Underdog has entered into a multi-year partnership with Major League Baseball’s Kansas City Royals that includes market access for sports betting in Missouri.
Underdog has entered into a multi-year partnership with Major League Baseball’s Kansas City Royals that includes market access for sports betting in Missouri.
The agreement encompasses marketing campaigns and philanthropic efforts alongside the market access component.
Underdog currently has a sports betting licence application pending review with the Missouri Gaming Commission.
It comes as the DFS 2.0 business looks to establish itself as a traditional sports betting operator in the US alongside its fantasy sports business.
The company currently offers licensed sports betting in North Carolina and holds fantasy sports licences across multiple US states.
Stacie Stern, senior vice president of government affairs and partnerships at Underdog, said: “The Royals have forged a deep and authentic connection with baseball fans throughout the Kansas City region, in Missouri and beyond.
“We’ve built our products with the same approach — real, organic connection with sports fans to get to one goal: make sports more fun. We are going to work with the Royals to bring the best sports betting experience possible to fans in Missouri, while we continue to drive innovation in sports gaming and expand our product offerings in new states.”
Royals highlight existing Underdog relationship
Meanwhile the Royals emphasised their existing ties with the sports betting operator.
Brooks Sherman, Royals president of business operations, said: “The Royals look forward to continuing and enhancing our partnership with Underdog, which is our longest-standing relationship in sports gaming.
“We’ve partnered with them on some of our most engaging fan programmes, like Bark at the Park and the Underdog Hot Dog Derby, and we look forward to working with Underdog to provide Royals fans throughout Missouri the opportunity to have even more fun while watching sports.”
Underdog added that being built on its own proprietary technology enables it to provide custom-built sports entertainment experiences for US fans.