The St. Louis Blues have unveiled a new partnership with Underdog, a rapidly growing U.S. sports entertainment and betting company, marking a significant step forward in fan engagement and digital interactivity. The multi-year marketing deal positions Underdog as the Blues’ first official sports betting partner, ahead of Missouri’s anticipated launch of regulated online wagering later this year.
Under the agreement, Underdog will create interactive experiences for Blues fans at both home and away games throughout the National Hockey League (NHL) season. The collaboration extends beyond game nights, encompassing marketing integrations, digital content, and live in-person activations that immerse fans in the evolving sports betting landscape.
“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 for 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.”
Expanding Fan Engagement Through Technology and Authenticity
Founded in 2020, Underdog has quickly risen to prominence as one of the nation’s fastest-growing sports companies, driven by the mission of making sports more engaging and approachable. The New York-based operator currently offers licensed sports betting in North Carolina and holds fantasy sports licenses across numerous U.S. states.
While its Missouri sports betting license remains under review by the Missouri Gaming Commission, the company has already laid substantial groundwork in the state. Earlier this year, Underdog began collaborating with the Blues by offering daily fantasy promotions at Enterprise Center, providing fans with exclusive sign-up opportunities during home games.
The new deal solidifies that relationship, granting Underdog rights to use the Blues’ intellectual property in promotional materials, as well as access to team-related video assets for both in-person and digital activations. This approach allows the brand to maintain a consistent and visible presence during the season—whether fans are inside Enterprise Center or following the team on the road.
Steve Chapman, Chief Revenue and Marketing Officer for the Blues, emphasized the importance of the collaboration in aligning with the team’s commitment to fan-focused innovation. “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,” Chapman said. “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.”
A New Chapter for Missouri’s Betting Market
Underdog’s entry into the Missouri market extends beyond hockey. The company recently signed a separate market access agreement with the Kansas City Royals, reflecting its broader strategy to establish a foothold in the state’s sports ecosystem. Missouri’s regulatory structure requires “tethered” sports betting licenses, meaning online operators must partner with professional sports teams or retail casinos to operate.
Once approved, Underdog will join a competitive lineup that includes established players such as FanDuel, Caesars, ESPN Bet, bet365, DraftKings, and Circa Sports. Despite the crowded field, Underdog stands out as the only major operator built entirely on proprietary technology—giving it greater flexibility to innovate and adapt to fan preferences.
The company’s focus on intuitive design and U.S.-specific sports engagement has made it a favorite among younger fans seeking a more interactive and community-oriented sports experience. Its offerings span fantasy sports contests, sports prediction markets, and a growing media division featuring former athletes and sports analysts.
With its St. Louis Blues partnership now official, Underdog is positioning itself at the forefront of Missouri’s sports betting debut, blending technology, entertainment, and team pride into a unified fan experience. As Missouri inches closer to launching legal online wagering, Blues supporters can already download the Underdog app to explore its fantasy sports offerings while anticipating the next evolution in sports fandom.
