Kansas City Royals Looking for New Sports Betting Partner After Underdog Exits State

The Kansas City Royals are seeking a new sports wagering partner after Underdog withdrew its application for a Missouri sports betting license only days before the state's market launch.

The decision ended a multi-year partnership announced in September that would have provided the operator with market access in the Missouri sports betting market.

The withdrawal marked a significant shift for the company, which had invested heavily in preparation for its planned launch. After filing its application, Underdog secured a revenue-share partnership with the Royals, intended to support a tethered Missouri sports betting apps entry, and later finalized a multi-year marketing agreement with the St. Louis Blues. 

The Royals already had a non-gambling relationship with Underdog. At the same time, the Blues agreement allowed the operator to use team trademarks, video assets, and in-arena promotional elements for marketing campaigns.

Underdog promoted itself statewide in the lead-up to launch, positioning the brand as an incoming sportsbook operator. Its exit now leaves Missouri with eight approved mobile platforms ready to go live and offer Missouri sportsbook promos when sports wagering begins on Monday. 

The Royals and Blues are evaluating their options following the sudden change, and the opening of the Royals' tethered license slot creates an opportunity for another qualified operator. The development comes as rival brands accelerate their Missouri rollout strategies ahead of the market's debut.

DraftKings expands presence through Blues partnership

The Blues' earlier agreement with Underdog set the stage for another major partnership, announced last week, as DraftKings strengthened its position in advance of the state's sports betting launch. DraftKings was named an Official Sports Betting and Daily Fantasy Operator of the Blues, adding to its existing role as an Official Sports Betting, Daily Fantasy Sports, and iGaming Partner of the NHL since 2021. 

The company noted its readiness to introduce its online sportsbook to Missouri customers and highlighted the collaboration as part of its broader engagement strategy. Residents will want to take advantage of a DraftKings Missouri promo code.

The company stated that the agreement included a focus on responsible gaming, with in-arena features designed to guide customers toward tools such as My Stat Sheet, which provides activity monitoring, and My Budget Builder, which helps users set personalized limits. The Blues emphasized that responsible play remained a priority as the state prepared for launch. 

"Providing Blues fans with the tools on how to play responsibly is a high priority for our organization as we all prepare for sports betting to launch in Missouri in December," said St. Louis Blues Chief Revenue and Marketing Officer Steve Chapman. 

DraftKings obtained one of two direct mobile sports betting licenses issued by the Missouri Gaming Commission in August, allowing it to operate without a casino or team affiliation. The agreement grants access to Blues' intellectual property across marketing channels and includes in-arena signage, broadcast integrations, and hospitality offerings. 

Missouri will become the 29th US state where DraftKings operates regulated sports betting.