Fantasy sports company Underdog has secured a multi-year marketing partnership with the St. Louis Blues aimed at elevating the fan experience as Missouri gears up for the launch its legal sports betting market.
The collaboration will deliver a “customer-first” experience for Blues fans both at home and on the road, with expanded marketing initiatives throughout the National Hockey League (NHL) season.
It marks another major step for Underdog as the company builds its presence in Missouri, where its sports betting license application is currently under review by the Missouri Gaming Commission.
“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, Director of Strategy at Underdog, said.
“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,” Anderson added.
Underdog seals another big deal to sustain Missouri sports betting push
The partnership builds on an initial collaboration earlier this year that featured in-game sign-up offers for Underdog’s daily fantasy sports platform at the Blues’ Enterprise Center.
The new deal expands those efforts to include the use of Blues’ intellectual property in marketing campaigns, as well as video and broadcast-visible assets at both home and away games. Fans can also expect in-person activations throughout the season.
“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,” Steve Chapman, the Blues’ Chief Revenue and Marketing Officer, said.
Underdog, which already offers licensed sports betting in California and other U.S. states, is preparing for Missouri’s forthcoming betting launch later this year. In the meantime, Missouri fans can download the Underdog app to participate in fantasy sports contests.
Underdog’s partnership with the Blues follows its recent multi-year agreement with the Kansas City Royals, which grants the operator market access for licensed sports betting in Missouri. That deal also includes joint marketing initiatives and philanthropic efforts connected to the Royals organization.
As Underdog awaits regulatory approval, the company continues to emphasize innovation and accessibility for sports fans. Built entirely on proprietary technology, the company aims to deliver a seamless experience for its players.
Published: Oct 15, 2025 01:27 am