Missouri concludes 2024 as the only state to legalize sports betting. That development did not come easily.
Missouri’s multi-year journey to becoming the nation’s 39th state with legal sports betting was nearly derailed multiple times in 2024. Here’s every key milestone in the adventurous run of America’s newest legal sports betting market.
Sports Betting: 2024 Highlights
Jan. 26: Though legislation to legalize sports betting in Missouri was again introduced in the legislature, the state’s professional sports teams advanced plans to circumvent lawmakers and bring a direct approval measure to the 2024 ballot.
Feb 12: Sportsbook authorization legislation advanced through the legislature, but proponents realized the political roadblocks that have stopped legalization in the prior years would again derail the proposal; these proposals, as expected, fell short by the legislation session’s conclusion.
May 2: Missouri’s major pro sports teams, backed by DraftKings and FanDuel, collected more than 300,000 signatures to get a measure that would approve mobile and retail sportsbooks on the 2024 ballot.
Aug. 13: State officials ruled the sports betting authorization measure had narrowly eclipsed the complex requirements to reach the ballot, positioning voters for a simple yes-no vote on legalizing sportsbooks.
Sept 6: The measure survived a last-minute legal challenge that argued the petitioners did not collect enough valid signatures; a ruling in the plaintiff’s favor would have likely blocked sports betting for years to come.
Oct. 7: DraftKings and FanDuel continued pouring money into the measure, ultimately spending more than $20 million apiece on marketing the benefits of legal betting for the state’s public education system; Caesars spent more than $10 million opposing the measure, which positioned its two digital-only rivals to have a competitive advantage over the state’s brick-and-mortar proprietors.
Nov. 5: Unofficial Election Night voting totals showed “yes” with a few-thousand vote edge over “no”; the measure gained majority support in the Kansas City and St. Louis metros but was opposed in nearly every rural county.
Dec 6: Updated vote totals showed the “yes” leading by only a few hundred votes, but a final, official tally certified by state officials granted the measure final approval; no recount plan was announced, clearing the final hurdle for sports betting to begin in the Show Me State.
Sports Betting: Where Things Stand
Missouri’s wide range of available licenses, business-friendly structure and avid sports fans have led nearly all major sportsbooks to express interest in the market.
DraftKings and FanDuel combined to contribute more than $40 million to the “yes” campaign and are locks to enter the state. The two US market leaders will be positioned to continue their dominance in Missouri.
That won’t likely deter other online books.
Launch probability tiers IF Missouri voters approve sports betting:
— Ryan Butler (@ButlerBets) October 24, 2024
Guarantees: FanDuel, DraftKings
Locks: BetMGM, Bally Bet
Very likely: Fanatics, bet365, ESPN BET
Are Already Live In Illinois, So Yeah(?): BetRivers, Hard Rock, Circa
Opposed Referendum But Still Might: Caesars
BetMGM, which has a partnership deal with the Kansas City Chiefs, as well as other national brands including BetRivers and Underdog, have already expressed public interest in the state. ESPN BET and Bally Bet are also positioned for digital launches via their partnerships with the state’s brick-and-mortar casinos.
Other leading operators including bet365, Hard Rock and Fanatics would be potentially attracted in the state. Caesars, which spent more than $10 million opposing the measure, is also poised to launch its mobile sportsbook via its partnership with its three Missouri retail casino properties.
Sports Betting: What's Next?
All eyes turn to state gaming regulators for a launch date. Officials have pointed toward summer 2025, a timeline that fits neatly within the six-to-nine-month average in most other states with legal sports betting.
Before doing so, regulators will need to approve a catalog of eligible bet types. That is set to include spread, money line and totals bets on in-state college programs but exclude individual player props. All other major American professional sports, and likely dozens of international leagues, will be permitted to take a wide range of prop bets.
After the catalog and other key regulations, such as financial reporting, responsible gaming safeguards, and a host of other essential matters, are finalized, each sportsbook will need to pass third-party lab certification. Then, after it has fulfilled each requirement, regulators will need to approve each sportsbook.
This complete process is on pace to finish before September 2025, positioning sportsbooks to start taking bets ahead of the lucrative professional and college football seasons.
Sports Betting: Notes and Quotes
"The only person I know who uses a bookie is my ‘uncle’ who isn’t really my uncle."
– Hanks, a University of Missouri student regarding on-campus betting habits.
"Missouri voters (Tuesday) night landed a knockout punch to illegal sportsbook operators in their state by voting to support sports betting legalization."
– American Gaming Association President Bill Miller on the approval of the sports betting ballot measure.
