Sports betting operator PointsBet has struck the first ever partnership between a US college sports team and a bookmaker, demolishing yet another former taboo in US sports history.

Tuesday brought word – initially reported by Sportico, subsequently confirmed by the University of Colorado – that PointsBet had signed an exclusive ‘corporate partnership’ with the school’s Colorado Buffaloes, marking the first such deal between a National Collegiate Athletic Association (NCAA) Division-I athletics program and a betting operator.

Technically, the five-year deal is between PointsBet and Learfield IMG College, the media rights holder of the University of Colorado Athletics program. PointsBet will provide an unspecified “financial boost” for CU Athletics in return for marketing opportunities at the school’s sports venues and via radio broadcasts of CU games and other media channels.

PointsBet will be allowed to promote “the entire gaming category, including free-to-play sports games, daily fantasy sports, casino, online casino, and retail and online sports betting.” That may seem odd given the majority of CU students aren’t old enough to wager, but PointsBet’s new partnership will reportedly “emphasize and create awareness around responsible gaming and sports betting education.”