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UK-headquartered online sportsbook bet365 has signed a deal with Kroenke Sports and Entertainment (KSE) to sponsor the group’s two Colorado sports teams.

The agreement will see bet365 become a partner of Denver Nuggets of the National Basketball Association (NBA) and Colorado Avalanche of the National Hockey League (NHL).

Caveats of the deal include bet365 signage on the bassline of the Nuggets’ floor and an in-ice corner logo and penalty signage at Avalanche fixtures. Additional signage will be granted at the Ball Arena in games for both teams.

“We are thrilled to welcome bet365 to Denver at such an exciting moment for the city, especially for its sports fans,” said Michael Ceilley, Sr. Vice President of Partnership Marketing & Media Sales for Kroenke Sports & Entertainment. 

“Colorado has wholeheartedly embraced the US 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 is one of the more prominent overseas companies to have got involved in the US goldrush ever since states were permitted to launch their own betting markets after the repeal of PASPA in 2018.

The operator is licenced in 11 states, and went live in Colorado in 2022, making it one of the bet365 more experienced markets. The firm is making Colorado its base of US operations by relocating its headquarters to Denver.

Partnering with two of the largest local sports teams not only helps bet365 build up a brand image in the state but also marks a continuation of a similar approach seen in the UK. Founded in Stoke-on-Trent, Staffordshire, in 2000, the company has a historic strong relationship with Stoke City FC, the largest football (soccer) club in the area.

Its North American sponsorship is not just limited to local partners, however, with its roster including the NBA, National Football League (NFL), and Major League Baseball (MLB) teams in the US and the NHL in Canada. This approach of heavy hitting sponsorships is also mirrored in Europe, where the company recently partnered with the UEFA Champions League.

A bet365 spokesperson commented on the KSE deal: “A championship-winning organisation, 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.”

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