New Betting Partners: University of Denver & SuperBook Sports’ New Deal

Colorado flagWhile college institutions may have been hesitant to partner with any sports betting company in the past, times have clearly changed. As more and more states have begun legalizing sports betting and even sporting institutions like the NFL have started partnering with established sportsbooks, wagering on sports is continuing its trajectory into the mainstream. And, with the recent partnership between the University of Denver and SuperBook Sports, the floodgates are starting to open for more colleges to approach sports betting. Here are all the details on the partnership and a look at the sports betting market in Colorado.

SuperBook Sports Teaming Up With the University of Denver

For only the second time ever, a college institution has partnered up with a sports betting company. The University of Denver, a Colorado school founded in 1864, has welcomed SuperBook Sports as an official sports betting sponsor. They’re only the second university to do this, following the University of Colorado’s partnership with PointsBet in September of last year. Part of the deal is expected to include branding with the school’s lacrosse and hockey teams.

The emphasis of the partnership, as explained by Vice Chancellor of Athletics Karlton Creech, is on responsible gaming. While we still don’t have an official word on the financials of the deal, it’ll be interesting to see how it compares to the University of Colorado’s five-year deal with PointsBet, which was worth approximately $1.625 million, as well as $30 referral fee for new users who took advantage of the school’s promo code.

A Look at University of Denver Sports

The University of Denver Pioneers probably aren’t the first team that comes to mind when you think of college sports. The Division I squad currently doesn’t field a football team. Plus, their basketball teams have not been the model of success recently. The men’s basketball team finished last season a dismal 2-19 while the women’s team ended with a 7-16 record. Meanwhile, their ice hockey team has seen some success over the years, despite finishing last season 10-13-1. Despite not being a top athletic school, University of Denver students and Pioneers fans alike will likely begin swarming to SuperBook nonetheless.

Colorado Sports Betting Continues to Grow

Sports betting in Colorado has proven quite popular since its legalization in May of 2020. The fact that two universities in the state have now partnered with sportsbooks is evidence of that. However, that doesn’t mean the numbers are always up to snuff. July of 2021 saw a significant 21% dip in sports betting in the state. Still, this could be due to the fact that July general is a slower time for sports betting, as those numbers are expected to shoot back up with the start of the football season.

The Centennial State’s growing interest in sports betting can also be seen in its numerous sportsbooks. Colorado sports bettors can currently use a total of 15 sportsbooks, including DraftKings, FanDuel, BetMGM, and Caesars Sportsbook. The popularity of sports betting in the state is looking to continue its upward climb, especially considering Colorado teams such as the Denver Nuggets and Colorado Avalanche are definite playoff contenders, with the Denver Broncos looking to end their five-year playoff drought since winning Super Bowl 50.

Anthony Elio is a CU Boulder graduate with a degree in creative writing and advertising. He is the lead Industry Betting Writer at, where he has spent over a year covering industry news in sports betting, casino, and poker.

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