It was bound to happen sooner or later.
The first team to permit a sportsbook logo on its uniform jersey will belong to the NHL Washington Capitals. A Caesars Sportsbook patch will grace the team home game jerseys in time for the 2022-23 season. The patch will go on the upper right chest area.
The 3 x 3.5-inch patch grew out of the league’s Jersey Advertising Program approved last month. But it’s not the first time the league has allowed advertising on uniforms. Ads were permitted on helmets this past season.
“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 Monumental Sports & Entertainment President of Business Operations and Chief Commercial Officer Jim Van Stone.
Caesars Entertainment has flooded the airwaves with ads featuring comedians JB Smoove and Patton Oswalt. Feedback on the spots has skewed negative, according to Casino.org readers.
The league advertising program allows each team to sell up to two marketing spots on their uniforms, with each spot somewhat larger than the ad space on NBA jerseys.
In addition to the NBA and NHL, the WNBA, and MLS permit uniform advertisements, something of a staple in Europe, but coming under increasing fire for its impact on impressionable youth.
The program is only permitted in markets where sports betting is legal, which explains limiting the patches will only appear on home jerseys only.
Only a single sports betting company per team may advertise on the uniform. Players and owners will split the revenue accrued 50/50.
The NHL is also insisting the jerseys sold to fans come without the ad patch.
In addition to the patch, Caesars will have a hospitality space and VIP seating at Capital One Arena, according to CDC Gaming Reports.
“Being woven into the Washington Capitals jersey is an exciting chapter in our collective story,” said Caesars Digital Co-President Chris Holdren in a statement. “We love blazing trails, and we are always looking for innovative opportunities that drive engagement and storytelling for fans.”
