Bud Light will sponsor the "first-ever branded bet made on a U.S. sports book," as FanDuel reached a deal with the brand to sponsor a bet during Bills-Broncos on Dec. 19, according to Ryan Barwick of ADWEEK.com. Fans who bet more than $25 "get an extra $3 for every extra point and field goal scored by the Broncos." Bud Light and FanDuel already were official sponsors of the Broncos, and Colorado is one of eight states where mobile sports betting is legal. The branded bet is "only available in Colorado for now, the first local promotion in what FanDuel hopes will be a recurring sponsorship stream as mobile sports betting continues to grow." It also gives FanDuel the "cachet of working with one of the largest brand names in sports marketing." FanDuel CMO Mike Raffensperger "declined to say how much Bud Light paid for the sponsorship, but that it was a 'meaningful' amount." No other branded bets have been scheduled, but Raffensperger said that FanDuel has "received interest from casual dining brands, the auto category and even airlines, especially eyeing" sponsorships ahead of Super Bowl LV and the upcoming NBA tip-off at the end of the month (ADWEEK.com, 12/2).
