Bet365 Officially Joins Sports Betting Alliance

• Sports Betting Alliance officially welcomed bet365 to its ranks
• The alliance now represents the interests of bet365, FanDuel, Fanatics Sportsbook, DraftKings, and BetMGM
• The Sports Betting Alliance advocates for legal, regulated and competitive sports betting and iGaming markets

The Sports Betting Alliance has officially welcomed bet365 to its ranks.

The alliance, which advocates for legal, regulated, and competitive sports betting and iGaming markets in all 50 states, announced bet365 is now its fifth member. The gaming operator joins BetMGM, DraftKings, Fanatics, and FanDuel as part of the official coalition.

“We’re thrilled to welcome bet365 to the Sports Betting Alliance,” said Jeremy Kudon, president of the Sports Betting Alliance. “bet365 shares the SBA’s commitment to a regulated, transparent and sustainable U.S. online gaming market. Together, we’ll continue fighting for more states to swap their dangerous and unregulated sports betting and iGaming products for regulated, consumer-protected legal platforms.”

bet365 Available in Several U.S. Markets

The British gambling company was founded in 2000 and has slowly made its way to the U.S. markets. It is currently available in 13 states and has made steady progress in its markets, most recently launching in March 2025 in both Illinois and Tennessee.

“Becoming members of the Sports Betting Alliance is an exciting move for us and a step forward for our presence in the United States,” said Trip Stoddard, a bet365 spokesperson. “We look forward to working alongside our fellow SBA members to stamp out illegal and unregulated betting and bring regulated sports betting to all 50 states.”

bet365’s U.S. operations are currently headquartered in Colorado. It is the first new member of the Sports Betting Alliance since the group debuted in 2021.

Members of the Sports Betting Alliance operate exclusively in states and jurisdictions where sports betting is legal and regulated, ensuring compliance with all applicable laws and promoting responsible gaming tools.

Likely Launching in Missouri This Year

The gaming company is likely going to launch its sports betting platform in Missouri later this year, when the St. Louis Cardinals announced a multi-year official sports betting partnership with bet365.

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.

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.

Missouri will launch sports betting on Dec. 1, 2025.