A deal two years in the making is finally ready to make book.
A 10-year partnership between bet365 sportsbook and Colorado’s Century Casinos kicked off at the beginning of this month with the sportsbook’s Colorado launch.
Both parties signed onto the partnership in May of 2020 but had to wait for regulatory approval before going live. Fortunately for Colorado sports betting fans, the recent launch was just in time for football season.
A bet365 spokesperson echoed the excitement over the timing of the internet and online app launch, according to Gambling News:
“We’re delighted to announce that the world’s favorite online sports betting brand will now be available to sports fans in Colorado. The season-opening NFL weekend will provide new and eligible customers with the opportunity to experience bet365’s market-leading in-play product…”
According to I Gaming Business, Century has master licenses for its two land-based casinos, Central City and Cripple Creek. With those master licenses, Century may work with a licensee offering a retail or online sportsbook, or both. Enter bet365.
Who is bet365?
Britain-based and popular in Europe — so popular there that Gambling News calls it a “powerhouse” — bet365’s main markets are the United Kingdom and Italy.
It recently agreed to be the official sports betting partner of the PGA tour for its home country, as well as Canada, Ireland, and Australia.
It reportedly has over 45 million customers and $4 billion in annual earnings. Still, it failed at getting a New York sports betting license in late 2021.
The new Colorado sportsbook is its second in the US. It’s been operational in New Jersey since 2019 and approved for sports betting in Virginia as of Aug. 15.
bet365 Colorado sportsbook offers:
- Wagering on about 75 sports
- Wager boosts
- In-game betting
- Payout offers
- Parlay bonuses
- Streaming almost 200,000 live sports events each year
- Cash-out options
Plus, the bet365 spokesperson dropped some hints about an “unrivaled new customer offer.” They were likely referring to bet365’s current “Bet $1, Get $200 Guaranteed on Any Sport” offer.
Sports wagering seems to run in the bet365 family. Patriarch Peter Coates started a betting shop estate in 1974. His daughter, Denise, became managing director in 1995, and eventually started bet365.
However, the company is not without controversy. Some Wikipedia entries allude to a fine the company paid in Australia for misleading advertising and to lawsuits, some ongoing, over allegedly unpaid winnings.
On the other hand, out of the company’s great success, the family was able to start the bet365 Foundation. One of its earliest charitable recipients was Oxfam.
Deal of the Century (Casinos)
Founded in 1992, Century has its home base in Colorado Springs and operates 10 casinos here and in West Virginia, Missouri, and Alberta. It even owns a majority share in Casinos Poland, operator of seven Polish casinos.
Century also works with Tipico Sportsbook and Circa Sportsbook. The now 28 Colorado sportsbooks include:
- Sports Illustrated
Colorado ranks as one of the ten biggest sports wagering markets in the US, according to SBC Americas.
Coloradan sports wagerers can even bet “outside the box” on events like the Oscars and Nathan’s Hot Dog Eating Contest.