Effective: January 1, 2024
Last Update: February 29, 2024


We are the St. Louis Blues Hockey Club, L.P. (the “Club,” “we,” “us,” or “our”) and are more commonly known as the St. Louis Blues. We operate the web sites located at,, and (the “Sites”). This Privacy Policy (the “Privacy Policy”) covers the Club’s treatment of personal information that the Club collects when you are on any of our Sites or if you use the St. Louis Blues Official Mobile App (the “App”); when you participate in our events, promotions, offerings, or partner activities; or when you interact or communicate with us as part of our marketing practices or outreach. We offer a variety of products and services (collectively, the “Services”). As part of providing the Services, we collect and receive information in a variety of ways, including information on our Sites, from our organizational customers and/or prospective customers, and from individuals that use the Services.

For the purposes of this Privacy Policy, the Club is a controller (i.e., responsible party) of your personal information. By accessing or using any of our Services, you are and shall be bound by, and you agree to the collection and use of your personal information as set forth in this Privacy Policy. If you do not agree with any part of our Privacy Policy, do not access or use our Services.

California Consumer Notice of Collection

This Notice of Collection is provided to all California consumers subject to this Privacy Policy. You can access specific topics in this Privacy Policy by clicking on the relevant links below:

Categories of Information We Collect
Sources of Personal Information
How We Use Your Personal Information
To Whom We Disclose Your Personal Information
Use of Cookies and Similar Tracking Technologies
Your Choices and Rights
How We Protect Your Personal Information
How Long We Retain Your Information
Transfers of Information to Other Countries
Children’s Privacy
Third Parties and Links To Other Websites And Services
Commercially Recognized Opt Out Signal
Changes to This Privacy Policy
Contact Us

Categories of Information We Collect

The types of personal information we collect about you depends on how you interact with us. “Personal information” refers to information that identifies, relates to, describes, or can be associated with you. Depending on the Services you use, the following are the categories and specific types of personal information that we may collect:

Contact Information/Identifiers, including email address, name, telephone number, postal address, username, business contact information, or other similar identifiers.

Information Specific to the Services, including, in certain instances, information about your interests in and use of various products, programs and services, and your communication preferences.

Demographic Information, including age, gender, race, ethnicity, and household information, some of which may include characteristics of protected classifications under state or federal law.

Device Information and Other Unique Identifiers, including device identifier, internet protocol (IP) address, or similar unique identifiers.

Internet or Other Network Activity, including browsing or search history, and information regarding your interactions with our websites, mobile applications, emails, or advertisements.

Geolocation Data, including information that permits us to determine your location, such as if you manually provide location information or enable your mobile device to send us precise location information.

Inferences, including inferences drawn from or created based on any of the information identified in this section.

Sensitive Personal Information (where permitted and in accordance with applicable law). Of the information listed above, racial or ethnic origin, username and password, and precise geolocation (within a radius of 1,850 feet) are also sensitive personal information.

Sources of Personal Information

We collect your personal information in the following ways, pursuant to applicable law:

Directly from You, when you use our Services, register for an account, contact us, respond to a survey, or sign up to receive emails, text messages, and/or postal mailings.

Through Our Use of Cookies and Other Automatic Data Collection Technologies, when you visit our Sites, use our mobile application, open or click on emails we send you, or interact with our advertisements. We or third parties we work with automatically collect certain information using technologies such as cookies, web beacons, clear GIF, pixels, internet tags, web server logs, and other data collection tools. For more information, please see the “Use of Cookies and Similar Tracking Technologies” section below.

From Our Third-Party Partners, including from third parties that we have partnered with to provide you the Services you have requested from us. For example, we may receive personal information about you from the National Hockey League (“NHL”) and our business partners.

Other Sources, including publicly available sources.

How We Use Your Personal Information

We use your personal information and, in limited instances, your sensitive personal information for the following business purposes (“Processing Purposes”) associated with our general business operations. We may collect your personal information:

To provide Services. We may use your personal information about yourself to fulfill your requests for our products, programs, and Services, to offer you other products, programs or services that we believe may be of interest to you, and to enable you to access and use our Sites.

To communicate with you. We may use your personal information to communicate with you and to respond to your inquiries, requests, questions, and comments about our offerings; to inform you about upcoming events or recent news, to notify you about upcoming contests or when you have won one of our contests; to fulfill a request by you for an online newsletter; to contact you about your account with us; to understand what partner resources you use, if any, and to connect you to additional resources at your request; and to send marketing and promotional materials, including information relating to our products, Services, sales, or promotions or those of a third party.

To provide relevant advertising and marketing. We may use your personal information for marketing and promotional purposes to show you advertisements for products and/or services tailored to your interests on social media and other websites.

