Key Points

DraftKings gains early advantage with Blues partnershipMultiple Missouri teams align with major sportsbook operatorsPlayers can expect team-focused promos at market launch

DraftKings has expanded its presence in Missouri ahead of the state’s sports betting launch, securing a new partnership with the St. Louis Blues. Under the agreement, DraftKings becomes the NHL team’s official sports betting and daily fantasy sports operator, gaining in-arena visibility and integrated branding opportunities. The deal comes as Missouri prepares to debut legal sports wagering on December 1, positioning DraftKings to capture early market attention once betting goes live.

Implications and significance

DraftKings’ partnership with the St. Louis Blues gives the operator a strategic foothold as Missouri prepares to open its sports betting market. Tying its brand to a major local franchise provides immediate visibility and a built-in audience of engaged hockey fans, strengthening DraftKings’ position as wagering begins.

As one of two operators to be granted an untethered license (the other being Circa), DraftKings has more of an advantage compared to the competition. Unlike operators required to partner with physical casinos, DraftKings can operate statewide with greater flexibility, allowing it to tailor promotions, marketing, and product offerings without the constraints of a retail affiliation.

For the Blues, the agreement introduces new revenue streams and deeper fan-engagement opportunities through branded integrations, in-arena activations, and responsible-gaming messaging. More broadly, the deal reflects a continued shift in U.S. sports betting, with teams and leagues increasingly forming official partnerships as more states legalize wagering.

The move could make DraftKings slightly ahead of its main competitor, FanDuel, in the Missouri market.

What this means for Missouri players

For bettors in Missouri, the DraftKings-Blues partnership will likely translate into exclusive team-themed promotions once the market opens. Players can expect Blues-focused odds boosts, bonus bets tied to game outcomes, and limited-time giveaways that reward wagering on St. Louis matchups.

In-arena activations may also offer additional perks, such as QR-code sign-ups, special event-based bonuses, or fan experiences connected to DraftKings users. Because DraftKings holds an untethered license, it has more room to roll out statewide offers without being tied to a retail partner’s branding or location.

Overall, Missouri players should see a more localized, team-driven betting experience, with promotions and incentives designed specifically around Blues fandom and the excitement of the state’s first legal sports betting launch.

Other partnerships with teams in Missouri

DraftKings’ deal with the St. Louis Blues is part of a broader wave of sportsbook and fantasy operators aligning with Missouri’s professional teams ahead of the state’s sports betting launch. FanDuel has already partnered with St. Louis CITY SC, giving it a foothold in the MLS fan base and expanding its visibility in the region through soccer-driven promotions and integrations.

Bet365 has secured a partnership with the St. Louis Cardinals, tying its brand to one of the most recognizable franchises in the state. This connection positions bet365 to appeal directly to the Cardinals’ large and loyal following, particularly as baseball season overlaps with the state’s early months of legal wagering.

Meanwhile, Underdog has formed a
partnership with the Kansas City Royals, further diversifying the lineup of operators linked to Missouri’s pro sports landscape. This move strengthens Underdog’s profile as it continues to expand beyond daily fantasy sports into broader wagering experiences.

Collectively, these alliances show how sportsbooks are using team partnerships to build early loyalty in a brand-new market.