The Battle for Sports Betting Legalization in Missouri: A High-Stakes Showdown

As Missouri approaches the November election, the state’s political landscape is heating up with the heated debate over a constitutional amendment to allow sports betting. The stakes are high, not just in terms of potential revenue but also in the influence of various stakeholders, including powerful casino operators and prominent sports figures. As of mid-October 2023, the campaign to legalize sports betting has entered a critical phase, marked by a significant shift in advertising strategies from both supporters and opponents.

An Overview of the Amendment

The amendment, known as Amendment 2, seeks to legalize sports betting in Missouri, with a notable focus on allocating revenue from gambling taxes to educational programs. The campaign backing this measure, “Winning for Missouri Education,” has emerged as the most well-funded ballot initiative in state history, with contributions from major online bookmakers such as FanDuel and DraftKings, each pledging nearly $16 million. Their advocacy emphasizes the promise of more than $100 million in funding for educational initiatives over the first five years.

Shifting Strategies: From Ads to Grassroots

In a surprising move, the campaign opposing the amendment, “Missourians Against the Deceptive Online Gambling Amendment,” announced the cancellation of over $1 million in television advertisements just as the proponents ramped up their ad efforts, featuring legendary St. Louis Cardinals shortstop Ozzie Smith. The decision to withdraw from the airwaves, according to spokeswoman Brooke Foster, was made in an effort to redirect resources towards grassroots outreach and community conversations. Foster stated, “While the out-of-state online gambling corporations continue to throw millions of dollars at misleading TV ads, we have decided to focus our efforts on grassroots outreach.”

This shift highlights a strategic pivot as the election date approaches, suggesting a calculated move to engage voters directly rather than relying solely on the sometimes detached medium of television.

The Financial Landscape of the Campaigns

The financial muscle behind both campaigns is significant. The opposition campaign has raised $14.2 million, primarily sourced from local casinos, notably those owned by Caesars Entertainment. Caesars stands out as the only major casino firm actively opposing Amendment 2, primarily due to concerns that it would allow online gambling platforms to operate in Missouri without establishing a business relationship with local casinos. The opposition campaign has so far aired approximately $2.7 million worth of television ads, although its recent ad cancellations indicate a major reallocation of strategies.

On the other side, “Winning for Missouri Education” has spent close to $10 million on its television and radio ad campaign, underscoring the high stakes involved in this electoral battle. The advocacy group has also underscored that revenues from legalized sports betting would be directed to educational programs, hoping to assure voters of the benefits to the community.

Polls and Public Sentiment

Recent polling data has shown a shifting tide in public opinion regarding sports betting in Missouri. An August St. Louis University/YouGov poll indicated that 50% of voters supported the amendment at that time, with 30% opposed. However, the advertising efforts from the opposition, which began in early September, have reportedly narrowed that gap. Foster mentioned that the polls are now "margin of error type close," suggesting a contentious race that could go either way as Election Day nears.

Celebrity Advocacy and Community Engagement

Incorporating public figures such as Ozzie Smith has become a cornerstone of the pro-amendment campaign. These endorsements from beloved sports icons not only add star power but also serve as a catalyst for community engagement, reaching out to voters through relatable figures who resonate with Missouri residents.

As the campaign for Amendment 2 continues, the emphasis on professional sports teams and their potential involvement in retail betting locations and online platforms reflects a strategic effort to appeal to sports fans—a large demographic that may influence the outcome at the polls.

Looking Forward: A Tight Race Ahead

With just weeks left until the election, both sides are ramping up their efforts to sway undecided voters. Darin Cardetti, a spokesman for the pro-amendment campaign, expressed confidence in their position, stating, “We feel really good about where we are right now,” while making clear that they will continue to aggressively promote the benefits of legalizing sports betting until the very end.

The cancellation of significant advertising from the opposition highlights the dynamic nature of ballot measure campaigns, where strategies can shift rapidly in response to public sentiment and campaign efficacy. This increasingly close race indicates that both sides will need to deploy all available resources and strategies as they seek to secure victory on Election Day.

As Missouri voters prepare to cast their ballots, the question remains: will they choose to embrace the future of sports betting, or will they opt to keep the status quo? The outcome may very well reshape the state’s gambling landscape for years to come.