University of Colorado makes deal with PointsBet

  • PointsBet has signed a five-year deal with the University of Colorado Athletics to become a partner of the Colorado Buffaloes.
  • PointsBets will have advertising rights in facilities and on media platforms for collegiate sports.
  • The new headquarters for PointsBet is located in downtown Denver and the company looks to grow in the sports betting market of its new home

DENVERPointsBet has signed a multi-year sports betting deal with the University of Colorado Athletics making it the first-ever sportsbook operator to sign an agreement with a college in the United States.

The five-year agreement makes PointsBet a partner of the Colorado Buffaloes and will include online and retail sports betting free-to-play sports games, casinos, online casinos, and fantasy sports.

There will also be PointsBet signage in Folsom Field and CU Event Center through gamedays advertising space and promotions along with on media channels and radio broadcasts.

“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,” said Rick George, CU Athletic Director. “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.”

This partnership may come as a shock to some because of the NCAA’s stance on sports betting and how it could undermine the integrity of sports contests. PointsBet hopes that with this partnership with CU Athletics, it will instead create awareness and emphasize legal sports betting education and responsible gaming.

The Australian-based company has recently started the construction of its new North American headquarters that will be located in downtown Denver. With the location of their headquarters, PointsBet will be growing the Colorado sports betting market while also committing to recruiting local tech talent including CU Boulder tech grads.

“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,” said 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.”

PointsBet has also recently signed a similar agreement with the Kroenke Sports & Entertainment who are the owners of the NBA’s Denver Nuggets, Colorado Avalanche of the NHL, and the NLL’s Colorado Mammoth.

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