One of Missouri’s leading sports teams has signed another major gaming operator as a betting partner.
BetMGM and the St. Louis Blues announced on Tuesday that the operator is now an official sports betting partner of the NHL team. The multi-year agreement will strengthen BetMGM’s presence in the new Missouri sports betting market and includes prominent signage and branding throughout Enterprise Center during Blues home games, as well as co-branded social media content and hospitality experiences.
“Welcoming the St. Louis Blues is an exciting milestone,” said BetMGM Chief Revenue Officer Matt Prevost. “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.”
As referenced by Prevost, BetMGM heavily uses Hamm in marketing campaigns. Blues Chief Revenue and Marketing Officer Steve Chapman chose to focus on the operator’s responsible gambling work, stating that the team “couldn’t imagine a partner that would better align with our interests than BetMGM.”
Blues adds to roster of gaming partners
The St. Louis Blues already have partnerships with multiple gaming operators.
In late November, two weeks before Missouri’s online sports betting launch date of Dec. 1, DraftKings announced it was an official sports betting and daily fantasy operator for the team. That deal included a pregame, in-arena feature that provides Blues fans with access to DraftKings’ suite of responsible gaming tools.
The Blues also have an existing relationship with Circa Sports. Circa CEO Derek Stevens told SBC Americas that the team would have been Circa’s market-access partner had Circa not received a direct sports wagering license from the Missouri Gaming Commission (MGC).
In October, the Blues teamed up with Underdog on a multiyear marketing partnership that gave Underdog the rights to the Blues’ intellectual property for marketing materials, as well as video assets and IP for in-person fan activations. The agreement was an extension of an initial partnership signed earlier in 2025 which gave Enterprise Center visitors access to exclusive sign-up offers for Underdog’s daily fantasy sports products.
At the time the sports betting marketing deal was announced in October, Underdog was awaiting final approval from the MGC to launch sports betting as a tethered market-access partner of the Kansas City Royals. However, Underdog pulled its license application in the Show-Me State in late November as it pivoted towards offering prediction markets. The company remains a licensed faily fantasy sports (DFS) platform in the state and a spokesperson confirmed to SBC Americas that the Blues deal is still active.
BetMGM grows Missouri presence
Like DraftKings, which holds a direct untethered sports wagering license in Missouri, BetMGM’s partnership with the Blues is not a market-access deal.
BetMGM already had access to a sports betting license via a deal it signed with in-state land-based casino operator Century Casinos in spring 2025. That partnership allows BetMGM to offer statewide online sports betting in Missouri and also run a brick-and-mortar sportsbook on-site at Century locations. BetMGM opened a retail sportsbook at Century Casino & Hotel Cape Girardeau on market launch day.
