Colorado sports betting has been available since May 2020. Two years and 26 operators later, bet365 has become the 27th — just in time for the NFL season to begin.
The U.K.-based operator announced that it is now live in the Rocky Mountain State, marking the third North American market where bet365 will offer legal sports betting, previously launching in New Jersey and Ontario, Canada.
"We’re delighted to announce that the world’s favorite online sports betting brand will now be available to sports fans in Colorado," a bet365 spokesperson said in a press release.
The operator, which agreed to a 10-year partnership with Century Casino Cripple Creek in May 2020, will look to hit the ground running for online sports betting with a welcome offer of $200 in free bets, following an initial bet of at least $1.
Colorado is shaping to be a surging market, with the state's Department of Revenue reporting a June handle of $313.2 million, which was a 44% increase year-over-year, while January was the state's highest-bet month with a $574 million handle. The state has a team in every major professional sport, providing a year-round customer base.
NFL kickoff a key
Football season is starting, and with it comes a boost in wagers. States like Kansas timed their launch successfully, while states like Maryland are working in the hopes of catching the tail end of the season.
For bet365, cashing in on the NFL cash cow was always one of its priorities.
"The season-opening NFL weekend will provide new and eligible customers with the opportunity to experience bet365’s market-leading In-Play product as well as enjoying our unrivaled New Customer Offer."
Coloradans, like most betting Americans, love their football. In September 2021, 42.3% of all wagers were made on football (30.8% NFL, 11.5% NCAA). Baseball was the only other sport to crack double-digits, with 16.8% of the statewide handle.
Growing bet365 presence
After bet365’s partnership with the Hard Rock Hotel and Casino in Atlantic City, New Jersey in 2019, the U.K. company made a few moves. But when Ontario jumped into an open and regulated market in April, bet365 was registered with the province for launch day, and Colorado is the latest expansion.
And it doesn’t appear to be stopping there: bet365 will partner with the Cleveland Guardians to launch in Ohio when sports betting launches on January 1, 2023.
