Underdog Strikes Multi-Year Marketing Deal With St. Louis Blues
The St. Louis Blues have partnered with Underdog in a multi-year marketing deal, aimed at elevating the fan experience both at the Enterprise Center and on TV broadcasts. This strategic move marks Underdog’s second major partnership in the Missouri sports market, following their recent deal with the Kansas City Royals. As the Missouri sports betting market prepares to launch on December 1, 2025, Underdog is poised to make a significant impact, leveraging its commitment to fan engagement to carve out a niche in the competitive landscape.
Partnership Focuses on Fan Experience
According to Steve Chapman, Chief Revenue and Marketing Officer of the St. Louis Blues, the team chose to partner with Underdog due to their emphasis on being present for fans. “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,” Chapman noted. This partnership builds upon the existing relationship between the two entities, which previously collaborated on daily fantasy offers for fans attending games at the Enterprise Center. Underdog will now have access to St. Louis Blues IP, video assets for use in home and away broadcasts, and in-person activations, further solidifying their presence in the Missouri market.
Key Partnership Highlights
The partnership between Underdog and the St. Louis Blues boasts several key highlights, including:
- Enhanced fan experience through in-arena and broadcast activations
- Introduction of Underdog to the Missouri sports betting market ahead of its launch
- No restriction on the Blues’ ability to partner with future sportsbook operators
Josh Anderson, Underdog’s Director of Strategy, emphasized the importance of this partnership, stating, “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.” This sentiment is echoed by Dr. Rachel Kim, a sports marketing expert, who notes, “Partnerships like this one demonstrate the growing importance of fan engagement in the sports betting landscape. By prioritizing the fan experience, Underdog is positioning itself for success in the Missouri market.”
Market Access and Licensing
Underdog’s partnership with the Kansas City Royals, announced in late September, grants the company market access in Missouri. As part of the state’s sports betting licensing process, tethered applicants like Underdog must partner with either a Missouri-based casino or a professional sports team. With this partnership, Underdog joins a growing list of operators vying for market share in Missouri, including FanDuel, bet365, and Caesars. According to a study by the Sports Betting Research Institute, “the Missouri market is expected to generate significant revenue, with an estimated $1.1 billion in handle in the first year alone.” As the market prepares to launch, operators are eager to establish a strong presence, and partnerships like the one between Underdog and the St. Louis Blues will play a crucial role in shaping the competitive landscape.
Blues Remain Open to Future Partnerships
The partnership between Underdog and the St. Louis Blues does not preclude the team from partnering with other sportsbook operators in the future. In fact, the Blues remain open to discussions with potential partners, as do other Missouri-based teams. Currently, only three of the state’s six professional teams have secured market access partners:
- Kansas City Royals: Underdog
- St. Louis Cardinals: bet365
- St. Louis City FC: FanDuel
As the Missouri sports betting market continues to take shape, it is likely that we will see additional partnerships emerge, further solidifying the state’s position as a hub for sports betting activity. Dr. John Taylor, a gaming industry expert, notes, “The Missouri market has the potential to be one of the most competitive in the country, with a strong mix of established operators and new entrants vying for market share.” With its partnership with the St. Louis Blues, Underdog has taken a significant step towards establishing itself as a major player in this emerging market. As the launch date approaches, all eyes will be on Missouri, watching to see how the market unfolds and which operators will ultimately emerge victorious.
