PointsBet and Kroenke Sports & Entertainment have announced the details of a new, multi-year partnership this week. The global sports operator is now the official and exclusive partner of the NBA’s Denver Nuggets; NHL’s Colorado Avalanche; and NLL’s Colorado Mammoth as well as their home arena, the Pepsi Center.
The agreement spans across the entire gaming category, including retail and online sports betting, daily fantasy, online casino, and free-to-play games. As part of the deal, PointsBet has also been named an official sports betting partner of KSE’s Altitude TV and Altitude Sports Radio, which will feature PointsBet data integration.
KSE EVP and Chief Operating Officer Matt Hutchings said of the deal: “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.”
Johnny Aitken, CEO of PointsBet USA, responded: “It was instant from day one there were shared values between the Kroenke Sports & Entertainment team and PointsBet, with a clear focus for putting our fans and customers first.
“We’ve long stated that our goal is to become synonymous with Colorado sports betting, and 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, and 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.”
As part of the multi-year deal, KSE will unveil a new in-arena destination at Pepsi Center to be live for the 2020-21 seasons, featuring three distinct areas: the PointsBet Sports Bar, an outdoor patio extension of the PointsBet Sports Bar, and the PointsBet Premium Club. Pepsi Center’s club level will also undergo a rebrand for the 2020-21 seasons, now to be called the “PointsBet Club Level” featuring signage from the sportsbook, brand ambassador placements, and more.
On game days, PointsBet will display prominent, broadcast-visible branding and signage, including on the stanchions at Denver Nuggets games and on the ice and dasher boards for Avalanche contests.
Additional details of the partnership include PointsBet being named an official sports betting partner of KSE’s Altitude TV and Altitude Sports Radio, with the firm’s data to be integrated into both pre-game and in-game features. PointsBet, Altitude TV, and Altitude Sports Radio will work together to enhance consumer education and encourage responsible gambling via integrated content.
The Altitude Sports Radio relationship will strictly encompass the Nuggets and Avalanche, while the Altitude TV relationship will cover Mammoth lacrosse as well.
The partnership is soon to be bolstered with the release of the upcoming KSE mobile app, designed to dramatically improve the experience of planning and attending an event at Pepsi Center. Upon launch, PointsBet will be the app’s title sponsor and will be prominently incorporated via digital media and branding, social posts, push notifications, and more.
PointsBet-specific push notifications and a PointsBet digital presence will also be featured in the respective apps of the Nuggets, Avalanche, and Mammoth. The firm will work with the Nuggets and Avalanche to further enhance fan engagement and experience via alumni appearances and events.
