Major U.S. sportsbooks expect to take an earnings hit of more than $100 million this year from promotions and marketing costs leading up to and through Missouri’s Dec. 1 mobile sports betting launch.
U.S. market share leaders FanDuel and DraftKings project to again spend the most on marketing among major operators. The two books are the No. 1 or No. 2 book by revenue in each of the roughly two-dozen states they offer mobile sports betting, a trend both expect to continue in Missouri.
FanDuel, the No. 1 operator by market share, projects the Missouri sports betting launch will cost the company roughly $70 million in adjusted earnings losses. That translates to a loss of $30 million in corporate revenue for calendar year 2025, officials from parent company Flutter Entertainment said in a recent earnings call.
