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Underdog has the Blues … the St. Louis hockey variety.
Two weeks after Underdog partnered with Major League Baseball’s Kansas City Royals, enabling its tethered sports betting license application, the company has entered into a multiyear marketing agreement with the St. Louis Blues.
The expanded marketing plan builds upon an earlier agreement that allowed the sports betting and daily fantasy sports operator sign up fans inside Enterprise Center to Underdog accounts during Blues games.
Expanding the relationship
According to a press release detailing the deal, the partnership allows Underdog to use the Blues’ IP in marketing materials, video, and broadcast-visible assets at home and away games, as well as in-person activations.
Joshua Anderson, director of strategy for Underdog, said the deal allows the company to become even more familiar with St. Louis sports fans.
“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.”
Steve Chapman, St. Louis Blues chief revenue and marketing officer, said boosting its relationship with Underdog made sense for both brands.
“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.”
Underdog targets Missouri’s major markets
With the Blues and Royals deals locked up, Underdog has a presence in both of Missouri’s major sports markets as it looks to develop its reputation with sports betting.
Prior to applying for a Missouri sports betting license, which are expected to be awarded by Oct. 22, Underdog has only operated sports betting in North Carolina, though it does hold licenses in Colorado and Ohio.
It has a sizable DFS presence, operating games in most states and Washington D.C.
Underdog was one of the first two companies to apply for licenses in Missouri, the other being DraftKings, which was awarded an untethered license in August.
