FanDuel Group announced a multi-year partnership with the Denver Broncos, becoming an official sports betting and daily fantasy partner of the National Football League (NFL) team.
This is the first sports betting partnership announced for an NFL team since the league allowed teams to sign up sports betting partners this year. Other operators have struck partnerships with teams in the league, though these only covered casino products.
FanDuel will gain access to official Broncos trademarks and logos, to use across its sports betting and daily fantasy offerings in Colorado.
The deal will also see FanDuel able to advertise its sports betting offerings directly to fans, through a range of marketing assets including in-stadium signage, radio, television and digital.
The sportsbook and fantasy operator will also use the partnership to offer once-in-a-lifetime experiences to customers.
“Colorado is home to a passionate sports fan base and independent spirit, and, together with the Broncos, we’re going to take the fan experience in Colorado to the next level,” FanDuel chief marketing officer Mike Raffensperger said.
“With the NFL season just around the corner, partnering with an innovative organization like the Denver Broncos allows us to offer engaging fan experiences both inside and outside the stadium and access to unique betting promotions and content.”
Monday’s announcement follows the recent launch of FanDuel’s sportsbook in the state, on May 1. The online and mobile experience was launched in partnership with Twin River Worldwide Holdings and its Golden Gates Casino Black Hawk property.
Players wagered $25.5m on the state’s legal gambling apps in the market’s first month, at a time when no major US leagues were in action.
Customers in the state can now place wagers across professional football, basketball, hockey, baseball, golf, MMA, soccer, NASCAR, darts and tennis.
According to Denver Broncos chief commercial officer Mac Freeman: “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.”