Underdog Partners with St. Louis Blues Ahead of Missouri Sports Betting Launch
Underdog has signed a multiyear marketing partnership with the St. Louis Blues, creating new fan engagement opportunities as Missouri prepares to launch legal sports betting later this year. The partnership, announced this week, will bring Underdog's fantasy sports and forthcoming betting offerings directly to Blues fans during both home and away games throughout the NHL season.
Underdog currently holds a North Carolina sports betting license and holds daily fantasy sports licenses across several US states. Its Missouri sports betting license application is under review by the Missouri Gaming Commission.
While awaiting approval, the company is building brand visibility among local fans, who can already participate in Underdog's fantasy contests via its mobile app.
The collaboration builds on an earlier initiative between the two organizations, which began with in-game fantasy sports promotions at the Enterprise Center. The new agreement grants Underdog rights to use Blues' intellectual property in marketing campaigns, to integrate branding into broadcasts and arena displays, and to host in-person activations during the season.
“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, 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.”
Missouri prepares for regulated sports betting rollout
As Underdog deepens its presence in the state, Missouri regulators and operators are finalizing preparations for the introduction of legal sports betting on December 1. The Missouri Gaming Commission (MGC) is overseeing the rollout following voter approval last November.
MGC Chair Jan Zimmerman said residents have been anticipating the market's debut, when they can take advantage of Missouri sportsbook promos. She noted that many bettors had hoped to see operations begin sooner, underscoring public demand for the new form of regulated wagering.
But some experts fear that gambling harm may spike when mobile betting goes widespread. Missouri Alliance to Curb Problem Gambling Chair Keith Spare explained that the higher accessibility may result in quicker growth of gambling issues, even if the overall population of gamblers hardly increases.
Research shared by Spare shows that problem gambling frequently causes poverty, troubled relationships, and psychiatric emergencies. According to a 2022 Kansas City study, 20% of Missouri adults met problem gambling requirements, and over a fourth of these experienced self-destructive thoughts or acts.
State lawmakers, including Sen. Denny Hoskins, have been in the spotlight over campaign contributions from gaming interests, as policymakers weigh the pros of economic growth against the cons of expanded gambling access.
