DraftKings hits the ice with St Louis Blues

Betting behemoth DraftKings is lacing up the skates and partnering with the National Hockey League’s (NHL) St Louis Blues in a landmark deal ahead of online sports betting legalization in Missouri on December 1. 

DraftKings will become the official sports betting and daily fantasy league operator for the 2019 Stanley Cup champions. Financial terms were not disclosed, but the deal is expected to represent one of the Blues’ largest new commercial partners.

The operator will promote the importance of responsible gambling through a pre-match feature, where tools like My Stat Sheet, which tracks gambling activity, and My Budget Builder, which sets Responsible Gaming limits, will be highlighted. 

It’s the second partnership announced between the St Louis Blues and a betting company in two months. On October 16, they revealed a marketing partnership with Underdog as its first fan engagement partner. 

Responsible gambling is the focus

Executives at the St Louis Blues have emphasized the importance of this partnership ahead of the legalization of sports betting in Missouri. The 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. Our work with DraftKings will help educate customers on how to play responsibly while bringing them closer to their favorite hockey team.”

DraftKings Chief Marketing Officer Stephanie Sherman said: “We’re excited to deliver the fun and entertainment we’re known for in a responsible way, alongside the St Louis Blues. The Blues’ strong fan base and forward-thinking mindset make them an ideal collaborator to elevate the fan experience in Missouri.”

Sports betting launch close in Missouri

It’s been just over a year since voters in Missouri headed to the polls and voted in favor of legalizing sports betting, with Amendment 2 narrowly making it through on the ballot with just over 50% of the vote. 

The amendment was pushed by Winning for Missouri Education, a coalition of sports teams and gambling operators that argued the state should benefit from the legal sports wagering of its residents. The campaign was aided by a sizable donation from DraftKings, which was reported to have made a $15 million donation to the cause. 

A spokesperson for the group said at the time: “Every day, tens of thousands of Missourians are betting on sports, either on illegal offshore websites or they’re going to one of our seven neighboring states. Missouri is getting no benefit out of that.”

As part of the new law, a 10% sales tax is to be applied on all collected gambling revenue. These funds will be funneled to education and responsible gambling initiatives. Winning For Missouri Education estimates the law will contribute more than $100 million in funding to education programs. 

Why DraftKings is moving early in Missouri’s market

Becoming dance partners with a professional sports outfit in a newly-regulated state like Missouri can have huge ramifications for a betting site’s revenue. The collaboration with the St Louis Blues will position DraftKings as a frontrunner in the race to hoover up early acquisition numbers, with previously limited patrons flooding to now-legal business to place their bets.

Earlier this year, PointsBet’s former U.S. chief commercial officer Eric Foote told the Sports Business Journal in January 2025, “The starting line is so important for an operator. You’re building brand trust and credibility out of the gate. But you also are essentially renting the team’s customers for a period of time to get direct access and communication to them, whether it’s through email marketing, through in-venue promotions, through broadcast integrations, whatever it is you have in the deal.” 

Foote’s comments speak to the importance of starting fast in Missouri, especially given such a crowded field. More than a dozen operators have shown interest in applying for licenses. Aligning with a major sports brand such as the St Louis Blues means DraftKings will have access to built-in distribution channels, reducing the costs of more traditional paid media campaigns. 

St Louis Blues long odds with DraftKings to win Stanley Cup

They may be their betting partners, but DraftKings does not like the chances of the St Louis Blues to win the Stanley Cup. At the time of writing, you can get odds of 70/1 (71.00) on them to repeat their 2019 feat. 

Currently, they have won only seven of their first 23 games, conceding 85 goals and they lie second bottom of the Central Division.

The poor start to the campaign is compounded by the Blues reaching the playoffs last year in what was a promising season. The franchise has a tough task ahead if they want to turn their fortunes around and make it to the post-season. 

However they fare, they will have the backing of DraftKings, a titan of the US sports betting industry. For DraftKings, the Blues’ agreement is the fastest way to enter a highly competitive market. 

References:

• The Independent: https://www.independent.co.uk/games/draftkings-st-louis-blues-missouri-sports-betting-b2871253.html
• Sports Business Journal: https://www.sportsbusinessjournal.com/Articles/2025/01/27/sportsbooks-team-sponsorships/
• Columbia Missourian: https://www.columbiamissourian.com/news/elections/ballot-initiatives/missouri-sports-betting-amendment-passes/article_373e754a-9c1a-11ef-924c-bb147ba068e1.html
• NHL.com: https://www.nhl.com/standings/2025-11-26/wildcard