Circa Sports Becomes Kansas City Royals’ Official Sportsbook Partner
The MLB franchise has secured a new betting partner as Circa Sports deepens its presence in Missouri following the launch of legal sports wagering in the state.
Circa Sports has announced a new commercial partnership with Major League Baseball’s Kansas City Royals, becoming the club’s official sportsbook partner in a deal designed to enhance fan engagement both inside and outside the ballpark.
The collaboration will officially launch at the Royals Rally Casino Night at Kauffman Stadium on 30 January, an event presented by Circa Sports. As part of the activation, the operator will award 10 prize packages featuring two-night midweek stays at Circa Resort & Casino in downtown Las Vegas.
Strengthening Local Market Presence
The agreement marks another step in Circa Sports’ expansion strategy in Missouri, following its market launch in the state in December.
Circa Sports CEO Derek Stevens said the partnership reflects the operator’s growing connection with Kansas City’s sports community:
“Since launching Circa Sports in Missouri last December, we’ve grown to appreciate the local sports community – and the Kansas City Royals are at the heart of it,” Stevens said.
“This partnership is about creating premium experiences around the game – from the ballpark to the sportsbook – and giving Royals fans access, energy and a level of engagement that feels authentic to how they follow baseball.”
Beyond the launch event, Circa Sports branding and activations will be incorporated into a range of Royals fan touchpoints, including VIP hospitality experiences, in-stadium signage and future promotional campaigns.
Focus on Fan Engagement
The Royals said the partnership aligns with the organisation’s broader strategy to deepen relationships with supporters through innovative experiences and commercial collaborations.
“We all know the passion Royals fans have for their team, and this partnership with Circa Sports offers more ways for them to connect with the game they love,” said Cullen Maxey, president of business operations for the Kansas City Royals.
“From special events at Kauffman Stadium to unique experiences beyond the ballpark, we’re excited to work with Circa to bring new ways for fans to connect with the Royals.”
Change from Previous Partnership
The deal follows the Royals’ previous relationship with Underdog, which withdrew its sports betting licence application ahead of Missouri’s regulated sports betting launch in December.
With Circa Sports now stepping into the role, the partnership reflects the evolving commercial landscape of US professional sports as franchises increasingly align with licensed sportsbook operators to drive fan engagement and new revenue streams.
