Who had Maryland as the first Big Ten school to sign a sports betting partnership? That’s what happened on Wednesday when Maryland Sports Properties, the marketing and multi-media rights partner for the University of Maryland Athletics, announced a deal with PointsBet USA, a subsidiary of PointsBet Holdings Limited, which operates PointsBet Sportsbook.
The deal makes PointsBet USA a sports betting partner of the University of Maryland Athletics. While it’s still not mainstream for colleges and universities to enter into sports betting deals with sportsbooks, slowly some programs are doing so. In 2020, PointsBet secured a five-year sponsorship agreement with the University of Colorado. That was the first such sports betting arrangement in the United States between a sportsbook and an NCAA Division I athletics program.
Earlier this year, the Fiesta Bowl became the first bowl game to ink a partnership deal with a sportsbook or gaming company when it partnered with Caesars Entertainment in a multi-year deal. Caesars has also partnered with LSU Athletics.
Benefits for PointsBet in Partnership with Maryland Athletics
PointsBet will get its brand on multiple digital channels as well as sports radio network broadcasts for Maryland Athletics events. It’s unclear what type of sports betting content, if any, would be included in the broadcasts or on Maryland’s website and digital assets.
PointsBet will get fan-facing in-game and campus activations at both Maryland’s Xfinity Center (home of the Terrapins basketball teams), as well as Capital One Field at Maryland Stadium (home to the Terps football team). As is typical with arrangements with professional teams and colleges, PointsBet will also kick in for content that promotes problem gambling education, as well as a philanthropic donation to the university or foundations associated with Maryland.
“Investing in the University of Maryland athletics program expands our ability to impact local communities and the greater DMV region while also connecting PointsBet with alumni that remain actively involved in reverence to their alma mater,” PointsBet USA CEO Johnny Aitken said. “Sports betting education and safe gambling is key to our long-term strategy, as is making a tangible impact on the communities we invest in. We are proud to work with such a high-profile, storied university to further these objectives.”
About PlayFly Sports
Maryland Sports Properties is owned by Playfly Sports, LLC, which has agreements with more than 40 college athletics departments, and even has marketing arrangements with several high school state associations, as well as more than 75 professional sports teams.