That makes “Who owns it?” a deceptively loose question. It may mean who controls the brand, which company consolidates the economics, which entity holds the local licence or which casino or tribe provides access to a US state.
The map below is dated 9 September 2026. It uses company filings and corporate announcements, and it deliberately stops where those sources stop. Ownership can change; a reader checking a specific jurisdiction should also use the current regulator register and the operator’s local terms.
FanDuel: a Flutter brand, with separate access partners
Flutter Entertainment’s 2025 annual report calls Flutter the parent of FanDuel, Sky Betting & Gaming, Paddy Power, Betfair, Sportsbet, PokerStars and other brands. It says the US division consists of FanDuel and TVG. The annual report is the strongest source for the group perimeter at 31 December 2025.
FanDuel’s equity story changed that year. In July 2025 Flutter agreed to buy Boyd Gaming’s remaining 5% interest, taking Flutter’s holding to 100%, subject at announcement to closing conditions. The agreement also extended a market-access partnership with Boyd in named states. Flutter’s transaction announcement demonstrates the distinction: ownership of FanDuel and access supplied by Boyd were related but separate commercial layers.
The release also notes that Fox holds an option to acquire a minority interest before December 2030 if its conditions are met. An option is not current ownership and should not be drawn as if already exercised.
BetMGM: a joint venture, not an Entain sub-brand alone
BetMGM is jointly owned by Entain and MGM Resorts International. Entain’s February 2026 update describes BetMGM LLC as a North American operator jointly owned by the two parents. The 2025 BetMGM update also discusses cash distributions and services flowing to the parent companies.
This structure is different from a group simply owning another house brand. The BetMGM name combines the MGM identity with technology and operating contributions linked to the venture. Saying “MGM owns BetMGM” misses Entain. Saying “Entain owns BetMGM” misses MGM. “Joint venture of Entain and MGM Resorts” is the accurate short form supported by the current company source.
Entain separately controls a portfolio including Ladbrokes, Coral and bwin. Its 2025 annual-report site presents those group brands while accounting for Entain’s share of BetMGM separately. That accounting distinction is a clue to the legal one.
DraftKings: public parent, local market-access relationships
DraftKings is a different shape again. DraftKings Inc. is the listed parent and SEC registrant behind the consumer brand. But a customer-facing brand and a state-law route into the market can be different things.
In its 2025 Form 10-K, DraftKings explains that some US states restrict online sportsbook and iGaming access to a finite number of retail casinos, tribes or tracks holding “skins.” DraftKings says that in most jurisdictions where it offered sportsbook or iGaming at the filing date, it relied on such a relationship for access. The SEC filing describes this as a dependency even while DraftKings remains the public brand and parent group.
That is why a regulator’s operator list may show a local entity or retail partner that a customer does not recognise from the app icon. It is not necessarily a hidden owner. It may be the licence or access layer required by that state’s law.
William Hill and 888: the group name changed, the brands remained
The corporate name above a familiar bookmaker can change without the consumer brand disappearing. 888 Holdings renamed itself evoke plc in 2024. Evoke now presents William Hill, William Hill Vegas, 888casino, 888sport, 888poker, Mr Green and Winner as its core brands. The group’s current company page supports that portfolio description.
For an ownership map, that means William Hill and 888sport sit under evoke plc. But the licensed entity shown in local terms can still vary by product and country. Group ownership should not be substituted for a licence check.
Paddy Power, Betfair and Sky Bet: siblings under Flutter
Consumer brands that compete for attention can share a parent. Flutter’s annual report places Paddy Power, Betfair and Sky Betting & Gaming in the same group as FanDuel. They keep separate customer identities and local positioning while Flutter controls the portfolio.
That is economically important. Marketing, technology and geographic operations can be organised across divisions even when the shopfronts remain distinct. It also means counting brands is not the same as counting independent parent companies.
Our guide to GGR versus NGR helps interpret the financial language used in these groups’ reports. Revenue, handle, market share and brand ownership answer different questions; none should be used as a shortcut for the others.
Four layers to check before drawing a line
A useful ownership diagram should label the relationship, not just connect two logos.
1. Consumer brand. The name, app and website customers recognise: FanDuel, BetMGM, DraftKings, Ladbrokes or William Hill.
2. Operating or licensed entity. The company legally offering the product in a specific jurisdiction. It may be a subsidiary, venture company or local partner named in terms and regulator records.
3. Parent or owners. The company or companies holding the equity and consolidating or accounting for the interest: Flutter, the Entain–MGM venture parents, DraftKings Inc., Entain or evoke.
4. Market-access or platform partner. A separate business that supplies a legally required relationship, licence route or key technology. Commercial dependence here does not automatically mean ownership.
The layers can overlap. A parent can supply technology. A casino can both own a skin and hold a minority interest. A brand can be licensed to another operator in one region. That is precisely why the line needs a label and a date.
How to verify a sportsbook yourself
Start at the bottom of the product, not the top of a search result.
Read the local terms and privacy notice for the legal entity and address.
Check the relevant regulator’s current register for that entity and product.
Find the latest annual report or SEC filing for the parent relationship.
Check post-balance-sheet announcements for acquisitions, disposals or joint-venture changes.
Record market-access and brand-licensing relationships separately from equity ownership.
Do not use an affiliate review, app-store seller name or old acquisition headline as the only source. Each can be stale or describe only one layer.
The app icon is a shop sign. Ownership sits in the filings; permission to operate sits in the local licence; access may sit in another contract. A map becomes useful only when it refuses to pretend those are the same thing.
