Denver Broncos, FanDuel Ink First-Ever NFL Sports Betting Deal

  • The multi-year deal is non-exclusive; the Broncos can partner with other sportsbooks
  • FanDuel can use the Denver Broncos brand for its advertising campaigns in Colorado
  • NFL only started allowing teams to partner with sportsbooks in February 2020
  • No active players or coaches for the team can be featured in advertising
Denver Broncos logo on brick wall
The Denver Broncos announced a marketing deal with FanDuel on Monday, making the franchise the first NFL team with an official sports betting partner. [Image: Vicki L. Miller / Shutterstock.com]

First of its kind

The Denver Broncos are the first NFL team with an official sports betting partner, entering into a multi-year deal with FanDuel. It is a non-exclusive partnership, which means that the Broncos can sign similar deals with other sportsbooks.

Per the teams of the arrangement, FanDuel is permitted to use the team logo for advertising campaigns in Colorado and will be featured on in-stadium advertising. The company can also advertise on Broncos radio and television broadcasts, as well as the team website. Additionally, FanDuel has rights to feature the Broncos logo on its online sportsbook and daily fantasy sports products in the state.

they smartly reach people through engaging and entertaining content”

Broncos chief commercial officer Mac Freeman touted FanDuel’s strong reputation among sports fans, confident that fans will enjoy both the company’s sports betting and daily fantasy sports offerings.

He added: “The ways they smartly reach people through engaging and entertaining content is in line with the Broncos’ innovative thinking when connecting with our fans.”

NFL changes its stance

Until the United States Supreme Court overturned the Professional and Amateur Sports Protection Act of 1992 (PASPA) two years ago, the NFL was publicly against sports betting. In August 2018, the league began allowing teams to get on board with casino partners, but sports betting partnerships were still off the table. This changed in February 2020 when the NFL completed an in-house study. 

After the study. the league announced that teams could partner with sportsbooks, though some restrictions applied. No active coaches or players can appear in any sports betting advertising campaigns. The teams are also forbidden from selling practice facility or stadium naming rights to sportsbook companies.

While a number of teams have casino partners, the Broncos are the first NFL team to link up with a sports betting partner. The NFL itself has a daily fantasy sports connection after signing with DraftKings in September 2019. The league’s official casino partner since January 2019 has been Caesars Entertainment.

Sports betting in Colorado

Sports betting became legal in Colorado after the public narrowly voted in favor of Proposition DD in a November 2019 referendum. The rules and regulations for the sector were finalized on January 16, 2020; the approval process for licensing applications began in February. 

The first sports bets in Colorado were officially placed on May 1, a time when the coronavirus pandemic meant that there were little to no major sports available on which to bet. FanDuel was one of four sportsbooks to launch on opening day; it partnered with Twin River Worldwide Holdings through Twin River’s newly-acquired Golden Gates Casino in Black Hawk.