Kansas sportsbooks reported a handle of $167,291,073 in July 2026, with a hold of 7.32%, which translated to $12,241,679 in revenue for operators. This resulted in a payment of $1,224,168 to the state, adhering to the flat 10% tax rate.

At first glance, these numbers may seem typical for a summer month, especially considering the 3.8% decline compared to July of last year. In a mid-sized market, such figures could easily go unnoticed. However, a comparison between June and July reveals a crucial narrative in the landscape of American sports betting this year, particularly regarding the impact of promotional spending on state revenue. June was characterized by aggressive promotions in Kansas, with operators offering $5.16 million in free bets and bonuses, effectively offsetting 41% of their handle.

As a result, the state only received $691,041 from a total handle of $177 million. In stark contrast, July saw a significant reduction in promotional expenditures, sportsbooks retained their revenue, and the reported margin improved.

This shift led to a remarkable 77% increase in state revenue compared to June and a 17% rise relative to July of the previous year. The data comes from the Kansas Lottery, illustrating a vital lesson in revenue dynamics.