MaximBet may be a new player in the sports betting landscape, but the company isn’t wasting any time making itself known, at least in Colorado. To wit, this week, MaximBet became the first sports betting company in the U.S. to offer a Name-Image-Likeness deal exclusively to female college athletes, according to Forbes.
The deal requires an athlete to promote MaximBet on social media and follow MaximBet on Facebook, Instagram, TikTok and Twitter. In exchange, MaximBet will pay the athlete $500 for each four-month commitment, as well as offer up invites to parties, merchandise, and other opportunities. Athletes could earn up to $1,500 per year through the deal, which is available to any female athlete, 21 or over, at a Division I, II, or III university in Colorado.
This marks the third deal involving a sportsbook and college athletes in Colorado. Last year, PointsBet announced a first-of-its-kind deal with the University of Colorado and, earlier this year, SuperBook Sports partnered with the University of Denver. Turns out Colorado doesn’t just have an open, competitive marketplace when it comes to wagering — there are 25 platforms and 17 retail sportsbooks active in the state — but for other opportunities, too.
“We were exploring opportunities as a way to launch our brand,” MaximBet’s Doug Terfehr, vice president of brand and communications, told Forbes. “We wanted to start building awareness and connecting with the local Colorado community. We saw that student athletes were not excluded from the right to partner with sports betting brands, so we thought it was a great opportunity to give back to the student athletes.”
Neither the state nor its universities have any kind of law or rule prohibiting athletes from working with a sportsbook. MaximBet, though, is quick to say that the athletes don’t need to promote sports betting or suggest that anyone download their app. Unlike many others, the sporstbook is part of a bigger lifestyle brand, so it’s likely MaximBet sees opportunities that go beyond wagering with the deal.
Female athletes ‘getting the short end of the stick’
Barstool Sportsbook was the first gaming company to offer deals to college athletes once the rules around NIL changed earlier this year. Since then, restaurants, athletic clothing companies, and more have been taking advantage of ways to leverage the situation. Whether it’s a big-time athlete signing a merchandise deal or a restaurant in Arkansas offering a group of offensive linemen free barbecue, opportunities are popping up across the country.
🚨 Breaking News 🚨
All female student-athletes 21+ in Colorado are now eligible to join Team MaximBet #NIL
DI, DII, & DIII ✅
— MaximBet (@MaximBetUSA) September 28, 2021
For MaximBet, pairing with women athletes seemed like a good fit, as well as a chance to recognize a traditionally underrepresented group in terms of making money off athletic endeavors.
“I think they’re getting the the short end of the stick right now,” said Terfehr. “I think obviously a lot of the NIL deals have been focused on the male athletes, and we felt the influence and impact and importance of athletics is huge. So, it just felt like the right thing for us to do as we were connecting with the Colorado community.
“We hope as many qualified young women who love playing for their college or university take advantage of this offer and recognize that we support them in everything they do.”
Then known as sportsbetting.com, MaximBet went live in Colorado on Sept. 16, 2020. The platform was subsequently rebranded as MaximBet earlier this month. The company is partnered with Johnny Nolan’s Casino.