PointsBet has signed a five-year deal to become a betting, gaming and fantasy sports partner of The University of Colorado Buffaloes, becoming the first operator to sign an agreement with a “Power Five” collegiate sports team.
The deal will see PointsBet signage appear at football stadium Folsom Field, as well as at the team's basketball and volleyball stadium the CU Events Center. The operator's brand will also feature in gameday promotions, television advertising space and on radio broadcasts.
The National Collegiate Athletic Association (NCAA), which governs collegiate athletics, has taken a strong stance against gambling in the past and does not permit gambling advertisements during competitions it organises such as the NCAA Basketball Tournament.
However, there is no such prohibition for conference games, other regular season games or games organised by other entities such as college football bowls and playoffs.
The University said the deal “provides a financial boost for CU Athletics during a time when athletic department budgets nationwide are stressed by the COVID-19 pandemic”, with other Division I universities cutting back on collegiate sports programmes.