Underdog, a rapidly growing sports company in the U.
S., and the Kansas City Royals have announced a multi-year partnership that includes market access for licensed sports betting in Missouri, alongside various marketing campaigns and philanthropic initiatives.
This collaboration marks a significant step for Underdog, which currently has a sports betting license application under review by the Missouri Gaming Commission. The company already holds licensed sports betting operations in North Carolina and offers fantasy sports experiences in multiple states across the country.
Stacie Stern, Senior Vice President of Government Affairs and Partnerships at Underdog, commented on the alliance, stating, “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.”
Brooks Sherman, Royals President of Business Operations, emphasized the club’s established relationship with Underdog, noting, “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 programs, 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, founded in 2020, differentiates itself in the industry by being built on its own proprietary technology. This enables the company to create unique, custom-built sports entertainment experiences for U.
S. sports fans. Ahead of licensed sports betting becoming available in Missouri later this year, residents can currently download the Underdog app to engage in fantasy sports.
The company’s offerings extend beyond fantasy sports to include licensed sports betting, access to sports prediction markets, and a growing media network featuring former professional athletes, coaches, and analysts. Underdog’s objective is to make sports more fun through its approachable gaming products.
