The development of what has been described as a first-of-its-kind branded mobile sportsbook partnership this week has been reported by FanDuel Group, Bud Light and the Denver Broncos.
The cross-pollination represents the first-ever integrated sponsorship of its kind between a major brand and any US Sportsbook, offering new ways to reach customers for the brands and new activations that offer exclusive ways to win for Colorado sports fans.
For the December 19 match between the Denver Broncos and the Buffalo Bills, FanDuel Group and Bud Light, both official partners of the Denver Broncos, will give Colorado sports fans more ways to win with the Bud Light Pick & Kick Bonus.
Colorado fans who put a Money Line wager on either side of the game in the Broncos vs. Bills game’s exclusive “Pick & Kick Bonus” market will get $3 for each additional point and field goal scored by Broncos’ kicker, Brandon McManus.
CMO Mike Raffensperger of FanDuel Group explained: “Colorado has embraced sports betting in an amazing fashion and 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.
“Representing a true partnership, FanDuel Group and the Broncos are integrating Bud Light into fan’s passion for sports betting like never done previously with the ‘Bud Light Pick & Kick Bonus’ market we’re offering.”
Denver Broncos’ SVP of Corporate Partnerships, Brady Kellogg added: “As a property, we are tasked, on behalf of our partners, with authentically integrating brands into passion points for our fans and we think this partnership does just that.
“Legal sports betting is an ultra-competitive and fast moving category. As a first mover in the category within the NFL, it’s incumbent on us to help bring fresh new activations to the market to separate our partners from their competition. We were excited to join FanDuel on this innovative course to benefit our fans as well as our great partners at Bud Light.”