PointsBet, University of Colorado Strike Landmark Sports Betting Deal

PointsBet and The University of Colorado have inked a five-year deal, marking a significant turning point for the National Collegiate Athletic Association.

The NCAA has long been against any ties to gambling or sports betting. The University Of Colorado and PointsBet deal could signal a major shift in the organization’s outlook on betting partnerships.

The move makes perfect sense for PointsBet. The company is building its US headquarters in Denver, and Colorado’s recent sports betting numbers show massive growth in the state. 

The Details

The deal brings The University of Colorado into the sports betting mix in a way no NCAA school has previously experienced. PointsBet will have signs at the University of Colorado’s Folsom Field and CU Events Center (where the school’s basketball team plays). PointsBet will also have a hand in radio and media broadcasts. 

The partnership also features baked-in support for the university’s leadership and career development programs. PointsBet will appear at University of Colorado career fairs and other development events. 

NCAA’s Resistance To Sports Betting

The NCAA has historically opposed the encroachment of sports betting into its organization, typically avoiding partnerships like the PointsBet and UC deal. The NCAA has no sports betting partner itself.

That resistance, in many states, has led to limited betting offers on NCAA match-ups. In Illinois, for example, wagering on any in-state school is prohibited. New Jersey has similar stipulations. 

Now that the University of Colorado has formed a partnership with a sports betting provider, the industry could soon see a shift in how colleges work with sportsbooks. It’s likely that the PointsBet deal will serve as a barometer for other schools looking to partner up with big-name sportsbook companies. 

PointsBet Making Moves

PointsBet has been busy over the past few weeks. The company signed another landmark five-year partnership last month with NBC Sports. PointsBet will integrate its odds and data with various NBC Sports platforms, including game-day broadcasts, various mobile apps, and other NBC Sports-owned brands such as Golfnow. 

Locally, PointsBet has been partnered with the Double Eagle Casino in Cripple Creek since late 2019. It plans to eventually bring to the location “a multi-faceted sports entertainment venue” including “a sports bar, multi-screen video and odds display wall, additional casino gaming options and on-site viewing parties for major sporting events.”

About the Author

Cole Rush

Cole Rush is a Chicago-based freelance writer in the gambling, media, and entertainment space. His work has been showcased in various gaming industry magazines and online columns. Prior to freelance writing, Cole spent seven years in communications at a gambling and lottery supplier. Cole writes for a number of online and print publications, including The Quill To Live, a book review site.