The St. Louis Blues have announced a new multi-year partnership with BetMGM, naming the sportsbook and iGaming operator as an official sports betting partner of the franchise. The agreement brings BetMGM into the heart of the Blues’ fan experience while further strengthening the operator’s presence in Missouri’s growing regulated betting market.
Under the partnership, BetMGM branding will feature prominently throughout Enterprise Center, alongside co-branded social media campaigns and premium hospitality activations designed to connect directly with Blues fans both in-arena and online. The agreement deepens its ties to one of the NHL’s most established franchises while maintaining a consistent focus on fan engagement and responsible play, both of which are increasingly becoming a selling point for operators.
While the agreement marks a new chapter at the team level, it builds on an existing relationship between BetMGM and the National Hockey League. BetMGM recently extended its multi-year North American partnership with the NHL, continuing its role as an official sports betting and gaming partner.
That league-wide agreement provides BetMGM with visibility during nationally televised games, including regular season matchups and the Stanley Cup Playoffs. Broadcast integrations include digitally enhanced dashboards and virtual in-ice advertising, allowing the brand to reach fans throughout the hockey calendar.
The Blues partnership effectively extends that national exposure into a localized setting, creating opportunities for team-specific engagement rooted in an already established league framework.
As part of its broader NHL collaboration, BetMGM is developing team- and league-branded casino games that feature official NHL imagery. These games are designed to give hockey fans new ways to engage with the sport through regulated digital entertainment, complementing live viewing and in-arena experiences.
The addition of the Blues further supports BetMGM’s strategy of pairing national sports partnerships with local market activations, ensuring fans encounter consistent experiences across platforms.
As with their other partnerships, responsible gaming continues to play a central role in BetMGM’s partnerships. The operator integrates GameSense across its mobile and desktop platforms, offering players access to educational tools and features that promote responsible gambling. It works alongside BetMGM’s existing responsible gaming tools, including deposit limits, time reminders, and self-exclusion options.
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