Betfred has moved to enhance the sports marketing and branding activities of its US subsidiary, Betfred Sports, via a deal with the NFL’s Denver Broncos.
A marketing activation of the deal will see Betfred open a tent at the South Lawn outside the Empower Field at the Broncos’ Mile High stadium for every home game throughout the duration of the 2021/22 season.
To intatite the partnership, Betfred will host a meet and greet session at the tent with former Bronoc’s player and two-time Super Bowl champion Rod Smith, allowing sports fans to get signed pictures and have photos taken with the wide receiver.
Bryan Bennett, COO of Betfred Sports, said: “This will be a great opportunity to really interact with fans and inform attendees who Betfred Sports is and what we have to offer.”
An expansion of Betfred’s US strategy, the Warrington-headquartered company has become increasingly interested in growing its presence in the North American market, having appointed Bennet to lead its stateside operations in 2019.
The partnership will also feature a fan engagement element, as Broncos fans will be able to watch American football games at the tent in addition to view live odds and earn free bets and beverages.
“In partnership with Betfred USA Sports, Broncos fans are able to enjoy this one-of-a-kind pregame experience right outside of Empower Field at Mile High,” added Broncos Chief Commercial Officer, Mac Freeman. “This lounge will allow fans to engage with the team in a unique and exciting way.”
On the other side of the Atlantic, the operator maintains an extensive marketing presence in the UK’s rugby league scene, having secured the title sponsorship of men’s, women’s and wheelchair Challenge Cups in August 2021 via a deal with the Rugby Football League (RFL), whilst also maintaining a long-term collaboration with the top-flight Super League.