There is little doubt that Bet365 is invested in the American sports gaming market after it shelled out north of $100 million for its new US headquarters and also agreed to become the Indiana Fever’s official sportsbook sponsor for the 2025 season.
Rocky Mountain High
Denver was all in on the London bookmaker from the start, as it enticed Bet365 with $14 million in tax credits over eight years, which ultimately led the Rocky Mountain City to become the company’s U.S. headquarters. It was reported that Bet365 agreed to purchase 1701 Platte Street, also known as One Platte, for $135 million.
As of this writing, Bet365 occupies 119,000 square feet of the nearly 249,000-square-foot building, and it is reported that the building is 88% leased. The London-based bookmaker has indicated it will spend $40 million more on upgrades to the first two floors and will employ 300 people in its first year.
Operating its mobile sportsbook in 13 US states, including Arizona, Colorado, Illinois, Indiana, Iowa, Kentucky, Louisiana, New Jersey, North Carolina, Ohio, Pennsylvania, Tennessee, and Virginia, the British-based bookmaker also offers online casino wagering in New Jersey and Pennsylvania.
Fever Partners With Bet365
As if enough moves aren’t being made in preparation for this upcoming football season, Bet365 partnered with the WNBA’s Indiana Fever, a team that has been covered extensively due to the presence of Caitlin Clark on its roster. The Fever is the league’s most-watched and most bet-on team.
“We’re excited to team up with Bet365 and bring fans a premium mobile sports betting experience,” said Fever Chief Operating Officer and General Manager Amber Cox. “This partnership is all about creating more ways for fans to connect with our team from tipoff through to the final buzzer.”
“Exciting, record-breaking, and hungry for more, the Indiana Fever certainly embodies the Never Ordinary spirit, and we are incredibly enthusiastic about this partnership,” said a Bet365 spokesperson. “With the new season underway, it’s the perfect time for us to share our unrivaled Bet365 experience with Fever fans.”
The SBA Welcomes Bet365
Although Bet365 has been slow to make inroads in the U.S. market, it should be noted that progress is being made, and Bet365 not only spent well over 100 million on their U.S. headquarters and struck a deal with arguably the most popular WNBA team in the league but also joined the Sports Betting Alliance (SBA) recently, becoming only the fifth member to do so.
FanDuel, DraftKings, BetMGM, and Fanatics founded the SBA, a non-profit industry trade group whose mission statement says the organization “believes customers in all 50 states should enjoy the benefits of transparent and legal sports betting and online casino gaming with consumer protections and responsible gaming tools that do not exist on the unregulated market.”
SBA President Jeremy Kudon said, “Bet365 shares the SBA’s commitment to a regulated, transparent, and sustainable US online gaming market. Together, we’ll continue fighting for more states to swap their dangerous and unregulated sports betting and iGaming products for regulated, consumer-protected legal platforms.”
