Last week, the University of Denver became the second Colorado university to strike a partnership with a sports betting operator when it made a deal with SuperBook Sportsbook that includes branding, media hospitality, and social media assets. Last fall, the University of Colorado made a first-of-its kind deal with PointsBet. Through the deal, PointsBet will be able to have advertising rights at Buffaloes games and placements (links or mentions) on Colorado media outlets.
The University of Denver deal marks another foray into Colorado for SuperBook, which went live online in Colorado in December 2020 and is partnered with the Lodge Casino. The company opened a retail sportsbook in June and has plans to offer its NFL season-long SuperContests in the state in the future.
“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 via press release. “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. 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.”
Local connection important
The University of Denver has an NCAA Division I athletic program, but does not have a football team. Its NCAA basketball team plays in The Summit League, and has been in Division I since 1998. Denver has not advanced to March Madness, but got to the second round of the National Invitational Tournament in 2013.
SuperBook’s Colorado expansion was its first outside of Nevada, with plans to go live in New Jersey. The company’s head of sportsbook, Jay Kornegay, is a Colorado native.
“As sports betting continues to become more and more of a passion for our fan base, we felt that it was important to partner with a local company that we trusted to put an emphasis on responsible gaming,” Denver Vice Chancellor for Athletics, Recreation and Ritchie Center Operations Karlton Creech said via press release.”We’re also excited about the opportunity for the proceeds of this partnership to directly impact our student-athletes’ experience at DU.”