bet365 became the latest operator to join the Sports Betting Alliance.
The British bookmaker is also the first new member since the trade group’s inception in 2021. Prior to the addition, the alliance consisted of FanDuel, DraftKings, Caesars Sportsbook, and BetMGM.
The move comes as the company solidifies its position as a major U.S. sportsbook and looks to expand into additional states. bet365 is currently available in 13 states, including major markets like Pennsylvania, New Jersey, Illinois, Virginia, and Ohio.
Since the U.S. Supreme Court overturned the virtual ban on sports betting outside Nevada, 38 states, as well as Washington D.C. and Puerto Rico have legalized some form of sports betting. Many of those territories legalized online sports betting as well.
bet365 Looks For Entry Into Last States To Legalize Betting
Several of those non-betting states have also seen efforts toward legalization in recent years as well. TheSBA favors a legal, regulated landscape for the country’s bettors.
“We’re thrilled to welcome bet365 to the Sports Betting Alliance,” SBA President Jeremy Kudon told SBC Americas. “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.”
As the company expands its U.S. footprint, the trend toward legal sports betting would only help its bottom line.
bet365 launched its product in Illinois and Tennessee in March. The company’s U.S. operations are headquartered in Denver. Lastly, it’s likely bet365 has a Missouri sportsbook when online betting goes live later this year.
The operator has partnered with the St. Louis Cardinals, which should be enough to give the company market access. Missouri is expected to launch sports betting on Dec. 1.
However, expanding the company’s U.S. reach might be an effort to pad revenue before selling the entire operation.
Earlier this month, The Guardian reported that owner Denise Coates, who owns 58%, is considering a sale of the company and valued bet365 at £9 billion ($12.2 billion). The privately-owned betting operator has been in discussions with U.S. banks, and has even considered transitioning to a publicly held company and listing on the U.S. stock market.
