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SuperBook Partners with University of Denver for Multi-Year Sponsorship

Robert Linnehan

by Robert Linnehan in Sports Betting News

Sep 2, 2021 · 12:51 PM PDT

Denver guard Elvin Rodriguez (5) passes the ball in front of Gonzaga forward Corey Kispert during the second half of an NCAA college basketball game in Spokane, Wash., Friday, Dec. 21, 2018. (AP Photo/Young Kwak)
  • SuperBook agreed to a multi-year sponsorship with the University of Denver.
  • The agreement allows for branding, media hospitality and social media assets for SuperBook.
  • It’s the second sportsbook and higher education agreement in Colorado in the last year.

SuperBook and the University of Denver have agreed to a multi-year agreement that will include branding, media hospitality and social media assets focusing on responsible gaming and education for student athletes.

It could be a telling sign for Colorado sports betting, and sports betting sponsorships throughout the country, as it’s the second sportsbook partnership made with a Colorado college in the past year. PointsBet and the University of Colorado agreed to a 5-year sponsorship in September 2020.

Proceeds to Benefit Student-Athletes

“The University of Denver is excited about the opportunity to form a corporate partnership with SuperBook Sports,” Vice Chancellor for Athletics, Recreation and Ritchie Center Operations Karlton Creech said in a release. “As sports betting continues to become more and more of a passion for our fanbase, we felt that it was important to partner with a local company that we trusted to put an emphasis on responsible gaming. We’re also excited about the opportunity for the proceeds of this partnership to directly impact our student-athletes’ experience at DU.”


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Advertising Disclosure

The partnership was facilitated by Playfly Sports. The proceeds from the agreement will benefit student-athletes at the University of Denver.

Future College and Sportsbook Partnerships Coming?

As the stigma of sports betting lessens with further partnerships with professional sports organizations, it will be interesting to see how colleges approach partnering with qualified sportsbooks in states with legalized sports betting. Penn National Gaming and Barstool Sports were the first to announce a sponsorship of the Arizona Bowl, securing exclusive title sponsor and broadcast partner rights for the event.

Caesars Sportsbook wasn’t the far behind, as it landed sponsorship rights to the Fiesta Bowl in late August.

“As we look to grow the SuperBook brand across Colorado and the nation, we see this as the perfect partnership for our company,” SuperBook Head of Marketing Kristin Mackey said in a release. “With their commitment to integrity, outstanding alumni and passionate fan base, we look forward to partnering with DU Athletics for a long time to come. It’s a groundbreaking alliance with one of the most prestigious athletics programs in the country, and we can’t wait to become a bigger part of the DU community.”

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