The Denver Broncos and FanDuel Group have announced a multiyear partnership, which designates the prominent gaming operator an official sports betting and daily fantasy partner of the National Football League team.
As such, the Broncos have become the first NFL team to secure a sportsbook sponsor since the league allowed such agreements in February. It is also the first sports betting partnership for FanDuel with an NFL team.
As part of the deal, FanDuel will have access to Broncos’ marks and logos to use across their sports betting and daily fantasy sports options in the state of Colorado. FanDuel will also be able to display signage at Empower Field at Mile High, and gain advertising on the team’s radio, television and digital platforms.
The two parties will also offer once-in-a-lifetime experiences and unique offers for FanDuel customers. Terms were not disclosed.
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 FanDuel Sportsbook.
“FanDuel has built a strong reputation as a premier gaming destination for sports fans,” Denver Broncos chief commercial officer Mac Freeman said in a statement. “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.”
The partnership is non-exclusive, meaning the Broncos can enter into deals with other sports betting companies.
“We intentionally did not do an exclusive deal because this is an evolving space and we want to be working with a couple different partners and see how different strategies and different approaches work,” Freeman told the Denver Post. “Obviously, our goal is serve our fans and engage our fans and this is a natural evolution we started a few years ago with mobile ticketing and other things.”
Under the new league policy, sportsbooks will not be allowed to buy naming rights for stadiums or practice facilities. Sports betting signage will also be prohibited in the lower bowls of stadiums to prevent them from being seen on television.
The NFL remains the only major North American sports league not to have a fully-fledged sports betting partner. In January 2019, the NFL announced that Caesars Entertainment would be its inaugural official casino partner. Last September the NFL signed Tabcorp as its first official wagering partner in Australia and DraftKings as the league’s first official daily fantasy partner.