What is the story about?
What's Happening?
The St. Louis Blues have announced a multi-year marketing partnership with Underdog, a rapidly growing sports company in the U.S. This partnership aims to enhance fan engagement during home and away games, as well as throughout the NHL season. Underdog, which is seeking a sports betting license in Missouri, will collaborate with the Blues to offer a customer-first experience. The partnership includes the use of the Blues' intellectual property in marketing materials and in-person activations at games.
Why It's Important?
This partnership represents a strategic move to increase fan engagement and capitalize on the growing interest in sports betting. By collaborating with Underdog, the Blues are positioning themselves to offer enhanced experiences to their fans, potentially increasing attendance and loyalty. The partnership also highlights the evolving landscape of sports marketing, where teams are leveraging technology and betting platforms to connect with fans. As sports betting becomes more prevalent, such partnerships could become a standard approach for sports teams seeking to enhance their market presence.
What's Next?
With the anticipated launch of sports betting in Missouri, the Blues and Underdog will focus on integrating betting options into the fan experience. This development could lead to increased fan interaction and new revenue streams for the team. The partnership will also involve ongoing marketing efforts to promote the Blues and engage fans through various channels. As the sports betting landscape evolves, the Blues may explore additional collaborations to further enhance their offerings and maintain a competitive edge.
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