Fantasy sports operator Underdog has continued its preparations for regulated betting in Missouri, US, by striking a multi-year marketing partnership with the St. Louis Blues.
The collaboration will see Underdog use the ice hockey team’s IP in marketing materials, video and broadcast visible assets at home and away games, as well as in-person activations.
Underdog began working with the Blues earlier this year by offering sign-ups at the NHL team’s Enterprise Center stadium.
Underdog has separately struck a deal with Missouri’s Kansas City Royals baseball team as it looks to beef up its presence in the state.
“We’ve learned how rabid Blues fans are when it comes to levelling 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 at Underdog.
“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.”
Regulated sports betting in Missouri opens on December 1. Underdog said its sports betting licence application remains under review by the Missouri Gaming Commission.