The University of Colorado Buffaloes and PointsBet, a US-facing sportsbook, are entering into a once-unthinkable partnership. The entities recently announced that PointsBet would assume the mantle of the very first official partnership between a Division-I university and a sports betting operator.

To say that this is a ground-breaking relationship is something of an understatement. After all, for decades the NCAA swore up and down that sports betting, even regulated sports betting, would be a catastrophe for “amateur sports.” As it turns out, regulated sports betting is just another revenue stream for big-time college football programs like the University of Colorado.

Under the terms of the five-year arrangement, PointsBet will be making a significant contribution the University’s athletic programs. This also includes support for a scholarship fund that’s help student athletes prep for their future.

In exchange, PointsBet will receive prime logo placement at CU’s Folsom Field, along with other promotional benefits.

According a statement posted on CUBuffs.com, the partnership offers a much-needed cash infusion to a program that could use a boost from any available source. The PAC-12, the conference that CU plays in, has cancelled its 2020 football season.

“We’re thrilled to have PointsBet as a partner and for the benefits this sponsorship will provide for our student-athletes for years to come. We are impressed with their commitment to raising awareness around responsible gaming. And we’re particularly excited whenever we can partner with sponsors who call Colorado home,” said CU Athletic Director Rick George.

No matter what else it is, this deal is a game-changing blow to the taboo that walled off college sports from the world of regulated sports betting.


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