ST. LOUIS — Blues fans looking to hit their own hat-trick with a sports betting parlay will place their bets in the stadium through Underdog. The St. Louis Blues announced a multiyear marketing partnership with Underdog to create an experience for Blues fans during both home and away games, and supplemental marketing collaborations throughout the National Hockey League season.
“We’ve learned how rabid Blues fans are when it comes to leveling up their sports experience, making this partnership an obvious choice as we continue to introduce ourselves to the St. Louis market,” said Joshua Anderson, Director of Strategy for Underdog, in a press release. “Being on the ground at Enterprise Center this season, we’re meeting fans on the cusp of a new era in the overall sports experience, and doing so in a way that’s authentic to the Blues and everything they represent.”
Underdog was founded in 2020 with the simple objective of making sports more fun. It has a pending sports betting license application under review by the Missouri Gaming Commission. Underdog currently offers licensed sports betting in North Carolina and holds fantasy sports licenses in states across the country. Ahead of licensed sports betting going live in Missouri later this year, sports fans in the state can download the Underdog app right now to start playing fantasy sports today.
The partnership will expand to include Underdog utilizing the Blues’ IP in marketing materials, video and broadcast visible assets at home and away games, as well as in-person activations.
“Throughout our preparations for the upcoming launch of sports betting in Missouri, Underdog quickly rose to the forefront of our conversations because of the value they placed on being present for Blues fans at Enterprise Center,” said Steve Chapman, St. Louis Blues Chief Revenue and Marketing Officer, in a press release. “We are proud to welcome Underdog as our first partner in this new category with a multiyear commitment to engage our fans with a significant presence both in-arena and on our broadcasts.”