The marketing deal follows Underdog’s recent access partnership with the Kansas City Royals as the operator prepares for sports betting’s December launch in Missouri.
Underdog expanded its partnership portfolio this week ahead of December’s Missouri sports betting launch.
Underdog announced Tuesday a partnership with the National Hockey League’s St. Louis Blues to bolster its marketing. Last month, Underdog announced a market access deal and partnership with the Kansas City Royals in order to seek a sportsbook licence in the state.
“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,” Joshua Anderson, Underdog director of strategy, said in a 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.”
Hopeful Missouri sportsbook operators are working toward a 1 December launch.
Underdog grows Missouri sports betting presence
Underdog’s deal with the Blues will allow the sports betting operator to use the Blues’ IP in marketing materials, video and broadcast assets during games and in-person activations. Those in-person activations began earlier this year with daily fantasy sports signups at the Enterprise Center. Missouri bettors can already sign up and play daily fantasy sports on Underdog.
The deal is the first sports betting partnership for the Blues.
“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. “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.”
Underdog applied for a Missouri sports betting licence and later announced it did so through a market access partnership with the Royals. After launching as a DFS platform in 2020, the operator first launched sports betting in North Carolina in 2024. Underdog also holds sports betting licences in Ohio and Colorado.
The Missouri Gaming Commission expects to issue temporary approvals this month. If approved, sports betting operators can begin accepting user signups and deposits on 17 November.
Missouri sports betting partnerships
Missourians approved legal sports betting at the ballot box in November 2024. That followed multiple failures in the state Legislature. The sports betting framework allows the state’s 13 casinos and six professional sports teams to offer in-person and online sports betting. It also allows the MGC to offer two untethered online licences.
This summer, three sportsbook operators applied for the two available untethered licences. In August, the MGC awarded those two licences to DraftKings and Circa. FanDuel, the other applicant, later partnered with Major League Soccer’s St Louis City FC for market access.
Bet365 partnered with the St Louis Cardinals.
BetMGM announced a market access deal with Century Casinos, while Boyd Gaming provides access for Fanatics.
Caesars applied through the company’s two land-based casinos in the state, while ESPN Bet plans to enter the state through parent company Penn Entertainment’s two casinos.
Sportsbooks will pay a 10% tax on sports betting revenue.