PointsBet Edges Out FanDuel To Become Official Betting Partner Of Colts

Posted on September 23, 2020 - Last Updated on September 28, 2020

PointsBet is now an official sports betting partner of the Indianapolis Colts.

The sportsbook just inked a one-year deal with the team, which it hopes will attract some new Hoosier gamblers.

PointsBet and Colts logos

The biggest difference for both parties in this deal is the branding.

Now that PointsBet is a “Proud Sportsbook Partner” of the team, you’ll start to see the sportsbook’s logo more often throughout Colts games.

There will also likely be some PointsBet signage put up around Lucas Oil Stadium.

The sportsbook is also the official sponsor of the team’s “Colts Ramp Up” pregame show.

Official Colts odds from the sportsbook will make an appearance on the show and other Colts digital products as well.

Expect the Colts to use PointsBet in tandem with the team’s social media accounts.

FanDuel misses out

PointsBet’s spot as a one-year partner with the Colts is basically a tryout season.

FanDuel was in the same boat last season, but as a daily fantasy partner.

Since the two were already working together, FanDuel was considered to be the front runner to snag that official sports betting partnership. Instead, the Colts opted to not expand on the original deal.

All things considered, this is a huge win for PointsBet.

Everyone knows the big names like DraftKings and FanDuel, but PointsBet doesn’t have that same level of brand recognition yet.

Deals like this help legitimize the sportsbook to the average gambler.

Making PointsBet a well-known and trusted brand would go a long way. A Colts partnership on top of the company’s recent NBC deal will help out with that.

PointsBet wants Colts fans

This kind of deal is an important one for PointsBet.

The company is hoping to attract as many Indiana gamblers as possible.

Since football is the most popular sport for gambling in the US, an NFL deal like this makes sense to help boost brand awareness.

That’ll be important as the sportsbook tries to gain ground in a competitive market.

Indiana currently has nine sports betting apps live, with more to come in the near future.

Each of those apps is trying to claim their share of the market. Indiana bettors wagered $169 million on sports in August.

One of the ways that PointsBet has tried to standout is through promotions. The “Crowd Booster” promos that the company has used in the past specifically targeted Colts fans.

While promotions like these are expensive for companies to run, they are a great value for customers and are extremely popular.

PointsBet Pacers partnership

PointsBet is clearly committed to the partnership strategy.

With a Colts deal now under its belt, PointsBet is working with both of Indiana’s professional sports teams.

The sportsbook finalized a multi-year partnership with the Pacers back in August.

That deal was similar to the Colts partnership.

PointsBet can use the Pacers’ team logo on its website and app, which could help the sportsbook bring more Indiana bettors into the fold.

PointsBet was Indiana’s fifth most popular sportsbook throughout August in terms of online handle.

That may put the company in the middle of the pack, but it’s gaining ground quickly month-over-month.

Now that its brand is working with both of the state’s pro teams, that progress may start to accelerate over the coming months.

Photo by AP Newsroom
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Jake Garza

Jake Garza is a US Gambling Industry Analyst for Catena Media. He specializes in Midwest sports betting and casino content. Prior to covering the legal gambling industry, he spent time as a professional sports writer, reporting on teams such as the Cincinnati Bengals, Indianapolis Colts and Indiana Pacers. Garza is currently working as a Managing Editor for PlayIndiana and PlayOhio, with previous stops at other well-known brands such as PlayIllinois and PlayMichigan. He has been covering the gambling industry since 2019, and currently works with a team of other journalists to provide comprehensive coverage of the legal U.S. gambling industry.

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