Underdog is doubling down on the Missouri market. In addition to pursuing a Missouri sports betting license, the company announced a multiyear marketing partnership with the NHL’s St. Louis Blues. The news comes days after the team opened the 2025-26 season against the Minnesota Wild.
The “customer-first” experience for Blues fans will help drive engagement. The plan is to continue building on a budding relationship that includes sign-up offers for Underdog’s daily fantasy sports product. Some might be familiar with the in-game offerings for fans at Enterprise Center, the Blues’ home arena. Through this expanded partnership, Underdog will utilize:
“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, Underdog’s director of strategy 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.”
The Blues are one of two Missouri pro franchises that Underdog has signed a deal with over the last two months. In September, the company signed a sports betting partnership with MLB’s Kansas City Royals. The majority of sports betting operators vying for a sports betting license in the Show Me State must partner with either a land-based casino or a pro sports team. DraftKings and Circa secured the two untethered licenses so the rule doesn’t apply.
Underdog’s DFS product is available in 41 states plus Washington, D.C. However, when Missouri sports betting launches on December 1, it will become Underdog’s second sports betting market. North Carolina is the other.
The market is going live at 12:01 a.m., with Underdog being one of nine brands that will be available to sports bettors. Circa, DraftKings, FanDuel, Fanatics, Caesars, bet365, BetMGM, and ESPN Bet are the others. Like with the Blues, Underdog had an established marketing partnership with the Royals.
The Blues have yet to sign a market access deal with a sportsbook operator. So far, MLB’s St. Louis Cardinals (bet365) and St. Louis FC from the MLS (FanDuel) are the only other pro teams that do. There are still five licenses available should BetRivers, Bally Bet, or Hard Rock Bet decide to enter the market.
For the Blues, the marketing partnership with Underdog is about the 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 the Enterprise Center,” Steve Chapman, St. Louis Blues chief revenue and marketing officer, said. “We are proud to welcome Underdog as our first partner in this new category with a multiyear commitment to engage our fans with a significant presence both in-arena and on our broadcasts.”
