Major League Baseball’s (MLB) St. Louis Cardinals has renamed its second-level stand as the bet365 Bridge as part of a marketing partnership.
Under the agreement, the Cardinals will provide the sportsbook with exposure across multiple platforms. This includes rights to the Cardinals’ radio broadcasts, Insider TV show and content on cardinals.com.
Additionally, bet365 will gain visibility through signage at Busch Stadium, which will be featured on TV broadcasts and sponsorship of the team’s starting lineups. The agreement also includes the use of the franchise’s logo.
Commenting on the franchise’s first-ever official mobile sports betting partner, Bill DeWitt III, President of the St. Louis Cardinals, said: “We are thrilled to welcome bet365 as the club’s official mobile sports betting partner.
“This partnership adds a new and exciting element to the fan experience, which can be activated at Busch Stadium or any place that fans watch and follow Cardinals baseball.”
This deal offers more than just exposure for bet365. It allows the sportsbook to enter Missouri’s state betting market, as reported by SBC News. Under the state’s sports betting legislation, each professional sports franchise and land-based casino is eligible for one retail and one online sports betting licence.
However, bet365 will have to wait. While Missouri voters legalised sports betting in last November’s general election, legal sportsbooks are not expected to begin operating until the second half of 2025.
Nevertheless, the Cardinals is encouraging supporters to download the bet365 app in preparation for the launch.
A bet365 spokesperson said: “bet365 is proud to announce our partnership with the St. Louis Cardinals, one of the most storied franchises in Major League Baseball. We are excited to bring a world class mobile sports betting experience to the Show-Me-State.”
There was another MLB sponsorship first earlier this week when the Seattle Mariners announced a marketing deal with video game company Nintendo. Following the agreement, the Mariners became the first franchise to sport two different logos for away and home matches.
Additionally, it also marked the first sleeve sponsorship deal in the franchise’s history, showcasing how sports organisations are constantly looking for diversified revenue streams – and how significant the betting sector can be to this.
