The Indianapolis Colts now have PointsBet as their official sports betting partner.

The sportsbook recently signed a one-year contract with the team, in hopes of attracting new Hoosier bettors.

PointsBet and Colts logos

The primary distinction for both parties in this agreement is the branding.

As PointsBet is now a “Proud Sportsbook Partner” of the team, you’ll begin to notice the sportsbook’s logo appearing more frequently during Colts games.

Likely, some PointsBet signage will also be put up around Lucas Oil Stadium.

The team’s “Colts Ramp Up” pregame show also has the sportsbook as its official sponsor.

Odds for the Colts from the sportsbook will be showcased on the show and across other Colts digital platforms too.

Anticipate the Colts utilizing PointsBet alongside the team’s social media accounts.

FanDuel misses out

PointsBet’s position as a one-year partner with the Colts essentially serves as a trial season.

Last season, FanDuel was in a similar situation, but as a daily fantasy partner.

Although FanDuel was regarded as the likely candidate to secure the official sports betting partnership due to its existing collaboration with the two, the Colts decided against expanding the original deal.

Taking everything into account, this is a significant victory for PointsBet.

Everyone recognizes prominent names such as DraftKings and FanDuel, but PointsBet hasn’t achieved the same level of brand awareness yet.

Offers like this aid in validating the sportsbook to the typical gambler.

Establishing PointsBet as a trusted and popular brand is crucial. A collaboration with the Colts, coupled with the company’s recent deal with NBC, will contribute significantly to achieving this goal.

PointsBet wants Colts fans

For PointsBet, this kind of deal holds significant importance.

The company aims to draw in as many gamblers from Indiana as possible.

Given the popularity of football as the most gambled sport in the US, it’s logical to strike an NFL deal like this to enhance brand awareness.

This will be crucial as the sportsbook attempts to establish its footing in a competitive market.

Currently, there are nine live sports betting apps in Indiana, and more are expected to launch in the near future.

Every one of those apps is endeavoring to stake a claim in the market. In August, bettors in Indiana placed sports wagers amounting to $169 million.

PointsBet has sought to distinguish itself through promotions. The company has previously employed “Crowd Booster” promos, specifically targeting Colts fans.

Although running such promotions is costly for companies, they offer great value to customers and are immensely popular.

PointsBet Pacers partnership

It is evident that PointsBet is firmly dedicated to the strategy of partnership.

PointsBet, having secured a deal with the Colts, is now collaborating with both of Indiana’s professional sports teams.

Back in August, the sportsbook finalized a multi-year partnership with the Pacers.

That deal was akin to the partnership with the Colts.

PointsBet has the ability to feature the Pacers’ team logo on its website and app, potentially attracting more Indiana bettors to its sportsbook.

In terms of online handle, PointsBet was the fifth most popular sportsbook in Indiana throughout August.

While the company may currently be in the middle of the pack, it is rapidly making progress on a month-by-month basis.

The progress may start to accelerate over the coming months now that its brand is collaborating with both pro teams of the state.