FanDuel becomes the first operator to secure a partnership with an NFL franchise since the league modified a policy permitting clubs to sell sponsorships to sportsbooks. The company also becomes the first sportsbook operator to align with a Denver-area professional sports team since Colorado launched sports betting last month.
“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 Group CMO Mike Raffensperger said in a statement. “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.”
Unique wagering promotions
Under the deal, FanDuel gains access to the Broncos’ official marks and logos for use across its sports betting and DFS offerings. In addition, FanDuel will receive rights to a wide range of marketing assets from in-stadium signage to radio advertising, as well as television and digital advertising.
Despite a casino shutdown across the state, FanDuel unveiled its Colorado mobile app on May 1, the first day operators could legally accept sports wagers within state lines. Through its partnership with Twin River Worldwide Holdings Inc. and Golden Gates Casino Black Hawk, FanDuel currently offers lines on more than half a dozen sports, including the NFL, NBA, NHL, MLB, and the PGA Tour.
“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.”
🚨 BIG NEWS 🚨
We're excited to announce our multi-year partnership with the @Broncos, the first official sports betting partnership with an NFL franchise.
— FanDuel Sportsbook (@FDSportsbook) June 15, 2020
When the Broncos face the Titans in Week 1, FanDuel is offering a promotion that gives bettors the opportunity to place a wager on Denver at +30 (odds of +100, max bet of $50). In terms of season win bets, another wager allows bettors to bet on the over/under of Broncos’ total wins at 7.5 (odds of +1600, max of $10). A boosted bet, meanwhile, will pay out +400 to customers who bet successfully on rookie wideout Jerry Jeudy to score a touchdown against the Titans.
More deals to come
It is important to note that while the partnership designates FanDuel as an official sports betting partner of the Broncos, the deal does not give the company exclusivity over every sponsorship opportunity the franchise pursues with companies in the sports betting space. There is a possibility that the Broncos could sign other sports betting partnerships with industry heavyweights such as DraftKings Sportsbook, PointsBet USA, William Hill US, and BetMGM before the NFL season begins.
PointsBet operates its U.S. western hub in Downtown Denver.
May '20: NFL approves team-level partnerships with sports betting companies
June '20: Denver Broncos become first NFL team w/sports betting partnership (deal w/FanDuel) https://t.co/gz2zE8XG3R
— Ben Fawkes (@BFawkesESPN) June 15, 2020
The Broncos are currently 60/1 to win Super Bowl LV at FanDuel Sportsbook, behind AFC West divisional rivals Kansas City (+650) and Los Angeles (+3200). Denver has odds of 50/1 to win the Super Bowl at both DraftKings and PointsBet.
FanDuel lists Denver as the third choice to win the AFC West at 11/1. The Broncos also have odds at the sportsbook of 30/1 to capture the AFC Championship.