Bet365 becomes fifth member of Sports Betting Alliance

The Sports Betting Alliance has expanded its membership for the first time since 2021, adding bet365 to its roster as the coalition pushes for consistent regulatory frameworks and consumer protections in the expanding US sports betting market.

Bet365 joins founding members FanDuel, DraftKings, Fanatics Sportsbook, and BetMGM.

The SBA was formed to promote a legal, competitive, and regulated sports betting environment across all 50 US states. Its members operate exclusively in jurisdictions with legalized sports wagering and support responsible gambling policies.

Jeremy Kudon, president of the SBA, said in a statement that bet365’s entry is aligned with the alliance’s position on fostering a transparent and regulated online gaming market in the United States. 

“We’re thrilled to welcome bet365 to the Sports Betting Alliance,” said Kudon. "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.”

Founded in Stoke-on-Trent, bet365 has increased its US presence over the past few years. As of June 2025, the operator is licensed in 13 states. Its most recent launches occurred in March, when it began operations in Illinois and Tennessee.

Trip Stoddard, vice president of sportsbook at bet365, said that joining the SBA is part of the company’s efforts to expand in the United States. “We look forward to working alongside our fellow SBA members to stamp out illegal and unregulated betting and bring regulated sports betting to all 50 states,” said Stoddard.

In addition to joining the SBA, bet365 is preparing for potential entry into Missouri. The company has entered into a partnership with Major League Baseball’s St. Louis Cardinals, providing a potential path to market access when legislation takes effect.

Missouri is expected to launch regulated sports betting in December. The legal framework allows professional sports franchises and land-based casinos to apply for both retail and online betting licenses. Each licensee may partner with one online operator.

The agreement with the Cardinals enables bet365 to apply for a license once the state opens the application process. The partnership also provides promotional opportunities across multiple platforms, including Cardinals radio broadcasts, the team’s “Cardinals Insider” television show, its official website, and signage at games.