The Kansas City Royals and sports gaming operator Underdog have entered into a multi-year agreement that grants Underdog market access for sports betting in Missouri. The partnership, announced Monday, September 29, extends an already active relationship between the two organizations and positions Underdog to become a licensed sportsbook in the state once the market officially launches.
Underdog Expands Beyond Fantasy Sports
Underdog, recognized as the fastest-growing sports company in the U.S., already operates legal sports betting in North Carolina and holds a license in Ohio. It also runs daily fantasy sports contests across multiple states, including Missouri, where it has built a strong customer base over recent years. The company currently has a pending sports betting license application under review with the Missouri Gaming Commission.
“The Royals have forged a deep and authentic connection with baseball fans throughout the Kansas City region, in Missouri and beyond,” said Stacie Stern, Senior Vice President of Government Affairs and Partnerships at Underdog, in the company’s press release published via Business Wire. “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.”
The Royals have maintained a long-standing partnership with Underdog through fan engagement programs at Kauffman Stadium, including Bark at the Park and the Underdog Hot Dog Derby. Brooks Sherman, the team’s President of Business Operations, underscored that history: “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 … and we look forward to working with Underdog to provide Royals fans throughout Missouri the opportunity to have even more fun while watching sports.”
Missouri Prepares for December Launch
Missouri’s sports betting market is slated to open on December 1, 2025, at 12:01 a.m. Under the state’s framework, each professional sports team and casino is eligible for one retail and one online betting license, with the option to partner with a single online operator. Regulators expect to issue up to 19 retail and 14 online licenses.
Two untethered licenses have already been awarded directly to DraftKings and Circa Sports. Meanwhile, at least seven additional companies — including BetMGM, bet365, FanDuel, Caesars Sportsbook, ESPN BET, Fanatics Sportsbook, and Underdog — have filed applications with the Missouri Gaming Commission.
In this crowded field, Underdog was the last operator to announce its market access partner. Unlike some competitors planning brick-and-mortar sportsbooks at stadiums, a company representative clarified there are no current plans for a retail sportsbook at Kauffman Stadium through this deal. Instead, the focus remains on digital betting and fan engagement.
Underdog has emphasized its unique position in the market, noting that it is the only leading operator in the industry built entirely on proprietary technology. The company highlights that this foundation allows it to provide sports entertainment experiences designed specifically for U.S. fans. Alongside sports betting, the partnership with the Royals also includes marketing campaigns and philanthropic initiatives.
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