The Denver Broncos furthered their ties to sports betting Thursday, reaching a multiyear agreement with BetMGM that includes a sports lounge at the Empower Field at Mile High Stadium, premium fan experiences, free in-game play on the team’s official mobile app, and assistance with the sportsbook’s mobile app to legal bettors in Colorado.
BetMGM, which operates its retail sportsbook in partnership with the Midnight Rose Hotel and Casino in Cripple Creek, will also have in-stadium promotions, digital marketing assets and signage at stadium.
“This partnership with the Broncos allows us to showcase not only a premier BetMGM sports betting and gaming platform, but also the world-class entertainment experiences delivered by MGM Resorts,” BetMGM Chief Marketing Officer Matt Prevost said via press release. “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.”
The Broncos were the first NFL team to secure a partnership with a sportsbook last month when they entered two agreements, first with FanDuel as an official sports betting and daily fantasy sports partner, and then with UK-based Betfred, which plans to open a sports lounge outside the stadium.
Promotions and in-play action
We're excited to announce our partnership with the three-time Super Bowl Champion @Broncos – including a new BetMGM Lounge at Empower Field at Mile High Stadium
— BetMGM (@BetMGM) July 9, 2020
BetMGM, which was one of four apps to go live in Colorado on May 1, will be offering free in-play promotions through the Broncos’ official app, where eligible fans can make predictive picks for prizes offered by MGM Resorts, including trips to MGM Resorts properties nationwide.
“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,” Broncos Chief Commercial Officer Mac Freeman said via press release. “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.”
For sports betting action, the BetMGM Lounge — the league’s first in-stadium betting lounge — will give fans 21 and older access to a premium bar, luxury lounge, live odds, and assistance in using the BetMGM app. BetMGM will run a season-long “First Possession Payoff” product on the app that will allow bettors to wager on whether the Broncos will score on their first possession of the game.
“We wanted to create an experience that had the entertainment of what you expect in a sportsbook, a few TV screens and a great viewing experience. We also wanted to imbed education into the experience,” Prevost explained to SportsHandle. “As with many people in a new industry, they have questions: ‘What’s a spread? What’s a moneyline?’
“As they expand, we think there is an education process to engage with customers. The combination of an engaging visual nice environment and enjoying the game in a sportsbook along with education is a great combination.”
Parlaying the MGM Properties
Part of the approach for the Broncos in signing multiple partnerships is each sportsbook offering a specific area of exposure and growth. Prevost pointed out the focus with BetMGM is on its properties, something that becomes more clear with the Broncos now having a road game in Las Vegas every season after the Raiders, their AFC West rivals, moved from Oakland.
“The Broncos have taken an approach at a slightly different angle,” Prevost responded when asked if the multiple deals could be a template for other teams. “(The focus for) ours is the connection to MGM assets. Once a year, Broncos fans will be going in droves to Las Vegas, and we want to make MGM the natural home to Broncos fans in Las Vegas, leveraging MGM M life Rewards members in engaging with the Broncos.”
BetMGM is running a promotion for new bettors on the Colorado-based app, offering $100 in free bonus credit when placing a first bet of $10 or more on any Broncos game or Broncos future wager using the bonus code BRONCOS at registration.
BetMGM is also currently offering an odds boost from -125 to +200 for the Broncos to win their Week 1 matchup vs. the Tennessee Titans and a series of specials covering win totals. BetMGM is offering -139 for the Broncos to clear 7.5 wins on the season and +115 to finish below that number.