DraftKings locked down a deal with the St. Louis Blues NHL franchise yesterday. The operator becomes the team’s official sports betting and daily fantasy sports partner.
The timing matters. Missouri’s online sports betting market launches in less than two weeks, and DraftKings got its license from the Missouri Gaming Commission back on August 15.
“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,” said Stephanie Sherman, DraftKings’ chief marketing officer. She called the Blues’ fan base strong and praised the team’s “forward-thinking mindset.”
The MGC handed out just two direct sports betting licenses in August. DraftKings got one, Circa Sports got the other. These direct licenses let operators run without partnering with a casino or professional sports team.
Why DraftKings Moved Fast on This Deal
The partnership gives DraftKings immediate visibility in Missouri before launch day, and it’s not just about putting logos on ice.
The Blues bring a loyal following in a brand-new betting market. DraftKings needed local partners to build trust fast. Professional sports teams offer instant credibility with fans who’ve never used a betting app before.
Missouri voters approved sports betting through Amendment 2, which passed last year. The state’s been preparing for months, but operators only got clarity on licensing recently. That compressed timeline pushed companies to find partnerships quickly.
What the Partnership Actually Includes
DraftKings gets access to Blues trademarks and logos for marketing materials. The operator will run in-arena signage during home games.
But there’s a specific responsible gaming component. Before every home game, DraftKings will showcase messaging about playing responsibly through a pregame feature inside the arena.
“Providing Blues fans with the tools on how to play responsibly is a high priority for our organisation,” said Steve Chapman, the Blues’ chief revenue and marketing officer. He noted the partnership will “help educate customers on how to play responsibly while bringing them closer to their favourite hockey team.”
The deal also covers brand integrations across TV and radio broadcasts. DraftKings will offer exclusive hospitality experiences to fans through the collaboration.
How This Shapes Missouri’s Betting Launch
DraftKings isn’t alone in signing Missouri sports partnerships. bet365 launched mobile betting on November 17 after forming a multi-year deal with the St. Louis Cardinals.
The Blues partnership gives DraftKings presence with hockey fans specifically. Different sports bring different betting audiences, and NHL games create unique wagering opportunities.
Other operators will likely announce similar deals before launch day. Missouri’s market size and central location make it attractive for expansion. The state joins over 30 others with legal sports betting.
