Learfield IMG College, the holder of media rights of University of Colorado Athletics, including Colorado Buffaloes team, has inked a five-year deal with PointsBet, a Denver-based international gaming operator. As per the agreement, PointsBet will become corporate partner of the Colorado Buffaloes team.
This is one of the rare contracts between a sports betting operator and a major NCAA Division-I Athletics Program.
The partnership will offer timely financial boost for CU Athletics that is struggling ton deal with the financial burden placed by the COVID-19 pandemic. The contract specifically supports the department’s Scripps Leadership and Career Development Program.
“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,” CU Athletic Director Rick George said. “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.”
“As a tech company at heart that is proud to call the state of Colorado home, we are thrilled to announce this partnership as part of our ongoing quest to become synonymous with Colorado sports betting,” noted Johnny Aitken, CEO of PointsBet USA. “Since announcing our plans for a new headquarters in Denver, we’ve consistently stated our desire to work closely with the state’s first-class university system and rich pool of tech talent. It is an honor to become a partner of the Colorado Buffaloes, where we look forward to bolstering general sports betting knowledge and responsible gaming awareness while recruiting some of the best and brightest minds to help install a foundation for prolonged success.”