To improve our operations and Services. We may use your personal information, including log information and device information, to administer, maintain, evaluate and improve our websites and Services, and to conduct research and analytics related to our websites and Services.

To perform core business functions. We may use your personal information to manage our business operations, perform our obligations, and exercise our rights under any agreement that you or your organization has with us; and for other purposes with your consent, or as otherwise permitted or required by applicable law.

To comply with legal obligations. We may use your personal information to comply with our legal or regulatory obligations, to establish or exercise our rights, and to defend against a legal claim.

To maintain security and prevent fraud. We may use your personal information to detect, investigate, prevent, or take action regarding possible malicious, deceptive, fraudulent, or illegal activity, including fraudulent transactions, attempts to manipulate or violate our policies, procedures, and terms and conditions, security incidents, and harm to the rights, property, or safety of the Club and our users, customers, employees, or others.

With your consent. We may use your personal information for other purposes for which you provide your consent.

Use of your sensitive personal information. With regard to sensitive personal information, we only use your sensitive personal information to provide you with the requested products or Services and to administer your account.

To Whom We Disclose Your Personal Information

In addition to the specific situations discussed elsewhere in this Privacy Policy, we may disclose information in the following situations, as permitted by applicable law:

Within the Club. We may share your personal information with our corporate affiliates (e.g., parent company, sister companies or subsidiaries, and other companies under common control) or joint ventures to which we are a party.

Our service providers. We may provide your personal information to service providers that perform certain functions or services on our behalf (for example, hosting our Services, storing our data, fulfilling orders, providing products and services, managing databases, performing analyses, administering our contests and sweepstakes, collecting location data, providing location-based services, processing credit card payments, providing customer service, or sending communications for us). These companies are contractually limited in the ways in which they may use this personal information.

The NHL. We may disclose your personal information to the NHL (including your contact information, demographic information, and information about your interactions with the Club), and the NHL may use this personal information for purposes including providing you with special offers, promotional materials, and other information that may be relevant to you; improving their products and services; and performing internal analysis. Please note that the NHL is not controlled by the Club and is subject to its own privacy policy. We are not responsible for the privacy practices of the NHL.

Business partners. With your consent where required, we may disclose your personal information about you to other select business partners..

Government entities or regulators. We may disclose your personal information for legal reasons as we believe to be necessary or appropriate to: (i) comply with a court order, proper governmental request, subpoena or legal process, (ii) enforce any agreement we may have entered into with you or your organization, including investigating any violations or asserting remedies, (iii) protect against harm (whether tangible or intangible) to the rights, property, or safety of the Club, our users, or the public as required or permitted by law, (iv) establish or exercise our rights, defend against a legal claim, and investigate, prevent, or take action regarding possible illegal activities or a violation of our policies, and (v) detect, prevent, or otherwise address fraud, security or technical issues.

Business transaction. We may disclose personal information to a potential or actual buyer in the event of any reorganization, merger, sale, joint venture, assignment, transfer, or other disposition of all or any portion of our business, assets, or stock (including in connection with any bankruptcy or similar proceedings), including any due diligence related to such a transaction.

Social media platforms and networks. Some of our websites have features such as plugins, widgets, or and other tools made available by third parties that may result in information being collected or shared between us and the third party. The third party’s use of your information is not governed by this Privacy Policy. You may have the right to opt out of our use of these technologies, as further described in this Privacy Policy.

De-identified or aggregate information. We may aggregate and anonymize information you provide to us in such a way as to ensure it will no longer be identifiable to you. This data may be used for statistical, analytic, and administrative purposes, including analyzing our website traffic and trends, tailoring our Services, or conducting product analysis. We may share anonymized or aggregated data at our discretion, in accordance with applicable laws.

Use of Cookies and Similar Tracking Technologies

We use cookies and similar tracking technologies, including pixel tags or web beacons (collectively “cookies”), to collect certain information on our Sites, through our Services. We also permit certain third parties to use cookies and similar tracking technologies to collect information about your use of our Sites or Services. The information collected by these tracking technologies may include (a) your internet protocol (IP) address, unique device identifiers, location, browser type, and Internet service provider information (“Technical Data”); (b) information about when and how you access and use our Sites or Services, such as the domains you visit, what features you used and for how long, the website that referred you to us, and date/time stamps associated with your usage (“Usage Data”); (c) information about the device you use to access the Sites or Services, such as device type, device ID, and device/browser settings (“Device Information”); and (d) location of the device used to access the Sites or Services derived from GPS or Wi-Fi use (“Location Information”).

We differentiate between cookies that are essential for the technical features of the Services and optional analytics and advertising cookies.

