Sports betting is nearing a launch in Missouri, and another operator positioned itself for market access by partnering with a pro sports franchise.
Underdog announced a deal with the St. Louis Blues. The multi-year agreement should guarantee the fantasy sports operator an online sports betting license in the state. Additionally, it features marketing collaborations throughout the NHL season at home and away games.
“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,” Underdog director of strategy Joshua Anderson said.
Missouri regulators expect to launch its sports betting market by Dec. 1. Anderson said the company is already making inroads with Blues fans ahead of the launch.
“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,” he said.
Underdog Expands Footprint With First Pro Sports Partner
This mark’s Underdog’s first partnership with a pro sports franchise. The deal allows the company to offer in-game experiences for fans at Enterprise Center. Underdog can also utilize the Blues’ intellectual property in marketing materials.
“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,” Blues chief revenue and marketing office Steve Chapman said.
Chapman added that fans won’t miss Underdog’s marketing efforts everywhere you would watch a Blues game.
“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,” said Chapman.
The New York-based Underdog offers daily fantasy sports-type gambling options. However, it expanded into traditional sports betting as well. The company offers online sports betting in North Carolina and has pending licenses in Colorado, Ohio, and will most likely apply in Missouri.
The St. Louis Cardinals were the first franchise to ink a sports betting deal, securing a partnership with bet365 in March.
DraftKings and Circa Sports received the two untethered licenses. Then, FanDuel partnered with St. Louis City SC.
