- Emmy and Golden Globe winner Paul Walter Hauser stars as a live-action mascot named "The Dog" in Underdog’s national campaign, "Unleash Your Dog".
- The multimedia rollout features six television commercials directed by Jody Hill alongside an in-game commercial series titled "Own the Wait".
- The launch coincides with the kickoff of the football season and Underdog’s rollout of its CFTC-licensed prediction market exchange.
Underdog, the fantasy sports and prediction market platform, has launched a new national campaign titled “Unleash Your Dog,” starring award-winning actor Paul Walter Hauser.
Wearing a bright yellow tracksuit and gold chains, Hauser plays “The Dog,” a confident, smooth-talking mascot designed to connect with sports fans ahead of football season.
Directed by Jody Hill and created with ad agency Curiosity, the campaign features six television commercials. It also includes a digital video series called “Own the Wait,” which targets fans checking their live picks during commercial breaks.
Hauser previously earned an Emmy and a Golden Globe for his role in Black Bird. His recent 2025 and 2026 screen credits include Pixar’s Inside Out 2, The Naked Gun, Springsteen: Deliver Me from Nowhere, and Marvel’s The Fantastic Four: First Steps, alongside active appearances in professional wrestling.
While this is Hauser’s first partnership with Underdog, the company has previously built its roster by teaming up with sports creators, analysts, and digital athletes.
Hauser’s comedic role reflects a broader trend of gaming and prediction platforms tapping Hollywood talent for mainstream appeal. This mirrors recent moves across the sector, such as when Timothée Chalamet was named brand face for Kalshi to spotlight prediction markets, and when Danny Dyer fronted Paddy Power’s new campaign for major sports seasons.
The campaign arrives during a major expansion phase for Underdog following its new federally regulated prediction market exchange and an acquisition agreement with IG Group.
Takeaways
Underdog’s decision to build a character-first campaign around Paul Walter Hauser shows how sports gaming brands are evolving their marketing playbooks.
Rather than relying solely on traditional athlete endorsements or stat-heavy commercials, the company is using narrative comedy and character acting to stand out in a crowded market.
By introducing “The Dog” right before football season and during a major corporate acquisition, Underdog is aiming to humanize its brand and make prediction markets feel accessible and entertaining to casual viewers.
Will a character-based comedic mascot help Underdog build stronger brand loyalty than standard athlete sponsorships? How will prediction market platforms balance playful celebrity marketing with strict regulatory oversight as the industry expands?
