Sports betting operator Underdog announced a partnership with the MLB team Kansas City Royals to prepare for the launch of the Missouri sports betting market on December 1. The partnership is pending approval from the Missouri Gaming Commission, with temporary licensing expected later this month and user registration and deposits starting from November 17. Underdog currently offers Daily Fantasy Sports (DFS) products in the state and plans to enhance the baseball fan experience through this partnership. This marks Underdog's first market entry partnership in Missouri, having previously obtained operating licenses in North Carolina, Ohio, and Colorado.
Partnership Background and Market Entry
After completing the application process, Underdog officially announced its partnership with the Kansas City Royals, preparing for the launch of the Missouri sports betting market on December 1. This is the company's first market entry partnership in Missouri, marking its official entry into the state's sports betting market.
The partners have a history of collaboration, including co-hosting promotional events such as "Bark at the Park" and "Underdog Hot Dog Derby," laying the groundwork for this deeper cooperation.
Partnership Details and Pending Approvals
This partnership is currently pending final approval from the Missouri Gaming Commission (MGC). The MGC is expected to issue a temporary operating license later this month and officially open the market in December.
Once approved, Underdog will start accepting user registrations and deposits on November 17, fully preparing for the market launch.
Company Statements and Partnership Philosophy
Stacie Stern, Senior Vice President of Government Affairs and Partnerships at Underdog, stated: "The Royals have established a deep and sincere connection with baseball fans in the Kansas City area, Missouri, and the broader region. We build our products with the same philosophy—creating genuine, organic connections with sports fans, making sports more enjoyable."
She added, "Our partnership with the Royals will bring the best sports betting experience to Missouri fans while continuing to drive innovation and expand our product offerings in new states."
Team Response and Expectations
Brooks Sherman, Chief Business Operations Officer of the Kansas City Royals, expressed enthusiasm about the partnership: "The Royals look forward to continuing and strengthening our partnership with Underdog, one of our most enduring partnerships in the sports gaming domain. We have launched some of the most engaging programs for fans together and look forward to bringing more fun to Royals fans across Missouri."
The team emphasized that this partnership will continue the successful history between the two parties, bringing more innovative experiences to fans.
Underdog's Business Expansion Journey
Underdog entered the gaming field in 2020, initially launching Daily Fantasy Sports (DFS) products. Missouri residents can already experience the company's DFS offerings.
Since then, the company has expanded into the online sports betting domain, currently operating active sports betting businesses in North Carolina and holding sports betting licenses in Ohio and Colorado.
Missouri Market Background
Missouri voters approved sports betting in November 2024, finally achieving legalization after years of effort by the state legislature. The state law allows 13 casinos and 6 professional sports teams to offer online and offline sports betting services.
The MGC issued two unrestricted licenses to DraftKings and Circa Sports in August, with other operators gaining market access through various partnerships.
Market Competitor Situation
FanDuel's initial application for an unrestricted license was unsuccessful, but it eventually gained market access through a partnership with St. Louis City SC. Other confirmed sports betting partners include Bet365 with the St. Louis Cardinals, BetMGM with Century Casinos, and others.
Caesars Entertainment through its casino brands, ESPN Bet through Penn Entertainment casinos, and Boyd Gaming's Fanatics have also gained market access.
Product Features and Customer Services
Underdog plans to offer innovative sports betting experiences to Missouri users through its platform. The company emphasizes building genuine, organic connections with fans, enhancing the entertainment and engagement of watching sports.
Services will include traditional sports betting, Daily Fantasy Sports, and potentially innovative product forms, catering to different user preferences and needs.
Regulatory Compliance and Market Order
All operators must comply with regulations and standards set by the Missouri Gaming Commission. The MGC will oversee market operations, ensuring fair competition and consumer protection.
Underdog states it will fully comply with all regulatory requirements, committed to providing a legal, safe, and responsible gaming environment.
Future Outlook and Development Plans
Through this partnership, Underdog will further expand its influence in the U.S. sports betting market. The company plans to continue innovating products and services, enhancing user experiences.
Following the market launch in Missouri, Underdog may explore expansion opportunities in more states, continuing its nationwide development strategy.
