FanDuel on Wednesday announced a unique new sports betting partnership that will result in a first-of-its-kind FanDuel-Bud Light-Denver Broncos sports bet in Colorado. The deal marks the first time that a major, mainstream brand has partnered with an operator on a branded wager. Fans will get a special deal on a wager during the Dec. 19 NFL game between Denver and Buffalo. The bet will available via FanDuel’s Colorado digital platform.
According to a FanDuel press release, the partnership creates a new way for the “brands to reach fans and new activations that give Colorado sports fans unique ways to win.”
FanDuel was already partnered with the Broncos, and its Colorado digital platform was among the first four that went live in the state on May 1. Though the Colorado Department of Revenue does not break down the handle for individual operators in its monthly revenue report, the state handle has soared from $25.6 million in May, when major professional sports were shut down at the height of the COVID-19 crisis, to $210 million in October. Nearly 99% of bets were placed on digital platforms in October.
“Legal sports betting is an ultra-competitive and fast-moving category,” Broncos SVP of Corporate Partnerships Brady Kellogg said in the release. “As a first mover in the category within the NFL, it’s incumbent on us to help bring fresh new activations to the market to separate our partners from their competition. We were excited to join FanDuel on this innovative course to benefit our fans as well as our great partners at Bud Light.”
FanDuel loading up on partnerships
FanDuel has live online/mobile sports betting available in eight states, with a ninth, Michigan, likely coming before the end of the year. Colorado has been a burgeoning market with a host of unique partnerships, including PointsBets’ deal with the Colorado Buffalos. The Broncos are partnered with three operators and Buffalo Wild Wings, while both the Nuggets and Avalanche have signed deals with PointsBet, which is relocating its U.S. headquarters to Denver.
BREAKING: @CUBoulder is the first NCAA school to partner with a sports betting company.
— Sportico (@Sportico) September 8, 2020
Since August, FanDuel has announced partnerships with at least four different professional teams or leagues as the company continues its expansion into legal sports betting states.
The new deal in Colorado will feature the “Bud Light Pick & Kick Bonus” for the Dec. 19 Denver Broncos-Buffalo Bills game. Bettors in Colorado who place a moneyline wager (on either team) of more than $25 will get $3 for every extra point and field goal scored by Broncos kicker Brandon McManus. Twice this season McManus has connected on at least three field goals in a game, including six made field goals in a Week 6 win over the Patriots.
— The Daily Buzz (@TheDailyBuzz9) December 2, 2020
“Colorado has embraced sports betting in an amazing fashion and we think it’s the perfect place to partner with the Broncos and Bud Light to bring customers America’s first branded sportsbook. This is an incredible example of how brands like Bud Light can work with an operator and sports team to reach fans in the most engaging environment across the sports landscape,” FanDuel Group CMO Mike Raffensperger said via a press release. “Representing a true partnership, FanDuel Group and the Broncos are integrating Bud Light into fans’ passion for sports betting like never done previously with the ‘Bud Light Pick & Kick Bonus’ market we’re offering.”