Browse articles by topic

NCAA’s Denver Pioneers signs SuperBook as first sports betting partner


National Collegiate Athletics Association team the Denver Pioneers has announced SuperBook Sports as its first corporate sports betting partner. 

Through the multi-year agreement, brokered by sports marketing agency Playfly Sports, Las Vegas-based SuperBook Sports gains a brand presence in the University of Denver team’s media hospitality and social media. This will be used to promote responsible gaming and education for student-athletes. 

“The University of Denver is excited about the opportunity to form a corporate partnership with SuperBook Sports,” vice chancellor for athletics, recreation and Ritchie Center operations Karlton Creech said. 

“As sports betting continues to become more and more of a passion for our fanbase, we felt that it was important to partner with a local company that we trusted to put an emphasis on responsible gaming,” he added. “We’re also excited about the opportunity for the proceeds of this partnership to directly impact our student-athletes’ experience at DU.”

SuperBook, which has been active in Las Vegas since 1986, with a flagship location in the Westgate Las Vegas Resort & Casino, launched in Colorado in June this year. This was facilitated by a deal with Jacobs Entertainment, with the SuperBook sportsbook at the Lodge Casino in Black Hawk the first time it has expanded outside of Nevada. 

“As we look to grow the SuperBook brand across Colorado and the nation, we see this as the perfect partnership for our company,” SuperBook head of marketing Kristin Mackey said. 

“With their commitment to integrity, outstanding alumni and passionate fan base, we look forward to partnering with DU Athletics for a long time to come,” she explained. “It’s a groundbreaking alliance with one of the most prestigious athletics programs in the country, and we can’t wait to become a bigger part of the DU community.”

SuperBook’s vice president of sportsbook operations, a Colorado native, said he “couldn’t be happier” to expand the operator’s presence in the state with a respected university and athletics program. 

The deal sees SuperBook become of the few NCAA teams to strike a sports betting partnership. The first was another Colorado team, The University of Colorado Buffaloes, which paired off with PointsBet in September 2020.