Broncos reach agreement with sports betting platform Betfred that includes hospitality tent outside stadium
Sports/Games

Broncos reach agreement with sports betting platform Betfred that includes hospitality tent outside stadium

The Broncos continued their dive into legalized sports betting on Tuesday by announcing a partnership with Betfred USA Sports, the long-time United Kingdom-based company who recently expanded into the United States.

On Monday, the Broncos announced a multi-year deal with FanDuel, but because the deal isn’t exclusive, the team has been negotiating with other vendors.

Created by Fred and Peter Done in 1967, Betfred launched its digital platform in 2004.

“One of the big reasons why we wanted to work with the Broncos is we’re not a known entity here and we know it’s going to be a competitive marketplace for sports betting,” said Bryan Bennett, chief operating officer for Betfred USA Sports, in a phone interview. “We felt pretty strongly we needed to go to market with the most powerful partnership we could and in Colorado, that’s the Broncos. They were always No. 1 on our list to get a deal with.”

Betfred, which will launch its American app later this summer, will debut its first retail sports book in Colorado on Wednesday at the Saratoga Casino in Black Hawk. It already has a location in Iowa (Grand Falls Casino) and one upcoming in Pennsylvania (Wind Creek Bethlehem).

Like FanDuel, Betfred’s deal with the Broncos will include signage and media advertisements.

Outside Mile High, Betfred will have a lounge (hospitality tent) constructed for fans.

“We’re really excited to have the activation space so we can interact with fans and bettors on game day,” Bennett said. “The lounge will be a great place for fans to come in for some pre-game (betting).”

Betfred’s first adventure outside the United Kingdom was to Spain in 2019, and it always had an eye on the United States once state-by-state sports betting was legalized.

“For all of the European companies, the U.S. has been seen as the great frontier given the passion of sports fans here and just how big the Vegas gaming market is,” Bennett said. “Everybody had their eyes on the U.S. to be a huge opportunity and Betfred was no different.”

Asked why the state of Colorado was attractive to expand Betfred’s U.S. operations, Bennett said: “Colorado has a really passionate fan base and all of the major leagues are represented here and the fans in general are heavily into sports and sports betting.”

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Susan Scott
Susan Scott contributes to our Sports/Games section. She is a sports enthusiast and brings energy and warmth to the team with her constant quips and snippets from the sporting world. Her dedication to sports leaks into her work as well. Her stories are unique perspectives into the sporting world that take the ordinary man into the shoes of the athletes. She is a talented sportsperson herself, with many accolades under her belt already. What stops her from becoming a professional athlete is her inclination towards writing for sports more than sports itself !

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