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FanDuel, Bud Light & Broncos Create Branded Mobile Sportsbook

Lou Monaco for Bookies.com

Lou Monaco  | 2 mins

FanDuel, Bud Light & Broncos Create Branded Mobile Sportsbook

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FanDuel, Bud Light and the Denver Broncos on Wednesday announced a partnership for what they are calling a first-of-its-kind branded mobile sportsbook.

It is the first integrated sponsorship between a major brand and a U.S. sportsbook, according to a FanDuel news release.

RELATED: More on Colorado sports betting and gaming

“Colorado has embraced sports betting in an amazing fashion and we think it’s the perfect place to partner with the Broncos and Bud Light to bring customers America’s first branded sportsbook,” Mike Raffensperger, FanDuel chief marketing officer, said in the news release. “This is an incredible example of how brands like Bud Light can work with an operator and sports team to reach fans in the most engaging environment across the sports landscape.”

The sports betting market in Colorado launched on May 1 and each month it has seen the total sports betting handle increase. In October, the state had a record $210 million wagered online and in retail sportsbooks.

Not surprisingly, NFL betting accounted for $68 million of the $210 million total.

Bud Light Pick & Kick Bonus

FanDuel and Bud Light, which are official partners of the Broncos, will give Colorado sports fans more ways to win via the "Bud Light Pick & Kick Bonus" for the Dec.19 game between the Broncos and the Buffalo Bills, according to the release.

Fans in Colorado who place a moneyline wager on either side of the game in the “Pick & Kick Bonus” market of the game will get $3 for every extra point and field goal made by Broncos kicker Brandon McManus.

“As a property, we are tasked, on behalf of our partners, with authentically integrating brands into passion points for our fans and we think this partnership does just that,” Brady Kellogg, Broncos senior vice president of corporate partnerships, said in the release. “Legal sports betting is an ultra-competitive and fast-moving category. As a first mover in the category within the NFL, it’s incumbent on us to help bring fresh new activations to the market to separate our partners from their competition.”

Broncos, FanDuel were 1st to Team Up

On June 15, the Broncos were the first NFL team to reach a sports betting deal since the NFL allowed sportsbook sponsorships in May, announcing that FanDuel would be the official sports betting and fantasy partner of the team.

The Broncos subsequently reached sports betting partnerships with Betfred and BetMGM.

About the Author

Lou Monaco for Bookies.com
Lou Monaco
Lou Monaco had been East Coast Scene columnist for Gaming Today in Las Vegas since June 2019, covering the East Coast sportsbook scene with emphasis on NJ and PA.
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