The NHL’s St. Louis Blues announced a multi-year deal with BetMGM, which will feature BetMGM signage and branding throughout Enterprise Center, dual-branded social media content and VIP hospitality experiences.
Key Takeaways:
- BetMGM’s partnership comes just weeks after Missouri’s first legal sports bet.
- Missouri legalized sports betting on Dec. 1, 2025.
- The Blues signed deals with Underdog and DraftKings prior to Missouri’s sports betting launch.
When the puck drops at Enterprise Center on Saturday night, hockey fans may be greeted with new BetMGM signage.
The St. Louis Blues have been on a deal-making spree ever since Missouri legal sports betting was approved. BetMGM is the latest to sign on with the storied NHL franchise.
“BetMGM has forged iconic partnerships that celebrate Missouri’s rich sports tradition, and welcoming the St. Louis Blues is an exciting milestone,” said Matt Prevost, BetMGM Chief Revenue Officer.
“With St. Louis native Jon Hamm as the face of our brand and a legendary franchise like the Blues as our partner, we’re creating unforgettable experiences for fans across the Show-Me State.”
Enjoying Covers content? Add us as a preferred source on your Google account“With their focus on promoting responsible gambling, we couldn’t imagine a partner that would better align with our interests than BetMGM,” said Steve Chapman, Blues Chief Revenue and Marketing Officer. “Through this new partnership, BetMGM holds a prominent place in our building and in everything we do to deliver a legendary experience for Blues fans wherever they engage with our brand.”
Bountiful Blues
Missouri sports betting was officially legalized on Dec. 1, 2025. The Blues, however, already had a few deals under their belts before the first legal bet was wagered.
In October, the Blues expanded an existing marketing partnership with Underdog. The new chapter of their partnership includes Underdog’s use of the Blues’ intellectual property in marketing materials, video and broadcast visible assets at home and away games, and in-person activations.
In November, the Blues signed on DraftKings as an official sports betting and daily fantasy operator. DraftKings has the rights to use St. Louis Blues intellectual property across marketing and promotional materials. The partnership also includes in-arena signage, brand integrations across television and radio and exclusive hospitality experiences throughout the season.
