Fanatics is set to join Missouri’s upcoming sports betting market through a new partnership with Boyd Gaming. The deal gives Fanatics mobile betting access across the state along with retail operations at Ameristar Casino Hotel in Kansas City and Ameristar Resort Spa in St Charles. Missouri regulators have scheduled the launch of legal wagering for December 1, 2025.
Partnership Strategy
Rather than pursuing a costly stand-alone license, Fanatics chose to work with Boyd Gaming under a tethered arrangement. This model requires revenue sharing but ensures reliable market entry and provides valuable exposure in two of Missouri’s busiest casino venues. With Boyd already established in the state, the partnership offers Fanatics both credibility and a built-in customer base.
Rewards and Retail Presence
Fanatics intends to build loyalty by tying betting to its merchandise brand. Customers will be able to earn FanCash rewards on every wager, which can be redeemed for sports apparel and gear. The operator also plans to roll out promotions such as injury protection and special event experiences.
The Ameristar casinos will feature full sportsbook facilities with teller windows, kiosks, and lounge-style seating. Odds and trading will be managed internally to keep the retail and digital products aligned.
Competitive Missouri Market
Missouri is shaping up to be one of the most competitive new betting markets in the United States. Leading names including DraftKings, Circa, FanDuel, Caesars, BetMGM, bet365 and ESPN Bet have all secured access deals. Fanatics now joins that list with a strong foundation built through its Boyd Gaming partnership.
As the launch date approaches, operators are preparing for intense competition and high customer demand. Fanatics has positioned itself to be a major contender when Missouri opens its doors to sports wagering.
