Underdog Announces Marketing Partnership With St. Louis Blues

The St. Louis Blues and Underdog Fantasy have taken their relationship to another level.

The sports betting and DFS giant has agreed to a multi-year deal to expand its current partnership with the Blues. Underdog already had a partnership with the NHL team, which allowed them to apply for one of Missouri’s sports betting licenses over the summer. Now, the deal will be expanded to include more in-game marketing rights. 

“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,” Blues CRO Steve Chapman shared in a press release. “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 has built one of the largest DFS apps in the US, but is now looking to expand its sportsbook to a second state.

Missouri is slated to launch its online sports betting market on December 1.

Is Underdog a Safe Bet for the Blues?

While these two sides have praised their relationship, there is reason to question the St. Louis Blues’ decision to stick with Underdog.

Underdog has been planning to expand its sportsbook, but a lot has changed since then. That includes a partnership with Crypto.com that allows them to offer sports prediction markets. The controversial industry is currently legal in all 50 states thanks to a loophole in US law.

While Underdog’s sports prediction markets are legal, several states have already warned operators against launching them. Arizona, Nevada, and Ohio are among the states that have threatened to revoke DFS or sports betting licenses for those that add this new offering. FanDuel is set to launch non-sports prediction markets soon, but Underdog is currently the only major DFS or sports betting company to offer some for sports.

Missouri has not issued similar warnings to the sportsbooks applying for licenses, but that may not last. The vast majority of states are rejecting sports prediction markets, citing damage to their sports betting markets and the potential spike in problem gambling. If Missouri decides to join those states, it could bring a sudden end to Underdog’s presence in the state.