Caesars Gets Green Light for Branding "Patch" on Washington Capitals Uniforms

The next step toward the marriage between the legal sports betting world and North American pro sports was taken this week with the announcement that Caesars Entertainment Inc. has gained approval to include a branded patch on the uniforms of the NHL's Washington Capitals. Caesars becomes the first sportsbook in North America to be granted such a branding opportunity. The Washington Capitals become the first pro sports franchise in North America to allow sportsbook advertising on their uniforms.

"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. MSE, the Capitals and Caesars share a commitment and passion toward innovation in the sports and entertainment space, and the opportunity to incorporate Caesars onto Capitals home jerseys is a wonderful development and exciting new fan engagement opportunity for both organizations in the nation's capital."

How We Got Here

The popularity of the US legal sports betting industry has grown exponentially since the 2018 Supreme Court decision to overturn its ban of sports wagering outside of Nevada. After being intensely reluctant to embrace sports betting, leagues in North America have quickly accepted wagering as a part of their overall fan experience.

Fast forward 2021 and every major North American sports league has multiple sportsbook partners, and most teams have provider affiliations. 26 states plus Washington DC have their own legal sports betting platforms - nine have come on board in 2021 alone.

Sportsbook branding on pro sports uniforms has been a "thing" in Europe for years. It was only a matter of time before North American sportsbooks pushed their relationships to a new level and similar branding opportunities were granted to their North American counterparts.

Prior to the 2021-2022, advertising on jerseys and on helmets had been approved. Quietly this past summer, sportsbook advertising was granted permission starting in the 2022-2023 season.

The Agreement

Caesars' branding will appear on Washington Capitals jerseys only starting next season - not on helmets for now. The multi-year agreement will see a 3-X-3 1/2-inch patch on the upper right-hand corner of the Washington Capitals' home and third jerseys. Away jerseys are not yet included as not all NHL states/provinces/cities have approved single-game sports betting.

"We don't want that jersey going to away markets where it's not legal," Keith Wachtel, the NHL's chief business officer and senior executive vice president, said last month. That said, the Caesars logo will be featured prominently for 81 home games per year and will be seen on National and local NHL broadcasts throughout the year.

Caesars/Washington Capitals Have a History

Caesars Sportsbook has been involved in the DC scene and specifically the Washington Capitals for some time. It only makes sense that arguably the most aggressive sportsbook in the country partners with one of the most forward-thinking NHL franchises around.

Caesars sportsbook has quickly become a staple in the DC area with its flagship sportsbook at the home of the Washington Capitals - the Capitol One Arena. Caesars became the first sportsbook to open up a sportsbook at a US professional sporting venue at the home of the NHL team.

The Caesars book has been a hit in the DC market despite having a reach that includes the Arena itself and just a geofenced two-block radius around the facility.

"Being woven into the Washington Capitals jersey is an exciting chapter in our collective story," said Chris Holdren Co-President of Caesars Digital. "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."

A Sign of Things to Come?

It is expected that the Caesars/Capitals "partnership patch" deal is just a sign of things to come and that it could open the floodgates for similar deals in the future.

There is still some time before the 2022-2023 season which raises a few key questions. How many other teams by then will have betting provider patches on team uniforms? Just how much of an influence will the gambling industry gain in the next 12 months?

"I think sports gambling is the future of our business. I think it's here and it's only going to continue to get bigger. There's no stopping that freight train now," Brad Alberts, Dallas Stars president said recently.