St. Louis, MO – British gambling giant Bet365 has signed a multi-year partnership with the St. Louis Cardinals, making a bold move just ahead of the expected legalization of sports betting in Missouri. The deal grants Bet365 official status as the exclusive mobile betting partner of the MLB franchise, strengthening its footprint in the U.S. market.
The agreement includes Bet365 branding throughout Busch Stadium, digital presence across Cardinals media, and activations aimed at engaging fans in anticipation of legislative changes. While sports betting remains illegal in Missouri as of early 2025, several initiatives are underway to legalize and regulate the activity, with a potential launch later this year.
Under the terms of the deal, Bet365 positions itself to be first in line once the market opens. Missouri, a state with over six million residents and a strong sports culture, is seen as a high-potential territory for mobile sportsbooks. Neighboring states like Illinois, Kansas, and Iowa have already legalized sports betting, creating added pressure for Missouri lawmakers to act.
For the Cardinals, the deal represents a strategic alignment with an international operator known for its advanced technology and real-time betting features. For Bet365, the partnership offers instant credibility and visibility in a market where brand recognition can be a game-changer.
The move echoes similar partnerships across major U.S. sports leagues as franchises seek new revenue streams and fan engagement tools in the digital era. With the MLB season underway and the legislative push heating up, the Cardinals and Bet365 appear ready to capitalize on what could soon be a booming local market.
