Underdog Becomes St. Louis Blues’ First Sports Betting Partner Ahead of Missouri Launch
Underdog has finalized a multiyear partnership with the St. Louis Blues. The agreement designates Underdog as the National Hockey League (NHL) team’s first official sports betting partner. The collaboration aims to drive fan engagement both inside the Enterprise Center arena and across team broadcasts, particularly as Missouri prepares for the anticipated launch of regulated sports betting later this year.
Partnership Precedes Missouri Sports Betting Go-Live
The partnership with the Blues comes as Underdog seeks to enter Missouri’s sports betting market. The company currently has a sports betting license application pending review by the Missouri Gaming Commission. While awaiting approval, Underdog is already engaging Missouri fans through its daily fantasy sports offerings, where it holds state licenses. Fans in the state can currently download the Underdog app to participate in fantasy contests.
The alliance is an expansion of an earlier relationship that focused on sign-up offers for fantasy sports at Enterprise Center. The multiyear deal will now broaden to feature:
- Utilization of the Blues’ Intellectual Property (IP) in marketing materials.
- Video and broadcast-visible assets during home and away games.
- In-person fan activations within the arena.
Strategy Focuses on Authentic Fan Engagement
Both organizations highlighted the importance of meeting the enthusiasm of the St. Louis fanbase.
Steve Chapman, St. Louis Blues Chief Revenue and Marketing Officer, stated that the team valued Underdog’s commitment to fan presence. “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 said. He expressed pride in welcoming Underdog as the team’s first partner in the sports betting category, noting the multiyear commitment to fan engagement both in-arena and on broadcasts.
Joshua Anderson, Director of Strategy at Underdog, stressed the high engagement level of the team’s followers. “We’ve learned how rabid Blues fans are when it comes to leveling up their sports experience, making this partnership an obvious choice,” Anderson said. He added that being on the ground at Enterprise Center allows them to meet fans “on the cusp of a new era in the overall sports experience.”
Underdog emphasized its proprietary technology, noting it is the only top operator in the industry built on its own technology stack. This gives the company the unique ability to custom-build its offerings for U.S. sports fans, with a focus on intuitive and simple-to-use products.
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