DraftKings Becomes Official Sports Betting, Fantasy Partner of the St. Louis Blues
The St. Louis Blues made a new deal with DraftKings, naming the company the team's Official Sports Betting and Daily Fantasy Operator.
DraftKings has been the NHL's Official sports betting, daily fantasy sports, and iGaming Partner since 2021, and this agreement builds on that. The collaboration comes ahead of the planned launch of regulated Missouri sports betting on Dec. 1.
DraftKings will integrate responsible gaming messaging into an in-arena pregame feature that promotes its resources designed to help customers manage play. These include My Stat Sheet, which allows users to review personalized gaming activity, and My Budget Builder, a tool that guides players through setting limits and reminders.
Blues Chief Revenue and Marketing Officer Steve Chapman said the organization considers responsible play education a central focus as Missouri prepares for legal wagering.
Under the agreement, DraftKings will gain rights to use the Blues' trademarks and logos in marketing and promotional materials. Fans attending games at the Enterprise Center will see expanded in-arena signage, media integrations across television and radio, and new hospitality experiences throughout the season.
DraftKings secured one of two direct mobile sports betting licenses issued by the Missouri Gaming Commission in August. Missouri will become the 29th state where DraftKings provides regulated sports betting once the market opens.
Missouri sports betting raises concerns
Missouri sportsbook promos are already a thing ahead of the Dec. 1 launch of Missouri sports betting apps. While this is expected to generate significant tax revenue, university officials are closely monitoring the expansion of wagering.
The University of Missouri has raised concerns about the potential impact on student-athletes, particularly as online harassment tied to betting has grown nationwide. NCAA data showed that one in three high-profile athletes received abusive messages from bettors.
Although prop bets involving Missouri collegiate teams are prohibited under state law, isolated instances of harassment directed at Mizzou athletes have already occurred.
Pam Brunzina, MU's faculty athletics representative to the NCAA and SEC, emphasized that the risks extend beyond integrity issues and include the personal toll of online abuse.
The NCAA has attempted to combat these problems through awareness campaigns and policy initiatives. In March, during the men's and women's basketball tournaments, the organization released a video asking fans not to bother players and urging states to limit prop bets on college athletes.
Additionally, the NCAA partnered with Venmo to address abusive payment requests associated with lost wagers.
A recent review conducted by Signify Group for the NCAA tracked social media activity from more than 5,500 athletes and found that 31 individuals were responsible for the most serious cases of abuse, with eight connected to betting-related behavior. Seven messages were serious enough to be forwarded to law enforcement.
Brunzina said the growth of Name, Image, and Likeness compensation may contribute to a perception that college athletes should be treated like professionals, a shift she cautioned against.
