The St. Louis Blues announced a multi-year marketing agreement with sports entertainment and betting company Underdog, making Underdog the team's first official sports betting partner. This collaboration aims to enhance fan engagement and digital interaction experiences, covering home and away games throughout the NHL season, including marketing integration, digital content creation, and live events. Underdog's sports betting license in Missouri is still under review, but the company has already interacted with fans through daily fantasy promotional activities. The partnership allows Underdog to use the Blues' intellectual property for promotions and plans to host live events at the Enterprise Center. Missouri is expected to launch regulated online betting later this year, requiring operators to partner with professional sports teams or retail casinos to obtain a license.
Announcement of Partnership and Agreement Details
The St. Louis Blues have reached a multi-year marketing agreement with sports entertainment and betting company Underdog, making Underdog the team's first official sports betting partner. This partnership marks a significant advancement in fan engagement and digital interaction for the Blues.
The agreement covers the entire National Hockey League (NHL) season, including interactive experiences during home and away games, going beyond traditional game day activities.
Scope of Collaboration and Interactive Experience
The collaboration includes marketing integration, digital content creation, and live events, immersing fans in the sports betting experience. Underdog will host live events at the Enterprise Center, interacting with fans in a way that "truly reflects the spirit of the Blues."
The agreement grants Underdog the rights to use the Blues' intellectual property and video assets for offline and online promotional activities, ensuring the brand remains prominently visible throughout the season.
Background and Business of Underdog Company
Founded in 2020 and headquartered in New York, Underdog's mission is to make sports more engaging and understandable, and it has become one of the fastest-growing sports companies in the United States. The company offers licensed sports betting in North Carolina and holds fantasy sports betting licenses in multiple states.
The company focuses on intuitive design and interaction with American sports events, popular among young fans seeking more interactive and community-oriented experiences.
Missouri Market and Regulatory Environment
Missouri is expected to launch regulated online betting services later in 2025. The state's regulatory structure requires online operators to obtain a "tied" sports betting license, which must be in partnership with a professional sports team or retail casino to operate.
Underdog's sports betting license in Missouri is currently under review by the state gaming commission, and the company has already laid the groundwork for this market.
Early Collaboration and Market Preparation
Earlier in 2025, Underdog began collaborating with the Blues, offering daily fantasy betting promotional activities at the Enterprise Center, providing fans with exclusive sign-up opportunities during home games.
The new agreement solidifies the partnership, preparing Underdog for the official launch of sports betting services in Missouri.
Perspective from Team Management
Steve Chapman, Chief Revenue and Marketing Officer of the Blues, emphasized that the partnership aligns with the team's fan-centered innovative philosophy. "As we prepare to launch sports betting in Missouri, Underdog becomes a focal point due to its emphasis on serving fans at the Enterprise Center," said Chapman.
Chapman expressed pride in welcoming Underdog as the first partner in this new category, committing to attract fans through performances in the venue and broadcasts.
Company Strategy and Market Positioning
Joshua Anderson, Strategy Director at Underdog, stated: "Recognizing the passion of Blues fans for enhancing the sports experience, the partnership was an obvious choice. This season, live events will be held at the Enterprise Center, aligning with everything the Blues and their representatives stand for."
The company believes this collaboration will aid its expansion strategy in the St. Louis market, providing authentic fan interaction experiences.
Market Competition Landscape
Once approved, Underdog will join operators such as FanDuel, Caesars, ESPN Bet, bet365, DraftKings, and Circa Sports in the competitive field. The Missouri gaming market is highly competitive, with several well-known operators already positioned in the market.
As a large operator entirely based on proprietary technology, Underdog has greater flexibility to innovate and adapt to fan preferences.
Product Services and User Experience
Underdog's products cover fantasy sports events, sports prediction markets, and a developing media division. The company focuses on providing fans with interactive and community-oriented sports experiences.
Fans can now download the Underdog app to explore its fantasy sports products, looking forward to the official launch of sports betting services in Missouri.
Expansion of Cooperation and Statewide Layout
Underdog's engagement with Missouri's sports ecosystem is not limited to hockey. The company recently signed a separate market access agreement with the Kansas City Royals, reflecting its strategy to establish a broader foothold in the state.
These collaborations indicate Underdog's long-term commitment and comprehensive planning for the Missouri market.
Technological Advantages and Innovation Potential
As the only large operator entirely based on proprietary technology, Underdog has unique advantages in technological innovation and adapting to fan preferences. The company can rapidly iterate product features in response to market demand changes.
Technological autonomy allows Underdog to offer differentiated experiences, finding breakthroughs in a competitive market.
Fan Experience and Community Connection
The partnership focuses on enhancing the fan experience, strengthening the connection between the team and the community through live events, digital interaction, and exclusive content. Underdog commits to meeting fans in a way that "truly reflects the spirit of the Blues."
This focus on authenticity and localization helps build deeper fan relationships and brand loyalty.
