Sports Betting Alliance

What Sports Betting Alliance does

The Sports Betting Alliance (SBA) is a nonprofit trade advocacy organization founded in 2021 and headquartered in Arlington, Virginia. The SBA represents five major U.S. online sportsbook operators — bet365, BetMGM, DraftKings, Fanatics, and FanDuel — and serves as their unified policy voice. Its core function is to advocate at the federal and state level for the legalization, regulation, and taxation of online sports betting and iGaming across all 50 U.S. states, and to position legal, regulated operators as the consumer-protective alternative to offshore and unregulated platforms. The organization does not sell products or services and does not develop proprietary technology; it instead runs public advocacy campaigns ('Take Action' state-level mobilization tools), publishes research and opinion-editorial content in major regional and national outlets, files legal challenges against unfavorable regulation, and maintains a responsible gaming program in coordination with member operators and treatment-provider partners (National Council on Problem Gambling, Kindbridge, Birches Health, BetBlocker). The SBA's research output is supported by an exclusive data partnership with Legal Sports Report and geolocation analytics from GeoComply.

The organization's business model is membership-dues funded. Revenue is not publicly disclosed; the firm operates with a lean 1-10 person staff under President & CEO Joe Maloney (appointed December 2025, succeeding Jeremy Kudon, who remains Chairman). In March 2026, the SBA's strategic relevance increased sharply when four of its five members — DraftKings, FanDuel, Fanatics, and bet365 — departed the American Gaming Association over disagreements regarding prediction markets, making the SBA the de facto primary lobbying body for tier-1 U.S. online sportsbooks. The alliance has pursued an active litigation posture, most notably filing suit against the City of Chicago in late 2025 to challenge a 10.25% municipal sports betting tax and accompanying licensing requirements, an effort that remains ongoing. Member operators collectively employ over 200 staff dedicated to responsible gaming and invest tens of millions annually in related tools, which the SBA leverages in its policy advocacy.

The SBA's customer base is concentrated entirely in five member operators, creating a high concentration of dependency on a small, strategically aligned group. Its addressable market is the residual U.S. states and municipalities that have not yet legalized or that are actively tightening taxation, with secondary expansion into iGaming legalization as a new vertical. Competitive substitutes include the American Gaming Association, state-level casino associations, and tribal gaming organizations, but none currently match the SBA's member alignment on online sportsbook-specific policy positions.

Name

Sports Betting Alliance

Legal name

Sports Betting Alliance

Website

https://sportsbettingalliance.org

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

The Sports Betting Alliance is a nonprofit trade advocacy organization that represents five major U.S. online sportsbook operators (bet365, BetMGM, DraftKings, Fanatics, FanDuel), lobbying for the legalization and regulation of online sports betting and iGaming across all 50 U.S. states.

Ownership category

akta.pro rank

Product category

Industry Trade Association / Advocacy Services

NAICS

Other Gambling Industries (713290)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Sports Betting Regulatory, Licensing & Legal Services (MPAEACAO)

akta.pro secondary industry

Sportsbooks (Online & Mobile Operators) (MPAEACAA)

Keywords

• Sports betting advocacy
• IGaming regulation
• Responsible gaming programs
• Policy lobbying
• Trade association

Headquarters

HQ city

Arlington

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Others, Technology or R&D

Revenue model

1. Membership Dues: The SBA is funded by membership dues from major sports betting operators including bet365, BetMGM, DraftKings, Fanatics, and FanDuel. These member companies contribute to support the organization's advocacy and lobbying efforts.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

The Sports Betting Alliance is a nonprofit trade advocacy organization that lobbies for legal, regulated online sports betting and iGaming across all 50 U.S. states on behalf of its five major sportsbook operator members (bet365, BetMGM, DraftKings, Fanatics, and FanDuel). It conducts public education campaigns, publishes research and opinion pieces, files legal challenges to adverse regulation, and operates an industry-wide Responsible Gaming Program with consumer protection tools.

Product overview

The Sports Betting Alliance is an advocacy organization representing licensed sports betting operators (bet365, BetMGM, DraftKings, FanDuel, and Fanatics). Rather than offering a technology product, the SBA serves as a policy advocacy coalition that promotes legal, regulated sports betting and iGaming markets. Its primary offerings are advocacy services, public policy campaigns, responsible gaming programs, and consumer protection advocacy across U.S. states. The organization also operates a responsible gaming initiative that provides tools and resources for member operators and their customers.

