Michigan Warns Sportsbooks Over Prediction Market Bets

Underdog, the fast-growing fantasy sports and betting operator, is preparing to enter Missouri’s soon-to-launch sports betting market through a newly announced partnership with the Kansas City Royals. The deal, revealed last week, positions Underdog among the first wave of operators expected to go live when sports wagering becomes legal in the state on December 1.

The partnership, still pending final approval from the Missouri Gaming Commission (MGC), marks an extension of Underdog’s existing relationship with the Royals. The two organizations have previously collaborated on fan-focused promotions, including the popular “Bark at the Park” event and the “Underdog Hot Dog Derby.”

 

Building on an Existing Relationship

“The Royals have forged a deep and authentic connection with baseball fans throughout the Kansas City region, in Missouri and beyond,” said Stacie Stern, Underdog’s senior vice president of government affairs and partnerships, in a statement. “We’ve built our products with the same approach — real, organic connection with sports fans to get to one goal: make sports more fun.”

According to the company, the partnership will focus on providing “the best sports betting experience possible” for Missouri fans, while also expanding Underdog’s broader sports gaming offerings.

Brooks Sherman, the Royals’ president of business operations, noted that Underdog is the team’s “longest-standing relationship in sports gaming,” adding that the organization looks forward to “enhancing” the partnership as legal betting launches. The MGC is expected to grant temporary approvals later this month, clearing the way for licensed sportsbooks to begin accepting pre-registrations and deposits on November 17.

Missouri voters approved sports betting in November 2024, following several years of legislative debate. The law authorizes the state’s 13 casinos and six professional sports teams to offer both online and retail sportsbooks, creating one of the most team-integrated frameworks in the U.S.

 

We’ve built our products with the same approach — real, organic connection with sports fans to get to one goal: make sports more fun.

 

The Future

Underdog began its gaming operations in 2020 with daily fantasy sports (DFS), which are already available in Missouri. The company has since broadened its footprint, operating an active sportsbook in North Carolina and holding additional licenses in Ohio and Colorado.

In a move to diversify its offerings, Underdog also announced a partnership with Crypto.com to enter the emerging market for sports event contracts, further signaling its ambitions beyond traditional betting products /Missouri’s upcoming market is expected to be competitive, with several national operators already securing partnerships. These include:

• Bet365 with the St. Louis Cardinals
• BetMGM with Century Casinos
• Caesars through Harrah’s Kansas City and Horseshoe St. Louis
• ESPN Bet through Penn Entertainment’s Hollywood Casino and River City Casino
• Fanatics Sportsbook with Boyd Gaming

The MGC also issued two untethered sportsbook licenses — not tied to a specific team or casino — to DraftKings and Circa Sports in August. While FanDuel was unsuccessful in its bid for an untethered license, the company secured market access through a deal with St. Louis City FC, ensuring its presence in the state.

As Underdog and its competitors prepare for the December 1 market launch, Missouri’s entry into legal sports betting represents another significant expansion for the U.S. industry. With deep local ties and a focus on fan engagement, Underdog’s partnership with the Royals underscores a broader trend of sports teams playing a central role in shaping the state’s new betting landscape.