On Sunday morning, the Las Vegas Golden Knights announced a new partnership with Circa Sports in which their jersey will feature a Circa logo patch. The NHL will begin allowing teams to display corporate sponsor logos in jersey patches during the 2022-23 season. Jersey Patch sponsorships were expected to be somewhere in the low seven-figure range up to over $10 million per year.
What does our main logo and @CircaSports have in common?
They will both be on our home jersey all next season!
— Vegas Golden Knights (@GoldenKnights) April 24, 2022
NHL adds jersey patches
With the NHL’s overall viewership and revenue impacted during the COVID-19 pandemic, the league turned to jersey crest ads as an opportunity to regain a financial foothold in the market in August 2021. According to Keith Wachtel, NHL Vice General Manager President and Chief Business Officer, NHL teams could collectively generate at least $100 million in annual revenue from jersey crest ads.
In September 2021, the Washington Capitals announced that they had accepted the first jersey crest sponsorship with Caesars Sportsbook. The two brands had a pre-existing partnership when the Capitals announced the historic opening of Caesars Sportsbook at Capital One Arena in May 2021, so the jersey patch was a logical extension of the partnership in addition to a new hospitality space. and VIP seats at Capital One Arena. Extending the jersey crest to sponsorship would cost Caesars $6 million a year.
Circa Sports – the biggest bookmaker in the world
Las Vegas is the nation’s largest gambling destination and Circa has built the world’s largest sports betting site in Sin City. Circa Sportsbook offers three floors of sports betting accommodation, including a 78 million pixel screen and a huge overhanging bar. The Vegas Stats and Information Network (VSiN) broadcasts daily from the on-site studio, providing in-depth analysis from industry experts.
Circa sports betting is decently sized pic.twitter.com/pIdeXMu0E6
— Las Vegas locally 🌴 (@LasVegasLocally) October 22, 2020
Circa + Golden Knights partnership
The jersey crest partnership between Circa Sports and the Las Vegas Golden Knights will be a five-year deal beginning in the 2022-23 season, the first the NHL will begin allowing such sponsorships. Circa crests will only be displayed on Knights home shirts, so there is always an option for the Golden Knights to partner with another company for crests on their away shirts.
Circa Sports joins Credit One Bank as advertisers on Golden Knights gear as the Credit One logo features on the team’s helmets. Fans will still be able to purchase jerseys without the Circa Patch when purchasing team merchandise, and Golden Knights owner Bill Foley announced in January that new jerseys would soon be available for the team.
Derek Stevens, Managing Director of Circa Sports, said, “Anyone who has walked through the doors of Circa knows that we are passionate about sports, and I am very proud to connect the Circa Sports brand with the first team born in Vegas in the growing field of sport. city of Las Vegas.
Kerry Bubolz, President of the Golden Knights, said the two companies “recognize tradition within our historic community while contributing to the growth of our beloved sports and entertainment industry.”