Betfred Sports Boosts Colorado Presence With Rockies Partnership

  • The operator will get access to digital and stadium assets, offer fans gameday experiences
  • The Colorado Rockies already have a sports betting partnership in place with DraftKings
  • NFL team Denver Broncos is also an official partner of Betfred USA Sports
  • Betfred opened a Colorado retail sportsbook in June 2020, launched online in September
  • The state’s sports betting market hit record revenue and betting handle highs in January
Statue of baseball player outside Coors Field stadium in Denver, Colorado
Betting operator Betfred USA Sports has signed a multi-year partnership deal with the MLB’s Colorado Rockies. [Image: Shutterstock.com]

Fan engagement opportunities

Betfred USA Sports announced on Wednesday a new multi-year sponsorship and marketing deal with the Colorado Rockies. As part of the agreement, Betfred Sports will get access to digital assets and stadium assets at the Major League Baseball (MLB) team’s home venue, Coors Field.

The sportsbook operator will also be collaborating with the franchise to offer a variety of gameday experiences for fans, which will include ticket giveaways and in-game contests. Betfred Sports took to Twitter to announce the new official partnership:

Betfred USA Sports chief operating officer Bryan Bennett said the operator is “investing in Colorado for the long haul.” He referenced the success the operator has experienced to date in the state, adding that Betfred looks forward to working with the Rockies.

investing in Colorado for the long haul”

Colorado Rockies VP of corporate partnerships Walker Monfort also commented on the new partnership, referring to the MLB franchise’s commitment to working with top-tier sportsbook brands. He also touched upon the success of sports betting to date in the state, as well as upon future plans to engage with Colorado sports fans in “new and exciting ways”.

The team already has DraftKings on board as a sports betting and daily fantasy sports partner since September 2020.

Betfred Sports’ presence in Colorado

In addition to the Rockies deal, Betfred Sports also has a partnership in place with the Denver Broncos NFL team. Their agreement allows the operator to have an NFL betting lounge outside of the team’s Empower Field at Mile High home stadium. Betfred Sports also has former Broncos wide receiver and two-time Super Bowl champion Rod Smith on board as an ambassador.

In June 2020, Betfred Sports opened the first retail sportsbook in Colorado. The retail offering at the Saratoga Casino in Black Hawk was a precursor to the operator launching an online offering in September last year.

Betfred Sports also has sportsbooks up and running in Pennsylvania and Iowa. Now, a Nevada offering is on the horizon, pending regulatory approval.

In an exclusive interview with VegasSlotsOnline News, the head of US and Canada development for Betfred Sports, Stephen A. Crystal, revealed plans for further expansion. He spoke about upcoming project announcements in Arizona, Washington State, Virginia, and Louisiana.

Sports betting success in the state

The legal sports betting market in Colorado officially launched on May 1, 2020. This was after the passage of a sports betting legalization bill in summer 2019 and a public vote on the matter later in November. Total betting handle in Colorado from market launch until the end of 2020 was about $1.2bn.

The market reached new heights in January 2021, with monthly gross revenue for the sportsbooks reaching $23.1m. This was 25.5% higher than the previous monthly record set in November 2020. $22.7m of January’s $23.1m revenue came through online sportsbooks. Betting handle totaled $326.9m, beating December’s record handle by 14.9%.