PointsBet will have marketing space within CU athletics broadcasts as well as stadium signageGETTY IMAGES
The Univ. of Colorado's new five-year sponsorship deal with PointsBet is "believed to be the first between a Power 5 conference athletics program and a sports betting outlet," according to Sean Keeler of the DENVER POST. Yesterday's announcement "turned heads nationally because of the NCAA’s long-held rules prohibiting student-athletes, coaches and related staff from participating in sports wagering," and because of "several high-profile collegiate scandals over the decades that involved game-fixing or point-fixing." CU AD Rick George said that fans "won’t see betting kiosks at Folsom Field or the CU Event Center." However, the PointsBet partnership "will include signage at both facilities" (DENVER POST, 9/9). CU joins UNLV and Nevada, which have deals with William Hill U.S., as schools that have sponsorships in that category. The deal was brokered by Learfield IMG College, CU's multimedia rights holder (Michael Smith, SBJ College).
CORNERING THE MARKET: In Boulder, Pat Rooney notes PointsBet will have "marketing space within CU athletics broadcasts" as well as stadium signage as part of the deal. The agreement does not "change the rules for gambling within the athletic department." George said that he "discussed the pending deal with officials from the NCAA as well as the conference before making things official with PointsBet." Rooney notes the loss of CU’s expected appearance in the '20 NCAA men’s basketball tournament, combined with the delayed start to the football season, has "forced the financial standing of CU’s athletic department upon shaky ground." PointsBet earlier this month "entered into a similar agreement" with Kroenke Sports & Entertainment (Boulder DAILY CAMERA, 9/9). PointsBet Chief Commercial Officer Eric Foote said of the deal, “Our intentions are to be synonymous with Colorado sports betting in the wake of the Kroenke partnership. This partnership also solidifies our efforts to become Colorado’s true hometown sports book" (USA TODAY, 9/9).
