Fanatics Betting and Gaming has agreed a partnership with Boyd Gaming that will give it access to the sports betting market in Missouri.
There has been a mad scramble among some of the biggest US sports betting sites to obtain licenses to operate in the Show-Me state since local government approved the launch of mobile sports betting, which is due to kick in from December 1 this year.
The multi-year deal will allow Fanatics to offer its retail and online sportsbook through Boyd’s state license.
Fanatics Launch In Missouri
A statement from Fanatics outlined how the collaboration would expand the firm’s retail and online operations.
“Under the terms of their multi-year agreement, Fanatics Sportsbook will operate mobile sports betting under Boyd’s sports betting license in Missouri,” it read.
“The companies will open Fanatics-branded retail sportsbooks at Boyd’s Ameristar Casino Hotel Kansas City and Ameristar Casino Resort and Spa St. Charles, located near St. Louis.
“Fanatics plans to launch its online and retail betting products with the debut of regulated sports wagering in Missouri this December, contingent upon receipt of all required regulatory approvals.”
The online casino and sports betting specialist has made a big push to attract NFL fans ahead of the new season which kicks-off on September 4.
Fanatics has hired Livvy Dunne to be the face of its promotional campaign and has also agreed a media content partnership deal with NFL reporter Jordan Schulz.
That deal will see his newly formed Jordan Schulz media channel offer exclusive shows plus Schulz and Draymond Green providing weekly picks throughout the season.
Who Else Will Offer Sports Betting In Missouri?
At the start of this month, Missouri heard final pitches for direct sports betting licenses from DraftKings, FanDuel and Circa Sports.
There were two untethered licenses available for sports betting apps, and they were awarded to DraftKings and Circa, meaning that any other gaming company that wants to offer sports wagering in the state will have to partner with either a land-based casino or a professional sports team.
Responding quickly, FanDuel agreed an access deal to operate in Missouri with Major League Soccer club St Louis CITY SC.
There are 19 tethered licenses available, and several other partnerships have already been announced.
Bet365 has linked up with local MLB franchise the St. Louis Cardinals while BetMGM has secured a market access deal with Century Casino & Hotel Cape Girardeau.
Several operators already have land-based casinos in Missouri, including Bally’s, Caesar’s and ESPN Bet, so are in a good position to expand into the online sportsbook market locally should they wish to proceed.
Jim Munro is a betting industry and gambling expert who has been a national newspaper journalist for over 30 years, predominantly at The Sunday Times and The Sun, where he wrote a weekly soccer betting column. Jim also worked on the launch of Virgin Bet with Gamesys and was subsequently head of editorial at LiveScore, the sports media and betting group.
