On 10 June, the SBA confirmed that bet365 has joined its ranks, becoming the fifth member of the alliance.
The SBA, which previously comprised only its founding members FanDuel, DraftKings, Fanatics Sportsbook and BetMGM, was established to promote a transparent, consumer-protected, and competitive legal sports betting market across all 50 US states.
With the addition of bet365, the alliance reinforces its presence in a dynamic and increasingly complex industry.
The SBA and its member companies operate exclusively in regulated markets, ensuring they remain compliant with applicable state laws and support the implementation of responsible gambling measures.
SBA president Jeremy Kudon said in a press release that bet365’s inclusion aligns with the alliance’s mission to advocate for safe and regulated gaming environments.
He noted that bet365 shares the organisation’s commitment to a sustainable and transparent online gaming market in the US, adding that its collective goal remains the elimination of unregulated and illegal betting operations from the market.
Over the past few years, bet365 has gradually expanded into the US. As of June 2025, the Stoke-on-Trent-based company operates legally in 13 states.
Most recently, the company launched operations in both Illinois and Tennessee in March.
“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 bet365 VP sportsbook, Trip Stoddard.
“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.”
Headquartered in Colorado, bet365’s American operations continue to scale. The company’s next likely expansion is in Missouri, where it has entered into a formal partnership with the St. Louis Cardinals.
This agreement gives bet365 a foothold in the state, paving the way for market access once Missouri’s sports betting legislation takes effect. The state is expected to launch regulated sports betting this December.
Missouri’s legal framework provides that each of its professional sports franchises and land-based casinos can apply for both retail and online sports betting licences.
Each entity is permitted to partner with a single online sports betting operator.
Through its deal with the St. Louis Cardinals, bet365 will be well positioned to submit a licence application when the state begins accepting them.
The partnership with the Cardinals also provides bet365 with significant promotional exposure.
The sportsbook will receive advertising rights across multiple platforms, including the team’s radio broadcasts, its “Cardinals Insider” television show, its official website (cardinals.com), and in-venue signage visible during televised games.
This multi-channel visibility is expected to boost bet365’s brand recognition in Missouri and aid customer acquisition efforts upon launch.
Welcome to Gambling Consulting Authority (GCA) - Your Strategic Partner in Gambling Industry Advancement
