DraftKings has formed a new agreement with the St. Louis Blues NHL franchise, marking the sportsbook as the Blues' official sports betting and daily fantasy sports (DFS) operator.
"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," DraftKings CMO Stephanie Sherman said.
"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 partnership was formed less than two weeks before the state's newly regulated online sports betting market is set to launch, which DraftKings was granted licensing for on August 15 by the Missouri Gaming Commission (MGC).
As part of the agreement, DraftKings will showcase responsible gaming messaging through a pregame, in-arena feature prior to every home game, encouraging fans to play responsibly when accessing the operator's platform.
DraftKings will also be granted access to the Blues' intellectual property, such as team trademarks and logos, for marketing and promotional materials.
"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," St. Louis Blues Chief Revenue and Marketing Officer Steve Chapman said.
"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 agreement will also include in-arena signage, brand integrations across television and radio programming and exclusive hospitality experiences to enhance fan engagement through the collaboration.
The MGC chose to award both DraftKings and Circa Sports direct sports betting licenses in August, granting each operator the ability to offer sports wagering services without a casino or professional sports team partner.
Following a multi-year partnership formed with the St. Louis Cardinals MLB franchise, bet365 officially launched its mobile sports betting operations for Missouri residents on November 17
