bet365 Likely Heading To Missouri With St. Louis Cardinals Partnership

• The St. Louis Cardinals announced a multi-year partnership with bet365
• bet365 is the first official mobile sports betting partner of the St. Louis Cardinals.
• Likely signifies an entrance into the Missouri sports betting landscape for bet365

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bet365 will be heading to Missouri through a partnership with the St. Louis Cardinals.

The St. Louis Cardinals today announced a multi-year partnership with bet365, which will provide the sports betting operator with access to the yet-to-be-launched Missouri sports betting market.

Missouri sports betting will likely launch in the fall.

Sports Betting Access Through Partnership

According to the partnership, bet365 will have advertising rights on the Cardinals radio broadcasts, Cardinals Insider TV show, cardinals.com, and signage at the ballpark that will be visible on television broadcasts.

“bet365 is proud to announce our partnership with the St. Louis Cardinals, one of the most storied franchises in Major League Baseball. We are excited to bring a world class mobile sports betting experience to the Show-Me-State,” a bet365 spokesperson said in a press release.

Additionally, bet365 now has a partner that provides the operator with market access when the state opens its sports betting license application process.

Under the state’s sports betting legislation, each professional sports franchise and land-based casino will be eligible for one retail sports betting license and one online sports betting license. Each individual team and casino will also be able to partner with up to one online sports betting operator.

bet365 finds itself partnered with the sports franchise that led the way for the state’s signature collecting process, teaming with other state sports franchises to place a sports betting question on the 2024 general election ballot.

“We are thrilled to welcome bet365 as the club’s official mobile sports betting partner,” said Bill DeWitt III, President of the St. Louis Cardinals. “This partnership adds a new and exciting element to the fan experience which can be activated at Busch Stadium or any place that fans watch and follow Cardinals baseball.”

Underdog Fantasy Expected to be Active in Missouri

bet365 is the second sports betting operator to officially declare its interest in the Show-Me State.

Recently, Underdog Fantasy confirmed to Sports Betting Dime that it will be applying for a Missouri sports betting license as well.

Underdog Fantasy Founder and CEO Jeremy Levine has been very clear over the past year that he expects Underdog to be aggressive in its sports betting expansion, noting that the company will look to launch in any legalizing state.

The company confirmed as much with Sports Betting Dime, as it will apply for a sports betting license when the application period opens. Underdog Fantasy currently offers online sports betting in North Carolina and holds active sports betting licenses in both Colorado and Ohio, but has yet to launch in either state.

The operator did not yet mention any partnerships in the state.

Missouri Sports Betting Launch Delayed

The Missouri Gaming Commission originally estimated the state would launch its sports betting program in the early summer, but after its emergency sports betting rules were rejected by Missouri Secretary of State Denny Hoskins, launch plans have been delayed considerably.

In January, Missouri Gaming Commission Chair Jan Zimmerman told Sports Betting Dime that the Show-Me State was hoping to launch sports betting in early summer after the process was moving along faster than anticipated.

However, the emergency rules application was rejected by the Missouri Secretary of State. The rules will have to wait to go into effect (if approved) by Aug. 30, which will delay the licensing process and the potential launch.

Missouri statutorily must launch sports betting by Dec. 1, 2025.