Underdog named partner of St. Louis Blues ahead of Missouri betting launch

Underdog has signed a multi-year marketing partnership with the St. Louis Blues, becoming the National Hockey League team’s first online gambling partner ahead of the expected launch of licensed sports betting in Missouri later this year.

Underdog and the St. Louis Blues announced the partnership would enhance in-game engagement for fans through promotions at both home and away games and across digital and broadcast channels.

The company has a sports betting licence application pending with the Missouri Gaming Commission and already operates licensed wagering in North Carolina alongside fantasy sports contests in multiple states. While sports betting is not yet live in Missouri, residents can download the Underdog app to play fantasy games ahead of market launch.

The partnership builds on earlier fan engagement efforts between the two organisations, including daily fantasy sign-up offers at Enterprise Center. Underdog will now be able to use the Blues’ intellectual property across marketing campaigns and will activate on-site initiatives throughout the NHL season.

The Blues and @Underdog have announced a multiyear marketing partnership, creating a customer-first experience for fans during both home and away games. https://t.co/umel4rgVsp #stlblues

— St. Louis Blues (@StLouisBlues) October 14, 2025

“We’ve learned how rabid Blues fans are when it comes to leveling up their sports experience, making this partnership an obvious choice as we continue to introduce ourselves to the St. Louis market,” said Joshua Anderson, director of strategy at Underdog. 

“Being on the ground at Enterprise Center this season, we’re meeting fans on the cusp of a new era in the overall sports experience, and doing so in a way that’s authentic to the Blues and everything they represent,” he added.

Steve Chapman, the Blues’ chief revenue and marketing officer, said Underdog stood out during discussions about potential betting partners.

“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,” he said.

“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.”