Matching the speed and energy of today’s fans, Underdog aims to act as a news source, offering an expansive content ecosystem across social media to function as a one-stop shop for all sports fans to get their news and engage with expert commentary on a variety of sports and leagues. In 2025, Underdog’s goals were to establish Underdog as a leading creator-powered digital sports brand by accelerating organic audience growth, becoming the most trusted real-time source for DFS news, and building a dominant cross-platform short-form video ecosystem.
Underdog’s content ecosystem features Instagram, TikTok, and Twitter/X accounts focusing on sports and leagues across the U.S. to ensure fans can get the most recent news and commentary. Underdog also offers six programs as a part of its wider media ecosystem, including the recently launched The Arena: Gridiron, which offers expert analysis of current sports news from former athletes and legends like Skip Bayless. These shows and their respective social media accounts offer even more touchpoints for the Underdog brand with fans. By encouraging fan interaction, debate, and conversations, Underdog’s content transforms viewers into participants. This two-way relationship keeps the content dynamic and relevant while strengthening loyalty to the Underdog brand.
Underdog’s Content team has remained nimble as it pivots with the larger company and sports gaming ecosystem, ensuring its output is engaging, thought-provoking and impactful. By employing immensely talented producers and editors to help amplify the legendary analysis and former players working on-air across the entire Content network, the team has succeeded where others have fallen short, creating appointment-viewing for 1.23m subscribers.
The objective of Underdog’s content ecosystem buildout, which was to create more value and touchpoints for customers as a reliable source of sports news and engaging content was successful.
Underdog’s entire social network reaches 4.8 million followers total. A few of the top accounts include:
YOUTUBE
The Arena - 1.23m
Fantasy Football with Josh & Hayden - 168k
Underdog Baseball - 23.6k
Slab Lab - 13.5k
@Underdognfl – 10.2k
Gil’s Arena - 204k
Arena Gridiron - 64.5k
Section 10 - 63.7k
X
@Underdog - 312.3k
@UnderdogNFL - 362k
@UnderdogNBA - 707.1k
@baseballisdead - 44.6k
TIKTOK
@underdogfantasy – 336.5k
Baseball is Dead – 23.1k
Gil’s Arena - 132.5k
Arena Gridiron - 40k