Underdog Partners with Kansas City Royals for Missouri Sports Betting

The partnership with the Royals builds on an existing relationship, with past collaborations such as Bark at the Park and the Underdog Hot Dog Derby.
Underdog Partners with Kansas City Royals for Missouri Sports Betting
Pictured: A Kansas City Royals fan takes photos of her dog for Bark at the Park Night at Kauffman Stadium. Photo by Jay Biggerstaff-Imagn Images

Underdog and the Kansas City Royals have entered into a multi-year agreement that includes market access to the upcoming legal Missouri sports betting market, pending regulatory approval. The deal also covers joint marketing campaigns and community-focused initiatives.

Underdog has a sports betting license under review with the Missouri Gaming Commission. The operator is already licensed for sports betting in the North Carolina sports betting market and holds fantasy sports approvals in several states. 

The partnership with the Royals builds on an existing relationship, with past collaborations such as Bark at the Park and the Underdog Hot Dog Derby, both popular promotional events at Kauffman Stadium.

The company said the Royals' strong connection with fans across the region mirrors Underdog's own approach to building products centered on engagement. Officials from both companies cited their aim to improve the experience of Iowa and Missouri sports fans through new wagering opportunities upon receiving approval.

“The Royals have forged a deep and authentic connection with baseball fans throughout the Kansas City region, in Missouri and beyond,” said Stacie Stern, Senior Vice President of Government Affairs and Partnerships at Underdog. “We’ve built our products with the same approach – real, organic connection with sports fans to get to one goal: make sports more fun. We are going to work with the Royals to bring the best sports betting experience possible to fans in Missouri, while we continue to drive innovation in sports gaming and expand our product offerings in new states.”

Missouri launch advances

While Missouri sportsbook promos and the legal market edge closer to launch, policymakers in neighboring Kansas are reviewing their existing framework. On Sept. 22, the Special Committee on Federal and State Affairs held a six-hour hearing to evaluate whether the 10% tax on sportsbook net revenue, in place since 2022, is delivering sufficient benefits.

The state allows up to 12 Kansas sports betting app licenses through casino partnerships, though only half the slots are filled. According to Kansas Lottery Executive Director Stephen Durrell, the 10% rate generated $17.4 million in FY 2025. He acknowledged that whether the figure is considered a success depends on perspective.

Industry representatives, including the Sports Betting Alliance and iDEA Growth, stated that the market is growing steadily, with tax receipts increasing by 50% year-over-year and a 72% rise in the first eight months of 2025 compared to the same period in 2024. They warned that raising the tax rate could drive bettors out of state or toward unregulated platforms.

Some legislators believed the state would have to improve its financial situation by adopting a single-operator format, similar to the Oregon sports betting market. Others warned that closing competition would come to resemble the initial monopoly format that failed to make waves in DC, before it began accepting many operators and expanding DC sportsbook promos last year.

For the time being, Kansas' sports wagering future is a legislative matter come contractor renewal dates in 2027.