DraftKings pens St. Louis Blues partnership ahead of Missouri sports betting launch

• DraftKings becomes the official sports betting and daily fantasy sports operator for the St. Louis Blues NHL team.
• Missouri prepares to launch legal sports betting statewide on December 1, 2025, with DraftKings among the licensed operators.
• The partnership includes exclusive use of Blues’ intellectual property for marketing, in-arena promotions, and responsible gaming initiatives.

DraftKings has secured a partnership with the St. Louis Blues, naming the digital sports entertainment company as the official sports betting and daily fantasy sports operator for the NHL team.

This collaboration was announced in November 2025, ahead of Missouri’s legal sports betting launch scheduled for December 1, 2025.

Terms of partnership

As part of the agreement, DraftKings will have the rights to use the Blues’ intellectual property, including team logos and trademarks, across various marketing and promotional platforms.

This will involve in-arena signage at the Enterprise Centre, brand integration on television and radio, and exclusive hospitality experiences designed to enhance fan engagement throughout the hockey season.

Stephanie Sherman, Chief Marketing Officer at DraftKings, 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.”

Steve Chapman, Chief Revenue and Marketing Officer for the Blues, added:

“Providing Blues fans with the tools on how to play responsibly is a high priority for our organisation as we all prepare for sports betting to launch in Missouri in December.”

The partnership also emphasises responsible gaming. DraftKings and the Blues will promote responsible betting through in-arena features and digital tools. These include “My Stat Sheet” which helps users monitor personalised gaming activity, and “My Budget Builder” a guided tool for setting spending limits and reminders.

DraftKings has been an official partner of the National Hockey League since 2021, providing sports betting and daily fantasy services. This new arrangement strengthens its presence in Missouri as sports betting becomes legal statewide.

The operator received one of the state’s direct mobile sports betting licenses, allowing it to operate throughout Missouri without the need for a land-based casino or additional partnerships.

Missouri background

Missouri voters approved legal sports betting in November 2024, and the state is set to become the 39th in the US to offer regulated sports wagering. The Missouri Gaming Commission has licensed multiple operators, with DraftKings positioning itself as a leading provider from day one.

The December 1 market launch will include a variety of betting options for Missouri sports fans, such as same-game parlays and in-game betting. DraftKings plans to hold special events and promotions in conjunction with the launch to engage the local sports community.

With several professional sports teams based in Missouri, fans will have access to betting on NFL, NBA, MLB, NCAA games, and more. DraftKings aims to leverage its partnership with the Blues to deepen fan connection through unique experiences and exclusive content.

What comes next

This partnership marks an important development as Missouri enters the regulated sports betting market. It reflects a broader trend of major sports franchises collaborating with leading betting operators to enhance fan engagement and promote responsible gaming practices.

The collaboration between DraftKings and the St. Louis Blues sets a foundation for growth in the Missouri sports betting sector, promising operators, regulators, and investors a robust market entry aligned with consumer demand and regulatory priorities.​

Source: The NFL