Underdog Fantasy teams up with United Football League

UFL down marker
Image: Shutterstock / Aaron McCullough

The United Football League has signed Underdog Fantasy as its exclusive fantasy sports partner on the eve of the UFL Championship.

Underdog will be the official fantasy sports sponsor of the spring football league. It will also be the presenting partner of the league’s point-after-touchdown (PAT) plays and the “Touchdown of the Week” campaign during the inaugural UFL season.

UFL teams have three PAT options instead of the traditional extra-point kick: a play from the two-yard line for one point, a play from the five-yard line for two points or a play from the 10-yard line for three points. Underdog’s sponsorship of PATs will be incorporated into FOX UFL broadcasts.

Underdog says the partnership is the latest step in its commitment to investing in emerging sports and entertainment brands.

Jeremy Levine, Underdog founder and co-CEO, said the company and the UFL “share a similar DNA – leading with innovation and constantly testing new, fan-focused ideas, so it’s a very natural partnership.”

UFL President and CEO Russ Brandon added that the collaboration matches two brands “on an exciting trajectory that will grow together.”

The UFL Conference Championship games begin with the Michigan Panthers taking on the Birmingham Stallions for the USFL Conference title on Saturday, June 8 at 3 p.m. ET on ABC/ESPN+. The Championship game itself takes place on June 16 at The Dome at America’s Center in St. Louis.

Underdog reshuffles American operations

It’s been a year of change for Underdog.

The company, along with fellow fantasy operator PrizePicks, was ordered to exit both the Florida and Arkansas markets as the states cracked down on pick’em-style fantasy contests. However, Underdog retained a presence in the Sunshine State by launching its Champions peer-to-peer fantasy contest to the market.

Meanwhile, Underdog debuted its sportsbook in the nascent North Carolina market earlier this year. Levine told SBC Americas that the company sees the new market as a great place to capture new users.