The Kansas City Royals have named Circa Sports their official sports betting partner in a multi-year agreement, giving the Las Vegas operator a high-visibility foothold as Missouri’s newly legal market starts to mature.
The timing is deliberate. Missouri’s regulated sports betting market went live on December 1, 2025, and Circa’s mobile app is already available in the state, turning this partnership into an early-season brand play rather than a future launch tease.
A stadium deal built around events and prizes
The partnership is designed around Kauffman Stadium touchpoints and Royals-controlled channels, including signage, promotions, and fan experiences.
It formally kicks off on January 30 at the team’s Royals Rally Casino Night at Kauffman Stadium, where Circa is slated to run on-site activations and a giveaway tied to its Las Vegas resort. The promotion includes 10 prize packages featuring a midweek stay at Circa Resort & Casino and access to the property’s sportsbook and other amenities.
Why Circa wanted a Royals tie-up right now
For the Royals, Circa fills an opening left after Underdog exited its prior alignment with the club ahead of Missouri’s market launch. For Circa, the value is being “local” early, when customers are still forming habits and deciding which brands they trust during the first full cycle of legal betting in the state.
Team partnerships have become a standard way to buy permissioned access without relying entirely on broad ad spend. The real test will be execution: whether Circa turns stadium presence and team media into sustained sign-ups and repeat play after the first wave of events, not just a one-weekend spike.
