BetMGM has been named the official sports betting partner of the St. Louis Blues NHL outfit in a new multi-year agreement. The partnership follows the launch of Missouri’s regulated online sports betting market on December 1, 2025. 

Through this collaboration, BetMGM will work closely with one of the NHL’s most recognised franchises to connect with fans state-wide. The deal highlights the operator’s strategy of partnering with professional sports teams in newly regulated markets.

Brand Visibility at Enterprise Center

As part of the deal, BetMGM will feature signage and branding across the Enterprise Center, and co-branded social media content to reach fans online. These digital efforts are expected to increase fan engagement and make responsible betting content accessible to Blues supporters. 

The deal will also offer unique engagement opportunities for St. Louis Blues fans in Missouri, allowing a deeper local connection for BetMGM.

Strengthening BetMGM’s Missouri Strategy

BetMGM hopes this partnership will build on its existing footprint in Missouri following the launch of the state’s regulated market. The operator had already taken steps to secure its position earlier in 2025.

In May 2025, BetMGM partnered with Century Casinos to obtain an online sports betting licence from the Missouri Gaming Commission. The agreement also gave BetMGM the chance to develop two retail sportsbook locations within Century Casinos’ commercial properties.

Speaking of the partnership, BetMGM Chief Revenue Officer Matt Prevost stated, “BetMGM has forged iconic partnerships that celebrate Missouri’s rich sports tradition, and welcoming the St. Louis Blues is an exciting milestone.” 

“With St. Louis native Jon Hamm as the face of our brand and a legendary franchise like the Blues as our partner, we’re creating unforgettable experiences for fans across the Show-Me State,” He added. 

Shared Focus on Fans and Responsibility

The St. Louis Blues welcomed this partnership, detailing shared values around fan experience and responsible gambling. Chief Revenue and Marketing Officer Steve Chapman praised the alignment between the organisations.

“With their focus on promoting responsible gambling, we couldn’t imagine a partner that would better align with our interests than BetMGM. Through this new partnership, BetMGM holds a prominent place in our building and in everything we do to deliver a legendary experience for Blues fans wherever they engage with our brand,” He said. 

This deal follows BetMGM’s recent partnership with the Pittsburgh Penguins NHL franchise, naming them as official sports betting and online casino partner. The operator has mentioned plans to launch Penguins-themed iGaming products on its platform within the coming months.