Kris Johnson Deputy Editor -- CasinoBeats.com
Kris Johnson is a Charlotte-based deputy editor. He joined CasinoBeats in July 2025 and oversees the daily news flow of editing and publishing. Kris also reports on all aspects of the gambling industry with a...
Read Full BioThe NHL started allowing teams to sell advertising space on their jerseys and helmets three years ago, and the Washington Capitals were the first to strike a deal prior to the 2022-23 season.
Caesars Entertainment ushered in the era of jersey ads, placing the Caesars Sportsbook logo on the Capitals’ home and alternate jerseys.
You’re hard-pressed to find betting logos on jerseys in other major sports leagues in North America, and the UK’s Premier League is set to ban front-of-shirt sponsors starting next season. Will hockey become the last bastion for these ads?
What Betting Companies Appear on NHL Jerseys & Helmets This Season?
Fast-forward to this season, and the roster of gambling sponsors includes Play Alberta, Game Sense, Circa Sports, and Betway.
| Team | Uniform Placement | Sponsor | Sponsor Type |
| Calgary Flames | Jersey (home), Helmet (home) | Play Alberta/Game Sense | Sportsbook/Responsible Gambling |
| Chicago Blackhawks | Jersey (home) | Circa Sports | Sportsbook |
| Edmonton Oilers | Jersey (home), Helmet (home) | Play Alberta/GameSense | Sportsbook/Responsible Gambling |
| Ottawa Senators | Helmet (home) | Betway | Sportsbook |
| Vegas Golden Knights | Jersey (home) | Circa Sports | Sportsbook |
You can view jersey and helmet sponsors for every NHL team here. The vast majority of teams are sponsored by non-gambling entities, but the NHL is the most friendly of the “Big-4” leagues in the U.S. for these types of sponsorships. The NBA and MLB don’t allow gambling sponsors on jerseys. Meanwhile, the NFL doesn’t offer any jersey patch deals.
MLS does allow this type of jersey branding, but only the Seattle Sounders featured a gambling company this season. The Puyallup Tribe’s Emerald Queen Casino appeared on the sleeve of Seattle’s jersey.
Sportico reported that the NHL generated a record $1.53 billion in sponsorship revenue last season, noting that jersey patch deals range from $3.4 to $4.2 million per year.
Play Alberta Doubles Down With Oilers & Flames
Play Alberta, the province’s only regulated online gambling website, has partnerships with the Edmonton Oilers and Calgary Flames.
The University of Bristol in the UK has published a study that found last year’s Stanley Cup Final between the Oilers and Panthers featured a gambling ad or logo 3.5 times every minute. That stat owed largely to Play Alberta’s jersey patch, which appeared in Games 1, 2, 5, and 7 in Edmonton.
Notably, climate solutions provider Karbon-X appeared on Edmonton’s jerseys in the games played in Florida. Like many teams, the Oilers have separate sponsors for their home and road jerseys. This also helps prevent gambling advertising in states that don’t offer legal sports betting.
The Oilers and Flames both prominently feature the Play Alberta logo on their home jerseys. GameSense, a responsible gambling program run under the auspices of the Alberta Gaming, Liquor and Cannabis agency, is displayed on both teams’ helmets at home.
AGLC’s GameSense and Self-Exclusion programs are both integrated on PlayAlberta.ca to educate and support players about the risks of gambling. It’s a laudable tie-in, but not everybody welcomed Play Alberta’s jersey patch after the deal with Edmonton was announced last year. A majority of poll respondents said “it degrades the uniform.”
