PointsBet An Exclusive Betting Partner For Colorado Teams, Pepsi Center

Written By Ian St. Clair on 08/07/2020 - Last Updated on February 10, 2021

PointsBet knows how to make an entrance.

Even though the sportsbook hasn’t launched yet, it’s already making a dent in the Colorado sports betting market and the state.

That’ll happen when you reach an agreement on a multiyear partnership with Kroenke Sports & Entertainment (KSE) and move your US headquarters to Denver.

It was announced on Friday that PointsBet is now the exclusive betting and gaming partner for the Colorado Avalanche, Denver Nuggets, Colorado Mammoth and the Pepsi Center. KSE is the managing partner for the various organizations and where they play.

PointsBet makes Colorado home

As part of the deal, PointsBet is also the official sports betting partner for KSE’s Altitude TV and Altitude Sports Radio.

As the press release notes, the deal spans the entire gaming category. That includes retail and online sports betting, daily fantasy sports, online casino and free-to-play games.

While PointsBet isn’t live in Colorado yet, the plan is to release the sports betting app soon, according to the release. PointsBet reached an agreement with Double Eagle Casino in Cripple Creek in late July 2019. That is one of the first partnership announcements in the state.

PointsBet also recently began construction on its flagship US headquarters, based in Denver’s LoDo neighborhood.

PointsBet was originally founded in Australia.

Matt Hutchings, the KSE executive vice president and chief operating officer, said in the release:

“PointsBet is renowned within the gaming industry for product innovation and its unique PointsBetting product, as well as for having the fastest app in the marketplace. Sports fans are hungry for the added dimension that fantasy sports and gaming add to their experience. We know that Nuggets, Avs and Mammoth fans will be excited to have the opportunity to engage more deeply with their favorite teams via PointsBet. PointsBet demonstrated just how much they value Denver and the Rocky Mountain region when they chose to locate their United States headquarters here in Colorado. They recognize, as do we, that Denver is a fast-growing and dynamic city home to some of the most passionate sports fans in the world.”

In-arena PointsBet destinations

The PointsBet-KSE partnership includes plans to unveil a new in-arena destination at the Pepsi Center for the 2020-21 seasons, according to the release.

As the release notes, the plan is for three distinct areas: the PointsBet Sports Bar, an outdoor patio extension of the PointsBet Sports Bar and the PointsBet Premium Club.

The club level at the Pepsi Center will also undergo a rebrand for the 2020-21 seasons. The plan is to call it the “PointsBet Club Level.” The release says that it will feature signage from the sportsbook, brand ambassador placements, and more.

There’s even more.

Fans will also see a significant upgrade in the Wi-Fi at Pepsi Center for the 2020-21 seasons.

And on game day, fans will see prominent PointsBet displays and broadcast-visible signage throughout the arena. The release notes that it will include stanchions for Nuggets games and on the ice. Also, there will be dasher boards for Avalanche games.

KSE also has plans to release its upcoming KSE mobile app. According to the release, PointsBet aims to dramatically improve the experience of planning and attending events at Pepsi Center. PointsBet will serve as the app’s title sponsor and be a part of digital media and branding. The company will also have a presence on the Avs, Nuggets and Mammoth apps.

Second partnership deal

This deal is the second partnership for PointsBet with teams in a major sports league.

In early July, the company reached an agreement with the Detroit Tigers to become the first sportsbook to partner with an MLB team.

Johnny Aitken, the PointsBet USA CEO, said in the release:

“It was instant from day one there were shared values between the Kroenke Sports & Entertainment team and PointsBet. We’ve long stated that our goal is to become synonymous with Colorado sports betting. This exclusive partnership with our hometown teams in the Denver Nuggets, Colorado Avalanche and Colorado Mammoth. Plus, premium entertainment spaces within their playing arena, is a momentous step in that process. We have defined ourselves via our proprietary, in-house technology on delivering the fastest and easiest sports betting experience in the USA. (Now) Denver sports fans in-arena or at home watching games on the Altitude Sports Network will be provided many ways to elevate their viewing experience engaging with our market-leading PointsBet Sportsbook app.”

PointsBet may not be live in Colorado just yet, but it definitely knows how to make an entrance.

Ian St. Clair Avatar
Written by
Ian St. Clair

Ian is an award-winning sports journalist and a University of Northern Colorado graduate. He’s a Colorado native and has over a decade of experience covering college and professional athletics. He broke into the gambling industry right as Colorado launched legal sports betting in 2020. Ian now manages the sites for some of the biggest gambling markets in North America and is an analyst for PlayColorado.

View all posts by Ian St. Clair