St. Louis Blues Sign Multiyear Partnership with Underdog Ahead of Missouri Sports Betting Launch

The St. Louis Blues have announced a multiyear marketing partnership with Underdog, making the fast-growing sportsbook and fantasy sports operator the team’s first partner in the sports betting category.

Partnership Overview

The agreement includes branding rights at Enterprise Center, visibility during home and away broadcasts, and in-person activations designed to engage Blues fans across Missouri. Underdog will also leverage the team’s intellectual property in its marketing campaigns, further embedding its brand into the local fan experience.

While the Blues previously teamed up with Underdog on fantasy sign-up offers during games earlier this year, this expanded partnership positions the operator at the forefront of fan engagement as Missouri prepares to roll out regulated sports betting.

Missouri Market Significance

Missouri is widely considered one of the most promising U.S. sports betting markets yet to launch. Underdog’s pending application with the Missouri Gaming Commission underscores its intent to be a first mover in the state once licenses are granted.

By securing the Blues deal ahead of launch, Underdog is betting on strong regional loyalty to help fuel early adoption. “We’ve learned how rabid Blues fans are when it comes to leveling up their sports experience,” said Joshua Anderson, Director of Strategy at Underdog.

Industry Implications

• Local Market Anchor – By aligning with Missouri’s flagship NHL franchise, Underdog gains an immediate foothold in a market expected to generate significant handle once legalized.
• Competitive Differentiation – Unlike larger rivals such as DraftKings, FanDuel, and BetMGM, Underdog is building market share through a mix of fantasy integration and localized partnerships.
• Fan Engagement – For the Blues, the partnership represents a way to enhance game-day excitement with integrated digital features and activations.

Looking Ahead

If approved by regulators, Missouri could launch sports betting later in 2025 or early 2026. The Blues–Underdog partnership places the operator in prime position to capitalize, with both in-arena activations and a strong mobile product ready to connect with fans.

As the state’s launch approaches, all eyes will be on whether localized deals like this one can help smaller operators compete with national giants. For a deeper look at how the platform stacks up in terms of features, usability, and market strategy, check out our Underdog review.

Citations

• St. Louis Blues / NHL.com – Underdog, Blues announce multiyear marketing partnership, Oct. 14, 2025