Underdog has forged a multi-year marketing alliance with the St. Louis Blues, marking the first online gambling affiliation for the NHL team as Missouri prepares for the anticipated rollout of licensed sports betting in 2023.

As part of the agreement between Underdog and the St. Louis Blues, the focus will be on boosting fan involvement during games with special promotions at home and away matches, as well as through various digital and broadcast platforms.

The company is currently waiting for the Missouri Gaming Commission to approve its sports betting license and is already functioning under licensed betting operations in North Carolina, in addition to providing fantasy sports contests across several states. Although sports betting isn’t available in Missouri as of now, local residents can access the Underdog app for fantasy gameplay prior to the market launch.

This partnership enhances previous initiatives aimed at engaging fans, such as daily fantasy signup promotions at Enterprise Center. Underdog will utilize the Blues’ branding for marketing strategies and will initiate on-site activities throughout the NHL season.

The Blues and @Underdog have announced a multiyear marketing collaboration, designed to create a fan-centric experience during home and away games. https://t.co/umel4rgVsp #stlblues

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

“We’ve witnessed the passion of Blues fans regarding elevating their sports experience, which makes this partnership a clear fit as we continue to introduce our presence in the St. Louis area,” stated Joshua Anderson, Underdog’s director of strategy.

“This season, being actively present at Enterprise Center allows us to engage fans in an authentic manner that resonates with the Blues and their ethos,” he added.

Steve Chapman, the Blues’ chief revenue and marketing officer, remarked that Underdog stood out during the selection process for potential betting partnerships.

“In our discussions surrounding the imminent launch of sports betting in Missouri, Underdog emerged as a top contender due to their commitment to being actively engaged with Blues fans at Enterprise Center,” he explained.

“We are thrilled to onboard Underdog as our inaugural partner in this new domain with a dedicated multiyear engagement plan aimed at connecting with our fans, both in-arena and through our broadcasting channels.