National Football League franchise Denver Broncos has signed up gambling firm Betfred USA Sports as a new sponsor.
The multiyear deal will afford the brand visibility on stadium signage and wider marketing opportunities.
In addition, there are plans for a sports betting lounge to be set up outside the Broncos’ Empower Field at Mile High Stadium. This would provide the team’s fans with the opportunity to place live odds and receive assistance with placing bets.
The online platform is slated to debut just before the start of the 2020 season in September.
Betfred USA Sports is the US subsidiary of UK based gambling operator Betfred.
“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,” said Bryan Bennett, Betfred USA Sports chief operating officer.
The news arrives as the brand builds its presence in the Colorado area. Last month, the company it opened its sportsbook at Saratoga Casino in Black Hawk, Colorado.
Meanwhile, the Broncos earlier this week also signed a separate deal with FanDuel, making it the first NFL team to align with a sportsbook as the league has begun to allow dealmaking in this category.
“Betfred’s combination of a physical sportsbook at Saratoga Casino, extensive retail offerings in Europe and an upcoming online offering make them an organisation we think Broncos fans will enjoy engaging with,” said Broncos chief commercial officer Mac Freeman.