The St. Louis Blues have announced a multi-year partnership with BetMGM, naming the operator as an official sports betting partner of the NHL franchise. The agreement strengthens BetMGM’s footprint in Missouri’s newly launched sports betting market while introducing new fan engagement activations across the Blues’ home arena and digital platforms.

Arena branding and fan engagement activations

As part of the partnership, BetMGM branding will feature prominently throughout Enterprise Center, the Blues’ home venue. The deal includes in-arena signage, co-branded digital and social media content, and access to premium hospitality experiences designed to enhance fan engagement on game days.

Both parties described the collaboration as a long-term relationship focused on integrating betting-related activations into the overall fan experience rather than standalone promotions.

Strategic move in Missouri’s newly opened market

The agreement comes shortly after BetMGM launched sports betting in Missouri, where the operator went live in early December. BetMGM entered the state through market access with Century Casinos and operates a branded retail sportsbook at Century Casino Cape Girardeau alongside its online offering.

Missouri represents a key growth opportunity for national operators, and the partnership with the Blues provides BetMGM with strong local visibility through one of the state’s most established professional sports brands.

Responsible gambling central to the partnership

A core component of the agreement is a shared emphasis on responsible gambling. BetMGM will promote its responsible play tools across Blues channels, including GameSense, an educational program developed by the British Columbia Lottery Corporation and licensed to MGM Resorts.

GameSense provides players with information, guidance and tools designed to encourage informed decision-making and safer gambling behaviour, both online and at retail locations.

Blues executives highlighted that this focus on responsibility was a key factor in selecting BetMGM as a partner, aligning betting-related activity with broader fan welfare objectives.

Expanding BetMGM’s sports partnerships portfolio

The Blues partnership adds to BetMGM’s growing list of high-profile sports relationships across North America. The operator already works with several professional leagues, teams and athletes, using sports partnerships to support market launches, brand recognition and responsible gambling messaging.

For the Blues, the agreement complements existing commercial relationships in the betting sector while keeping the club’s own Missouri sports betting licence unassigned, preserving future strategic flexibility.

Sources: BetMGM, NHL