British Bookmaker Betfred Powers First Colorado Retail Sportsbook

Posted on June 27, 2020 - Last Updated on July 7, 2020

Despite sports betting going live in Colorado on May 1, it took until June 17 for the first retail sportsbook to debut in the state when Betfred Sportsbook opened at Saratoga Casino Black Hawk.

The sportsbook’s opening coincided with Saratoga Casino’s reopening. The casino closed in March over concerns related to the COVID-19 pandemic. The virus caused all casinos in the state to shut down in mid-March.

“We could not be happier with our partnership with Betfred and its decades of retail and online sports betting experience. Saratoga strives to deliver a premium guest experience, and we believe the Betfred sportsbook continues to build on that promise,” VP of Business Development for Saratoga Casino Sam Gerrity said of the opening.

Betfred powering CO retail and online sportsbooks

The retail Betfred Sportsbook features 1,400 square feet of space, including a state-of-the-art video wall display. It also offers a lounging area with tables and plush chairs for guests. Most importantly for bettors, there are multiple betting windows as well as self-service kiosks to place sports wagers.

The rest of Saratoga Casino Black Hawk offers more than 425 slot and video poker machines, 10 table games, and a restaurant and bar.

As for a Betfred sportsbook app, it is not currently available at this time. When contacted by a Saratoga Casino spokesperson said the app would be available later this summer but did not have an exact date.

Betfred also partners with Denver Broncos

It was a busy week for Betfred, as a day before the opening of the sportsbook at Saratoga, the sportsbook announced a partnership with the Denver Broncos.

As part of the deal, Betfred will have a lounge/hospitality tent outside Empower Field at Mile High starting this football season. The deal also includes signage and media advertisements inside the stadium.

It marks the first time an NFL team will have an on-site betting lounge at its stadium. Per the Broncos news release, fans will be able to visit the lounge before games and will be able to place bets on Betfred’s digital app. The lounge will be restricted to patrons 21 years and older.

“One of the big reasons why we wanted to work with the Broncos is we’re not a known entity here and we know it’s going to be a competitive marketplace for sports betting,” COO for Betfred USA Sports Bryan Bennett told the Denver Post.

“We felt pretty strongly we needed to go to market with the most powerful partnership we could and in Colorado, that’s the Broncos. They were always No. 1 on our list to get a deal with.”

It was the second such partnership the Broncos entered into with a sportsbook, the day before a deal with FanDuel was announced. However, the FanDuel agreement has no plans for any type of sports betting lounge.

What is Betfred?

For those unfamiliar, Betfred USA Sports is part of the Betfred Group, a bookmaker based in the UK. Founded in 1967, the company currently operates more than 1,600 betting establishments in the United Kingdom. Betfred USA Sports has been in existence since 2019 and is based out of Las Vegas.

The retail sportsbook at Saratoga Casino marks the second state in the US with a Betfred Sportsbook, the first being at Grand Falls Casino & Golf Resort in Iowa.

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Taylor Osieczanek

Taylor Osieczanek is a Colorado native who got his start in journalism working in the sports department at the Rocky Mountain News while still in high school. He also worked at the Boulder Daily Camera. A Metro State graduate, Osieczanek enjoys spending time outdoors with his wife Jennifer and their dog Bogey, reading and working out.

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