Underdog, a rising star in the sports betting sector, has made strategic moves to strengthen its presence in Missouri just ahead of the anticipated launch of sports betting on December 1st. On Tuesday, the company announced a significant partnership with the National Hockey League’s (NHL) St Louis Blues, aimed at enhancing its marketing visibility as it seeks to establish a foothold in the new market.
This announcement follows Underdog’s recent market access agreement with Major League Baseball’s Kansas City Royals, a strategic move aimed at securing a sportsbook licence in Missouri. These partnerships are part of Underdog’s broader strategy to introduce itself to the Missouri sports betting scene and capitalize on the state’s new legal framework for sports wagering.
Joshua Anderson, Underdog’s director of strategy, emphasized the passion of the Blues’ fanbase and their enthusiasm for elevating their sports experience. Reflecting on the partnership, he noted that the decision was a natural fit as they look to engage with the local market. Being present at the Enterprise Center, according to him, offers a unique opportunity to connect with fans who are poised for a transformative sports experience that resonates with the Blues’ brand values.
Missouri’s sports betting landscape is rapidly evolving, with hopeful operators eyeing the December launch. The Missouri Gaming Commission is expected to issue temporary approvals this month, setting the stage for operators to begin user signups and deposits by November 17th.
Underdog’s partnership with the St Louis Blues allows the betting operator to utilize the team’s intellectual property in various marketing campaigns, including video and broadcast during games, as well as in-person activations. These activations, which began earlier this year, included daily fantasy sports signups at the Enterprise Center, giving Missouri bettors a taste of what’s to come with sports betting.
This marks the first sports betting collaboration for the Blues, which reflects the team’s commitment to crafting a new fan engagement experience. Steve Chapman, the Blues’ chief revenue and marketing officer, shared the team’s excitement over the partnership, highlighting Underdog’s commitment to being present and actively engaging Blues fans at the Enterprise Center.
Underdog’s journey began as a daily fantasy sports platform in 2020, and it has since expanded into sports betting, initially launching in North Carolina in 2024. The company also holds licenses in Ohio and Colorado, demonstrating its expanding footprint in the U.S. sports betting market.
The legal framework for sports betting in Missouri, approved by voters in November 2024, represents a pivotal shift following several unsuccessful attempts in the state legislature. The new legislation allows the state’s 13 casinos and six professional sports teams to conduct in-person and online sports wagering. Additionally, the Missouri Gaming Commission is authorized to grant two untethered online licenses.
In a competitive race for these untethered licenses, DraftKings and Circa emerged victorious in August, leaving FanDuel to partner with Major League Soccer’s St Louis City FC for market access. In contrast, Bet365 has secured a partnership with the St Louis Cardinals, and BetMGM has formed a similar arrangement with Century Casinos. Meanwhile, Boyd Gaming is offering market access to Fanatics, and Caesars is leveraging its two land-based casinos in the state. ESPN Bet plans to enter through Penn Entertainment’s two Missouri casinos.
Operators are gearing up for a landscape where they will navigate a 10% tax on sports betting revenue, a regulatory detail that will undoubtedly impact their strategic planning and market entry approaches. The enthusiasm surrounding sports betting in Missouri reflects a broader national trend, as states continue to embrace the potential economic benefits and fan engagement opportunities offered by legal sports wagering.
As Missouri braces for its sports betting debut, differing perspectives on the industry’s impact and potential challenges are inevitable. While some stakeholders champion the economic prospects and enhanced fan engagement, others express caution over gambling-related issues that might arise. The balance between opportunity and responsibility will be crucial as the state navigates this new era of sports entertainment.
Underdog’s proactive approach, marked by strategic partnerships with the Blues and the Royals, positions it as a key player in Missouri’s sports betting landscape. As fans and operators alike anticipate the December launch, the industry watches closely to see how these alliances will shape the future of sports betting in the Show-Me State.
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