Share 
Missouri sports betting fans just got a fresh storyline to follow.
Underdog, one of the fastest-growing names in the sports gaming space, has secured market access in the Show Me State through a new partnership with Major League Baseball’s Kansas City Royals.
The move sets the stage for Underdog to go live with sports betting later this year, pending approval from state regulators.
This partnership isn’t just about a license. It also signals a larger push for innovation, fan engagement, and community-focused initiatives that extend beyond the betting slip.
A Deal with Deep Local Ties
Underdog’s agreement with the Royals makes sense on several levels. The operator has built its brand around the idea of connecting with sports fans in authentic ways.
According to Stacie Stern, Underdog’s senior vice president of government affairs and partnerships, that mission lines up nicely with what the Royals already mean to Kansas City.
“We’ve built our products with the same approach – real, organic connection with sports fans to get to one goal: make sports more fun,” Stern said when the deal was announced.
The Royals’ side of things highlights just how familiar the two organizations already are with one another. Brooks Sherman, the team’s president of business operations, pointed to past collaborations like “Bark at the Park” and the fan-favorite “Underdog Hot Dog Derby” as examples of how the relationship has already delivered for fans.
Rather than a brand-new partnership, this feels more like an evolution. Now, instead of just stadium promotions and fun giveaways, the collaboration moves into the regulated sports betting space.
No Retail Sportsbook at Kauffman Stadium
Some fans might picture a big sportsbook lounge popping up inside Kauffman Stadium, but that’s not in the cards right now. People familiar with the deal say the focus is on digital betting and connecting with fans across Missouri rather than building an on-site retail book.
That approach fits where the industry is headed. A few teams have opened retail sportsbooks, but the real action is happening online, where anyone in the state can get involved.
For Underdog, which already runs popular fantasy contests through its app, shifting into regulated online sports betting feels like a pretty natural move.
Where Things Stand with MO Sports Betting
Missouri has been something of a late arrival to the sports betting party. After years of political gridlock, lawmakers finally legalized betting in late 2024.
The state’s framework is unique, with 13 casinos and six professional sports teams each allowed to partner with one online sportsbook. On top of that, there are two “untethered” licenses that don’t require partnerships—both of which have already been claimed by DraftKings and Circa Sports.
That leaves operators like Underdog to find their way in through deals with teams or casinos. The Royals partnership checks that box and positions Underdog to be among the first wave of sportsbooks to go live when Missouri launches online and retail betting on December 1.
The Missouri Gaming Commission is expected to issue temporary approvals in late October, allowing operators to complete compliance checks before the midnight launch. That means the market is just weeks away from opening.
The Competition Heats Up
Missouri won’t be short on options for bettors once the switch flips. Several big names have already locked in partnerships:
- bet365 with the St. Louis Cardinals
- BetMGM with Century Casinos
- Caesars, through its own casino license
- ESPN BET via Penn Entertainment’s casino network
- Fanatics Sportsbook with Boyd Gaming
- FanDuel has entered into a deal with St. Louis CITY SC
With that lineup, Missouri players will see a healthy mix of established giants and newer challengers.
For Underdog, this is both a challenge and an opportunity. Competing with the likes of FanDuel and DraftKings is no small feat, but Underdog’s edge lies in its tech-driven approach and strong crossover from the fantasy sports world.
From DFS to Sports Betting
Underdog first made its mark in daily fantasy sports, launching in 2020 with a focus on fresh, user-friendly formats, such as pick ’em contests. It has since grown into one of the largest fantasy platforms in the country, active in dozens of states—including Missouri.
The move into sports betting started with a launch in North Carolina earlier this year, followed by license wins in Ohio and Colorado. Missouri would become only the second state where Underdog runs both fantasy contests and a full sportsbook.
What sets Underdog apart is its proprietary technology platform. Unlike some competitors who lean on third-party systems, Underdog has built its products in-house. That gives the company flexibility to roll out new features, tweak its offerings, and deliver betting experiences that feel tailored to US sports fans.
It’s not just about the product, either. Underdog has invested in responsible gaming, introducing AI-powered tools in collaboration with Sportradar to identify potential issues early and direct players to support services. That kind of focus could help it win trust in a brand-new market like Missouri.
What This Means for Missouri Fans
The Royals’ partnership gives Missouri fans something extra to look forward to this winter. By the time December rolls around, they’ll likely be able to place bets on NFL games, NBA matchups, and eventually the Royals themselves, all through the Underdog app.
Beyond the betting options, the collaboration includes marketing campaigns and philanthropic initiatives. The team and the operator have said they’ll be working on community-driven projects, meaning the impact won’t be limited to just the gaming floor.
For fans, that combination of entertainment and engagement could make Underdog feel less like another sportsbook and more like a partner in the local sports culture.
What’s Next for the Show Me State
As the December 1 launch date approaches, Missouri is shaping up to be one of the most competitive new markets in the country. Operators are finalizing their compliance steps, marketing plans are in motion, and sports teams are lining up to connect fans with their chosen partners.
The early months will be a test for everyone involved. Will Missouri bettors flock to the established giants, or will challengers like Underdog carve out significant market share by leaning into fresh tech and local partnerships? The answer will come soon enough.
What’s clear is that the landscape is set. With the Royals and Underdog now officially teamed up, Missouri’s betting market has one more player ready to make things interesting.
