Another new wrinkle is the launch of its new 'Bud Light Legends' rewards program which will look to engage consumers on a one-to-one basis well beyond Super Bowl Sunday. The stars themselves are. Commercials for the first Super Bowl in 1966 cost just $37,500 to air, but companies didn't start understanding the value of commercials for the big game until 1973.
At least the Denver Broncos are good at sports betting partnerships.
Too bad they can’t win games at the same clip.
On Wednesday, FanDuel, Bud Light and the Broncos announced a first-of-its-kind branded mobile sportsbook partnership.
As the press release notes, this is the first-ever integrated sponsorship between a major brand and any US sportsbook. The hope is that this brings new ways to reach Broncos Country and, as the release notes, new activations that give Colorado users more ways to win.
Bud Light Pick & Kick Bonus
The first way this partnership will do that is through the “Bud Light Pick & Kick Bonus” for the Broncos and Buffalo Bills game on Dec. 19.
Here’s how it works.
Fans in the Colorado sports betting market who place a money line wager on either side of the game in the special will get $3 for every extra point and field goal scored by Broncos kicker Brandon McManus.
Whether you’ve been betting on the Broncos or simply watched, you know McManus is their offense this season. So while extra points are probably a stretch given Denver’s offense will likely struggle against that Bills defense, you could clean up with field goals.
Broncos sports betting partnerships
The Broncos and FanDuel announced the first-ever NFL franchise sportsbook deal in June.
It was also the first for Denver.
The Broncos also now have agreements with Betfred and BetMGM:
- Betfred and the Broncos have plans for the first on-site betting lounge on the south end of Empower Field at Mile High Stadium.
- BetMGM and the Broncos have plans for an in-stadium betting lounge on the level 1 concourse adjacent to gate 4 at Mile High.
FanDuel was one of four Colorado betting apps to launch on May 1 when sports betting officially opened for business in the state.
The sportsbook has a market access deal with the Golden Gates Casino in Black Hawk.
Mike Raffensperger, FanDuel CMO, said in the release:
“Colorado has embraced sports betting in an amazing fashion. We think it’s the perfect place to partner with the Broncos and Bud Light to bring customers America’s first branded sportsbook. This is an incredible example of how brands like Bud Light can work with an operator and sports team to reach fans in the most engaging environment across the sports landscape.”
NFL betting dominates Colorado market
To the surprise of no one, the Broncos and NFL betting dominate the CO sports betting market.
Based on October’s sports betting handle, the league attracted $67.9 million in wagers, up from $38.6 million in September.
Super Bowl Bets
What’s also not a surprise is the fact FanDuel is one of two sportsbooks to capture the Colorado market.
Based on proprietary estimates from gaming researchers Eilers & Krejcik Gaming obtained by PlayColorado, FanDuel has generated 38% of gross gaming revenue since its launch on May 1. That would be more than $15 million through October.
Online Super Bowl Bet
So it’s no wonder the Broncos have partnered with the sports-betting giant. Again.
And now, also Bud Light, though one has to wonder how Coors Brewing Co. feels about this.
Bud Light Super Bowl
At least Broncos Country can rest easy knowing the team they root for is good at sports betting partnerships. Hopefully the wins can follow suit.