DraftKings and the St. Louis Blues have announced a major partnership that will see the sportsbook named the official sports betting and daily fantasy operator of the NHL team.
Key Takeaways
- The partnership includes in-arena signage, brand integrations, and responsible gambling messaging during games.
- DraftKings notably enters the Missouri market boasting one of the two “untethered” mobile licenses offered, allowing the sportsbook to operate statewide.
Announced on Thursday, the deal marks a first in the state of Missouri for the Blues, as legal Missouri sports betting gears up for its debut in the Gateway to the West on Dec. 1.
“We’re excited to deliver the fun and entertainment we’re known for in a responsible way, alongside the Blues,” said Stephanie Sherman, chief marketing officer at DraftKings. “The Blues’ strong fan base and forward-thinking mindset make them an ideal collaborator as we look to elevate the fan experience in Missouri.”
The deal will see DraftKings feature several promotions throughout Blues games, including a pregame in-arena feature on responsible gambling, as well as in-arena signage and brand integration throughout the season.
“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,” said Steve Chapman, St. Louis Blues' chief revenue and marketing officer, via release.
“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 Blues deal marks their second major partnership in the last six weeks, with fast-rising betting platform Underdog coming to terms on a collaborative partnership in October.
Enjoying Covers content? Add us as a preferred source on your Google account
DraftKings uniquely positioned in Missouri
DraftKings is geared to debut strongly once legal Missouri sports betting apps enter the state. Already the nation’s No. 2 sportsbook by handle, it earned one of two “untethered” licenses in the state, alongside Circa Sportsbook.
Most notably, the deal allows DraftKings to operate independently across the state without the need for affiliation with a land-based casino or sports team.
"We're pleased to secure one of two direct mobile licenses in Missouri – paving the way for us to bring DraftKings' industry-leading online sportsbook to fans across the state," DraftKings president and co-founder Matt Kalish said in an August statement.
The license will also make Missouri the 29th state where DraftKings will offer regulated sports betting.
DraftKings is offering new Missouri customers a welcome bonus via a DraftKings Missouri promo code. New customers who sign up prior to launch day receive up to $300 in bonus bets when Missouri sports betting goes live on Dec. 1.
