St. Louis Blues Sign BetMGM as Betting Partnerships Grow

Saturday night hockey at Enterprise Center will look a little different. As the puck drops, fans will notice new BetMGM branding around the building, part of a fresh multi-year partnership between the St. Louis Blues and the sportsbook operator.

The agreement brings BetMGM signage throughout Enterprise Center, dual-branded social media content, and VIP hospitality experiences tied directly to Blues home games. The timing feels intentional, landing just weeks after Missouri approved legal sports betting.

Good to Know

• BetMGM branding will appear throughout Enterprise Center
• The deal includes social content and in-arena hospitality experiences
• The Blues already signed Underdog and DraftKings partnerships

The Blues have moved quickly since Missouri voters approved sports betting, even before the first legal wager went live. BetMGM now joins a growing list of betting brands tying themselves to one of the NHL most established franchises.

Matt Prevost, chief revenue officer at BetMGM, framed the deal around local ties and fan experience. He said the company values partnerships connected to Missouri sports culture and sees the Blues as a natural fit. He also pointed to Jon Hamm, a St. Louis native, as part of the broader brand connection across the state.

From the team side, the focus stayed on alignment. Steve Chapman, chief revenue and marketing officer for the Blues, said BetMGM fits well with the organization approach to responsible gambling and fan engagement. He said the partnership places BetMGM prominently inside the arena and across Blues touchpoints where fans interact with the brand.

Betting Deals Arrived Before the First Legal Wager

Missouri officially legalized sports betting on December 1, 2025. Even so, the Blues had already lined up multiple betting relationships ahead of launch.

In October, the team expanded an existing partnership with Underdog. That update gave Underdog access to Blues intellectual property across marketing materials, video assets, and broadcast placements at both home and away games. The agreement also introduced in-person activations tied to team events.

One month later, the Blues added DraftKings as an official sports betting and daily fantasy operator. That deal included rights to use Blues branding across promotional materials, in-arena signage, and integrations across television and radio broadcasts. DraftKings also secured exclusive hospitality experiences throughout the NHL season.

The BetMGM agreement builds on that momentum, placing another major sportsbook directly inside the Blues home venue as Missouri betting ramps up.