TikTok and Monumental Sports & Entertainment (MSE) have announced a multiyear partnership, making TikTok the official partner of the NHL’s Washington Capitals. This partnership includes:
Key Highlights
- TikTok Logo on Jerseys: Starting with the 2024-25 season, the TikTok logo will appear on the Capitals' road jerseys.
- 50th Anniversary Celebration: TikTok will be the presenting partner for the Capitals' 50th Anniversary Celebration, featuring major events and initiatives.
- In-Arena Branding and Programming: The partnership extends to in-arena branding and unique programming elements for the Capitals, NBA’s Washington Wizards, WNBA’s Washington Mystics, NBA G-League’s Capital City Go-Go, and NBA2K’s Wizards District Gaming.
Partnership Scope
- Duration: The partnership will last through the 2026-27 season.
- Media Integration: It includes Monumental Sports Network, which holds exclusive local TV media rights for the Capitals, reaching over 3 million homes in the D.C., Maryland, and Virginia markets.
- Road Game Sponsorship: TikTok will also sponsor Washington Capitals road games on Monumental Sports Network and the Capitals Road to Success radio feature.
Statements from Executives
- Jim Van Stone, MSE: Emphasized the opportunity to connect with fans uniquely through TikTok, especially during the Capitals' 50th Anniversary Celebration.
- Kate Jhaveri, TikTok: Highlighted the excitement of partnering with MSE to bring the joy of sports to a new generation of fans on TikTok.
The Washington Capitals are the eighth most-followed NHL team on TikTok with over 387k followers and more than 10.3 million likes. The team uses TikTok to share content that highlights players' personalities both on and off the ice.
The Capitals were the first NHL team to announce a jersey partner in 2021 with Caesars Sportsbook for their home and third jerseys. This partnership aims to leverage TikTok's platform to engage fans creatively and grow the sports community's digital presence.
