The underdog just scored a major win in the Missouri Sports Betting Relevance race.

A fast-growing fantasy and sports gaming company has entered into a multi-year marketing agreement with the St. Louis Blues, marking the first gaming partnership in NHL franchise history.

The timing couldn’t be better as Missouri approaches its December 1 online betting launch date.

First place for the Blues and a statement for the underdogs

The St. Louis Blues have officially entered the sports betting world. Their new deal with Underdog marks the team’s first foray into gaming partnerships, symbolizing how professional sports franchises across the country are embracing the era of legal betting.

Under the multi-year agreement, Underdog gains access to the Blues’ intellectual property and video assets, allowing them to showcase the brand during home and away games, as well as host digital and in-person fan events. This means fans attending games at the Enterprise Center will soon see Underdog branding on broadcasts, arena signage, and likely in interactive materials throughout the season.

Steve Chapman, the Blues’ chief revenue and marketing officer, said the organization was seeking a partner who prioritizes direct fan engagement. “Underdog quickly became a key player in our efforts as they valued their presence at Blues fan events,” Chapman said. “We’re proud to welcome Underdog as our first partner in this new category.”

For Outsider, the move represents another key element of its Missouri strategy.

The company has already secured market access through a deal with the Kansas City Royals, positioning itself as one of the first operators to apply for a tie-in license with the Missouri Gaming Commission.

Why this partnership is important

Missouri is poised to become one of the most competitive sports betting markets in the Midwest. With giants like DraftKings, FanDuel, Caesars, bet365, ESPN BET, and Fanatics applying for licenses, each operator is looking for ways to stand out.

Underdog’s strategy has always been different. Instead of relying solely on marketing promotions or celebrity endorsements, the team emphasizes technology and community engagement. By partnering with two of Missouri’s most popular sports teams—the Royals and now the Blues—Underdog is banking on the loyalty of local fans.

Joshua Anderson, Underdog’s chief strategy officer, summed it up perfectly: “We’ve recognized how Blues fans are eager to take their sporting experience to the next level. This season, we’re playing at the Enterprise Center and meeting fans at the dawn of a new era.”

This “new era” isn’t just about sports betting. It aims to transform how fans interact with their teams—combining fantasy contests, predictions, and soon, full-fledged sports betting features—all within a unified ecosystem built on Underdog’s proprietary technology.

Countdown to legalized betting in Missouri

The clock is ticking toward December 1st, the official launch date for sports betting in Missouri. The Missouri Gaming Commission plans to issue temporary licenses to operators on October 22nd, with account registration and funding expected to begin in late November.

The road to this point was long. Lawmakers and local sports owners spent years debating the bill before a ballot initiative in 2024 finally gave voters the opportunity to make a decision. A “yes” vote paved the way for statewide legalization of betting, making Missouri the 39th state to join the sports betting map.

The commission can issue up to 19 retail and 14 online licenses, creating a diverse landscape that includes both casino partnerships and affiliated operators working as a team.

At the moment the lineup looks strong:

• DraftKings and Circa Sports already have unaffiliated licenses.
• FanDuel, BetMGM, Caesars, bet365, Fanatics, ESPN BET and Underdog are awaiting approval for their affiliated licenses.
• To gain access, each operator must partner with a professional team or retail casino, thereby ensuring local integration.

It’s this local connection that makes the Blues and Underdog deal so important. By establishing strong ties with the local community even before the market opens, Underdog not only promotes its brand but also builds trust.

Impressions from visiting fans in the center

For St. Louis Blues fans, this partnership promises more than just on-ice logos. Expect in-person events, game-day contests, and possibly exclusive promotions for Blues ticket holders. Early fantasy-game-based promotions at the Enterprise Center proved a hit last season, giving fans an extra incentive to play while watching their favorite team.

That same energy will carry over into the betting era, as Underdog promises a “customer-first experience” that will be simple, intuitive, and aimed at improving how people enjoy sports, not just how they bet.

Blues Marketing Director Steve Chapman emphasized that fan engagement is at the core of the deal. “We want our fans to feel part of the action,” he said. “Underdog shares that vision.”

What’s next for sports betting in Missouri?

The countdown has officially begun in Missouri. The state Gaming Commission is preparing to issue temporary licenses on October 22, marking a crucial step toward launch. Once licenses are issued, sportsbooks will be able to complete technical inspections and begin promoting their brands to fans.

Players are expected to get the green light to register early, claim bonuses, and deposit money into their accounts by the end of November—just as the NFL playoff picture begins to take shape and the hockey season gets into full swing.

Everything is moving toward December 1, 2025, at 12:01 a.m., when sports betting will be fully legalized statewide. Missouri has long awaited this moment, and officials are counting on a strong response from fans who have been waiting for this moment for years.

Preliminary estimates indicate that once the market stabilizes, tax revenues will reach approximately $28 million per year. This money will be directed toward public schools and programs for military veterans, giving legislators a chance to celebrate a victory amid economic growth.

For the state, this launch means more than just legal betting—it’s the beginning of a new chapter for sports, technology, and entertainment in Missouri.

Home ice advantage for the underdog

At first glance, Underdog’s deal with the St. Louis Blues may seem like just another sports marketing partnership, but it’s actually much more strategic. By getting involved before betting even begins, Underdog establishes itself early on in the Missouri sports scene and builds brand loyalty even before the first bet is placed.

This partnership gives Underdog the opportunity to connect with one of the state’s most loyal fan bases and showcase what sets its product apart. This isn’t just about launching another sportsbook, but about creating experiences that will make gamedays even more exciting, both in the Enterprise Center and in the app.

For Underdog and the Blues, this partnership represents more than just a business deal—it’s the beginning of a new sport in Missouri. The puck has officially landed on what could become one of the most dynamic sports betting projects of 2025.