Circa Sports Partners with Chicago Blackhawks for Jersey Patch Sponsorship

Circa Sports partnering with the Chicago Blackhawks
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Circa Sports announced on Tuesday that it will be the official jersey patch sponsor for the NHL’s Chicago Blackhawks for the 2024-25 season. The news arrived a day after the Florida Panthers claimed the 2024 Stanley Cup, marking a significant move for Circa Sports in the professional sports league.

Details of the Partnership

Las Vegas-based Circa Sports joins a select group of companies with multiple jersey patch deals in the same professional sports league. Circa already has a jersey patch deal with the Las Vegas Golden Knights. In the just-completed NBA season, companies like Ibotta and Motorola had patch agreements with two teams.

“Circa Sports will debut on the Blackhawks jersey later this week at the 2024 Upper Deck NHL Draft,” according to a statement. “The partnership also includes the Blackhawks 2024-25 regular season schedule release, anticipated for early this summer.”

The Blackhawks, one of the NHL’s six original franchises, have won the Stanley Cup six times, including three times between 2010 and 2015. Financial terms of the agreement between Circa and the team were not disclosed.

Strategic Move by Circa

Circa is already familiar to some bettors in Illinois. In May 2022, Circa announced plans to enter Illinois via an arrangement with Full House Resorts. This agreement allows Circa to operate a retail sportsbook at that casino and offer internet betting in the state.

The operator launched mobile sports betting in Illinois about 10 months ago. Known for its reputation as a sportsbook that embraces sharp bettors, Circa has additional advantages in gaining market share in Illinois. For instance, its annual NFL contests, Circa Million and Circa Survivor, attract thousands of participants worldwide.

The relationship with the Blackhawks could be beneficial for Circa. While the team has struggled in recent years, they are led by Connor Bedard, an 18-year-old who is considered one of the NHL’s top young players.

Circa also provides online sports wagering services in Colorado, Iowa, Kentucky, and Nevada.

NHL’s Growing Embrace of Betting Sponsorships

Similar to other North American sports leagues, the NHL has increasingly embraced marketing deals and sponsorships with gaming companies at both the team and league levels. For example, in November, the NHL named Penn Entertainment’s ESPN Bet as its official sports wagering partner.

In the recently completed NHL season, three franchises — the Arizona Coyotes, Golden Knights, and Washington Capitals — had sponsorship deals with gaming companies.

Additionally, 17 teams, or more than half the league, have sponsorship deals with sportsbook operators, despite the fact that six of the league’s US-based teams are in states that don’t allow online sports wagering and five of the teams are located in Canadian provinces lacking competitive sports betting markets.

Conclusion

Circa Sports’ partnership with the Chicago Blackhawks as their jersey patch sponsor for the 2024-25 season marks a significant step for both entities. The move could help Circa expand its presence in Illinois and leverage the Blackhawks’ fan base to increase its market share. As the NHL continues to embrace betting sponsorships, such deals are likely to become more common, benefiting both the sports and gaming industries.