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Betsson Group, a leading global operator of online gaming and sports betting, announced today a new collaboration to make sports wagering available to more Coloradans. Betsson Group, under the Betsafe brand, will be available to King Soopers and City Markets customers – both in-store and online – who are interested in engaging with their favourite sports teams.

“We’re thrilled to establish this unique relationship,” said Marina Bogard, Managing Director of Betsafe North America. “Our goal for the Betsafe brand and our B2B sportsbook technology is to compete by being hyper-local. The City Market and King Soopers brands align perfectly with our objectives in Colorado. Furthermore, working with a nationally recognized retailer like Kroger as it expands its Sports Betting and Entertainment presents new and exciting opportunities for us.”

A King Soopers spokesperson praised the collaboration, stating that, “Betsafe offers market best opportunities to engage the Colorado sports fan with relevant and fun wagering opportunities enhancing the sporting experience. Betsafe’s Colorado coverage aligns with our local approach to bring customers added value and convenience as part of their everyday engagement with King Soopers/City Market. We are excited to offer our customers a trusted sports betting provider and unique sports betting offerings.”

Colorado players will enjoy the unique offerings and promotions during the ongoing basketball and hockey playoffs, and throughout the term of the multi-year agreement.