New York, January 5, 2026, 08:49 (EST)
- bet365 is advertising a $365 “bonus bets” offer for new customers in Missouri tied to NFL Week 18, CBS Sports reported.
- A separate bet365 promotion offers $150 in bonus bets after a first $5 wager for Week 18, CBS Sports reported.
- A recent financial report showed bet365’s revenue rose 9% while profit before tax fell 44% as expansion costs climbed, win.gg reported.
Bet365 is offering a $365 sign-up bonus to new customers in Missouri ahead of the NFL’s Week 18 slate, stepping up promotions as it pushes deeper into the United States. The offer pays out in “bonus bets” — free wagers credited to a customer’s account — after a first $10 bet, CBS Sports reported. 1
The timing matters because Week 18 is one of the busiest weekends on the U.S. sports betting calendar, with playoff berths and seeding still in play. Sportsbooks often use bonuses to pull in first-time bettors quickly, even if it dents near-term margins.
The pressure to grow has been colliding with the cost of getting bigger. In a financial report covering its 2024–2025 year, bet365 increased revenue 9% but saw profit before tax fall 44% as it expanded into more U.S. states and other markets, win.gg reported. 2
Outside Missouri, bet365 has been promoting a $150 bonus-bet offer for Week 18. New customers who deposit at least $10 and place a first wager of at least $5 receive the $150 credit, with unused bonus bets expiring after seven days, CBS Sports reported. 3
Promotions vary sharply by state, reflecting differences in local rules and how crowded each market is. Missouri’s larger offer has drawn attention because it is structured as a bigger upfront incentive than the standard national deal.
Bet365 is trying to build a foothold against entrenched U.S. operators. Market leaders DraftKings and FanDuel have spent heavily for years to lock up customers, while BetMGM and Caesars also use sign-up bonuses and other promotions to defend share.
In its latest accounts, the company said it was sticking with that expansion strategy. “We continued to expand our footprint in both North and South America,” a statement signed by founder and CEO Denise Coates said. 4
The economics are not simple. Launching in a new state typically requires licensing, local compliance teams, marketing outlays and payments tied to state tax regimes that can shift with little notice.
The downside is that promotions can attract short-term, price-sensitive customers who leave once bonuses expire. A tougher-than-expected fight for market share — or new limits on advertising and promotions — would make it harder to turn aggressive sign-up offers into sustained profits.
