Underdog has officially announced its partnership with the Kansas City Royals as its entry point into Missouri’s sports betting market, a move unveiled just weeks before the state’s sports betting launch on December 1. This partnership marks an important step for Underdog, which is poised to bring a new sports betting experience to Missourians, building on its growing presence in the gaming industry since its initial foray into daily fantasy sports in 2020.
The Kansas City Royals, with their rich history and strong fan base, provide an ideal collaborator for Underdog. According to Stacie Stern, senior vice president of government affairs and partnerships at Underdog, the Royals have cultivated a profound connection with baseball enthusiasts not only in Kansas City but throughout Missouri and beyond. This aligns perfectly with Underdog’s mission to foster genuine, organic connections with sports fans.
Stern emphasized that the goal of this collaboration is to enhance the fun of sports while simultaneously driving innovation in sports gaming. This partnership aims to deliver the best possible sports betting experience to fans in Missouri, as Underdog continues to expand its product offerings in new states.
The partnership is contingent upon approval from the Missouri Gaming Commission (MGC), which is expected to grant temporary approvals later this month. Approved operators will be able to begin accepting user signups and deposits starting November 17, setting the stage for the official December launch.
Underdog’s venture into sports betting follows its initial entry into gaming with daily fantasy sports (DFS) products, which are already available to Missouri residents. The company has a history of working with the Royals, having sponsored popular events such as “Bark at the Park” and the “Underdog Hot Dog Derby.” Brooks Sherman, president of business operations for the Royals, expressed enthusiasm for the continuation and enhancement of their partnership with Underdog, highlighting how it has been the team’s longest-standing relationship in sports gaming.
In addition to its expanding presence in Missouri, Underdog is also active in other states. It operates an online sportsbook in North Carolina and holds sports betting licenses in Ohio and Colorado. The company’s ambitions extend beyond traditional sports betting; it recently announced a partnership with Crypto.com to explore sports event contracts, signaling its intent to be a versatile player in the sports betting and gaming landscape.
Missouri’s sports betting market is rapidly evolving, having been legalized following a successful vote in November 2024 after multiple attempts in the state legislature. The legislation permits online and in-person sportsbooks to operate through the state’s 13 casinos and six professional sports teams.
The MGC has already awarded two untethered licenses to DraftKings and Circa Sports. While FanDuel was not successful in securing one of these licenses, it has partnered with St. Louis City FC to gain market access. Other notable partnerships in Missouri include Bet365 with the St. Louis Cardinals, BetMGM with Century Casinos, Caesars through its Harrah’s Kansas City and Horseshoe St. Louis properties, ESPN Bet with Penn Entertainment casinos, and Fanatics with Boyd Gaming.
This burgeoning market presents substantial opportunities and challenges. Industry experts suggest that Underdog’s innovative approach and established fan engagement strategies could give it a competitive edge. Yet, there remains a counterpoint: the sports betting landscape in Missouri is becoming increasingly crowded. Established giants like DraftKings and FanDuel have extensive resources and brand recognition, which could pose hurdles for newer entrants like Underdog.
As the December launch approaches, stakeholders are closely watching how these partnerships will shape the market dynamics and consumer preferences in Missouri. The state’s diverse sportsbook offerings promise to deliver a variety of options to betting enthusiasts, but only time will tell which operators will capture the most significant share of the market.
Amid this competitive environment, Underdog’s strategy of leveraging its unique partnerships and focus on enhancing fan experiences may indeed resonate well with Missouri’s sports enthusiasts. The company’s entry into the market is seen by some as a refreshing development that could introduce new betting options and experiences to the state’s vibrant sports community.
With the sports betting industry continually evolving, operators like Underdog must stay adaptable, ensuring they meet regulatory requirements while also innovating to maintain and grow their user base. As Missouri gears up for its sports betting debut, all eyes will be on how these partnerships unfold and what they bring to the table for sports fans across the state.