US power brand DraftKings has inked a partnership with the NHL’s St. Louis Blues as Missouri prepares to roll out legalized sports betting on December 1.
Already an official daily fantasy sports (DFS) and iGaming partner of the NHL, the Boston-based firm now adds the Missouri pro franchise to its roster of official DFS and sports betting associations.
DraftKings took to X Monday with news of the partnership, alongside a quote from its Chief Marketing Officer Stephanie Sherman that her brand was “excited to deliver the fun and entertainment […] alongside the Blues”:
According to a press release, the deal hands DraftKings usage rights for the Blues’ intellectual property (IP), including logos and team trademarks, for its marketing and advertising campaigns.
In addition, DraftKings has access to the NHL franchise’s in-arena signage at Enterprise Center, brand integrations across traditional broadcast media, and the Blues’ “exclusive hospitality experiences throughout the season.”
The Missouri Gaming Commission awarded nine temporary online sportsbooks licenses last month, with DraftKings and Circa Sports securing the only two direct, or untethered, mobile sports betting licenses.
This means DraftKings partnered with the Blues not out of a regulatory requirement to partner with a pro sports team, but for a strategic objective instead.
