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University of Colorado Athletics and PointsBet agree to deal

8 Sep 2020

(PRESS RELEASE) -- Learfield IMG College, the media rights holder of University of Colorado Athletics, and PointsBet, a premier global gaming operator, announced Tuesday that they have signed a five-year corporate sponsorship agreement that makes PointsBet a proud partner of the Colorado Buffaloes.

The exclusive partnership is one of the few in existence between a sports betting operator and a major NCAA Division-I Athletics Program.

The five-year deal provides a financial boost for CU Athletics during a time when athletic department budgets nationwide are stressed by the COVID-19 pandemic. The arrangement includes specific support for the department's Scripps Leadership and Career Development Program, which helps prepare student-athletes for success beyond their playing days.

PointsBet recently began construction of a new North American headquarters in downtown Denver. The company is committed to recruiting employees from the deep pool of tech talent located along the Front Range – including CU Boulder tech grads.

PointsBet has been viewed as a market leader for its responsible gaming efforts, and the partnership with CU Athletics will emphasize and create awareness around responsible gaming and sports betting education.

"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."

Buffalo Sports Properties (BSP) is the locally based Learfield IMG College team that manages all broadcast operations and corporate partnerships for CU as part of the overall multimedia rights relationship between the company and the athletic department.

BSP/Learfield's deal with PointsBet 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.

PointsBet prides itself on its proprietary, in-house technology platform that delivers the fastest and easiest sports betting experience in the United States. 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.
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