Differentiator

Problem solved

Functional benefit

Products and services

• Sports Betting Alliance Trade Advocacy Membership A membership-based trade advocacy service in which licensed online sportsbook operators fund coordinated lobbying, public education campaigns, "Take Action" legislator outreach, opinion media, and legal challenges (such as the Cook County suit against Chicago's sports betting tax/licensing ordinance) to advance legal, regulated online sports betting and iGaming across all 50 U.S. states.
• Responsible Gaming Program

Named customers5 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered core and supporting.

• Legal Sports ReportcoreStrategic or Co-development PartnerLegal Sports Report is SBA's exclusive research and data partner. They collaborate on market analysis, annual forecasts (including Super Bowl legal wager forecasts), and industry research. The partnership provides data-driven insights into regulated sports betting market performance and policy developments.
• GeoComplysupportingTechnology or IntegrationGeoComply provides geolocation fraud detection technology to verify the location of mobile online betting to ensure compliance with state laws. Their data has been used to show demand for legal sports betting in states like Texas.
• BetBlockersupportingStrategic or Co-development PartnerBetBlocker is a problem gambling program that restricts access to both regulated and unregulated gambling operators. SBA member sportsbooks partner with BetBlocker, which currently blocks access to more than 118,000 gambling sites and 1,500 gambling apps.
• National Council on Problem Gambling (NCPG)supportingStrategic or Co-development PartnerNCPG offers tools and resources to safeguard against gambling-related harm. SBA promotes the National Problem Gambling Helpline (1-800-MY-RESET) and supports NCPG initiatives.
• KindbridgesupportingOthersSBA operators provide customers with direct links to Kindbridge, which delivers specialized telehealth counseling for gambling disorder and mental health support.
• Birches HealthsupportingOthersSBA operators provide customers with direct links to Birches Health, which provides online behavioral addiction treatment for gambling, sports betting, and other addictions.
• NFL, NBA, PGA ToursupportingGTM or Marketing PartnerThese major sports leagues have signed on as branding partners for responsible gaming initiatives, including DraftKings' 'The Gambler' campaign tied to March Madness.

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• iDevelopment and Economic Association (iDEA): International trade association focused specifically on online gaming and sports betting operators. Directly comparable as a peer advocacy body for the same operator segment SBA represents, working on US state-level legalization and responsible gaming.
• American Gaming Association: The largest US gaming industry trade association representing casinos, sportsbooks, and suppliers. Directly comparable as a member-driven advocacy organization for the commercial gaming industry, with several of SBA's member operators (now departed) historically seated at AGA.

Others

• GeoComply: Geolocation and fraud-detection technology provider serving regulated online sportsbooks and iGaming operators. Comparable as an SBA partner organization that supplies core compliance infrastructure for the same operator base SBA represents, and whose data SBA references in advocacy campaigns.
• International Association of Gaming Regulators (IAGR): Global association of gaming regulators focused on information sharing and regulatory best practices. Comparable as a peer organization working in the gambling-policy ecosystem that SBA's members regularly interface with on licensing and compliance.
• National Council on Problem Gambling: The leading US advocacy organization for problem gambling awareness and treatment, including the National Problem Gambling Helpline (1-800-MY-RESET). Comparable as an advocacy organization working at the intersection of gambling policy, consumer protection, and responsible gaming.
• National Indian Gaming Association (NIGA): The principal US trade association representing tribal gaming operators and sovereign nations. Comparable as an adjacent gambling-industry advocacy body with overlapping policy interests (state compacts, regulation, consumer protection) but representing a different operator segment.
• Responsible Gambling Council: Independent responsible-gambling research and advocacy organization based in Canada. Comparable as a peer organization working on responsible-gaming standards, consumer protection research, and operator best-practice frameworks that intersect with SBA's RG mandate.
• Association of Gaming Equipment Manufacturers (AGEM): International trade association representing manufacturers and suppliers of gaming equipment and technology. Comparable as an adjacent gambling-industry trade body with a similar member-funded policy advocacy structure.

Emerging players

• Fantasy Sports & Gaming Association: Trade association representing the fantasy sports and gaming industry. Comparable as a membership-driven advocacy organization focused on sports-adjacent gaming regulation; Chairman Kudon also led DFS legalization efforts in 23 states earlier in his career.

Regional players

• European Gaming and Betting Association (EGBA): The leading European trade association for online sports betting and gaming operators. Comparable as a regional peer operating the same member-funded advocacy model focused on regulated online gambling, but serving EU jurisdictions rather than US states.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/SBAllianceUS
• Facebookfacebook.com/SportsBetAlliance
• Instagraminstagram.com/sballianceus
• LinkedInlinkedin.com/company/sportsbettingalliance

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sports Betting Alliance