Key Moments:
- Underdog has entered a multi-year marketing collaboration with the St. Louis Blues, marking the NHL team’s first partnership with an online gambling platform.
- Underdog currently awaits approval of its sports betting license application from the Missouri Gaming Commission, in anticipation of Missouri’s potential launch of licensed sports wagering later this year.
- The agreement grants Underdog rights to the Blues’ trademarks for promotional campaigns and enables various on-site fan engagement activities throughout the NHL season.
Strengthening Fan Engagement for the Upcoming Market
Underdog has officially forged a multi-year marketing partnership with the St. Louis Blues, positioning itself as the hockey franchise’s inaugural online gambling associate. This development comes as Missouri prepares for the possible introduction of legal sports betting in the near future.
The collaboration is designed to elevate fan interaction during both home and away games, with integrated promotions across digital media and broadcast outlets. Building upon previous efforts which featured fantasy sign-up incentives at the Enterprise Center, Underdog will leverage this relationship to heighten its profile among dedicated Blues fans.
Missouri License Application and Ongoing Operations
While Underdog’s sports betting license application remains under review by the Missouri Gaming Commission, the company already conducts licensed sports wagering in North Carolina and offers fantasy contests in several jurisdictions. Missouri residents currently have access to the Underdog app for fantasy play while awaiting the potential market opening for sports betting.
Expanded Marketing and In-Venue Activation
This new deal empowers Underdog to utilize the Blues’ branding throughout its marketing strategies. The partnership outlines plans for on-site activations during the NHL season, designed to provide a fan-centric experience at the arena and through team broadcasts.
| Partnership Highlights | Details |
|---|---|
| Type | Multi-year marketing agreement |
| License Status | Application pending with Missouri Gaming Commission |
| Fan Engagement | Promotions at games, digital and broadcast campaigns, on-site activations |
Leadership Reactions
The St. Louis Blues announced on X: “The Blues and @Underdog have announced a multiyear marketing partnership, creating a customer-first experience for fans during both home and away games. #stlblues” — St. Louis Blues (@StLouisBlues) October 14, 2025
Joshua Anderson, director of strategy at Underdog, remarked, “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.” He added, “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 Blues, noted, “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.” He added, “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.”
- Author
Daniel Williams
