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Underdog and the Kansas City Royals have signed a multiyear partnership, securing Underdog’s market access for licensed sports betting in Missouri. The deal includes joint marketing campaigns and philanthropic initiatives.
The timing is key, as Underdog’s sports betting license application is under review by the Missouri Gaming Commission (MGC), with the state’s regulated market set to launch on Dec. 1, 2025. The partnership builds on an existing relationship, aiming to boost fan engagement and community programs.
Missouri sports betting launch: What Royals fans can expect
Missouri sports betting is set to launch on Dec. 1, 2025, with online and in-person betting starting simultaneously. The Royals-Underdog deal positions Underdog competitively among license applicants, pending Missouri Gaming Commission approval.
For Missouri sports fans, this means new entertainment options and easier betting during game days, particularly for Royals games.
Sports betting is growing rapidly nationwide. In the first eight months of 2025, US sportsbooks handled more than $70.1 billion in legal wagers, highlighting the industry’s enormous potential.
The story behind Underdog’s growth and future plans
Founded in 2020, Underdog is a fast-growing US sports gaming company focused on reimagining fan engagement through fantasy sports and betting. It operates fantasy contests in 33 US states and most Canadian provinces, offering best-ball and daily draft formats.
Underdog’s in-house software drives its platform, integrating fantasy and sportsbook services for a seamless user experience with rapid updates. The company launched its sports betting platform in North Carolina after securing regulatory approval and partnering with McConnell Golf.
Stacie Stern, Underdog’s senior vice president of government affairs and partnerships, said the Royals alliance aligns with the company’s mission: “We build products with a focus on real, organic connections with sports fans to make sports more fun.” The partnership prioritizes fan engagement over mere market access.
Underdog plans to expand into more states as regulations allow. Its proprietary technology supports rapid product development and responsive updates, ensuring a smooth experience for US sports fans.
Kansas City Royals double down on fan engagement with Underdog
Brooks Sherman, president of business operations for the Kansas City Royals, called the Underdog deal a natural extension of their longstanding sports gaming relationship. “We’ve partnered on some of our most engaging fan programs, like Bark at the Park and the Underdog Hot Dog Derby,” he said.
“This agreement gives Royals fans across Missouri another way to deepen their connection to the game.”
Sherman emphasized that the partnership will enhance the home game experience with interactive elements and promotions, leveraging a trusted brand to engage fans through entertainment and technology.
Royals and Underdog bring interactive sports betting to fans
Missouri fans can already use Underdog’s app for fantasy contests, familiarizing themselves with the platform before its sportsbook launch. Once approved, fans will access diverse betting markets and events.
The Royals’ partnership will bring more promotions, events, and digital activations to games, making the fan experience more immersive. Both parties are also committed to community initiatives, extending the partnership’s impact beyond the ballpark.
With Missouri’s sports betting launch approaching, the Underdog-Royals collaboration is poised to deliver entertainment and local engagement.
