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Bet365, Colorado Rockies Ink 3-Year Partnership

Written By J.R. Duren | Updated:
MLB Colorado Rockies Ink Gambling Partnership With Bet365 2023

Colorado Rockies fans are about to see a whole lot more of bet365. This week the Major League Baseball (MLB) franchise announced a three-year partnership with UK-based bet365, which runs a sportsbook in Colorado.

A bet365 spokesperson said in a statement:

“We’re over the moon to have found an MLB home in Colorado with the Rockies. To be a part of some of the memorable moments guaranteed to take place at Coors Field is reason we are elated to be a part of a fantastic franchise. Baseball, Denver, and bet365 all combine here for one true walk-off home run.”

It’s the second time this year that bet365 has announced a partnership with an MLB franchise.

Colorado gambling partnership will include signage throughout Coors Field

Details of the Colorado gambling partnership revealed that the deal will provide bet365 a significant amount of exposure at Rockies home games including:

  • Signage on the Rockies’ outfield wall
  • Rotational signage behind the home plate
  • Signing on the first-base line

The signage will be visible to those attending Rockies home games, as well as viewers watching the Rockies battle it out in Denver. Additionally, the team agreed to incorporate bet365 into pre-game and in-game features.

“All of us at the Rockies are excited to partner up with an outstanding player within the sports betting industry,” Rockies Vice President of Corporate Sponsorships Walker Monfort said. “As bet365 continues to evolve within our great state, we are thrilled to be a part of their growth story.”

The bet365 deal is one of several that the Rockies have signed with a sports betting operator. Other partners include DraftKings, BetFred Sports, and WynnBET Sports.

Rockies are the second MLB deal for bet365 in 2023

In January, bet365 announced a multi-year partnership with the Cleveland Guardians. That deal is important for bet365, as Ohio has quickly become one of the premier states in the country for online sports betting.

In January, the state’s sportsbooks generated more than $1 billion in handle (second only to New York) and created more than $200 million in revenue. In short, there’s a lot of revenue at stake in Ohio.

Unfortunately for bet365, FanDuel and DraftKings grab around 75% of that revenue. Consequently, bet365 has to fight BetMGM, Barstool, Caesars, and two other sportsbooks for the remaining scraps.

In January, bet365 brought in the fourth-most revenue, but its handle still lagged behind mid-tier competitors BetMGM and Barstool.

The increased exposure from its partnership with the Guardians should build awareness among bettors. And, in theory, bring in new bet365 customers.

Photo by David Zalubowski / AP Photo
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J.R. Duren

J.R. Duren has covered the gambling beats for more than a dozen states for Catena Media since 2015. His past reporting experience includes two years at the Villages Daily Sun, and he is a first-place winner at the Florida Press Club Excellence in Journalism Contest.

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