Sports company Circa secures unattached betting license in Missouri over FanDuel
Missouri is gearing up for the launch of legal sports betting, scheduled for December 1, 2025. The Missouri Gaming Commission has granted two untethered mobile sports betting licenses directly to DraftKings and Circa Sports, allowing these operators to launch independently [1][3].
In a significant shift, Google has announced that it will begin accepting and running sports betting advertisements from certified, state-licensed entities in Missouri. This move marks a major change in Google's advertising policies, aligning with the upcoming legal framework for sports betting in the state [2].
DraftKings, a large US sports betting operator, has been granted an untethered mobile license, while Circa Sports, although less nationally recognized, operates sportsbooks in several states and has large-scale operations in Las Vegas. FanDuel, another dominant player in the US betting industry, was a finalist for a direct mobile license but was not selected [4].
FanDuel, despite its involvement in Missouri’s legalization efforts, did not receive one of the two untethered licenses. Instead, FanDuel must pursue a tethered license, which means it needs to partner with a Missouri casino or professional sports team to operate legally in the state. FanDuel has secured a market access agreement with St. Louis CITY SC and plans to begin operations in December 2025 through such partnerships [4].
The timing of this policy change coincides with the preparation of operators for the launch of mobile sports betting in Missouri. Qualifying operators can advertise through Google platforms without delay, given they have applied for certification [2]. Derek Stevens, CEO of Circa Sports, described the award as a major honor for the company [5].
This licensing structure reflects Missouri’s regulatory approach, combining untethered licenses for a select few operators and additional tethered licenses (up to 12) requiring agreements with local teams or casinos, which FanDuel and others must pursue [4].
Here's a summary of the current license status:
| Operator | License Type | Status/Notes | |--------------|-------------------------|--------------------------------------------------------------| | DraftKings | Untethered mobile license | Granted directly; can operate independently | | Circa Sports | Untethered mobile license | Granted directly; noted for high-limit bets and local focus | | FanDuel | Tethered license | Not granted untethered license; pursuing tethered license via partnership with St. Louis CITY SC |
This agreement will allow FanDuel to participate in the Missouri market, opening up advertising opportunities for operators in the Missouri sports betting market. The official start date for legal sports betting statewide is December 1, 2025 [1][3].
