Gambling Giant DraftKings Secures Key Partnership with St Louis Blues
In a significant move ahead of the legalisation of sports betting in Missouri, US gambling powerhouse DraftKings has unveiled a new partnership with the St Louis Blues. This strategic alliance comes just days before the Show-Me State officially launches legalised sports betting on 1st December at 12am, marking a pivotal moment for the region's sporting and gambling landscape.
Expanding Reach and Promoting Safer Gambling
Although DraftKings had already secured one of the Missouri Gaming Commission's untethered licenses – meaning it wasn't required to partner with a professional sports team or physical casino – this new deal grants the company valuable access to the Blues' intellectual property. This includes the ability to use team trademarks and logos in its marketing campaigns and promotional activities.
The partnership extends beyond mere branding. DraftKings will gain enhanced visibility through strategic brand integrations and signage placements at the Enterprise Center, the Blues' home arena. More importantly, the company has committed to emphasising safer gambling practices at the venue. According to an official statement, this will include a pregame, in-arena feature designed to encourage fans to play responsibly while providing access to DraftKings' comprehensive suite of responsible gambling tools.
Executive Perspectives on the Collaboration
DraftKings Chief Marketing Officer Stephanie Sherman expressed enthusiasm about the collaboration, stating: "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." She highlighted the team's strong fan base and forward-thinking mindset as key factors making them an ideal partner for enhancing the fan experience in Missouri.
Echoing the commitment to responsible gambling, Blues Chief Revenue and Marketing Officer Steve Chapman explained: "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." He emphasised that through accessible resources and exclusive fan experiences beginning in December, their work with DraftKings would help educate customers on responsible play while bringing them closer to their favourite hockey team.
The Road to Missouri's Sports Betting Launch
The timing of this partnership is particularly strategic, with numerous online sportsbooks already running pre-registration promotional offers leading up to the 1st December launch. DraftKings, which has served as a betting, daily fantasy sports (DFS), and iGaming partner of the NHL since 2021, will now also function as an official sports betting and daily fantasy operator specifically for the Blues.
This development represents another expansion for DraftKings in the rapidly evolving US sports betting market, while providing St Louis Blues fans with new ways to engage with their team as Missouri joins the growing number of states embracing legalised sports betting.
