Monumental Sports and Entertainment (MSE), the multi-sport ownership group that controls, among others, the Washington Capitals of North America’s National Hockey League (NHL), has announced a new multi-year partnership with social media video platform TikTok.
Running through the end of the 2026-27 sports seasons, TikTok becomes an official partner of MSE and the Capitals.
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TikTok’s logo will appear as a jersey patch on all away-game Capitals jerseys through the 2024-25 campaign, as well as becoming the title sponsor of the franchise’s 50th anniversary celebrations.
This element of the partnership will be inaugurated with the Capitals’ first road game of the season, against the Boston Bruins on September 24.
The video platform will also receive in-arena branding during Capitals home fixtures at the 18,573-capacity Capital One Arena.
The partnership also extends to MSE's other high-profile Washington-area sports properties, with TikTok to activate across the National Basketball Association’s Washington Wizards, its NBA G-League developmental affiliate Capital City Go-Go, women’s basketball’s Washington Mystics, and the NBA2K esports competition's Wizards District Gaming.
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By GlobalDataThese activations will take the form of “unique” TikTok programming around the franchises, and will also extend to MSE's media businesses, including Monumental Sports Network, the regional sports network that covers the group's Washington franchises in the local area, particularly as presenting partner of Capitals away game broadcasts.
Speaking on the deal, MSE chief commercial officer and president of business operations Jim Van Stone has stated: “s a sports enterprise with a large and diverse fan base, we are excited to utilize TikTok to uniquely connect, entertain and interact with fans across all of our Monumental Sports teams.”
Kate Jhaveri, global marketing head at TikTok, added: “Monumental Sports & Entertainment is home to some of the country’s most iconic and beloved sports franchises on TikTok.
“From behind-the-scenes content and mic’d-up moments, to exclusive access to players, the teams connect with their passionate fans by leaning into the platform in new and creative ways.”
TikTok is the Capitals’ first unique road game patch partner. The Capitals were the first NHL franchise to announce a jersey patch partner, back in 2021, when they partnered with Caesars Sportsbook to cover the home and third jerseys.
Courtesy of a recently secured arena funding deal, the Capitals and Wizards will both remain at the Capital One Arena through 2025.
