Fanatics Betting and Gaming just struck a multi-year deal with Boyd Gaming, and it’s their ticket into Missouri’s emerging sports betting scene. The partnership gives Fanatics both digital and physical access to what could be a lucrative new market.
Boyd’s bringing two properties to the table – Ameristar Casino Hotel Kansas City and Ameristar Casino Resort and Spa St. Charles. Both will get the full Fanatics treatment with branded retail sportsbooks.
They’re not alone in this rush, though. DraftKings and Circa Sports already grabbed direct betting licenses from Missouri’s Gaming Commission on August 15. Meanwhile, FanDuel went a different route by partnering with St. Louis City SC soccer team.
Why Missouri’s Suddenly Hot Property
Here’s the thing – Missouri lawmakers barely squeaked mobile sports betting through with just 50.05% of the vote last December. That razor-thin margin shows how contested this was, but it’s done now.
The state’s targeting a market launch within four months, which explains why operators are scrambling for position. Direct licenses aren’t cheap at $500,000 each, but they offer something valuable: complete independence from casino or sports team partnerships.
Indirect licenses cost half that ($250,000) but come with strings attached. You still need a partner to actually operate, which limits flexibility.
What Fanatics Gets From This Deal
The retail locations will cover all the major leagues – NFL, NBA, MLB, NHL, and UFC betting. Fanatics handles everything in-house through their Betting and Gaming team, from developing markets to trading.
Both Ameristar properties will get full Fanatics branding. The December 2025 launch timeline hinges on regulatory approvals, which seem to be moving along smoothly so far.
Worth noting: Century Casinos already locked up BetMGM back in May, so partnerships are getting snapped up quickly.
How the Competition’s Shaping Up
Fanatics’ Boyd Gaming partnership gives them physical presence alongside their digital platform – that’s becoming crucial as competition heats up. But they’re facing some serious rivals.
DraftKings and Circa Sports paid premium prices for those direct licenses, betting on maximum operational flexibility. FanDuel’s sports team angle with St. Louis City SC offers different marketing opportunities that could pay off big.
The December launch deadline means everyone’s racing against the clock. And with Missouri’s narrow approval margin, operators know they’ll need to execute perfectly to capture market share in what’s shaping up to be a tight race.
