Deal with BetMGM includes betting lounge

Seizing on the legalization of sports gambling in Colorado, the Broncos completed their blitz of the market Thursday by signing a multi-year partnership with BetMGM.

Last month, the Broncos announced deals with FanDuel and Betfred USA.

The highlight of the BroncosBetMGM deal is the NFL’s first in-stadium sports betting lounge.

“As we think about the sports market in Colorado, the first team we think of is the Broncos,” BetMGM chief marketing officer Matt Prevost said in a phone interview. “Their heritage and success on and off the field occupies a unique place in the Colorado market.”

The Broncos have announced three sports betting partnerships before any other NFL team has added one. They will not be adding another gambling-related partner.

“We benefited from timing and Colorado was an earlymover as a state,” Broncos chief commercial officer Mac Freeman said. “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.”

Prevost said talks between BetMGM and the Broncos occurred “off and on,” since early this year, but picked up in the last month.

“I think the Broncos recognize 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,” Prevost said.

The Broncos have achieved a range of services from their three partners.

FanDuel has name recognition from its daily fantasy offerings, Betfred USA has a physical sports book at the Saratoga Casino in Black Hawk and BetMGM was attractive because of the cross-over to hospitality opportunities.

“BetMGM covers all the spaces that we didn’t necessarily have with our first two partnerships,” Freeman said. “MGM brings a really diverse and broad portfolio to the table. We’re thrilled with the way it worked out.”

The key components of the Broncos-BetMGM deal:

• The BetMGM Lounge replaces The Tavern At Mile High space on the Level 1 concourse outside Sections 111-112 (near Gate 4). Fans must be at least 21 years old to enter the lounge, which will offer live odds, a full-service bar and assistance with the BetMGM mobile app.

“We wanted to put our distinctive imprint on the Broncos experience,” Prevost said. “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.”

• BetMGM will offer a “First Possession Payoff Game” on its app that will revolve around the Broncos scoring on their opening drive. On the Broncos’ app, MGM will develop a free game that will likely be a simple “pick’em” contest.

• In conjunction with MGM Resorts, there will be travel packages offered for the Broncos’ annual game in Las Vegas against the Raiders.

“We fully expect that MGM Resorts and their nine different properties in Las Vegas will be home to Broncos fans when they make the trip,” Prevost said.

• BetMGM has partnered with the Midnight Rose Hotel and Casino in Cripple Creek (southwest of Colorado Springs).

“At the moment, we’re only offering sports bets via the mobile app,” Prevost said. “Our longer-term plan is to offer retail sports betting there when the world returns to normalcy.”

The Broncos began examining potential partners once Colorado voters last November approved Proposition DD to allow legalized sports gambling.