BetMGM is entering a multi-year deal with the Denver Broncos football team to act as its official sports betting partner. It’s a move that shows how far the relationship between sports betting operators and the league that once feared regulated wagering, has come over the past few years.

The new partnership allows BetMGM a wide range of access to Denver Broncos fans via a presence at Empower Field at Mile High Stadium, as well as online branding opportunities. While Broncos fans won’t be allowed to actually wager from a BetMGM-branded sportsbook at the field, they will be able to receive assistance with live-betting. Our colleagues at summed this situation up neatly saying, “So no on-site sportsbook but lots of guidance on how to load the BetMGM betting app.”

In a press release from the Broncos, BetMGM’s Chief Marketing Officer Matt Prevost described the deal saying, “This partnership with the Broncos allows us to showcase not only a premier BetMGM sports betting and gaming platform, but also the world-class entertainment experiences we can deliver with MGM Resorts. We’re excited to bring both of these to Broncos’ fans at Empower Field Mile High and across the country, and to offer BetMGM users new ways to engage with their favorite football team.”

This is actually the second deal the Denver Broncos have cut with a sports betting operator. The team is already in a similar partnership with FanDuel and has actually said that they may actually enter one more sports betting deal.

Suffice to say, regulated sports betting has radically altered the relationship between the NFL and the world of sports betting.

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