NHL teams can have sponsors on their jerseys starting in 2022, and legal sportsbooks are already reserving some of that advertising real estate.
The Washington Capitals and Caesars Entertainment Inc. announced on Friday a multi-year deal that will put the Caesars Sportsbook logo on the team’s home jerseys.
Starting in the National Hockey League’s 2022-23 season, Caps fans will see a small patch advertising Caesars’ book on the upper-right section of the team’s sweater.
“The landmark announcement marks the first team announced agreement in the NHL's Jersey Advertising Program,” a press release trumpeted.
It could also be a first for the Big Four sports leagues, as there are currently no teams in the NFL, NBA, or MLB that have ads for gambling companies on their jerseys.
The multi-year partnership agreement today places the @CaesarsSports logo on Caps home and third jerseys beginning in 2022-23. The announcement marks the first team announced agreement in the NHL's Jersey Advertising Program.https://t.co/AJCFJ8yQ05
— Washington Capitals (@Capitals) September 24, 2021
Friday’s announcement comes as the NHL continues to lean into the still-expanding world of legal sports betting in the hopes of boosting revenue and fan interest in the sport. The Capitals have been at the forefront of those efforts, as the team officially opened the first-ever sportsbook inside a U.S. professional sports venue back in May — which is also a Caesars Sportsbook.
Caesars is making a major push in the online sports betting world as well. The CEO of the Nevada-based company said in August that they anticipate spending more than $1 billion over the next two-and-a-half years on sports betting and online gambling.
However, the NHL, like other leagues, has to walk a fine line between integrating sports betting into its product and not alienating fans who don’t want to gamble. Sportsbook jersey ads could become a sensitive subject, as they have in the United Kingdom, where there are rumblings of a ban coming on that kind of marketing for English Premier League teams.
The NHL also recently received a jolt when San Jose Sharks forward Evander Kane was accused by his wife of betting on league games, allegations which the NHL announced this week it found “no evidence to support” following an investigation.
“While reserving the right to investigate any new information that might arise relating to the gambling allegations, the National Hockey League now considers that specific matter closed,” the NHL said.
More to come?
The Caesars-Capitals deal may not be the last one that sees a sportsbook advertisement slapped on an NHL jersey — or those of other leagues. The NHL's new advertising program starts next year and will allow teams to have up to two jersey sponsors; the Capitals say they will announce an away jersey sponsor at a later date.
There are reportedly rules around which NHL jerseys can and can't have gambling ads on them. According to ESPN, betting ads can only be sold and worn in markets where single-game sports wagering is legal, such as Washington, D.C.
In the meantime, though, Caesars and the Capitals are deepening their ties even further, adding new elements of a rewards program and allowing for a Caesars-branded hospitality area and VIP seating at Washington’s Capital One Arena.
"Being woven into the Washington Capitals jersey is an exciting chapter in our collective story," said Chris Holdren, co-president of Caesars Digital, in the release. "Like (Capitals’ owner) 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."
