National Football League (NFL) franchise the Denver Broncos has signed up its second sports betting partner, with BetMGM to open a new lounge at the team’s Empower Field at Mile High stadium through the agreement.
BetMGM, the leading brand operated by MGM Resorts and GVC Holdings joint venture Roar Digital, is to provide a range of premium fan experiences to Broncos fans as an official partner of the team.
This includes the BetMGM Lounge within the stadium, which will offer fans aged 21 and above access to a bar, with live odds prominently displayed and staff on hand to offer assistance with the operator’s mobile sportsbook app.
Other perks, such as VIP travel packages, and additional benefits through MGM Resorts’ M Life Rewards program will also be on offer to customers, alongside a range of promotions to be announced at at a later date.
Similar to FanDuel’s partnership with the Broncos, announced in June – the first betting-focused tie-up with an NFL team – as well as Betfred’s partnership with the team that followed the next day.
BetMGM will also gain access to digital marketing assets and a presence on in-stadium signage.
This will be complemented by a new free-to-play predictions game, available to fans via the Broncos’ official mobile app. Fans will be able to compete against one another, for the chance to win MGM Resorts prizes, including trips to its properties across the US.
“When we began the process of identifying potential partners in this category, our goal was to provide Broncos fans with unique ways to engage with sports betting,” the team’s chief commercial officer Mac Freeman said.
“Together with BetMGM, we can now offer our fans and M life Rewards members in Colorado new opportunities such as in-stadium gaming lounge, VIP travel packages to MGM Resorts around the country and a free-to-play game through our mobile app.”
BetMGM chief marketing officer Matt Prevost said the partnership would allow the operator not only to showcase its betting and gaming platform, but also the “world class entertainment experiences” delivered by MGM Resorts.
“We’re excited to bring both of these to Broncos fans at Empower Field at Mile High Stadium and across the country, while offering BetMGM users new ways to engage with their favorite football team,” he added.
BetMGM has been active in Colorado since 1 May, the day the state’s regulated sports betting market opened for business, through a partnership with Triple Crown Casinos’ Midnight Rose Hotel and Casino.
While market figures are not yet available, the Colorado Department of Revenue revealed in June that total handle for the state’s first month of legal wagering reached $25.5m. This came despite its land-based casinos being closed due to novel coronavirus (Covid-19), which in turn had significantly reduced the sporting calendar.
News of the deal comes after GVC and MGM Resorts announced yesterday (8 July) that they would take their total investment in Roar Digital to $450m, having pledged $100m apiece when the joint venture was announced in July 2018.
GVC chief executive Kenny Alexander described Roar Digital and BetMGM as “the most important and exciting investment that GVC has ever made”.