BetMGM Partners with St. Louis Blues to Expand Missouri Sports Betting Presence
Multi-year agreement strengthens in-arena branding, fan engagement, and responsible gaming initiatives as Missouri market develops
BetMGM is deepening its footprint in the newly launched Missouri sports betting market through a multi-year partnership with the St. Louis Blues, marking another significant alignment between a major professional sports franchise and a national gaming operator. The agreement positions BetMGM as an official sports betting partner of the NHL team and reflects a broader industry trend of operators working closely with local sports organisations to build brand awareness, fan engagement, and long-term market presence.
Under the terms of the partnership, BetMGM branding will feature prominently throughout the Blues’ home arena during games and events, including digital and physical signage. The agreement also includes co-branded content across social media platforms, along with hospitality and experiential activations designed to connect fans more directly with the BetMGM brand. These elements are becoming increasingly important as operators compete for attention in newly regulated markets where customer acquisition and brand trust are critical early-stage priorities.
For BetMGM, the partnership represents a strategic step in consolidating its Missouri operations following the state’s entry into legal sports betting. The company already operates statewide through an existing licensing arrangement with a land-based casino partner, allowing it to offer both online wagering and retail sportsbook experiences. By aligning with one of Missouri’s most recognisable sports franchises, BetMGM is reinforcing its local relevance while tapping into a highly engaged fan base.
The St. Louis Blues, meanwhile, are continuing to expand their roster of gaming-related partnerships as sports betting becomes more integrated into the fan experience. Team executives have highlighted the importance of working with operators that place emphasis on responsible gambling, regulatory compliance, and fan protection. As leagues and teams navigate the evolving relationship between professional sports and betting, partnerships increasingly focus not only on commercial value but also on shared standards around integrity and consumer education.
The deal also reflects the competitive dynamics of the Missouri market, where several major operators are seeking to establish early leadership positions. With multiple national brands active in the state, partnerships with professional teams offer a powerful channel for visibility and differentiation, particularly through in-arena exposure and team-affiliated marketing.
Beyond branding, the partnership underscores how sports betting operators are embedding themselves within the broader sports entertainment ecosystem. Rather than functioning solely as wagering platforms, companies like BetMGM are positioning themselves as part of the fan journey, combining digital engagement, live-event presence, and entertainment-driven marketing strategies.
As Missouri’s sports betting market matures, collaborations between operators and professional teams are expected to play a growing role in shaping consumer behaviour, promoting responsible play, and driving sustainable growth. The BetMGM St. Louis Blues partnership exemplifies this approach, bringing together a leading sportsbook brand and a storied NHL franchise at a pivotal moment for the state’s regulated gaming landscape.
