Bet365 is extending its roots in the US, finalizing the purchase of its US headquarters and signing a new WNBA partnership.
The Indiana Fever and bet365 have inked a deal making the UK-based operator the team’s official sports betting partner.
Bet365 also recently finalized the purchase of its US headquarters, acquiring a 248,000-square-foot office building in downtown Denver for $135 million, according to public real estate filings.
It moved into the building last September and now occupies nearly half the space, with plans for a $40 million renovation across two floors to support the growth of its U.S. business. Colorado officials approved more than $14 million in tax incentives tied to the move, which is expected to eventually bring close to 1,000 jobs to the region.
Indiana Fever and Caitlin Clark
The former Iowa star recently broke the WNBA record for most All-Star fan votes and has led in merchandise sales and TV ratings since being drafted No. 1 overall in 2024. Clark’s value to the league is estimated to be over $1 billion.
“We’re excited to team up with bet365 and bring fans a premium mobile sports betting experience,” Fever GM Amber Cox said. “This partnership is all about creating more ways for fans to connect with our team from tipoff through to the final buzzer.”
The deal, announced Monday, gives bet365 brand exposure across Fever broadcasts, social content, and in-app integrations. It marks bet365’s first publicly announced WNBA team sponsorship and comes as the Fever experience an unprecedented surge in national attention, driven by Caitlin Clark.
What It Means for bet365
The Fever deal gives bet365 a foothold with one of the most visible teams in women’s sports at a time when sportsbooks are seeking more ways to diversify their audience and appeal to broader demographics.
“Exciting, record-breaking, and hungry for more, the Indiana Fever certainly embodies the Never Ordinary spirit, and we are incredibly enthusiastic about this partnership,” said a bet365 spokesperson. “With the new season underway, it’s the perfect time for us to share our unrivalled bet365 experience with Fever fans.”
While the terms of the deal were not disclosed, it follows a growing trend of WNBA franchises striking commercial agreements with sportsbooks. The first such deal came in 2021 when the Phoenix Mercury partnered with Bally’s on a reported 15-year, $66 million agreement.
Bet365, one of the largest online sportsbooks globally, has been slower to adopt a wide-ranging US sponsorship strategy compared to rivals like FanDuel, DraftKings, and BetMGM. However, it has ramped up its marketing presence in several states and pursued more partnerships in crowded markets.
