A first time for everything

Las Vegas-based Circa Sports branding will be worn by Chicago Blackhawks players at home games for the 2024-25 NHL season after it became the hockey franchise’s first-ever jersey patch sponsor.

The Chicago Blackhawks took to X on Tuesday with a video of the new sports betting patch that will be featured on the team’s red home jerseys:

A news release by Chicago Blackhawks Communications published on NHL.com stated Circa Sports was appointed as the hockey team’s official home jersey patch sponsor via a “multi-year partnership.”

According to the Chicago Sun-Times, this is the first time the Blackhawks will capitalize on a ruling the NHL made in 2022 allowing hockey franchises to sport sponsored jersey patches.

Finally cashing in

The Blackhawks had gone two years without any form of advertising sponsorship on their jerseys. Belle Tire branding has, however, been featured on Blackhawks helmets since 2021 and the team will sport them again in the 2024-25 hockey season.

The Blackhawks’ decision to add a jersey sponsor comes almost two years after its Business President Jaime Faulkner said the franchise was being “thoughtful and careful” about what brand would be on team shirts.

In October 2022, Faulkner stated the Blackhawks wanted to appoint a partner “with whom we share the same values [and] brand principles.” The exec said his franchise was talking to many suitors, but added that unlike nine NHL franchises who had already taken advantage of the league’s rule: “Thankfully, financially, we don’t need to rush into throwing a patch on there.”

Fast-forward to 2024 and Faulkner’s statement on Tuesday that the growth of sports betting’s popularity has offered Blackhawks’ fans novel ways in which “to engage with our game.”

He added that the franchise “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.”

Circa thrilled

Circa Sports CEO Derek Stevens said his firm was “ecstatic” to brand the jerseys worn by “such a young and exciting team.”

a team with the most iconic home jersey in sports”

A lifelong hockey fan, Stevens added that he was overwhelmed with both the opportunity and responsibility of “partnering with an Original Six team and a team with the most iconic home jersey in sports.”

According to the official news release, Circa Sports will debut its logo on the Blackhawks jersey at the 2024 NHL Draft this week.