Bet365 has joined the Sports Betting Alliance the first new member of the industry lobbying group since its formation in 2021.
Bet365, the UK-based sportsbook, joins founding members FanDuel, DraftKings, BetMGM and Fanatics Sportsbook in a coordinated effort to influence gambling policy at the state and federal level.
SBA President Jeremy Kudon confirmed the news on the Low Rollers podcast last week, calling the addition “something I never thought six years ago we would have.”
The move signals bet365’s growing commitment to the US, where it is now live in 13 states and preparing for another launch in by the end of the year.
Bet365 expands US presence
Founded in 2000 and long dominant in Europe, bet365 has taken a slower approach to the American market than its peers. But the company has ramped up US operations over the past year, including recent launches in Tennessee and Illinois. It plans to enter Missouri in December through a partnership with the St. Louis Cardinals.
Illinois and Tennessee present contrasting operating conditions. Illinois recently raised its sports betting tax rate to as high as 40% depending on revenue, prompting existing operators to cut back on promotions. That could create an opening for bet365 to invest aggressively in customer acquisition.
Tennessee, however, taxes betting handle rather than revenue, limiting flexibility for operators to use traditional promotional strategies.
Still, bet365 appears committed to deeper U.S. engagement. The company reported £3.72 billion ($4.6 billion) in revenue for its fiscal year ending March 2024, up 9% year-over-year, and swung back to an operating profit following expansion-related losses the year prior. It also exited China and sold its stake in Stoke City FC to sharpen its global focus.
SBA bolsters ranks
The SBA advocates for legal and regulated sports betting and iGaming, often opposing tax increases and policies viewed as favorable to unlicensed offshore competitors. The group described Illinois’ recent betting handle tax as “discriminatory” and “punitive,” and organized a public campaign that generated more than 76,000 messages to lawmakers.
While the tax measure passed, the campaign is likely to advocate against other states pursuing similar models.
With bet365 onboard, the SBA adds another international brand to its ranks, alongside FanDuel parent Flutter, and potentially increases its financial and political leverage. According to a 2024 YouGov survey, bet365 was the top sportsbook choice among US bettors aged 21–34 despite holding less than 4% national market share.
Preparing for Missouri, ownership change?
In Missouri, bet365 gained market access through its marketing partnership with the Cardinals, which includes signage at Busch Stadium, radio ads, and naming rights to a ballpark hospitality deck.
Behind the scenes, however, bet365’s future ownership is uncertain. In May, The Guardian reported that the Coates family is exploring a potential sale or US listing.
Options under discussion include a public offering, partial stake sale to private equity, or a full exit. The company posted £627 million ($833 million) in pre-tax profits last year.
