Underdog Sports and the St. Louis Blues announced Tuesday a multi-year marketing partnership designed to amplify the experience for NHL fans.
Key Takeaways
- The Blues and Underdog partnered earlier this year to offer a fantasy sports sign-up bonus.
- Underdog is hoping to launch its sports betting odds in Missouri in December.
- Underdog is a leading fantasy sports operator but only offers sports betting odds in one other state.
Underdog has already applied for a sports betting operator’s license in the Blues’ home state ahead of Missouri's online sports betting market launch in December.
The operator already agreed to a market-access deal, required by the Missouri Gaming Commission for all prospective operators, with the Kansas City Royals. It also struck a partnership with the Blues earlier this year, resulting in the team’s home arena, the Enterprise Center, offering sign-up bonuses for Underdog’s daily fantasy sports contests.
Now, the platform is furthering its inroads in Missouri by expanding its deal with the hockey team. The partnership will "include Underdog utilizing the Blues’ IP in marketing materials, video and broadcast visible assets at home and away games, as well as in-person activations," the announcement reads.
“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,” said Joshua Anderson, director of strategy at Underdog. “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.”
A Blues official noted that Underdog’s presence during the past NHL season made a positive impact on the stadium and game-day environment.
“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,” said Steve Chapman, Blues chief revenue and marketing officer. “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.”
Underdog focuses on expansion
Underdog was one of the first operators to apply for a Missouri sports betting license back in June. That was a relatively new development for the company, which primarily focused on fantasy sports and only offered traditional sports betting odds in one other state.
Approved operators will be able to launch their platforms when the market opens for business Dec. 1. This comes after years of debates between legislators, lobbyists, and local sports team owners, and a 2024 ballot referendum that ultimately legalized online sports betting in the state.
“As the only top operator in the industry built on its own technology, Underdog has the unique ability to custom-build for U.S. sports fans, consistently meeting fans where they are and giving them more ways to express their opinions on sports,” the announcement reads.
While Underdog awaits a decision on its license application, it affirmed its devotion to improving its user experience, not just for Blues fans, but for all customers.
“Underdog is committed to creating the best product experience for sports fans that is intuitive and simple to use through a relentless focus on innovation,” the announcement read.
Underdog describes itself as the fastest-growing sports company in the U.S. Already extremely popular in the world of fantasy sports, its impending launch as a sportsbook would continue its growth in what will become the 39th state with a legal and live sports betting market.
Blues begin new season
Meanwhile, the Blues got their new NHL campaign underway Thursday with a 5-0 loss to the Minnesota Wild. They picked up back-to-back wins in the days since.
The Blue were eliminated in the first round of last season's playoffs by the Winnipeg Jets.
