Underdog forms multiyear marketing collaboration with St. Louis Blues
The fantasy sports operator currently has a pending sports betting license application under review by the Missouri Gaming Commission, expected to debut its new market in December.
Key Points
- The partnership will allow Underdog to access Blues’ IP in marketing materials, video and broadcast assets at home and away games and in-person activations
- The two parties originally agreed to collaborate earlier in 2025, providing Blues’ fans attending home games with new sign-up offers for the fantasy sports platform
Underdog Fantasy and the St. Louis Blues National Hockey League (NHL) franchise have agreed to a multiyear marketing partnership which will provide the operator access to Blues’ IP in marketing materials, video and broadcast assets at home and away games and in-person activations.
“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,” St. Louis Blues Chief Revenue and Marketing Officer Steve Chapman 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.”
The two parties originally agreed to collaborate earlier in 2025, providing Blues’ fans attending home games with new sign-up offers for the fantasy sports platform.
“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,” Underdog Director of Strategy Joshua Anderson said.
Good to know: Underdog formed a new agreement with Sportradar to integrate the Bettor Sense responsible gaming solution on September 24, representing the first US-based operator to utilize the AI-powered program
“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.”
Underdog currently has a pending sports betting license application under review by the Missouri Gaming Commission, which is expected to debut its new sports betting market to eligible residents in December 2025.
The fantasy sports operator announced a multi-year partnership with the Kansas City Royals to gain market access for licensed sports betting in Missouri on September 30, subject to regulatory approval.
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