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Underdog just scored a major win in the race for Missouri sports betting relevance.
The fast-growing fantasy and sports gaming company inked a multiyear marketing deal with the St. Louis Blues, making the NHL franchise’s first-ever gambling partnership.
The timing couldn’t be more fitting, as Missouri inches closer to its December 1 online betting launch date.
A First for the Blues and a Statement for Underdog
The St. Louis Blues have officially entered the world of sports betting. Their new deal with Underdog marks the team’s first foray into a gaming partnership, symbolizing how professional sports franchises across the country are embracing the legal wagering era.
Under the multiyear agreement, Underdog gains access to the Blues’ intellectual property and video assets, allowing for brand exposure during home and away games, as well as digital and in-person fan activations. That means fans attending games at Enterprise Center will soon see Underdog branding on broadcasts, arena signage, and likely in interactive experiences throughout the season.
Steve Chapman, the Blues’ Chief Revenue and Marketing Officer, said the organization wanted a partner that prioritized connecting directly with fans. “Underdog quickly rose to the forefront of our conversations because of the value they placed on being present for Blues fans,” Chapman said. “We’re proud to welcome Underdog as our first partner in this new category.”
For Underdog, this move represents another key piece of its Missouri strategy.
The company already secured a market access deal with the Kansas City Royals, positioning itself as one of the first operators to apply for a tethered license with the Missouri Gaming Commission.
Why This Partnership Matters
Missouri is about to become one of the most competitive sports betting markets in the Midwest. With heavyweights like DraftKings, FanDuel, Caesars, bet365, ESPN BET, and Fanatics all submitting license applications, every operator is looking for ways to stand out.
Underdog’s strategy has always been different. Rather than relying solely on marketing blitzes or celebrity endorsements, it focuses on technology and community engagement. By partnering with two of Missouri’s most beloved sports franchises—the Royals and now the Blues—Underdog is betting on homegrown loyalty.
Joshua Anderson, Underdog’s Director of Strategy, summed it up perfectly: “We’ve learned how rabid Blues fans are when it comes to leveling up their sports experience. Being on the ground at Enterprise Center this season means we’re meeting fans on the cusp of a new era.”
That “new era” isn’t just about sports betting. It’s about transforming how fans engage with their teams—mixing fantasy contests, predictions, and soon, full-fledged sportsbook features—all in one ecosystem built on Underdog’s proprietary technology.
Inside Missouri’s Countdown to Legal Betting
The clock is ticking toward December 1, when sports betting officially launches across Missouri. The state’s gaming commission is set to award temporary licenses to operators on October 22, with account registration and funding expected to open in late November.
It’s been a long road to get here. Lawmakers and local sports owners spent years debating legislation before a 2024 ballot initiative finally gave voters the chance to decide. The “yes” vote cleared the path for legal wagering statewide, making Missouri the 39th state to join the sports betting map.
The commission can issue up to 19 retail and 14 online licenses, creating a diverse landscape that includes both casino partnerships and team-based tethered operators.
So far, the lineup looks strong:
- DraftKings and Circa Sports already hold untethered licenses.
- FanDuel, BetMGM, Caesars, bet365, Fanatics, ESPN BET, and Underdog are all awaiting approval for tethered licenses.
- Each operator must partner with a pro team or a retail casino to gain entry, ensuring local integration.
That local connection is exactly what makes the Blues–Underdog deal so important. By establishing deep community ties before the market opens, Underdog isn’t just promoting its brand—it’s creating trust.
Fan Experience at the Center
For St. Louis fans, the partnership promises more than just logos on the ice. Expect to see in-person activations, game-day contests, and perhaps exclusive promotions for Blues ticket holders. The early fantasy-based promotions at Enterprise Center were a hit last season, giving fans extra incentives to play while watching their favorite team.
That same energy will carry into the betting era, with Underdog promising a “customer-first experience” that’s simple, intuitive, and focused on enhancing how people enjoy sports—not just how they wager.
Blues Chief Marketing Officer Steve Chapman emphasized that fan engagement is the heart of the deal. “We want our fans to feel part of the action,” he said. “Underdog shares that vision.”
What Comes Next for Missouri Sports Betting
The countdown is officially on in Missouri. The state’s Gaming Commission is preparing to issue temporary licenses on October 22, a major step before launch day. Once those go out, sportsbooks can finish their tech checks and start promoting their brands to fans.
By late November, bettors are expected to have the green light to sign up early, grab bonuses, and deposit money into their accounts—just as the NFL playoff picture starts to take shape and hockey season hits full stride.
Everything is building toward December 1, 2025, at 12:01 a.m., when sports betting becomes fully legal across the state. It’s been a long time coming for Missouri, and officials expect a strong response from fans who’ve been waiting years for this moment.
Early estimates point to roughly $28 million in yearly tax revenue once the market stabilizes. That money will be directed toward public schools and programs for military veterans, giving lawmakers an easy win to celebrate alongside the economic boost.
For the state, the launch represents more than just legal wagering—it’s the start of a new chapter for sports, tech, and entertainment in Missouri.
A Home-Ice Advantage for Underdog
On the surface, Underdog’s deal with the St. Louis Blues might look like another sports marketing partnership, but it’s much more strategic than that. By getting involved before betting even goes live, Underdog is planting its flag in Missouri’s sports scene early and building brand loyalty before the first wager is ever placed.
The partnership gives Underdog a front-row seat to connect with one of the state’s most passionate fan bases and show what sets its product apart. It’s not just about launching another sportsbook—it’s about creating moments that make game days more exciting, both inside Enterprise Center and on the app.
For Underdog and the Blues, this collaboration signals more than a business deal—it’s the start of a new kind of sports experience in Missouri. The puck has officially dropped on what could be one of the most dynamic betting rollouts of 2025.
