FanDuel Group, Bud Light and the Denver Broncos, have confirmed the formation of what they describe as a first-of-its-kind branded mobile sportsbook partnership this week.
The cross-pollination marks the first-ever integrated sponsorship of its kind between a major brand and any US Sportsbook, bringing new ways for the brands to reach fans and new activations that give Colorado sports fans unique ways to win.
FanDuel Group and Bud Light – both official partners of the Denver Broncos – will give Colorado sports fans more ways to win via the “Bud Light Pick & Kick Bonus” for the December 19 game between the Denver Broncos and the Buffalo Bills.
Fans in Colorado who place a Money Line wager on either side of the game in the special “Pick & Kick Bonus” market of the Broncos vs. Bills game will get $3 for every extra point and field goal scored by Broncos’ kicker, Brandon McManus.
FanDuel Group CMO Mike Raffensperger 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.”
Brady Kellogg, Denver Broncos’ SVP of Corporate Partnerships, 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.”