PointBets enters partnership with NCAA's Colorado Buffaloes
September 12, 2020
PointsBet has signed a five-year agreement with Learfield IMG College, the media rights holder of University of Colorado Athletics, that makes the global gaming operator the new partner of the Colorado Buffaloes.
This agreement covers the entire gaming category, including free-to-play sports games, daily fantasy sports, casino, online casino, and retail and online sports betting. The deal will give PointsBet visibility at Folsom Field and the CU Events Center through gameday promotions and advertising space, as well as placement on radio broadcasts of CU games and other media channels. For PointsBet, which has been viewed as a market leader for its responsible gaming efforts, the partnership with CU Athletics will also help emphasize and create awareness around responsible gaming and sports betting education. The deal, which includes specific support for the department’s Scripps Leadership and Career Development Program, provides on the other hand a financial boost for CU Athletics. The gaming operator, which recently began construction of a new North American headquarters in downtown Denver, is also committed to recruiting employees from the deep pool of tech talent located along the Front Range, including CU Boulder tech grads.
"We're thrilled to have PointsBet as a partner and for the benefits this sponsorship will provide for our student-athletes for years to come," CU Athletic Director Rick George said. "We are impressed with their commitment to raising awareness around responsible gaming. And we're particularly excited whenever we can partner with sponsors who call Colorado home."
Though not yet available in the state of Colorado, PointsBet is expected to soon release its market-leading sports wagering app for sports bettors within the Centennial State. "As a tech company at heart that is proud to call the state of Colorado home, we are thrilled to announce this partnership as part of our ongoing quest to become synonymous with Colorado sports betting," noted Johnny Aitken, CEO of PointsBet USA. "Since announcing our plans for a new headquarters in Denver, we've consistently stated our desire to work closely with the state's first-class university system and rich pool of tech talent. It is an honor to become a partner of the Colorado Buffaloes, where we look forward to bolstering general sports betting knowledge and responsible gaming awareness while recruiting some of the best and brightest minds to help install a foundation for prolonged success."
Earlier this month, PointsBet announced a similar sponsorship deal with Kroenke Sports & Entertainment, making PointsBet the official and exclusive partner of the Denver Nuggets of the National Basketball Association, Colorado Avalanche of the National Hockey League, Colorado Mammoth of the National Lacrosse League, and their home arena, Pepsi Center.