For years, it has been common to see gambling brands touted on European soccer players’ jerseys, but not so much in U.S. professional sports.
That is to change with the NHL’s 2022-23 season, according to a joint announcement Friday morning by the Washington Capitals and Caesars Entertainment Inc. Patches with the Caesars logo will begin showing up next year on home jerseys and third jerseys worn by the Capitals at Capital One Arena. A press release said it was the first such marketing agreement to be announced under the NHL’s new Jersey Advertising Program.
The Capitals’ status as the first for such partnering makes sense, as their Capital One Arena was also the first sports venue to begin handling on-site sports bets. The retail Caesars Sportsbook there opened in May.
“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 Jim Van Stone, president of business operations and chief commercial officer for Monumental Sports & Entertainment, owner of Capital One Arena and sports franchises including the Caps.
Another gambling patch still to come
The announcement noted that the NHL’s Jersey Advertising Program allows up to two jersey sponsors per team if separate sponsors appear on home and away uniforms. The Capitals plan to announce an away jersey sponsor at a later date to supplement the arrangement with Caesars.
“Being woven into the Washington Capitals jersey is an exciting chapter in our collective story,” Chris Holdren, co-president of Caesars Digital, said in the announcement. “Like Monumental Sports & Entertainment, we love blazing trails and we are always looking for innovative opportunities that drive engagement and storytelling for fans.”
The Caesars logo will be on a 3-by-3.5-inch patch positioned on the upper right chest area of the team’s jerseys. The partnership announcement also noted that a Caesars hospitality space and VIP seating area will be created at Capital One Arena.
This all expands upon a relationship that first became notable with the arena’s new sportsbook — a two-story, 18,000-square-foot venue with 17 betting windows and 12 self-service betting kiosks that is capitalizing on the sports betting legalization approved within Washington, D.C.
Photo courtesy of Caesars Entertainment Inc.
