Showdown in the Show-Me State: The Battle Over Missouri's Sports Betting Ballot Measure

The campaign opposing a sports betting constitutional amendment on Missouri's November ballot has made a surprising move, canceling over $1 million in television ads just as the pro-amendment group launched new ads featuring a beloved former St. Louis Cardinals player. This unexpected twist in the high-stakes battle over the future of sports gambling in the Show-Me State has set the stage for a dramatic showdown in the final weeks before Election Day.

The Fate of Sports Betting in Missouri Hangs in the Balance

The Opposing Campaigns: Shifting Strategies and Hefty Investments

The campaign opposing Amendment 2, Missourians Against the Deceptive Online Gambling Amendment, had previously reserved almost $4 million worth of television ads to air their message. However, they have now canceled $1.2 million of those ads, a move that suggests a shift in their strategy. According to a spokesperson, the campaign is now focusing on "grassroots outreach and community conversations" in the final two weeks before the election.On the other side, the pro-amendment group, Winning for Missouri Education, has been the best-funded ballot measure campaign in the state's history. The two largest online bookmakers, FanDuel and DraftKings, have each contributed $15.8 million to the campaign, which has already spent nearly $10 million on television and radio ads.

The Competing Narratives: Skepticism vs. Promises of Education Funding

The ads opposing Amendment 2 have played on public skepticism about how gambling tax revenue is used, casting doubt on the promise of more than $100 million for education programs over the first five years. The pro-amendment campaign, on the other hand, has emphasized that the Missouri Constitution directs all revenue from gambling taxes to education programs.Caesars Entertainment, one of the six casino operators licensed in Missouri, is the only one actively opposing the ballot measure. The company's main concern is that the amendment would allow online gambling platforms to be licensed without having to create a business relationship with a Missouri casino.

The Shifting Landscape: Polls, Ads, and the Influence of Sports Teams

An August poll conducted by St. Louis University/YouGov found that 50% of voters surveyed supported sports wagering after reading the Amendment 2 ballot language, while 30% were opposed. However, the television ads opposing the amendment, which began running in early September, had narrowed that lead, according to the campaign.In response, the Winning for Missouri Education campaign has increased the size of some of its television purchases and has begun emphasizing support for the measure from professional sports teams. These teams will be able to set up retail sports wagering locations and provide branded online platforms if the amendment passes.

The Final Stretch: A High-Stakes Battle for the Future of Sports Betting in Missouri

As the November election approaches, the battle over Missouri's sports betting ballot measure has intensified, with both sides employing different strategies to sway voters. The cancellation of over $1 million in ads by the opposition campaign and the increased investment by the pro-amendment group suggest that the outcome of this vote could have far-reaching implications for the future of sports gambling in the Show-Me State.