British sportsbook bet365 officially launched in Michigan on Friday as the state’s newest online sports betting and online casino operator.
Michigan is bet365’s 17th sports betting state, after it expanded its U.S. presence significantly by launching in all of Illinois, Tennessee, Kansas, Maryland, and Missouri last year. However, it is only the third state in which bet365 is live as an online casino operator, adding to its limited iGaming footprint in New Jersey and Pennsylvania.
It launched both verticals at once in Michigan on Friday, a rare opportunity in the American market.
“Michigan stands out as a well-established, regulated market with a strong and engaged player base,” bet365 Head of Development Trip Stoddard told SBC Americas by email on Thursday. “Dual-vertical markets are particularly compelling as we are a fully integrated sports betting and gaming platform.
“Markets like Michigan that allow us to offer both online sports betting and casino enable a more complete regulated, premier customer experience. Our expansion across multiple U.S. states is a clear signal of our long-term commitment to the market, and we’re confident in our ability to keep building momentum in the United States.
bet365 is Michigan’s latest entrant after Hard Rock Bet launched in December. It has reportedly taken over the Little Traverse Bay Bands of Odawa Indians’ partner license that was vacated by PokerStars, which is now rolled into FanDuel Casino’s licenses. Under Michigan’s gaming model, bet365 is partnered with the tribe’s Odawa Casino Inc.
bet365 partners up with Detroit Tigers, Red Wings
As part of the Michigan launch, bet365 has partnered with the MLB’s Detroit Tigers and the NHL’s Detroit Red Wings.
The operator will get visibility and integrations throughout the Tigers’ Comerica Park, such as virtual signage during game broadcasts, a presence on Tigers radio and digital channels, and fan-focused initiatives such as ticketing and merchandise programs.
bet365 already had an active partnership in Michigan before it started taking wagers this week. On April 1, it became the presenting partner of local sports network Detroit SportsNet (DSN), which has distribution agreements with major cable and satellite providers such as Comcast/Xfinity and DirecTV to air Tigers games across Michigan.
That deal not only gave bet365 a branded presence before it even launched in Michigan — the network’s official name since April 1 has been ‘Detroit SportsNet, presented by bet365’ — but will now also include live odds integrations within the broadcasts.
“Michigan is an exciting market for sports, and provides an opportunity for us to connect even more with local fans through our partnerships with the Detroit Tigers and Detroit Red Wings,” Stoddard added.
“Our ambition is to be a top-tier, trusted sportsbook in every state where we operate. That means delivering a premium customer experience, maintaining the highest standards of responsible gaming and compliance, and building enduring relationships with leagues and communities that people know and love across the U.S.”
Massachusetts and Alberta next on bet365’s US agenda?
As well as its 17-state footprint, the company also offers both sports betting and casino in Ontario. It is believed to have applied to do the same in Alberta when that Canadian province launches its online gambling market on July 13.
In the U.S, bet365 has invested heavily in expanding its presence over the last couple of years, and spent approximately $135m to open a new 120,000-square-foot headquarters in Denver, Colo. in 2024. It launched a new ‘Winning Is Everything’ marketing campaign last month that is geared toward bettors in the U.S. and Canada.
It seems that Massachusetts may be next on its U.S. agenda. Last week, the Massachusetts Gaming Commission (MGC)voted unanimously to reopen the sports betting license application process in the state, and said that it held the vote following a direct written request from bet365.
Massachusetts has four Category 3 untethered sports wagering licenses available to hand out. bet365 offered no comment on its Massachusetts plans when asked.
Meanwhile, the operator confirmed to SBC Americas last month that it has followed other Sports Betting Alliance members FanDuel, DraftKings, and Fanatics in leaving the American Gaming Association (AGA). bet365 said it left “due to the organization’s focus on the retail casino industry” as bet365 continues to expand its online presence.
