Caesars Entertainment entered into an agreement with an NHL franchise that will give the Las Vegas-based gaming company’s sportsbook prime advertising space.
Beginning in the 2022-23 NHL season, the Washington Capitals will have the Caesars Sportsbook logo in the top right corner of their home and third jerseys. The partnership marks the first time the logo of a gambling company will be featured on the jersey of a major American professional sports franchise.
The two companies already had an existing relationship as Caesars Sportsbook opened in the franchise’s home arena last May. Capital One Arena became one of the first live sports venue to open a sportsbook when Caesars Sportsbook opened, allowing fans to place bets at one of the 17 betting windows and 12 kiosks in the 18,000 square-foot sportsbook. Wagers can also be placed from their mobile devices.
While advertising on the jersey is unique, there are several other American sports venues that will be adding a sportsbook in the near future. In Arizona, which just launched its sports betting market earlier this month, the state’s four major franchises, as well as venues for the PGA Tour and NASCAR were all awarded sports betting licenses.
“Being woven into the Washington Capitals jersey is an exciting chapter in our collective story,” said Chris Holden, Co-President of Caesars Digital in a statement. “Like Monumental Sports & Entertainment, we love blazing trails and we are always looking for innovative opportunities that drive engagement and storytelling for fans. We are proud to extend our historic partnership with such a storied franchise after launching the sportsbook at Capital One Arena.”
The NHL will allow all franchises to begin placing sponsors’ logos on up to two jerseys in the 2022-23 season.
Washington D.C. legalized sports betting at the start of 2019, but it took a couple of years to launch the market.