Prime Sports Receives Kentucky Sports Betting License
Kentucky has granted Prime Sports a license to operate in the state. Partnering with Churchill Downs, the company plans to offer high-stakes betting to cater to an exclusive market segment.
What Sets Prime Sports Apart?
Prime Sports is entering Kentucky’s sports betting market with a unique strategy aimed at distinguishing itself from competitors. The operator targets high-stakes bettors by promising generous betting limits, “low juice” odds, and fast payouts. This approach is designed to meet the growing demand for premium betting services in Kentucky.
The company prioritizes simplicity and transparency in its operations, offering a traditional sportsbook model with a focus on personalized customer service.
“One thing we know is that there’s a group of sharp bettors in the state that like to bet at serious stakes, and we think Prime can fit in well serving that part of the market,” Prime executive chair Joe Brennan Jr told Covers.
However, Prime Sports will face competition from an established player with a similar business model—Circa Sports.
Kentucky Market Landscape
Prime Sports will also compete with major brands already operating in Kentucky, including:
- FanDuel
- DraftKings
- Caesars
- BetMGM
- ESPN Bet
- Fanatics Sportsbook
- bet365.
The Kentucky market presents significant opportunities. In October 2024, the state reported a handle of $274.9 million. While operators saw gross revenue of $18.8 million, the figure reflects a temporary dip caused by favorable outcomes for bettors during October’s sporting events.
Although Prime Sports has secured its license, the platform’s launch date remains undisclosed.
Sources indicate that Prime Sports is planning to debut during a major sporting event, likely in spring 2025. The NCAA’s March Madness tournament could provide the perfect opportunity for the company’s launch.
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