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BetMGM is adding another well-known name to its growing list of team partnerships. The company has signed a multi-year deal with the St. Louis Blues, making BetMGM the franchise’s official sports betting partner and giving the operator another high-profile platform as Missouri’s sports betting market gets off the ground.
“It’s not so much about access as it is about presence,” said a company representative. BetMGM is already available throughout Missouri, but teaming up with one of the state’s most recognizable teams keeps the brand in front of fans who are still adjusting to legal sports betting.
Turning Enterprise Center into a BetMGM brand experience
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Much of the partnership will play out inside the Enterprise Center. BetMGM signage and branding will be visible at Blues home games, putting the sportsbook in front of thousands of fans on game nights. The deal also includes co-branded social media posts and hospitality experiences that extend beyond the arena concourse.
The partnership emphasizes a hometown connection—a strategy BetMGM has used successfully elsewhere. Actor Jon Hamm, a St. Louis native, remains a prominent face of the BetMGM brand, and adding a local NHL team strengthens that connection. Company leaders said the deal goes beyond a typical sponsorship, aiming to honor Missouri’s sports culture—a message that resonates with loyal fans.
BetMGM highlights responsible gaming in Blues deal
Responsible gambling will also play a key role. BetMGM highlighted its GameSense program and other player-protection tools, while Blues executives emphasized shared values in promoting safe and informed play.
This focus reflects a wider trend in newly regulated markets, where operators and teams signal that partnerships come with guardrails, not just marketing opportunities.
BetMGM joins established NHL betting partners
BetMGM joins a roster that already includes several gaming brands. The Blues have existing relationships with DraftKings, Circa Sports, and Underdog, each serving different roles in the broader fan ecosystem. Some partnerships focus on daily fantasy exposure, others on in-arena features or digital activations.
BetMGM’s deal adds another major sportsbook to the mix, reinforcing NHL teams’ continued attractiveness to betting operators.
Missouri’s sports betting market gains momentum
The timing is noteworthy. Missouri’s sports betting market is still new, and operators appear just as interested in building their brands as in attracting new customers. BetMGM already has statewide access and a retail sportsbook, so this deal is more about maintaining visibility than opening new markets.
Fans can expect more deals and interactive experiences with the Blues as a result of the partnership. For the industry, it signals that competition in Missouri will not only be about odds and bonuses but also about which operator can best connect with local sports culture.
