Underdog Partners With Kansas City Royals for Missouri Sports Betting Market Access

Sports gaming company Underdog has announced a multi-year partnership with the Kansas City Royals, securing valuable market access to launch legal sports betting operations in Missouri once regulators finalize rules.

Deal Details

The agreement gives Underdog the ability to operate as a licensed sports betting provider in Missouri, tethering its platform to the Royals as the official partner franchise. While specific financial terms were not disclosed, the deal mirrors similar access arrangements between pro sports teams and betting operators in other newly regulated states.

The partnership is expected to feature:

• Co-branding opportunities inside Kauffman Stadium and across Royals media channels.
• Promotional tie-ins between the Royals fan base and Underdog’s sports betting platform.
• A launch timeline aligned with Missouri’s regulatory approval process, which is currently advancing through the state legislature.

Why Missouri Matters

Missouri remains one of the most anticipated untapped U.S. sports betting markets. Surrounded by states that have already legalized wagering, demand from fans and operators has been building for several years. The Underdog-Royals tie-up positions the brand to capture early market share once legal betting goes live.

“Partnering with the Royals allows us to connect with one of the most passionate fan bases in Major League Baseball,” said Jeremy Levine, CEO of Underdog. “Missouri represents an important opportunity for our growth, and this agreement ensures we’ll be ready on Day One.”

Broader Industry Context

Underdog, originally known for fantasy contests, has been steadily expanding into sportsbook operations. Market access partnerships with professional teams are now standard for operators seeking entry into new states — and Missouri, with its sizable population and avid sports culture, is considered a prime growth market.

The move also highlights how MLB franchises are increasingly monetizing sports betting opportunities through direct partnerships, joining similar deals struck by NFL, NBA, and NHL teams in their home markets.

What’s Next

While no official launch date has been set, Missouri’s legislative momentum suggests regulated sports betting could go live in 2026. The Underdog-Royals partnership ensures both sides are positioned to capitalize as soon as regulators give the green light.

👉 For readers curious about the operator itself, check out our full Underdog Review for details on its platform, promos, and features.