British sportsbook bet365 has continued to expand its reach across the U.S. in recent times. Now, it has united with several leading sportsbooks in the American market.

The operator has joined the Sports Betting Alliance (SBA), a coalition which already consisted of FanDuel, DraftKings, BetMGM and Fanatics Sportsbook. bet365 is the first new member of the SBA since it unveiled itself to the public in 2021.

“We’re thrilled to welcome bet365 to the Sports Betting Alliance,” said SBA President Jeremy Kudon.

“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 spokesperson Trip Stoddard added that the operator looks forward to working with its fellow SBA members “to stamp out illegal and unregulated betting and bring regulated sports betting to all 50 states.”

bet365 on strong trajectory in US

The operator has joined as it continues to extend across the U.S. bet365 now has a North American headquarters in Denver and  is live in 13 states after launching in both Illinois and Tennessee in March of this year.

Even before those two state entries, bet365 noted back in January that new North American market launches fueled its sports and gaming revenue growth last fiscal year. It entered Indiana, Arizona and Pennsylvania last year and also went live in Brazil when that country’s market opened in January 2025.

A recent report from Eilers and Krejcik Gaming suggested that bet365 and Fanatics continue to gain market share at the expense of BetMGM and non-SBA member Caesars in the second tier of online sportsbooks in the U.S. below FanDuel and DraftKings.

A 14th state launch is on the horizon, as bet365 has partnered with the St. Louis Cardinals ahead of Missouri launching regulated online sports betting later this year.

Coates reportedly considering bet365 sale

This all comes as a recent UK report suggested that bet365 CEO and majority shareholder Denise Coates is considering a full or partial sale of the gambling brand.

A deal could put bet365’s total value at around $12 billion, according to a report from The Guardian.

SBA continues fight

The SBA has become known for taking a stand on behalf of its operator members. It lobbied successfully in Missouri for voters to legalize online sports betting and frequently comments on states’ legislative proposals and changes.

The most recent example came recently, when it rallied tens of thousands of Illinois bettors at almost no notice to send letters to state lawmakers upon news breaking of Illinois’ plan to start charging online sportsbooks 25 cents per online wager taken.

Though it was ultimately unsuccessful in stopping that, the SBA called the move “punitive” and “crippling.”

“With this change, lawmakers are essentially urging customers — and especially these small-dollar bettors — to switch to unsafe and unregulated sportsbooks who defy state consumer protections and generate zero taxes for state priorities,” said the coalition.

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