The Rec League Unleashes Underdog's First Ad Campaign

Underdog, the fastest growing sports gaming company, has launched its first-ever national TV campaign, 'The Dogs Are All Here' - a high-energy, playful campaign to introduce the brand to a wide sports audience. This campaign is Underdog’s biggest investment in brand awareness yet and represents a milestone for the company, which recently surpassed one million paid customers and has stayed committed to bringing fun, accessible games and contests to fantasy users since its inception in 2020. 

“The Dogs Are All Here” is a celebration of the vibrant community that defines Underdog. Centred around a shared love for sports and the thrill of turning that passion and knowledge into winnings, this campaign is a testament to Underdog’s commitment to bringing the true essence of fantasy right back to the fans.  

While the rest of the industry fixates on data-driven play strategies, Underdog offers a refreshingly different, easy, and inclusive gaming experience that levels the playing field for everyone. Created in collaboration with independent creative agency and production house The Rec League, with consultation from Bulletin Board Material, the campaign immerses the audience in the exhilarating camaraderie that comes with being part of the Underdog community on game day. 

“At Underdog, we are redefining fantasy sports to be about fun, accessibility, and giving every fan a chance to win,” said Liz Marro, chief marketing officer, Underdog. “With sports enthusiasm at its peak and the steady growth of our business in just three years, we saw a golden opportunity to make a memorable first impression. This campaign was inspired by our customers who crave a return to the true essence of fantasy sports - the genuine love of the game, the camaraderie with fellow fans, and the thrill of winning. Our partners at The Rec League have been instrumental throughout this journey, lending their strategic and creative prowess to our pursuit of building a premium brand.” 

The campaign launches with a series of TV spots including a :30 and three :15s airing in October during the NBA season opener. The campaign will continue to air on various national television channels, as well as through digital platforms, providing a comprehensive reach to fans across the country.

"No matter what level of fan you are, there’s a place for you at Underdog Fantasy. They’re made for sports fans by actual sports fans, seriously. Sometimes it’s that easy, and we don’t have to over-explain it to death. Fans are smart, they know what fantasy sports are; they first just need to know who Underdog is,” said Jack Jensen, co-founder, The Rec League.