Today, in strategic partnerships

Honestly, I don’t know how they expect Mark Emmert to keep a straight face at the next Congressional hearing.

The University of Colorado has signed a deal with PointsBet to serve as an official sports betting partner in a major step to dismantling college sports’ decades-long aversion to gambling.

The Boulder-based school has a new five-year deal with the betting operator, which is building its U.S. headquarters in nearby Denver. Legal sports betting went live in Colorado in May, and partnering with the state’s biggest athletic department is a way for PointsBet to separate itself from the sports books currently taking bets there.

It is among the first—and likely the most in-depth—partnerships between an athletic department and a sports betting operator. William Hill, for example, has been advertising with the University of Nevada Las-Vegas and University of Nevada Reno since 2017, the company said.

The PointsBet deal, which covers sports betting, fantasy sports, casino games and free-to-play contests, was negotiated by Colorado’s commercial partner Learfield IMG College. PointsBet will have signs placed at the school’s football stadium and basketball arena, plus a presence on radio broadcasts and other media. It also includes career development opportunities for Colorado students.

Yeah, I’d say that’s well on the way to dismantling a gambling aversion.  When should we expect to see an in-stadium sports book?

And this may be the most cynical quote of 2020 (there’s some pretty stiff competition, too):

“This isn’t a deal just to get PR, this is a long-term view for both parties, and both parties had to get very comfortable with one another,” Johnny Aitken, CEO of PointsBet’s U.S. business, said in an interview. “It is centered around education and those career pathways, and being in-state, the trust factor is heightened because we’re just miles away, not a plane flight away.”

“It is centered around education”?  Dude, I think you misspelled “money”.


Filed under Bet On It, It's Just Bidness

5 responses to “Today, in strategic partnerships

  1. ApalachDawg aux Bruxelles

    Football clubs in europe are sponsored by betting companies – like it is on their jersey.
    Auburn and Bama already use casinos to launder their recruiting money to their 4 and 5*.


  2. Hogbody Spradlin

    Mark Emmert reminds me of Baghdad Bob with graduate degrees.


  3. My alma mater making me proud! I wonder if Chip will be tossing chips into the student section during games now?


  4. Salty Dawg

    Y’all are on fi-ah!


  5. ASEF

    I applaud Colorado. Risk assessment and strategic odds are a real blind spot in today’s educational environment.