Underdog Gains Missouri Market Access With MLB Partnership

Underdog has found a familiar face to help them gain access to Missouri’s upcoming sports betting market.

The sports betting and DFS giant has announced a new partnership with the Kansas City Royals. The deal makes Underdog eligible to launch when Missouri’s sports betting market launches on December 1, pending approval by the Missouri Gaming Commission (MGC).

Underdog is the seventh operator to announce a Missouri partnership ahead of the launch.

Royals and Underdog Partner Up Again

The latest partnership isn’t the first time Underdog and the Royals have worked together. The two sides have partnered for in-stadium promotions and advertising. That deal was expanded to allow for access to the state’s sports betting market. 

“The Royals have forged a deep and authentic connection with baseball fans throughout the Kansas City region, in Missouri and beyond,” said Underdog VP Stacie Stern. “We’ve built our products with the same approach – real, organic connection with sports fans to get to one goal: make sports more fun.

Missouri’s Market Has High Expectations

The Show-Me State is legalizing sports betting at the right time. Neighboring Illinois has entered into a tax war with its online sportsbook operators, prompting them to seek greener pastures. Missouri boasts a large population, numerous professional and college sports teams, and one of the lowest tax rates in the country.

Missouri will also feature the nation’s top sportsbook operators. This will provide bettors with numerous options to place wagers and help maintain competitive odds across the market. 

What About Prediction Markets?

Underdog is looking to expand its sportsbook into its second state. It is currently only available in North Carolina, with the operator leaning more on its massive DFS business. While the company’s plan to expand into Missouri led many to believe that it would become the new focus, that no longer seems to be the case.

Underdog announced a new partnership with Crypto.com last month, allowing them to offer sports prediction markets. While this gave them an edge over their rivals looking to enter the emerging industry, it could have an unintended effect on its sports betting and DFS business.

Arizona, Nevada, and Ohio have issued warnings to operators over offering sports prediction markets. They shared that any operator entering the industry will have their stats, DFS, and sportsbook licenses put up for review. That means operators like Underdog could lose their other business, which they can’t afford.

Missouri has not issued a similar warning, but that could change before the December 1 launch or after.