Legalized sports betting is becoming a reality as The Broncos is diving deeper into the sector. On Tuesday, it announced a partnership with Betfred USA Sports.

Another partnership for the Broncos

Betfred USA Sports is the US facing arm of the UK-based gambling giant Betfred. The company has recently expanded to the American soil after several states started legalizing sports betting. However, Betfred is not the only partner that Broncos has added recently. On Monday, it announced a multi-year deal with FanDuel. The deal is not exclusive between the two parties because of which negotiations are going on with other vendors as well.

Betfred is one of the older companies in the business which started in 1967 under the leadership of Fred and Peter Done. Its digital platform came into being in 2004. Bryan Bennett, the chief operating officer of Betfred USA Sports appeared said during an interview that the company decided to work with Broncos because they are known a known name in the US. He said that Betfred is aware that the US sports betting market is very competitive.

He added,

“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.”

What does the Betfred plan?

Betfred will be launching an American betting app later in the summer and its first retail sportsbook will be at the Saratoga Casino in Black Hawk, Colorado. Two other locations for the retail sportsbooks include the Grand Falls Casino in Iowa and the Wind Creek Bethlehem in Pennsylvania.

The deal with Broncos will be similar to the one signed by FanDuel, which will include media advertisements as well as signage. It will also create a lounge or hospitality tend for fans outside Mile High. Bennett said that it will work as an activation space for the company to interact with bettors and fans right on game day. The lounge will also be great for fans looking for pre-game betting opportunities.

Betfred first expanded in Spain in 2019 and was planning an entry into the US for a very long time. Bennett noted that the US provides a great opportunity for European companies given the size of the Vegas gaming market.