- MLB’s St. Louis Cardinals ink partnership with betting operator bet365
- Deal includes advertising rights, signage, sponsorship of starting lineups and more
- Legal Missouri sports betting set to launch this fall
On Monday, the St. Louis Cardinals of Major League Baseball announced a deal to partner with international casino and sports betting operator bet365. The partnership allows bet365 to apply for a license in the upcoming launch of legal Missouri sports betting in fall 2025.
The partnership between the Cardinals and bet365 is a multi-year deal and includes multiple layers of sponsorship opportunities according to the MLB press release.
Highlights of the new partnership sees bet365 gaining advertising rights across multiple sectors associated with the team. This includes sponsorship of radio broadcasts, the Cardinals Insider TV show, cardinals.com, ballpark signage as well as sponsorship of the Cardinal’s starting lineups when playing at Busch Stadium.
Additionally, a brand new all-inclusive outdoor seating deck named “bet365 Bridge” is set to open for the upcoming season located in the second level in right-centerfield.
“We are thrilled to welcome bet365 as the club’s official mobile sports betting partner,” says Cardinals President Bill DeWitt III. “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.”
“We are thrilled to welcome bet365 as the club’s official mobile sports betting partner,” says Cardinals President Bill DeWitt III. “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.”
Bet365 continues to expand its offerings in the United States. Earlier this month the sportsbook launched in the neighboring states of Illinois and Tennessee in time for March Madness. Once launched, bet365 will be offering online sports betting in 14 of the 30 US states which permit it.
When Does Missouri Sports Betting Start?
The most recent Missouri sports betting update sees the anticipated launch set for either October or November this year, likely after the conclusion of the MLB season. The sports betting launch was originally planned for this summer in June or July. However, delays surfaced as state regulators at the Missouri Gaming Commission (MGC) asked for more time to establish and codify the rules for operators.
The MGC is set to start accepting applications for licenses on May 15, while regulations will come into effect on August 30. State laws mandate that sports betting must launch by December 1, 2025. Last November, Missouri voted in favor of Amendment 2 by the narrowest of margins of just 0.03% to bring legalized sports betting to the Show-Me state.
Who Can Apply for a Missouri Sports Betting License?
The Missouri sports betting bill Amendment 2 allows every professional sports team located in Missouri to partner with one retail as well as one online sportsbook operator. Therefore, granting the operator the ability to apply for a license to operate legally in the state. The teams include the Cardinals, Kansas City Royals, Kansas City Chiefs, St. Louis Blues, Sporting Kansas City and St. Louis City SC.
Other sportsbook operators expected to pursue partnerships include DraftKings and Fanduel who contributed approximately $30 million to the campaign, BetMGM who already partners with the Chiefs, plus BetRivers and Underdog Fantasy.
Caesars, Bally’s and PENN Entertainment already operate in-state casinos and will be in the mix. Each of Missouri’s six casino companies are permitted to open a retail sportsbook and an online platform at their properties. Further, two more licenses are available for companies that are not tied to either a pro sports team or existing casino operation in the state.
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