Underdog has partnered with the Kansas City Royals to enter the Missouri sports betting market, marking a major move in its expansion strategy. This partnership comes after a thorough application process, with the market access deal previously undisclosed. “The Royals have built a profound and genuine connection with baseball fans across Kansas City, Missouri, and beyond,” noted Stacie Stern, Underdog’s senior vice president of government affairs and partnerships. She emphasized that their products are similarly designed to foster authentic connections with sports enthusiasts, aiming to enhance the enjoyment of sports.
Set to launch Missouri’s sports betting market on December 1, Underdog’s partnership with the Royals is strategically timed to make a considerable impact. Yet, the deal awaits the Missouri Gaming Commission’s approval. Temporary approvals are expected later this month, enabling approved operators to start user signups and deposits by November 17.
This collaboration between Underdog and the Royals signifies a natural evolution in their ongoing relationship. For years, Underdog has supported in-stadium events such as “Bark at the Park” and the “Underdog Hot Dog Derby,” which have been well-received. Brooks Sherman, the Royals’ president of business operations, expressed optimism about the enhanced partnership, remarking on the opportunity to offer Royals fans more enjoyment during sports events.
Since its 2020 inception with daily fantasy sports, Underdog has made impressive inroads in the gaming sector. Missouri residents already have access to Underdog’s DFS offerings, and the company now plans to broaden its presence. With an impending sports betting license, Underdog will soon operate in four states: Missouri, Colorado, North Carolina, and Ohio. Notably, Underdog has also entered the online sports betting scene, establishing a sportsbook in North Carolina. Its recent partnership with Crypto.com to launch sports event contracts highlights its continued growth trajectory. However, concerns linger in Ohio, where the local Casino Control Commission has raised potential conflicts tied to prediction markets.
Missouri, on the other hand, is poised for its sports betting market launch in December. In August, the Missouri Gaming Commission granted untethered licenses to DraftKings and Circa Sports. FanDuel, however, failed to secure a license independently and had to partner with the MLS’s St. Louis City FC to enter the market. The approval of a new law in November last year allows the state’s 13 casinos and six professional sports teams to offer both online and in-person sportsbooks, paving the way for diverse collaborations.
Several notable partnerships have formed: Bet365 with the St. Louis Cardinals, BetMGM with Century Casinos, and Caesars via its casinos such as Harrah’s Kansas City and Horseshoe St. Louis. ESPN Bet has also collaborated with Penn Entertainment casinos, including Hollywood Casino and River City Casino, while Fanatics has teamed up with Boyd Gaming.
These developments highlight Missouri’s vibrant and competitive betting landscape. “This is just the beginning,” a market analyst might observe, noting the potential for growth and innovation. Furthermore, there is a parallel narrative of caution. While the market opens new opportunities, skeptics could argue that the surge of partnerships might saturate the scene, potentially making it challenging for newcomers to differentiate themselves.
As the December launch date approaches, all eyes will remain on how these partnerships unfold and whether Missouri’s betting market will deliver the anticipated excitement and economic benefits. The state’s sports fans and industry stakeholders alike await a promising future, one that promises both fun and fiscal growth.
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