Missouri Casinos Lock In Big-Name Partners Ahead of Sports Betting Launch
The countdown is on in Missouri. With legal sports betting set to go live on December 1, 2025, the state’s casino industry has moved quickly to align with heavyweight operators. The result: a flurry of deals that tether Missouri’s top-performing casinos to some of the most recognizable sportsbook brands in the country, led by Fanatics and ESPN BET.
At the heart of these partnerships are Missouri’s four most profitable casinos, which together generated more revenue in FY2025 than the state’s other nine combined. Those venues will anchor the rollout with retail sportsbooks on-site, while also powering online platforms through their new alliances.
Fanatics Lands Boyd’s Ameristar Duo
Two of Missouri’s crown jewels — Ameristar St. Charles and Ameristar Kansas City — are betting on Fanatics Sportsbook. Managed by Boyd Gaming, the Ameristar properties will lean into Fanatics’ rapidly growing ecosystem, complete with loyalty perks like FanCash and the much-discussed Fair Play™ protection that refunds certain player-prop bets lost to in-game injuries.
The Ameristar-Fanatics pact is part of a broader multi-year deal between the two companies. With Fanatics already staking its claim as one of the fastest-growing operators nationwide, Missouri represents another chance to test its blend of betting, merchandise, and ticketing synergies.
ESPN BET Doubles Down with PENN
Over in the PENN Entertainment stable, River City Casino and Hollywood Casino are preparing to launch with ESPN BET branding. The tie-up builds on PENN’s national deal with ESPN, ensuring that customers in Missouri can wager on-site while also tapping into the mychoice loyalty program across the company’s portfolio.
Through ESPN BET, players will be able to earn points not just on bets, but also on meals and entertainment across PENN properties — a strategy designed to weave betting into a broader lifestyle offering.
While the headline deals are drawing attention, the full landscape is even more expansive. Missouri will see eight retail sportsbooks open in December:
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Caesars bringing sportsbooks to Harrah’s Kansas City and Horseshoe St. Louis.
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PENN/ESPN BET extending its reach to Argosy Riverside Casino.
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BetMGM planting its flag at Century Casino Cape Girardeau.
On the digital side, Missouri will also welcome untethered operators, who secured licenses without a casino partner. DraftKings and Circa top that list, positioning themselves to compete head-to-head with tethered giants. Industry watchers expect DraftKings and FanDuel to battle for the largest slice of market share once the state goes live.
Speaking of FanDuel, the operator has already inked a sponsorship deal with MLS side St. Louis CITY SC, while bet365 has aligned with the St. Louis Cardinals — highlighting how sports franchises are becoming key conduits for brand activation.
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