Fanatics Secures Access to Missouri’s Sports Betting Market

Michael Savio
By: Michael Savio
Aug 28, 2025
Sports Betting
Photo by KTrimble at English Wikipedia, CC0, via Wikimedia Commons

Photo by KTrimble at English Wikipedia, CC0, via Wikimedia Commons

Key Takeaways

  • Fanatics has partnered with Boyd Gaming in Missouri
  • Boyd owns two Ameristar casinos in the state
  • Missouri’s sports betting market is set to launch on December 1

Fanatics has found an impressive partner in the Show-Me State.

The sportsbook has announced it has partnered with Boyd Gaming to pursue one of Missouri’s sports betting licenses. The Las Vegas giant owns two of the largest casinos in the state: Ameristar Casino Hotel Kansas City and Ameristar Casino Resort and Spa St. Charles. The partnership will also allow Fanatics to open retail sportsbooks at both locations.

Missouri’s sports betting market is set to launch on December 1.

Missouri Market Growing Fast

Fanatics joins a rapidly growing list of sportsbooks looking to enter the Missouri market. DraftKings and Circa Sports have already been approved for licenses, while FanDuel, ESPN Bet, bet365, Underdog, and bet365 have all taken steps towards joining the market. All of those operators are expected to be granted licenses this fall.

The strong industry interest in Missouri is no surprise. The state will launch with a 10% tax rate for operators, which is one of the lowest in the country. With other Midwest markets, such as Illinois and Ohio, continually trying to raise their rates, sportsbooks are eager for a new one to invest in. Given the number of sportsbooks pursuing licenses in Missouri, it seems operators have gotten just that. 

Fanatics’ Success Story Continues

Fanatics launched a few months before ESPN Bet, but the two sportsbooks have seen vastly different results.

With a Missouri launch expected, Fanatics will be live in 25 US markets. Their slow and steady approach to expansion has paid off, with the operator finding itself competing with, and often beating, Las Vegas giant BetMGM. While it still lags far behind FanDuel and DraftKings, Fanatics’ continued growth should continue to close that gap.

The same cannot be said of ESPN Bet, which could be in its final year of operation. The sportsbook has yet to turn a profit, leading investors to call for the parent company, Penn Entertainment, to drop the platform. While legal in 20 markets, ESPN Bet continues to rank well behind Fanatics and other rivals.

Launch Will Feature Improved Loyalty Program

Before announcing its partnership with Boyd Gaming, Fanatics launched a new and improved loyalty program. Fanatics ONE will enable customers to earn FanCash, which can be redeemed across the company’s platforms. That includes its well-known sports apparel brand, where bettors can purchase jerseys, hats, and other gear belonging to their favorite teams.

All Missouri Fanatics customers will automatically be enrolled in the program, allowing them to earn prizes no other sportsbook can match. 

Michael is a writer from Denver who covers the sports betting industry for Casino.com. He has been covering the industry for over four years, focusing on providing accurate and easy-to-understand information for readers. When he’s not covering the industry, he’s betting on sports or exploring everything that Colorado has to offer.