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Broncos Add Second Sports Betting Partner With Betfred Deal

Ron Fritz for Bookies.com

Ron Fritz  | 3 mins

Broncos Add Second Sports Betting Partner With Betfred Deal

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The Denver Broncos, which became the first NFL team with a sportsbook partnership on Monday, announced an agreement with another sportsbook on Tuesday.

The Broncos have reached a deal with Betfred USA Sports, the U.S. subsidiary of Manchester, U.K.-based Betfred Group, on a multi-year partnership that includes a sports betting lounge at Mile High Stadium.

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Betfred will also open a sportsbook at Saratoga Casino Black Hawk on Wednesday. It will be Betfred’s second U.S. sportsbook. It also operates one at Grand Falls Casino in Larchmont, Iowa.

“Betfred’s combination of a physical sportsbook at Saratoga Casino, extensive retail offerings in Europe and an upcoming online offering make them an organization we think Broncos fans will enjoy engaging with,” Broncos Chief Commercial Officer Mac Freeman said in a news release. “Through a tailgate activation featuring a gaming lounge adjacent to Sports Legends Mall, we will be able to provide our fans with a new and exciting onsite experience at our stadium.”

On Monday, the Broncos announced a partnership agreement with FanDuel. The sportsbook will be able to use official Broncos logos on its platforms in Colorado and have access to in-stadium signage and radio, television and digital advertising.

Sponsorships with sportsbooks were approved by the NFL in the spring and the league’s new CBA with the players allows for sportsbooks at stadiums, according to reports. The revenue would be shared by the NFL and players.

The Broncos are looking to have three sportsbook partners and have been actively pursuing the third one, according to The Athletic.

RELATED: More on Colorado sports betting and gaming

The Betfred Betting Lounge

The Betfred deal includes the same provisions for marketing efforts as the FanDuel agreement, but also offers the betting lounge at Mile High. Fans 21 years and older can receive assistance on using Betfred digital app to place bets and to view live odds, according to the news release.

“We knew we needed to be aggressive upon entering the Colorado market with a Vegas-quality sportsbook and a sponsorship agreement with the Denver Broncos, one of the premier franchises in U.S. sports,” Bryan Bennett, chief operating officer of Betfred USA Sports, said. “We look forward to launching our online platform right before football season.”

Black Hawk and Central City casinos will reopen on Wednesday, including the Saratoga with the new Betfred sportsbook. Casinos in Cripple Creek reopened Monday. The state shut down the 33 casinos in Colorado in mid-March.

”We could not be happier with our partnership with Betfred and its decades of retail and online sports betting experience,” said Sam Gerrity, vice president of business development for Saratoga Casino Black Hawk, in the news release. “Saratoga strives to deliver a premium guest experience, and we believe the Betfred sportsbook continues to build on that promise.”

With the Broncos moving quickly on two sportsbook deals, expect other NFL teams to announce NFL betting partnerships before the season begins.

About the Author

Ron Fritz is a former editor at Bookies.com.