The growing US sports betting market has attracted several European betting firms, and this week another well-known UK operator has announced an expansion of its presence on the other side of the Atlantic with its second stateside partnership.
Betfred is a long-standing player in the UK market, but it has now announced a deal to provide sports betting services throughout the western state of Colorado. The arrangement will see Betfred open a sports book facility at the Black Hawk casino venue run by Saratoga Casino. Betfred has also gained permission to offer online betting throughout the state, including mobile betting.
The deal still has to be approved by regulators, but the Group Chief Operating Officer at Betfred, Mark Stebbings said that they were delighted to have the opportunity to work with Saratoga Casino:
“This is an exciting opportunity for both companies and we look forward to sharing our joint expertise to provide excellent service and value for sports bettors both on premise in Black Hawk and online to the people within the state of Colorado.”
Betfred are also tasked with providing a range of behind the scenes services in Colorado, including sharing their expertise on betting marketing, support, trading and compliance. Speaking on behalf of Saratoga Casino Black Hawk, their President Daniel Gerrity, said that they were excited to be able to lean on the long experience of Betfred in the betting industry as they aimed to grow the Saratoga brand to become the largest in the state.
The deal has been done with Betfred USA Sports, which is a subsidiary of the UK-based Betfred Group. The US operation was launched last year in Las Vegas with the aim of entering the new US sports betting sector. In the summer of 2019, Betfred signed their debut US deal, striking an agreement with Elite Casino Resorts of Iowa to provide sports betting operations and technology.