver Broncos 365 mobile app, digital marketing assets, and in-stadium promotions and signage.
The BetMGM Lounge will allow fans 21 years and older access to a full-service premium bar, a luxury lounge, live odds and assistance with BetMGM’s mobile app. Notably, it will be the NFL’s first in-stadium sports betting lounge.
“MGM plays to hospitality, it’s what they do really well,” Mac Freeman, the Broncos chief commercial officer, told The Action Network. “So having a physical lounge makes a lot of sense.”
The length and terms of the deal were not disclosed.
“This partnership with the Broncos allows us to showcase not only a premier BetMGM sports betting and gaming platform, but also the world-class entertainment experiences we can deliver with MGM Resorts,” said BetMGM’s chief marketing officer Matt Prevost. “We’re excited to bring both of these to Broncos’ fans at Empower Field Mile High and across the country, and to offer BetMGM users new ways to engage with their favorite football team.”