Underdog strengthens US presence with Missouri sports betting plans and Royals partnership.
Underdog has taken a significant step in its expansion strategy by partnering with Major League Baseball’s Kansas City Royals to secure potential sports betting market access in Missouri. The multi-year agreement encompasses marketing campaigns, philanthropic initiatives, and enhanced fan engagement, highlighting Underdog’s approach of building authentic connections with sports audiences.
The company currently has a sports betting licence application under review with the Missouri Gaming Commission, complementing its existing operations in North Carolina. With multiple fantasy sports licences across the United States, Underdog is positioning its DFS 2.0 business to transition into a traditional sports betting operator, combining innovation with compliance and market expertise.
Stacie Stern, senior vice president of government affairs and partnerships at Underdog, emphasised that the company’s products are designed to engage sports fans in a real and organic way, making sports more enjoyable while delivering cutting-edge betting experiences. Proprietary technology allows Underdog to create custom-built entertainment solutions tailored to US players, giving the operator a competitive edge in a growing market.
The Royals, who have partnered with Underdog on initiatives such as Bark at the Park and the Underdog Hot Dog Derby, highlighted their long-standing relationship and the excitement of providing Missouri fans new ways to enjoy sports. Brooks Sherman, Royals president of business operations, expressed confidence that this partnership would deliver engaging and innovative sports betting experiences.
This expansion represents a key milestone for Underdog, reflecting its commitment to growth, fan engagement, and technological innovation in the US sports betting and fantasy sports markets. The move sets the stage for further expansion as the company continues to explore new states and opportunities to bring its proprietary sports entertainment offerings to a broader audience.
