What's Happening?
Underdog, a rapidly growing sports company in the U.S., has announced a multiyear marketing partnership with the St. Louis Blues. This collaboration aims to enhance the fan experience during both home
and away games, as well as through supplemental marketing efforts throughout the NHL season. Underdog, which is awaiting approval for a sports betting license in Missouri, currently offers licensed sports betting in North Carolina and holds fantasy sports licenses across various states. The partnership will see Underdog utilizing the Blues' intellectual property in marketing materials, video, and broadcast assets, along with in-person activations at games.
Why It's Important?
The partnership between Underdog and the St. Louis Blues is significant as it represents a strategic move to engage sports fans in Missouri, particularly with the anticipated launch of sports betting in the state. By leveraging the Blues' brand and fan base, Underdog aims to enhance the sports experience for fans, offering them new ways to interact with the team and the sport. This collaboration could set a precedent for similar partnerships in the sports industry, potentially influencing how sports teams and betting companies collaborate to enhance fan engagement and drive revenue.
What's Next?
As Underdog awaits the approval of its sports betting license in Missouri, the company is poised to expand its offerings to include licensed sports betting in the state. Fans can currently engage with Underdog's fantasy sports offerings via their app. The partnership is expected to evolve with more in-person activations and marketing initiatives, further integrating Underdog's products into the Blues' fan experience. Stakeholders, including sports fans, the Blues organization, and the Missouri Gaming Commission, will be closely monitoring the rollout and impact of this partnership.
Beyond the Headlines
This partnership highlights the growing trend of sports teams collaborating with betting companies to enhance fan engagement. It raises questions about the ethical implications of sports betting and its influence on fan behavior and sports culture. As sports betting becomes more integrated into the fan experience, stakeholders must consider the potential impacts on sports integrity and fan loyalty.
