Two deals in the Centennial State

Betfred has launched its second sportsbook in the US at Saratoga Casino in Black Hawk, Colorado. The sports betting operator also has plans to introduce an NFL betting lounge in the state outside of the Denver Broncos’ stadium.

Betfred USA Sports and the NFL’s Denver Broncos have agreed to a multi-year sponsorship deal in which the subsidiary of UK-based Betfred Group outlined plans for a betting lounge outside of Empower Field at Mile High. As part of this partnership, the operator will also benefit from media marketing opportunities and opportunities for stadium signage.

We knew we needed to be aggressive”

The launch of Betfred’s Colorado sportsbook coincides with the reopening of Saratoga Casino in Black Hawk after the COVID-19 pandemic resulted in the property’s temporary shutdown. The sportsbook can welcome back customers after the casino received regulatory and health official approval to reopen with additional health and safety measures in place.

Bryan Bennett, COO of Betfred US Sports, commented: “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 US sports.”

Betfred’s US expansion

Betfred’s original deal with Saratoga Casino Black Hawk was signed in January 2020, making the operator the official retail and online sportsbook provider for the casino. The sportsbook’s opening was scheduled for a later date, however, as it wasn’t until May 1, 2020 that sportsbooks were legally permitted to open.

aiming to have sportsbooks up and running in four states by the end of 2020

The launch will see Betfred further extend its reach in the US after introducing its first sportsbook at Iowa’s Grand Falls Casino in January. According to Bennett, the operator is aiming to have sportsbooks up and running in four states by the end of 2020.

In January, Betfred signed a partnership with Wind Creek Casino and Resort Bethlehem in Pennsylvania. Through the agreement, Betfred will manage its sportsbook at the casino and introduce mobile and online betting across the state. The deal is still subject to regulatory approval by the Pennsylvania Gaming Control Board.

Sports betting underway in Colorado

The Colorado state legislature approved a sports betting bill in the summer of 2019. Sports betting was passed later that year after more than 1.3 million citizens took part in a vote. The bill passed by around 20,000 votes.

For the month of May, Colorado’s six sportsbooks generated $25.5m in handle despite the current lack of sports. According to PlayColorado, the state’s sports betting market could see $6bn in annual bets, $400m in gross gaming revenue, and $40m in tax revenue when it fully matures.