Underdog Builds Missouri Presence Before December Betting Launch with St. Louis Blues Deal

Sports betting operator Underdog is deepening its footprint in Missouri ahead of the state’s planned December launch, announcing a new partnership with the St. Louis Blues of the National Hockey League. The collaboration aims to connect directly with local fans while boosting brand visibility before the state’s regulated betting market goes live.

Good to Know

• Underdog also has a market access deal with the Kansas City Royals.
• The partnership gives Underdog rights to use the Blues’ intellectual property in marketing and broadcasts.
• Missouri aims to launch legal sports betting on 1 December 2025.

Underdog’s director of strategy Joshua Anderson said the connection with Blues fans felt natural:

“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. 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.”

The new deal gives Underdog marketing rights tied to the Blues’ brand, including in-arena signage, broadcast integrations, and fan activations at Enterprise Center. Those activations began earlier in the year with daily fantasy sports signups, as Missouri residents can already play fantasy contests on the Underdog platform.

The partnership represents the first sports betting collaboration for the Blues. Steve Chapman, the team’s chief revenue and marketing officer, said the organization was drawn to Underdog’s enthusiasm and early presence at games:

“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.”

Last month, Underdog confirmed a market access agreement with the Kansas City Royals, giving the company a pathway to apply for a Missouri sportsbook licence. The addition of the Blues partnership strengthens its statewide brand recognition by connecting with fans from both major cities — Kansas City and St. Louis — ahead of launch.