Missouri Sports Betting: St Louis Blue Announce Multi-Year Partnership with Underdog Sports

Missouri Sports Betting: St Louis Blue Announce Multi-Year Partnership with Underdog Sports

The St. Louis Blues and daily fantasy sports platform Underdog have officially launched a multi-year marketing partnership aimed at deepening fan engagement across both home and away games.

The agreement, announced October 14, 2025, marks a major step forward in Underdog’s push into the Missouri sports betting market ahead of the state’s scheduled regulation and launch on December 1st, 2025.

Betting Plans Ahead of Missouri Launch

Underdog currently holds a licensed sports betting operation in North Carolina and conducts fantasy sports business in multiple states. Its application for a Missouri sports betting license is pending with the Missouri Gaming Commission, in preparation for the state’s online sports betting market opening December 1, 2025.

As part of its statewide strategy, Underdog has already secured a market-access deal with Major League Baseball’s Kansas City Royals. In Missouri’s regulatory framework, operators generally must partner with a professional team or land-based casino to gain access; the Blues deal helps Underdog meet that requirement.

With legal wagering set to debut in December, Underdog and the Blues intend to roll out fan experiences that blend fantasy and betting offerings. In the meantime, local fans can engage with Underdog’s fantasy products through the app.

What This Means for the Blues & Their Fans

For the Blues, this partnership represents their first formal tie to a sports betting operator, positioning them at the forefront of the state’s evolving sports gaming landscape. The deal offers the team a new avenue to monetize fan engagement through integrated branding and in-arena experiences.

From a fan perspective, the expanded presence of Underdog - whether via signage, broadcast elements, or activations - is meant to heighten the game-day atmosphere and bring new interactive opportunities tied to fantasy or (pending approval) betting.

The Road Ahead

With Missouri’s sports betting launch imminent on December 1, both parties face a timeline to execute integrated marketing, tech, and fan experience plans. Underdog must still clear regulatory approval, but its strategic alliances with the Royals and now the Blues strengthen its position.

As the 2025-26 NHL season unfolds, fans will begin to see the tangible effects of this partnership - from new visual elements within arenas and broadcasts to interactive promotions tied to the Blues brand. For Underdog, the deal cements a foothold in a key emerging market and extends its footprint beyond fantasy into full sports betting.

Blues NHL season so far

The Blues opened their new NHL season on a rough note, falling 5–0 to the Minnesota Wild on Thursday. However, they quickly rebounded with back-to-back victories.

St. Louis is looking to build momentum after last season’s first-round playoff exit at the hands of the Winnipeg Jets.