Cookie Type

Essential Cookies

These are cookies that the Services need in order to function, and that enable you to move around and use the Services and features. Without these essential cookies, the Services will not perform as smoothly for you as we would like them to and we may not be able to provide the Services or certain services or features you request. Examples of where these cookies are used include to determine when you are signed in, to determine when your account has been inactive, and for other troubleshooting and security purposes. 

Analytics Cookies

Analytics cookies allow us to understand more about how many visitors we have to our Services, how many times they visit us, and how many times a user viewed specific pages within our Services. Although analytics cookies allow us to gather specific information about the pages that you visit and whether you have visited our Services multiple times, we cannot use them to find out details such as your name or address. We use Google Analytics. For more information about Google Analytics, please refer to “How Google Uses Information From Sites or Apps that Use Our Services,” which can be found at, or any other URL Google may provide from time to time.

Advertising Cookies

Depending on your location and in certain circumstances, the Club may work with third‑party online or mobile network advertisers that use cookies to help us manage advertising and measure its effectiveness. These cookies enable third-party ad networks to recognize a unique cookie on your computer or mobile device and may be placed by us or our network advertising firm that works with our third-party network advertiser. The information that is collected and shared by cookies may be linked to the device identifier of the device you are using to allow us to keep track of all the sites and mobile applications you have visited that are associated with the ad network. This information may be used for the purpose of targeting advertisements on the Club Services and third‑party sites or mobile applications based on those interests.

Your Choices and Rights

You may be able to make the following choices regarding your personal information:

Promotional Emails. You may choose to provide us with your email address for the purpose of allowing us to send free newsletters, surveys, offers, and other promotional materials to you, as well as targeted offers from third parties. You can stop receiving promotional emails by following the unsubscribe instructions in emails that you receive. If you decide not to receive promotional emails, we may still send you service-related communications.

Promotional Mailings. If at any time you do not want to receive offers and/or circulars from us, you can remove yourself from our mailing lists by emailing us (our contact information is below) with “NO SNAIL MAIL” in the subject line, along with your name, address and zip code. Please note that our mailings are prepared in advance of their being sent. Although we will remove your name from our mailing list after receiving your request, you may still receive mailings from us that had been initiated prior to your name being removed.

Promotional Text Messages. If you receive a text message from us that contains promotional information you can opt-out of receiving future text messages by replying “STOP.”

Update Information on “Bluenatics.” The Club provides users the opportunity to update and modify information they have provided by visiting the “Bluenatics” section of our Services.

Data Subject Rights

You may have certain rights regarding your personal information. The rights available to you depend on our reason for processing your personal information and the requirements under applicable law (i.e., your rights will vary depending on whether you are located in, for example, California). Specifically, if you are a resident of California, you may have the following rights:

  • Access: You have the right to request access to the personal information we hold about you, along with other information such as the purposes of the processing, the recipients or categories of recipients to whom the personal information has been or will be disclosed, the sources of the personal information, retention, and transfers of personal information.
  • Correction: You have the right to request correction of inaccurate personal information we have about you. Depending on the purposes of the processing, you may have the right to have incomplete personal information completed, including by means of providing a supplementary statement. As noted above, you may also be able to correct your information in your account or profile.
  • Deletion: You have the right to request that we delete your personal information.
  • Data Portability: Under certain circumstances, you have the right to receive the personal information about you that you have provided to us, in a structured, commonly used, and machine-readable format.
  • Opt Out of the “Sale” or “Sharing” of Personal Information: Our use of cookies or other tracking technologies is deemed a “sale” or “sharing” under California law (in this context “sharing” means cross contextual behavioral advertising) of personal information. As such, you can opt out of our use of tracking technologies and cookies by clicking the “Do Not Sell or Share My Personal Information” button at the bottom of the website.

  • The following categories of personal information disclosed are considered “sale”/ “sharing” under California law: direct identifiers, device information, and geolocation data.

  • The following categories of third parties to whom personal information was disclosed are considered “sale”/ “sharing” under California law: social media platforms and networks, data brokers.

  • Right of Non-Discrimination/Retaliation: We do not discriminate against individuals who exercise any of their rights described in this Privacy Policy, nor do we retaliate against individuals who exercise these rights.

  • Right to Opt Out of Our Use of Your Sensitive Personal Information (in certain instances and if permissible under applicable law). You have the right to request the restriction of processing of your sensitive personal information. At the current time, however, we do not use or disclose sensitive personal information for purposes other than those expressed in this Privacy Policy or as otherwise permitted by applicable law, and these uses cannot be limited under California law.

Please note that many of the above rights are subject to exceptions and limitations. Your rights and our responses will vary based on the circumstances of the request. If you choose to assert any of these rights under applicable law, we will respond within the time period prescribed by such law. In some cases, we may limit or deny your requests to access or delete your information. This may occur because the law permits or requires us to do so, or if we are unable to adequately verify your identity.

