By Ron Fritz | | 4 mins
Broncos & BetMGM Reach Deal; 3rd Sportsbook Partner For Team
When the Denver Broncos announced deals with two sportsbooks in June, the team was reportedly looking for a third sports betting partner. It found one.
ROAR Digital announced Thursday that it has entered a multiyear sports betting partnership with the Broncos through the company’s BetMGM sportsbook. The partnership will include a new BetMGM Lounge at Mile High Stadium, according to a news release.
On June 15, the Broncos announced a deal with FanDuel, becoming the first NFL team with a sportsbook partnership. The next day, it announced a similar deal with Betfred USA Sports that includes a sports betting lounge at Mile High.
No other NFL team has announced a sportsbook deal.
In addition to the new BetMGM Lounge, there will be VIP travel packages and other benefits through MGM Resorts’ loyalty program called M Life Rewards, according to the release. The partnership will include a free-to-play mobile game and in-stadium promotions and signage.
“This partnership with the Broncos allows us to showcase not only a premier BetMGM sports betting and gaming platform, but also the world-class entertainment experiences delivered by MGM Resorts,” Matt Prevost, BetMGM’s chief marketing officer, said in a news release.
More Details Of The Deal
The league approved sponsorships with sportsbooks 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.
“When we began the process of identifying potential partners in this category, our goal was to provide Broncos fans with unique ways to engage with sports betting, ” Mac Freeman, Broncos chief commercial officer, said in the release. “Together with BetMGM, we can now offer our fans and M life Rewards members in Colorado new opportunities such as an in-stadium gaming lounge, VIP travel packages to MGM Resorts around the country, and a free-to-play game through our mobile app.”
The BetMGM Lounge at the stadium will be located on the Level 1 concourse adjacent to Gate 4, outside Section 111/112. Fans 21 years of age and older can gain access to the bar and lounge, see live odds and receive assistance with BetMGM’s mobile app.
The free-to-play game will be available on the Denver Broncos official mobile app. It will offer eligible fans the chance to test their sports prediction skills, the release said.
Roar Digital, which is owned by MGM Resorts and GVC Holdings, on Wednesday announced new spending that brings its total investment in U.S sports betting and online gaming to $450 million. The company said it wants BetMGM to gain or overtake market leaders FanDuel and DraftKings.
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Colorado Sports Betting Hits Ground Running
Colorado launched its sports betting market on May 1 despite casinos and most sports being shut down. It started with four online sportsbooks, but has more than doubled since. Two retail sportsbooks have opened and DraftKings announced Thursday it will open one Friday at the Mardi Gras Casino in Black Hawk.
The sportsbooks in Colorado now up and running are BetMGM, BetMonarch (Monarch Casino Resort), BetRivers, BetWild, Circa, DraftKings, FanDuel, FOX Bet and SBK. Sky Ute, the first Native American sportsbook, launched on June 10.
In its first month, Colorado sports bettors placed $25.5 million in wagers, according to an email from the Colorado Limited Gaming Control Commission. NFL betting fans should help drive the numbers up when the season begins in the fall.
And now there are three sportsbooks with direct ties to their favorite team.