Bengals Reach Partnership Deal With Betfred Sportsbook Days After Applying For License

Defending AFC champions announce partnership deal with UK-based operator that already has deals with Colorado Rockies, Denver Broncos.
joe burrow

Only days after the Cincinnati Bengals applied for a Type A sports gaming proprietor license, the defending AFC champions announced on Wednesday that they have a partnership deal in place with Betfred Sportsbook.

The Bengals are the only professional team in Ohio to apply for a license to this point in the designated time period for Type A applicants looking to be operational on the universal sports wagering launch date of Jan. 1, 2023. The application window for Type A, Type B, Type C, Mobile Management Service Providers (MMSP), and Management Service Providers (MSP) ends on Friday.

“The Bengals continue to look for exciting new ways to enhance the fan experience and this partnership will provide additional opportunities to engage with our fans,” said Bengals Vice President and CMO Brian Sells, via news release. “We look forward to working with Betfred to create fun, fan-focused activations that add to the excitement on gameday.”

The partnership features Betfred offering a mobile sports betting app that will allow fans to place real-money wagers in Ohio. The deal also includes Betfred providing fan-engagement opportunities, OH sports betting promotions, and free-to-play gaming activities.

Bengals join Broncos, Rockies as Betfred partners

Betfred is a UK-based operator that operates more than 1,400 retail locations in the UK. The Bengals join the Denver Broncos and Colorado Rockies as U.S.-based professional sports franchises that have partnered with Betfred, which is currently licensed in Arizona, Iowa, Pennsylvania, Louisiana, Washington, and Colorado (while regulatory approval is pending in Nevada and Maryland). Betfred has yet to apply for a sports betting license in Ohio.   

“This is an exciting opportunity to partner with the Bengals as we continue to expand Betfred across the [United States] and into Ohio with the launch of sports betting in the near future,” Betfred Group COO Mark Stebbings said. “The Bengals are a premier franchise with a passionate fanbase and a history of innovation that aligns with our brand. We look forward to engaging with fans across the state as we introduce them to unique betting promotions and content throughout the year.”

The Ohio Casino Control Commission has welcomed applications for the first group of licenses since June 15. The second installment window for applications, for Type C sports gaming hosts and second designated service providers, runs from July 15 to Aug. 15. The commission has encouraged applicants to submit applications during the designated time period in order to assure consideration for approval to be operational on the universal start date.

The commission shares an updated list of applicants on its website each Friday afternoon. The NFL Cleveland Browns, NHL Columbus Blue Jackets, MLB Cleveland Guardians and Cincinnati Reds, MLS Columbus Crew and FC Cincinnati, PGA, and NASCAR all had not applied as of the last commission update.

The commission has received a total of 18 applications — four Type A, three Type B, one Type C, six MMSP, and four MSP. Caesars Sportsbook is the largest operator that has yet to apply for a license. Bally’s, Hard Rock, and Rush Street Interactive (BetRivers) also have not yet applied. BetMGM, DraftKings, FanDuel, Penn National Gaming, PointsBet, and Fanatics have submitted applications for MMSP licenses.


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