University of Denver Teams up with Sportsbook as Betting Sponsor

The University of Denver and SuperBook Sports have signed a multi-year agreement, becoming the second university in the state of Colorado to partner with a sports betting company.

The agreement, which was brokered by sports marketing agency Playfly, will see SuperBook Sports having a brand presence in the University of Denver team’s media hospitality and social media. The deal will also focus on responsible gaming and education for student-athletes.

The financial aspects of the deal were not made public.

Exciting opportunity

"The University of Denver is excited about the opportunity to form a corporate partnership with SuperBook Sports. As sports betting continues to become more and more of a passion for our fanbase, we felt that it was important to partner with a local company that we trusted to put an emphasis on responsible gaming. We're also excited about the opportunity for the proceeds of this partnership to directly impact our student-athletes' experience at DU," Vice Chancellor for Athletics, Recreation and Ritchie Center Operations Karlton Creech said in a press release.

SuperBook Head of Marketing Kristin Mackey described the agreement as the “perfect partnership.”

"With their commitment to integrity, outstanding alumni and passionate fan base, we look forward to partnering with DU Athletics for a long time to come. It's a groundbreaking alliance with one of the most prestigious athletics programs in the country, and we can't wait to become a bigger part of the DU community," said Mackey.

Las Vegas-based SuperBook has been operating  since 1986.

Sports betting in colleges

Founder and CEO of Playfly Sports, Michael Schreiber said: "Being at the forefront of responsible sports betting in the collegiate space is one of our primary focuses at Playfly Sports Properties. SuperBook has been building a national reputation and record of integrity in this area for decades, and we look forward to incorporating their expertise as we activate this new relationship alongside Denver Athletics."

The University of Denver is the second Colorado university to partner with a sports betting firm. PointsBet signed an agreement with the University of Colorado. The university receives about $1.6 million to the university’s revenues.

While the partners seem upbeat at the agreement, there are lingering questions about the link  between sports betting and educational institutions. It does not help that sports betting is illegal in half a dozen states.

The Gambling News website reported a somewhat growing interest from sport betting operators to partner with universities. It said operators such as Caesars Entertainment were shaping up as proponents of the idea. Caesars teamed up with the Fiesta Bowl to form a sports betting and fantasy betting-focused alliance.

“Аs a result, Caesars will be able to host various flash-up betting facilities at the State Farm Stadium on the occasion of events such as PlayStation Fiesta Bowl and the Guaranteed Rate Bowl kept at Chase Field. Colleges are seemingly more open to the idea of hosting sports betting partners as they have an opportunity to curb illegal gambling and drive additional revenue for their educational and athletic programs,” the website reported.