St. Louis Blues and Underdog: A Game-Changing Partnership in Sports Betting
The St. Louis Blues, a prominent franchise in the National Hockey League (NHL), have recently entered into a pioneering partnership with Underdog, a dynamic and rapidly growing sports entertainment and betting company. This multi-year marketing collaboration marks a significant milestone as Underdog becomes the Blues’ first official sports betting partner, just ahead of Missouri’s much-anticipated launch of regulated online sports wagering later this year.
Interactive Experiences for Fans
This agreement sets the stage for a variety of interactive experiences tailored specifically for Blues fans. Throughout the NHL season, these experiences will be available at both home and away games, enriching the overall fan engagement strategy. Underdog’s approach encompasses more than just game nights; it involves crafting engaging marketing integrations, curating digital content, and facilitating live activations that immerse fans deeper into the evolving world of sports betting.
According to Joshua Anderson, Director of Strategy for Underdog, the passion and enthusiasm of Blues fans significantly influenced this partnership. “We’ve learned how rabid Blues fans are when it comes to leveling up their sports experience, making this partnership an obvious choice,” Anderson remarked. With this initiative, Underdog aims to connect authentically with St. Louis fans as they enter a new era of sports interaction.
Expanding Engagement with Technology
Founded in 2020, Underdog has quickly emerged as a key player in sports betting, driven by a mission to make sports more accessible and engaging. Although the company is currently licensed to operate sports betting in North Carolina and holds fantasy sports licenses across several other states, its license application in Missouri is still under review by the Missouri Gaming Commission.
Earlier this year, Underdog laid a strong foundation in Missouri by collaborating with the Blues on daily fantasy promotions, offering fans exclusive opportunities to engage during home games. The new agreement solidifies this relationship, allowing Underdog to leverage the Blues’ intellectual property in promotional materials. This means fans can expect consistent visibility from Underdog, whether they’re at the Enterprise Center or following the team from afar.
A Commitment to Fan-Focused Innovation
Steve Chapman, Chief Revenue and Marketing Officer for the Blues, underscored the significance of this collaboration. He emphasized how Underdog swiftly became a top contender in discussions about the upcoming launch of sports betting in Missouri. “We are proud to welcome Underdog as our first partner in this new category,” Chapman stated, highlighting the company’s commitment to engaging fans in meaningful ways both in-arena and via broadcasts.
The partnership not only demonstrates a commitment to fan engagement but also aligns with the Blues’ mission of integrating new technologies into the fan experience. As sports betting becomes a more significant part of the sporting landscape, the Blues are positioning themselves at the heart of this transformation.
A New Chapter in Missouri’s Sports Betting Landscape
Underdog’s partnership with the Blues extends beyond hockey, reflecting a broader strategy to weave itself into the fabric of Missouri’s sports ecosystem. The company has also signed a market access agreement with the Kansas City Royals, which illustrates its ambitions within the state’s competitive sports betting arena. Missouri’s regulatory framework mandates that online betting operators partner with professional sports teams or retail casinos, creating a unique landscape for sports betting development in the state.
Once Underdog receives approval for its betting license, it will join a crowded market that includes major players like FanDuel, Caesars, and DraftKings. However, Underdog is distinguished by being the only major operator built entirely on proprietary technology, which affords it the flexibility to quickly adapt offerings to meet fan preferences.
Engaging Younger Audiences
The focus on an intuitive design and U.S.-specific sports engagement positions Underdog favorably among younger sports fans looking for interactive experiences. Its expansive range of offerings, which includes fantasy sports contests and sports prediction markets, caters to a demographic that seeks deeper connections with the games they watch.
Moreover, Underdog’s growing media division featuring former athletes and sports analysts further enriches the fan experience, integrating entertainment with interactive gaming.
With its partnership with the St. Louis Blues freshly inked, Underdog is poised to make a significant impact in Missouri’s sports betting landscape. As the state moves closer to launching legal online wagering, Blues fans can look forward to downloading the Underdog app to explore its exciting fantasy sports offerings while eagerly anticipating the next evolution in sports fandom.