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Broncos set NFL first with BetMGM deal

Denver Broncos will become the first team in the NFL American football league to install an in-stadium sports betting lounge after agreeing a multi-year partnership with BetMGM.

The deal builds on the Broncos’ reputation as a trail-blazer in the NFL sports betting space with the team also announcing partnerships with Betfred USA and FanDuel last month. The NFL permitted sponsorship deals in this category back in February and the Broncos have moved quickly, becoming the first team to sign agreements.

Legalised sports betting launched in Colorado on May 1, with BetMGM recently opening operations in the state in partnership with the Midnight Rose Hotel and Casino. As an official sports betting partner of the Broncos, BetMGM and MGM Resorts will provide premium fan experiences, including Empower Field at Mile High’s BetMGM Lounge and VIP travel packages.

The strategic partnership also contains a free-to-play game available in the official Broncos 365 mobile app, digital marketing assets, and in-stadium promotions and signage.

The BetMGM Lounge, located on the Level 1 concourse, will allow fans 21 years and older access to a full-service premium bar, a luxury lounge, live odds and assistance with BetMGM’s mobile app. Additional in-stadium promotions, highlighted by BetMGM’s season-long First Possession Payoff, will be announced in detail at a later date.

While other teams in the major leagues have made similar moves in the sports betting lounge space amid the opening up of the pastime in the US, the Broncos are the first NFL franchise to do so. “We benefited from timing and Colorado was an early-mover as a state,” Broncos chief commercial officer Mac Freeman told the Denver Post. “We were on top of the topic and engaging with a lot of folks that were in the space. When Colorado went live (on May 1), we were in position to have an idea of what we wanted to do and what we were looking for.”

BetMGM’s chief marketing officer, Matt Prevost, added: “I think the Broncos recognise that sports betting is going to be a big part of the landscape in Colorado and we, like the Broncos, think responsible sports betting is a way to increase fan engagement and deliver a terrific experience to their customers and our customers.

“We wanted to put our distinctive imprint on the Broncos experience. We wanted to provide fans a place for them to engage in content and also an area where we can provide education for what is a new industry and new concept to many consumers.”

Image: Denver Broncos