Underdog expands Missouri sports betting push with Blues deal
Underdog expanded its partnership portfolio this week ahead of December’s Missouri sports betting launch.
Summary: Underdog Expands in Missouri with St. Louis Blues Deal
Key Developments:
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Underdog + St. Louis Blues Partnership:
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The St. Louis Blues signed their first-ever sports betting partnership with Underdog.
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The deal gives Underdog rights to use the Blues’ IP, in-game broadcast assets, and presence at in-person events.
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In-person activations already began with daily fantasy sports (DFS) signups at the Enterprise Center.
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Sports Betting Launch in Missouri:
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Legalized by voters in Nov 2024 after prior legislative failures.
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Launch expected on November 17, 2025, pending temporary approvals from the Missouri Gaming Commission (MGC).
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13 casinos and 6 professional teams are permitted to offer in-person and online betting.
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2 untethered licences were awarded to DraftKings and Circa.
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Underdog’s Position:
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Entered sports betting in North Carolina (2024).
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Holds licences in Ohio and Colorado.
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In Missouri, it applied via market access with the Kansas City Royals.
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Market Landscape in Missouri: Key Sportsbook Partnerships
| Operator | Market Access Partner |
|---|---|
| Underdog | Kansas City Royals |
| DraftKings | Untethered license (MGC) |
| Circa | Untethered license (MGC) |
| FanDuel | St. Louis City SC (MLS) |
| BDG Game |
Aviator Crash To Win |
| BetMGM | Century Casinos |
| Fanatics | Boyd Gaming |
Implications:
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Brand Expansion: Underdog is strategically growing its brand beyond DFS, using team partnerships to gain trust and visibility.
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Fan Engagement: Their in-arena activations show a focus on community and fan-based marketing, which could give them an edge against more established books.
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Competitive Market: Missouri is shaping up to be a competitive sports betting state, with all major players securing access and strategic partnerships.