Chicago Blackhawks has become the latest major league US sports team to seek revenue opportunities via the betting sector.
The National Hockey League (NHL) franchise has partnered with Circa Sports, an online sportsbook brand licensed in Hawks’ home state of Illinois as well as Iowa, Colorado, Nevada and Kentucky.
Circa Sports is part of an omni-channel operation, being the sister online site to the Circa Resort and Casino in Las Vegas, which includes the largest retail sportsbook in the US.
By partnering with the Blackhawks, the firm will be eyeing up greater visibility for its online offering to take on a web-based betting market led by the giants of FanDuel, DraftKings and BetMGM.
Circa Sports CEO, Derek Stevens, said: “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.
“We are ecstatic to showcase the new Blackhawks jersey with such a young and exciting team.”
Specifics of the multi-year agreement will see CIrca Sports gain greater visibility in both its home state and further afield via the deal. The firm’s logo will be worn on the Blackhawks home jerseys from the 2024/25 season, with Circa Sports named jersey patch sponsor.
Perhaps of greatest significance, the partnership marks the first time the Blackhawks have entered into a jersey patch sponsorship agreement. The franchise is no stranger to kit marketing, however, having signed helmet sponsorships shortly after the NHL approved the marketing practices back in 2021.
“Sports betting has continued to grow in popularity among our fans and offered new ways for them to engage with our game,” added Blackhawks President of Business Operations, Jaime Faulkner.
“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.”
