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Chicago Blackhawks center Connor Bedard in action as we look at the deal between Circa sports and the NHL's Blackhawks
Chicago Blackhawks center Connor Bedard in action against the Los Angeles Kings during the third period at Arena. Photo by: Gary A. Vasquez/USA TODAY Sports.

Las Vegas-based Circa Sports will get a little more NHL exposure thanks to a reported jersey patch sponsorship deal it has reportedly signed with the Chicago Blackhawks. None of our best sports betting apps have taken the plunge yet to advertise on an NHL jersey.

A press release Tuesday states that the NHL’s Chicago Blackhawks have signed a multi-year deal that will see a Circa Sports patch appear on the team’s jerseys. Starting in the 2024-2025 season, Circa Sports branding will become prominent on Blackhawks’ home uniforms. 

Circa becomes the first patch partner of an NHL team, but Chicago represents the sports betting provider's second such deal with an NHL club. Circa’s patch already exists on the Vegas Golden Knights' home jerseys.

“Growing up as a hockey fan, I’m overwhelmed with the opportunity, and the responsibility, that goes along with partnering with an Original Six team and a team with the most iconic home jersey in sports,” Circa Sports CEO Derek Stevens said. “We are ecstatic to showcase the new Blackhawks jersey with such a young and exciting team.”

Circa making a splash

Circa Sports is not a widely known legal sports betting brand outside of the Nevada sports betting scene, although it also has a presence in the Illinois sports bettingColorado sports bettingIowa sports betting, and Kentucky sports betting markets.

Circa’s Illinois consists of retail facilities at American Place in Waukegan, and the company is currently part of the family of Illinois sports betting apps operating in the state.

Circa Sports will debut its jersey patch with the Blackhawks at the upcoming, high-profile NHL Draft, which will take place in Las Vegas at the end of this week.

“Sports betting has continued to grow in popularity among our fans and offered new ways for them to engage with our game,” Blackhawks President of Business Operations Jaime Faulkner said. “We couldn’t be prouder to be adding Circa Sports to the Chicago Blackhawks roster of partners as they share in our goals to grow interest in our game and offer fans exciting and original experiences.”

NHL and sports betting relationship continues to evolve

The NHL had been one of the most outspoken sports leagues against a relationship with the legal sports betting industry, but things have changed dramatically over the years.

The NHL now has official sports betting partnerships with many of North America’s best sportsbooks. BetMGM, Caesars Sportsbook, ESPN BET, FanDuel, and theScore Bet currently have official sponsorship deals with the league in place.

Patch partnerships have also been gaining popularity among NHL teams housed in states with their legal sports betting platform. The Circa-Blackhawks deal comes after the Vegas Golden Knights and Circa signed a similar deal, the Washington Capitals agreed to have the Caesars patch on their jerseys, and the Arizona Coyotes displayed the patch of the Gila River Resorts & Casino patch on their home sweaters.