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Prime Sportsbook is now officially live in Kentucky, launching Monday at 1 p.m. ET—months after receiving its license. It becomes the ninth online sportsbook to operate in the state, entering just in time for football season.
Good to know
Although Prime had originally aimed to go live around the 2025 Kentucky Derby, it missed that window. Still, the timing works, with NFL preseason kicking off July 31. Prime’s partnership with Churchill Downs helped clear the way for its entry, and the Plannatech-backed platform now has coverage on both sides of the Ohio River.
Plannatech COO Adam Bjorn acknowledged the delays but was glad to finally launch.
“Relieved to be open in Kentucky after multiple delays due to many different reasons,” he said. “For me, this was both a strategic yet mainly selfish move to push Prime Sports into this state.
“Strategically, already being in Ohio, plus six other bordering states, it gives Prime some opportunity to grab some nearby business, as well as now having full coverage of Cincinnati on both sides of the river. Add on the opportunity to partner with CDI for market access and operating in the home of horse racing.”
On launch day, Prime offered a wide selection of betting markets and began rolling out deposit options with more planned during the week. New users also get a bonus on their first deposit. The company reminded users that the platform is still evolving, but support is ready via chat, email, phone, or text if issues come up.
Prime says it aims to set itself apart from bigger operators by welcoming sharp bettors, offering higher limits, and applying less juice on odds. The sportsbook promises fast payouts and person-to-person support instead of automated responses.