Washington Capitals and Caesars announce first NHL jersey sponsorship deal
Caps to feature Caesars Sportsbook patch on home jerseys beginning with 2022-23 season
The Washington Capitals are the first NHL team with a jersey sponsorship, announcing on September 24 a partnership with Caesars Entertainment that will see the team feature a Caesars Sportsbook patch on their home jerseys beginning with the 2022-23 season.
The multi-year partnership comes approximately a month after the NHL’s board of governors approved advertising on game jerseys. Starting next season, the home and third jerseys worn by Capitals players will feature a 3 x 3.5 inch sponsorship patch positioned on the upper right chest area of the jerseys.
As part of the deal, Caesars is expanding its relationship with Monumental Sports & Entertainment (MSE) — which owns both the Capitals and NBA’s Wizards, in addition to Capital One Arena — after the two parties collaborated on the rollout of the first retail sportsbook at a US sports venue when Caesars Sportsbook at Capital One Arena opened in May 2021. The 18,000-square-foot space features 17 betting windows and 12 self-service betting kiosks.
The next phase of the partnership will include additional casino, gaming and Caesars Rewards programming elements, as well as entitlement rights for Caesars to a hospitality space inside the arena.
“Following the successful launch of Caesars Sportsbook adjacent to Capital One Arena last spring, we are thrilled to introduce Caesars Sportsbook as the Capitals’ inaugural home jersey advertising partner in a first-of-its-kind announced partnership in the NHL,” said MSE president of business operations and chief commercial officer Jim Van Stone. “Together as two industry leaders, we’ve built a robust partnership in the gaming and casino space, and our overall relationship reflects our shared commitment to providing sports fans with world-class, unique experiences.”
“Being woven into the Washington Capitals jersey is an exciting chapter in our collective story,” added co-president of Caesars Digital Chris Holdren. “Like Monumental Sports & Entertainment, we love blazing trails and we are always looking for innovative opportunities that drive engagement and storytelling for fans.”
Jersey sponsorships featuring gambling operators, which are prevalent overseas — specifically in the English Premier League — appear to be the next frontier for teams stateside. The NHL’s program allows for up to two jersey sponsors per team, one apiece for home and away jerseys.