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DraftKings and the St Louis Blues have formalized a new agreement that designates the sportsbook as the official sports betting and daily fantasy partner of the NHL franchise. The timing aligns with Missouri preparing to introduce regulated sports betting on Dec. 1, giving both sides a clear framework ahead of the market launch.
Good to Know
The partnership, announced Thursday, represents the first arrangement of its kind for the team within Missouri. As the state approaches its sports betting debut, DraftKings positioned itself early with a franchise known for consistent fan engagement.
Stephanie Sherman, chief marketing officer at DraftKings, said:
“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.”
Promotional plans include a pregame responsible gambling feature, in-arena signage, and seasonal brand integrations. These elements will appear throughout Enterprise Center during games.
Blues chief revenue and marketing officer Steve Chapman highlighted the emphasis on responsible play ahead of the market launch. He said in the team release:
“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.”
The agreement follows another betting-focused collaboration made roughly six weeks earlier, when Underdog reached terms on a partnership with the Blues.