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PointsBet inks major Pepsi Center gambling deal

Denver NuggetsPointsBet will partner with Kroenke Sports & Entertainment on a major Pepsi Center gambling deal, running across Denver Nuggets (NBA), Colorado Avalanche (NHL), Colorado Mammoth (NLL) games and broadcasts on Altitude TV and Altitude Sports Radio.

The Pepsi Center gambling agreement spans across the entire gaming category, including retail & online sports betting, daily fantasy, online casino, and free-to-play games. 

As part of the multi-year deal, KSE will unveil various Pepsi Center improvements, including enhanced WiFi–the better to place bets with, of course–as well as a new in-arena destination at Pepsi Center to be live for the 2020-21 seasons, featuring three distinct areas: the PointsBet Sports Bar, an outdoor patio extension of the PointsBet Sports Bar, and the PointsBet Premium Club. Pepsi Center’s club level will also undergo a rebrand for the 2020-21 seasons, now to be called the “PointsBet Club Level,” featuring signage from the sportsbook, brand ambassador placements, and more.

On gamedays, PointsBet will display prominent, broadcast-visible branding and signage, including on the stanchions at Denver Nuggets games and on the ice and dasher boards for Avalanche contests.

“PointsBet is renowned within the gaming industry for product innovation and its unique PointsBetting products, as well as for having the fastest app in the marketplace,” KSE EVP & Chief Operating Officer Matt Hutchings said via press release. “Sports fans are hungry for the added dimension that fantasy sports and gaming add to their experience. We know that Nuggets, Avs, and Mammoth fans will be excited to have the opportunity to engage more deeply with their favorite teams via PointsBet.”

Additional details of the partnership include PointsBet being named an official sports betting partner of KSE’s Altitude TV and Altitude Sports Radio, with PointsBet data to be integrated into both pre-game and in-game features.

As noted, more robust WiFi works as part of the expanded gambling presence at the arena; although Colorado now allow sports betting from authorized casinos, the bets must be made either in the casino or online with a mobile app. PointsBet will have a a major presence on the upcoming KSE mobile app, designed to dramatically improve the experience of planning and attending an event at Pepsi Center. Upon launch, PointsBet will be the app’s title sponsor and will be prominently incorporated via digital media and branding, social posts, push notifications, and more. PointsBet-specific push notifications and a PointsBet digital presence will also be featured in the respective apps of the Nuggets, Avalanche, and Mammoth.

Kroenke Sports & Entertainment is hardly the first arena operator to announce a big deal with a sports book; earlier today we reported on the construction of both temporary and permanent sports-book spaces at Capital One Arena.

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