DraftKings has been named as an official sports betting and daily fantasy sports operator of the NHL’s St. Louis Blues.
The agreement gives DraftKings the rights to use St. Louis Blues intellectual property, including team trademarks and logos, across marketing and promotional materials.
The collaboration will feature in-arena signage, brand integrations across television and radio, and exclusive hospitality experiences throughout the season at the Enterprise Center.
The announcement comes ahead of the launch of legal sports betting in Missouri on 1 December, with DraftKings one of two direct mobile sports betting licensees approved by the Missouri Gaming Commission. The Blues also have a marketing partnership with Underdog.
“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,” 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.”
As part of the agreement, DraftKings will spotlight responsible gaming through a pregame, in-arena feature, encouraging fans to play responsibly, have fun and access DraftKings’ comprehensive suite of responsible gaming tools and resources.
“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. “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.”
Once live, Missouri will become the 29th US state where DraftKings offers regulated sports betting.
DraftKings has been an official sports betting, daily fantasy sports and iGaming partner of the NHL since 2021.
Shares in DraftKings Inc (NASDAQ:DKNG) closed marginally lower at $29.00 per share in New York Thursday.