Underdog secured a partnership with one of Missouri’s professional sports teams ahead of the Show-Me State becoming a regulated online sports betting market later this year.
The New York-based gaming company announced a multiyear marketing partnership with the St. Louis Blues, marking the NHL franchise’s first foray into a sports betting deal.
The partnership encompasses both home and away games for the Blues and allows the two entities to create fan experiences throughout the entire NHL season. As part of the pact, Underdog secured rights to the Blues’ intellectual property for marketing materials.
The company also has the right to use video assets and IP for in-person fan activations.
Underdog and the Blues first collaborated earlier this year, providing visitors at the Enterprise Center with exclusive sign-up offers for its daily fantasy sports products. The Enterprise Center has been the home arena of the Blues since the 1994-95 NHL season.
“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,” said Blues Chief Revenue and Marketing Officer Steve Chapman. “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.”
Underdog secures market access deal in Missouri
Underdog was one of the first operators to apply for a tethered sports betting license with the Missouri Gaming Commission. Tethered licenses in the state require an operator to partner and share revenue with either a pro sports team or an existing retail casino.
Last month, Underdog landed a multiyear market access deal with the Kansas City Royals as it waits for its sports betting application to be approved by Missouri’s gaming regulator.
The Royals and Underdog have an existing non-gambling partnership.
Currently, Underdog only offers online sports betting operations in North Carolina. The company also has licenses to launch online wagering operations in Colorado and Ohio.
In Missouri, Underdog will compete with bet365, FanDuel, Caesars and ESPN Bet. The operator will also compete for market share with DraftKings and Circa Sports, the two operators that were awarded Missouri’s two available untethered wagering licenses.
