DraftKings enters into sponsorship agreement with NHL’s St Louis Blues
Operator named as the team’s official sports betting and daily fantasy sports operator ahead of Missouri’s legal sports betting market launch in December
DraftKings has entered into a sponsorship agreement with National Hockey League (NHL) franchise St Louis Blues ahead of Missouri’s launch of legal sports betting on December 1.
The deal will see the Boston-based giant become the team’s official sports betting and daily fantasy sports (DFS) operator.
DraftKings will have access to St Louis Blues’ intellectual property, such as team trademarks and logos, which can be used across marketing and promotional materials.
The agreement will allow for in-arena signage, brand integrations across television and radio, and exclusive hospitality experiences for customers throughout the NHL season.
The collaboration also includes a responsible gambling (RG) element, with DraftKings highlighting RG practices through a pre-game, in-arena feature, encouraging fans to play responsibly.
Customers will also be directed towards the operators’ RG resources, including My Stat Sheet and My Budget Builder.
Stephanie Sherman, DraftKings chief marketing officer, said: “As we get ready to launch our best-in-class online sportsbook for Missouri sports fans, we’re excited to deliver the fun and entertainment we’re known for in a responsible way, alongside the Blues.
“The Blues’ strong fan base and forward-thinking mindset make them an ideal collaborator as we look to elevate the fan experience in Missouri.”
Steve Chapman, St Louis Blues’ chief revenue and marketing officer, added: “Providing Blues fans with the tools on how to play responsibly is a high priority for our organization as we all prepare for sports betting to launch in Missouri in December.
“Through the accessibility of these resources, and exclusive experiences and events designed for Blues fans beginning in December, our work with DraftKings will help educate customers on how to play responsibly while bringing them closer to their favorite hockey team.”
Missouri’s legal sports betting market is set to go live December 1, 2025, with the Show-Me State being the only state to launch the vertical in the US this year.
DraftKings was granted one of two direct mobile sports betting licenses by the Missouri Gaming Commission in August, the other going to Circa Sports.
The license allows DraftKings to operate independently within the state without the need for affiliation with a land-based casino or professional sports team.
DraftKings is the latest operator to partner with St Louis Blues after DFS firm Underdog struck a multi-year marketing partnership with the team in September.