Las Vegas operator's 1st expansion market

Colorado's University of Denver signs SuperBook 1st corporate sports betting partner

As the Denver Pioneers prepare for a new sports season, the University said that it was "important to partner with a local company" as sports betting continues to become more of a passion for the fanbase.
2021-09-07
United States
Reading time 1:48 min
The multi-year agreement with SuperBook Sports will include branding, media hospitality and social media assets with a focus on responsible gaming and education for student-athletes.

Denver Athletics has signed a multi-year agreement with its first corporate sports betting partner, Las Vegas' SuperBook Sports, announced DU Athletics last Thursday, as the Denver Pioneers prepare for a new sports season.

“The University of Denver is excited about the opportunity to form a corporate partnership with SuperBook Sports,” said Karlton Creech, Vice Chancellor for Athletics, Recreation and Ritchie Center Operations. “As sports betting continues to become more and more of a passion for our fanbase, we felt that it was important to partner with a local company that we trusted to put an emphasis on responsible gaming.”

The agreement was facilitated by Playfly Sports, and will include branding, media hospitality and social media assets “with a focus on responsible gaming and education for student-athletes,” remarks a press release.

“As we look to grow the SuperBook brand across Colorado and the nation, we see this as the perfect partnership for our company,” said SuperBook Head of Marketing Kristin Mackey. “With their commitment to integrity, outstanding alumni and passionate fan base, we look forward to partnering with DU Athletics for a long time to come.”

The SuperBook Head of Marketing further describes the alliance as “groundbreaking” given the prestigious status of the athletics program, and the company expects to become “a bigger part of the DU community.”

“Opening the SuperBook in Colorado as our first expansion market has exceeded our expectations,” said SuperBook Sports’ Jay Kornegay. “We couldn’t be happier that we’ve grown our presence by partnering with such a respected university and athletics program.”

SuperBook Sports officially launched their Colorado mobile app in October 2020, and in June of 2021 celebrated a grand opening of the SuperBook at The Lodge Casino in Black Hawk, Colorado. The company further expects to expand its presence across the state with major media partnerships and a Denver-based marketing team.

The University of Denver Division of Athletics and Recreations sponsors 18 NCAA Division I sports programs, with more than 350 student-athletes as members of the Summit League, NCHC, BIG EAST, Big 12 and RMISA.

On having facilitated the deal between both parties, the Founder and CEO of full-service sports marketing company Playfly Sports, Michael Schreiber, said: “Being at the forefront of responsible sports betting in the collegiate space is one of our primary focuses at Playfly Sports Properties. “

“SuperBook has been building a national reputation and record of integrity in this area for decades, and we look forward to incorporating their expertise as we activate this new relationship alongside Denver Athletics,” added Schreiber.

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