After the National Hockey League (NHL) released sponsorship on their team jerseys, Washington Capitals pioneered by signing an agreement with gaming and casino industry company Caesars Entertainment.
According to MKT Esportivo, Caesars will brand its sports betting service, Caesars Sportsbook, on the first and third jerseys of the hockey team starting in the 2022 / 2023 season.
Agreement with Caesars takes place one year before permission goes into effect
With the agreement, the team gives up space in their uniform even before the start of the new edition of the league, that is, more than a year before the rule that allows the insertion of the Caesars brand on their uniform takes effect.
For matches away from home, when the team will use uniform number two, another commercial arrangement must be formalized. The NHL has allowed teams to agree two sponsorship contracts for their jerseys for home and away games, as long as they are within a 3 x 3.5 inch space.
“Together as two industry leaders, we’ve built a strong partnership in the gaming and casino space, and our overall relationship reflects our shared commitment to providing sports fans with unique world-class experiences,” said Jim Van Stone, President of Business Operations and commercial director of Monumental Sports & Entertainment.
Stone continued: “MSE, Capitals and Caesars share a commitment and passion for innovation in the sports and entertainment space, and the opportunity to incorporate Caesars into Capitals jerseys is a wonderful development of that relationship and a new opportunity for fan engagement for both organizations in the country’s capital”.
With sponsorship permission, which had already impacted players’ helmets, the NHL teamed up with the NBA, MLS and WNBA. While the NFL even authorizes the inclusion of sponsors, however, only in training uniforms.
