British gaming giant bet365 has partnered up with Kroenke Sports & Entertainment (KSE) to increase its ties to the state of Colorado.
KSE owns the Denver Nuggets NBA team and Colorado Avalanche NHL team. The new partnership will see bet365 signage added to the baseline of the Nuggets court, as well as an in-ice corner logo and penalty box signage for Avalanche games. There will be additional bet365 displays and marketing throughout the Ball Arena that the two teams share as a home.
bet365 recently opened a new U.S. headquarters in Denver and has now taken a big step to cementing itself in Colorado.
Kroenke Sports recently launched Altitude+, a direct-to-consumer streaming option for fans to watch Denver NBA and NHL games. The company said its deal with bet365 will enable Coloradans to watch local Nuggets and Avalanche games live, which they have not been able to do since 2019 due to an ongoing network contract dispute.
“A championship-winning organization, Kroenke Sports & Entertainment undoubtedly embodies the Never Ordinary spirit, and we are enthusiastic about this partnership to elevate the bet365 experience to our fans in the Mile High City,” said a bet365 spokesperson. “Plus, there’s no better way to celebrate the opening of our new Denver headquarters than giving Nuggets and Avalanche fans a new way to watch their teams with Altitude+.”
“We are thrilled to welcome bet365 to Denver at such an exciting moment for the city, especially for its sports fans,” said KSE SVP of Partnership Marketing & Media Sales Michael Ceilley. “Colorado has wholeheartedly embraced the U.S. sports betting space. Our elite, title-contending teams, and the passionate fan bases of Nuggets Nation and Avs Faithful, are a perfect match for a leading sports betting brand with 100 million worldwide customers.”
bet365 was already partnered with the Colorado Rockies MLB team in the state.
Now, it has added the Nuggets and Avalanche to a growing roster of U.S. sports partnerships, which also includes the likes of the NBA’s Charlotte Hornets and San Antonio Spurs, NFL franchise the Washington Commanders and the MLB’s Cleveland Guardians. It was also recently named as the global official sports betting partner of UEFA Champions League soccer.
Denver HQ displays commitment to U.S. growth, says bet365
This month, after opening its new Denver HQ, bet365 spoke to SBC Americas about its commitment to Colorado and the wider U.S. market.
“With a bustling business community, Denver represents a phenomenal opportunity to launch our U.S. headquarters, and we are beyond excited to call Colorado our new home,” said a spokesperson. “Since launching in the Centennial State in September 2022, we have been blown away by the passion and pride that local sports fans have for their teams and their city.”
Colorado Gov. Jared Polis and bet365 both confirmed that the operator intends to create 1,000 “new good-paying jobs” within the next five years in the Denver area.
bet365 has continued its steady U.S. growth this year. In many states, it holds a firm presence as one of the “second tier” of operators below market giants FanDuel and DraftKings.
The sportsbook and online casino is operational in 11 U.S. states after launching most recently in Pennsylvania in July.
