The University of Colorado Boulder’s athletics department has announced that it has entered into a five-year corporate sponsorship agreement with global betting company PointsBet.

The partnership is the first comprehensive coordination between a sports betting operator and a major National Collegiate Athletic Association Division I athletics program.                 

The deal was brought about by Learfield IMG College, the commercial partner of University of Colorado Athletics (CU Athletics).  The terms were not, however, disclosed.

The partnership will see CU Athletics being provided with a financial boost amid the financial impact of the global Covid-19 pandemic.  CU is a member of the Pac-12 conference, which recently revealed that it would be suspending all competitions, including college football, until 1st January 2021 at the very earliest.

The new deal also includes distinct support for the department’s Scripps Leadership and Career Development Program, which helps student-athletes to get ready for success beyond their playing days.

The agreement covers free-to-play sports games, casino, online casino, daily fantasy sports and retail and online sports betting. PointsBet will also have visibility at Folsom Field and the CU Events Center through game-day promotions and advertising space, as well as placement on radio broadcasts of CU games and other media channels.

Rick George, CU Athletic Director, commented that they are thrilled to have PointsBet as a partner and for the benefits this sponsorship will provide for their student-athletes for years to come.

George added that they are impressed with their commitment to raising awareness around responsible gaming.