DraftKings is increasing its presence in a Colorado sports betting market that has had a strong start since launching in May.

The sports gaming company announced Thursday that it will be the official daily fantasy and sports betting operator for the Colorado Rockies and set Friday as the grand opening date for its DraftKings Sportsbook at Mardi Gras Casino in Black Hawk.

DraftKings has been a mainstay in Colorado since 2012, offering daily fantasy contests, and it was one of four online sportsbooks to launch its app in the state on May 1.

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“We are proud to grow our presence in Colorado both in announcing our latest deal with the Rockies and also look forward to soon officially opening the doors to our newest retail sportsbook at Mardi Gras Casino and Resort,” Matt Kalish, co-founder and president of DraftKings, said in a news release. “In the short span since launching our top-rated mobile sportsbook app in Colorado this past May, Coloradans have proven to be among our most engaged customers, which makes our deepened connection to the state through these collaborations all the more exciting.”

On Wednesday, Colorado announced that the August sports betting handle for the state was $128.64 million. That was more than the $123.5 million combined in the first three months of legal sports betting. There are now more than 20 online and retail sportsbooks operating in the state.

The Rockies Deal

In addition to in-stadium branding rights, DraftKings is also receiving a license to utilize Rockies trademarks and logos, the news release said. Both entities will also collaborate to develop a digital content series featuring Rockies’ player appearances on DraftKings’ original “The Sweat” program, along with podcasts, live videos and more.

“All of us at the Colorado Rockies are thrilled to take this exciting next step in our longstanding relationship with DraftKings,” Walker Monfort, the Rockies’ vice president of corporate partnerships, said in the news release. “Expanding on our current deal for daily fantasy sports will only enhance what we’ve built with DraftKings up to this point. Tying our brand to an early industry leader in the new frontier of legalized sports betting will be a great new endeavor for both parties.”

For fans of MLB betting, the Rockies (24-31) look to snap a two-game losing streak Thursday afternoon as it visits the San Francisco Giants (28-27).

The Detroit Tigers became the first MLB team to reach a deal with a sports betting operator when it announced PointsBet as its official sports betting partner in July.

Grand Opening at Mardi Gras

The retail sportsbook located within the Mardi Gras Casino is set to officially open on Friday, providing sports bettors with an optimal viewing and hospitality experience.

With more than 40 televisions, large video boards dedicated to displaying odds, several self-service betting kiosks and a full-service American sports bar and restaurant, the entire location is designed with the modern sports bettor in mind, the release said.

“The new DraftKings retail sportsbook location is the perfect addition to their mobile betting access we launched earlier this summer,” said George Papanier, president and CEO of Twin River Worldwide Holdings. “There is nothing like it in Black Hawk and we are excited to become Colorado’s new home for all sports.”