British operator bet365 is providing insights into its U.S. operations for the past year.
The sportsbook got off to a favorable start in 2024 with Super Bowl LVIII between the San Francisco 49ers and Kansas City Chiefs. The matchup saw the Chiefs defeat the 49ers 25-22 in overtime but proved to be costly for operators including bet365 with Kansas City being the most popular wager for the NFL’s 2024 Super Bowl winner. Despite the unfavorable outcome for sportsbooks, bet365 benefited from unique Super Bowl markets in 2024. The markets included “Swiftie Specials” tied to Taylor Swift’s association with the Chiefs and tight end Travis Kelce. Bet365 made up for its Super Bowl result by profiting from Lamar Jackson’s NFL MVP win as signal caller for the Baltimore Ravens.
This season, the Chiefs, 49ers and Detroit Lions are the most bet NFL teams on bet365.
MLB proved to test operators nationwide, including bet365, due to its end result. This season saw the league’s two most popular teams, the New York Yankees and Los Angeles Dodgers, earn their way to the World Series with the Dodgers coming out on top.
In 2024, the Yankees and Dodgers were the most bet teams on bet365 to win the World Series. The operator is seeing strong interest in the New York Mets for next season following the signing of superstar Juan Soto to a record 15-year, $765 million contract.
The NBA has proved to provide bet365 with competitive markets with the operator seeing strong interest in the Boston Celtics following the team’s NBA Finals win last season. This season, bet365 is also seeing bettors back the Oklahoma City Thunder and Los Angeles Lakers as potential NBA title winners. As of December, the Thunder sit behind the Celtics as favorites with the Lakers being a popular play despite their long odds at +3000.
bet365 reports growth in women’s sports
In 2024, bet365 reported a 67% year-over-year increase in action on WNBA games. The growing popularity of women’s basketball has also caused women’s college basketball to emerge as a popular market for sports bettors. Bet365 is already garnering strong interest for the 2025 WNBA season with the Indiana Fever’s Caitlin Clark and the Las Vegas Aces’ A’ja Wilson being the two most popular wagers for the league’s MVP award.
“This past year has seen growth in many aspects of this industry and the sports world around it. Bet365 has seen major growth via new states and other new North American realms, as well as league and betting market expansion,” said bet365 Trading Leader Aron Wattleworth.
New home for bet365
The operator is reporting growth in its operations as it solidifies its U.S. footprint.
Earlier this year, bet365 announced the opening of a U.S. headquarters in Denver, Colorado. The operator partnered with the Colorado Office of Economic Development and International Trade, Metro Denver Economic Development Corporation and real estate advisor Newmark for the development of the 120,000-square-foot office space.
Bet365 also has a U.S. office in New Jersey with more than 7,000 employees worldwide.
