The St. Louis Cardinals are the first Missouri-based team to land a sports betting partnership. The Major League Baseball franchise announced they have a partnership with bet365.
The agreement. makes bet365 the official sports betting partner of the historic franchise.
After a campaign led by the state and region’s professional sports teams, Missouri citizens passed a ballot initiative last November, legalizing retail and online sports betting.
Like many similar deals with teams across the country since the Supreme Court overturned the virtual ban on betting outside Nevada, the agreement includes significant cross-promotion and marketing involving the betting operators.
“We are thrilled to welcome bet365 as the club’s official mobile sports betting partner,” Cardinals President Bill DeWitt III said. “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.”
DeWitt was a key backer of a petition in 2024 to see the issue put before voters. Along with the Cardinals, the NFL’s Kansas City Chiefs, MLB’s Royals, and the NHL’s Blues also supported the measure.
The new bet365 agreement with the Cardinals includes radio, television, and online advertising rights, as well as signage at Busch Stadium. The sportsbook also obtains the rights to use the team’s logo and sponsor starting lineups during games.
It seems likely more deals will follow among the state’s other sports teams. However, Missourians may be waiting a bit longer to place bets on their home teams.
Following the approval at the ballot box, the Missouri Gaming Commission had sought emergency rulemaking action to speed up licensing operators. If passed, Missourians could’ve been betting on sports by this summer. That plan failed in February, however, after Secretary of State Denny Hoskins rejected the measure. As a result, sports betting won’t begin until at least Sept. 30.
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