Underdog has signed a multi-year marketing partnership with National Hockey League (NHL) team the St. Louis Blues.
The partnership aims to create a customer-first experience for the team’s fans during both home and away matches, as well as supplemental marketing collaborations throughout the season.
Underdog also gains the right to utilise the Blues’ IP in marketing materials, video, and broadcast-visible assets at games, as well as for in-person activations.
Underdog currently has a pending sports betting licence application under review by the Missouri Gaming Commission, ahead of the launch of the legal sports betting market in the state in December.
The operator already has a market-access deal with the Kansas City Royals and struck a deal with the Blues earlier this year to promote its daily fantasy sports contests.
“We’ve learned how rabid Blues fans are when it comes to levelling up their sports experience, making this partnership an obvious choice as we continue to introduce ourselves to the St. Louis market,” said Underdog strategy director Joshua Anderson.
“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.”
Steve Chapman, chief revenue and marketing officer at the St. Louis Blues, commented: “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.
“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.”