Online gambling operator BetMGM has become the latest betting firm to enter a partnership with the National Football League’s Denver Broncos.

On Thursday 9, the Broncos announced the signing of “multi-year sports betting partnership” with the betting firm. Just so you know, BetMGM is the brand name of the Roar Digital online gambling business from UK-licensed gambling operator GVC Holdings and casino operator MGM Resorts.

The agreement will see BetMGM create branding opportunities as well as ‘fan experiences’ through the Broncos digital properties and at Empower Filed at Mile High. The wagering firm will additionally create a free-to-play mobile prediction game that will allow users to win non-cash prizes.

Roar Digital will additionally be allowed to open a BetMGM Lounge at Empower Field, in which supporters aged 21 years and above can partake in alcoholic drinks and receive “live odds and betting assistance.” There will be no on-site sportsbook but plenty of guidance on how to load the BetMGM wagering app.

BetMGM seems to have struck a much better deal than UK betting firm Betfred, whose betting deal with the Broncos called for the unveiling of a sports betting lounge ‘outside’ Empower Field, with local media describing it as a ‘hospitality tent’.

FanDuel was the first betting firm to strike a deal with the Denver Broncos, which was also the first NFL side to announce a formal betting agreement after the league’s February announcement that it would not cast any of its franchises into the sin-bin for trying to embrace legal sports betting.

Broncos had suggested 3 betting deals was the most it could do, but that idea may go out of the window is the bookies keep writing huge checks.

BetMGM’s deal came just 24 hours after MGM and GVC announced an additional $250m investment into the BetMGM venture while promising to spend whatever it takes to achieve dominance over their U.S rivals.

Colorado’s  legal betting market formally launched in May, and the ranks of betting options continue to grow. On Thursday, DraftKings announced that its Colorado-licensed mobile betting app would be finalised by a ‘temporary’ retail sportsbook at Twin River’s Mardi Gras Casino in Black Hawk beginning Friday 10.

The temporary book will include 8 self-service betting shops, a cashier window and multiple TVs. Construction of a permanent Mardi Gras sportsbook is also going on and will eventually include a ‘large feature bar’ plus a VIP Lounge area and many more TVs. The unveiling will make 7 DraftKings-branded retail sportsbooks across 6 US states.


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