In a surprising development, the Colorado Avalanche have announced the termination of their contract with British gaming giant bet365. The decision marks the end of a high-profile partnership between the NHL team and the sports betting brand, which had been growing its ties to Colorado through various sponsorships and marketing efforts.
The partnership, initially part of a broader agreement with Kroenke Sports & Entertainment (KSE), saw bet365 gain significant visibility across Colorado’s sports scene. The deal included bet365 branding on the Denver Nuggets’ court and the Colorado Avalanche’s ice, as well as in prominent areas like the penalty box during games at Ball Arena, which both teams share.
Despite the promising start and bet365’s recent investment in Colorado—including the launch of their U.S. headquarters in Denver—industry sources suggest that changes in the sports betting landscape and legal regulations may have played a role in the abrupt termination. While bet365 had positioned itself as a key player in the Colorado market, below giants FanDuel and DraftKings, shifts in business strategy and potential concerns about regulatory compliance could have influenced KSE’s decision to part ways.
The original partnership had been celebrated for giving fans a new way to engage with their teams, especially through KSE’s recently launched Altitude+, a direct-to-consumer streaming service that bet365 was involved in promoting. This partnership allowed Coloradans to stream Nuggets and Avalanche games live, something they had been unable to do since 2019 due to an ongoing network dispute.
Kroenke Sports had lauded the deal, with KSE’s Senior Vice President of Partnership Marketing & Media Sales, Michael Ceilley, calling it a perfect match between elite, title-contending teams and a leading sports betting brand.
However, the future of bet365’s influence in Colorado’s sports scene now remains uncertain, especially as the company continues to expand its reach in the U.S. with partnerships across multiple leagues and teams, including the Charlotte Hornets, San Antonio Spurs, Washington Commanders, and Cleveland Guardians.
Bet365’s U.S. headquarters in Denver, which had been touted as a major commitment to the region, will likely continue its operations, but its relationship with Colorado’s marquee sports franchises is now in question. The termination of the contract highlights the volatile nature of the sports betting industry, where shifting market conditions and regulatory factors can lead to sudden changes in business arrangements.
