Central STL News

Underdog and the St. Louis Blues have announced a multi-year marketing partnership aimed at increasing fan engagement during both home and away games throughout the National Hockey League season.

Underdog, a sports company that is growing quickly in the United States, has applied for a sports betting license in Missouri. The application is currently being reviewed by the Missouri Gaming Commission. While awaiting approval, Underdog already operates licensed sports betting in North Carolina and holds fantasy sports licenses in several states. Fans in Missouri can download the Underdog app to play fantasy sports while waiting for legal sports betting to begin later this year.

The new agreement builds on an earlier relationship between Underdog and the Blues, which started with sign-up offers for daily fantasy games available to fans at Enterprise Center. The expanded partnership will allow Underdog to use Blues’ intellectual property in its marketing materials, including visible assets at games and special events involving fans.

“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 at 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.”

Steve Chapman, Chief Revenue and Marketing Officer for the St. Louis Blues, said: “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. 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 states that its focus is on providing an easy-to-use product experience through innovation. As one of few operators built entirely on its own technology platform, it says it can develop custom offerings designed specifically for U.S. sports fans.

Founded in 2020, Underdog aims to make sports more enjoyable through products such as fantasy games, licensed betting services, access to prediction markets, and media content featuring former athletes and analysts.