Please note that we must be able to verify your identity to make sure you are the person about whom we have collected personal information or an authorized representative. Depending on the type of request, we may conduct the verification process by email or phone using information that matches our records. The information you must provide as part of the verification process may include: name, contact information (such as email address or phone number), relationship with us, and residency. We may also ask for additional information as needed based on your relationship with us.

You may also designate an authorized agent to submit a request on your behalf to access or delete your personal information. To do so, you must (1) provide that authorized agent written and signed permission to submit such request, and (2) verify your own identity directly with us. Please note, we may deny a request from an authorized agent that does not submit proof that they have been authorized to submit such request.

To submit a request to exercise any such rights (if they apply to you), please contact us at (933) 926-9443 or send us an email at [email protected].

If you are a current or former California employee of the Club, please reference our St. Louis Blues Hockey Club, L.P. California Employee Privacy Policy.

If you are a California applicant, please reference our St. Louis Blues Hockey Club, L.P. California Applicant Privacy Policy.

How We Protect Your Personal Information

We have put in place reasonable electronic and other procedures to help prevent unauthorized access, use, or disclosure of the personal information we collect on our Services. However, no method of transmission over the Internet, or method of electronic storage is fully secure, and we cannot guarantee the security of your personal information.

In the event that we are required by law to inform you of any unauthorized access to your personally identifiable information, we may choose to notify you electronically, in writing, or by telephone, if permitted to do so by law.

Some of our websites may permit you to create an account. When you do, you will be prompted to create a password. You are responsible for maintaining the confidentiality of your password, and you are responsible for any access to or use of your account by someone else that has obtained your password, whether or not such access or use has been authorized by you. You should notify us of any unauthorized use of your password or account by using one of the methods listed below under “Contact Us.”

How Long We Retain Your Personal Information

We retain information about you and your use of our Services for as long as is needed to fulfill our legitimate business purposes outlined in this Privacy Policy. The specific periods for which we keep information about you vary depending on the nature of the information, why we need it, and whether the personal information is de-identified. We also consider the minimum necessary retention period prescribed by applicable laws, recommended by industry standards, and stated in contracts and other legal obligations.

Transfers of Information to Other Countries

We are based in the United States. If you are located outside of the United States, you should be aware that your personal information may be transferred to, stored, and processed in a country other than the one in which it was collected, including the United States, and the laws may be less stringent than the laws in your country. Where required by applicable law, we will provide appropriate protections for personal information transferred to the United States, including by implementing appropriate contractual controls.

Children’s Privacy

Our Services are not intended for persons under 13 years of age. We do not knowingly collect or maintain personal information from persons under 13 years of age. We do not knowingly sell the Personal Information of minors less than 16 years of age. If we learn that we have collected personal information from persons under 13 through our Services, we will take appropriate steps to delete this information.

Third Parties and Links to Other Websites and Services

Our websites and Services may contain links to websites, content, or services owned or operated by third parties. Please note, we have no control over the privacy practices of websites or services that we do not own. We encourage you to review the privacy policies of any third-party website or application for details about what information is collected and how it is used and/or disclosed.

Commercially Recognized Opt Out Signal

The Club generally recognizes commercially recognized opt-out preference signals (e.g., Global Privacy Control). Recognition of this signal applies only to the specific device and/or browser that communicates the signal and does not cross over to all devices/browsers you use to access the Services.

Changes to This Privacy Policy

We may update this Privacy Policy from time to time to reflect changes to our practices, technology, legal requirements, and other factors. When changes are made to this Privacy Policy, they will become effective immediately upon posting. You can check the date at the top of this page to see when this Privacy Policy was last revised. We encourage you to review this Privacy Policy periodically for the latest information on our information processing practices.

To the extent that our Privacy Policy changes in a material way, the Privacy Policy that was in place at the time that you submitted personal information to us will generally govern that information unless we receive your consent (express or implied) to the new Privacy Policy where and as required by applicable law.

Contact Us

If you have any questions, comments, or complaints concerning our privacy practice, or, where required by law, if you would like to submit a request based on a right listed in this Privacy Policy, please contact us at: Digital Department, St. Louis Blues Hockey Club, L.P., Enterprise Center, 1401 Clark Avenue, St. Louis, MO 63103, by e-mail to [email protected]; or  by telephone at (833) 926-9443.

None of NHL ICE, NHL Enterprises, L.P., NHL Enterprises Canada, L.P., NHL Enterprises B.V., the National Hockey League and its other member clubs, nor any of their respective officers, directors, governors, owners, other officials, partners, partnerships, principals, employees, affiliates and other related entities, servants, agents, representatives, successors and assigns, have any control of, or responsibility or liability for, our use, disclosure, storage or transmission of any personal information collected through our Sites.