TikTok Becomes the Official Road Jersey Sponsor for the Washington Capitals

TikTok / Washington Capitals

TikTok has become the official road jersey sponsor for the NHL’s Washington Capitals as part of a multi-year agreement with Monumental Sports & Entertainment, which also owns other D.C. sports teams, such as the NBA’s Washington Wizards and the WNBA’s Washington Mystics. The deal includes in-arena branding and programming, and TikTok will also be the Presenting Partner for the Capitals' 50th Anniversary Celebration.

Why It Matters: Amid concerns about a potential ban, this partnership strengthens TikTok’s ties with the Washington, D.C., community and local lawmakers, potentially aiding its efforts to combat the ban. It also enhances TikTok’s visibility both locally and nationally and adds to its growing list of sports partnerships, including an expanded deal with the NFL.

The Capitals, the eighth most-followed NHL team on TikTok, have been actively using the platform to showcase their players and engage with younger audiences through creative content. With TikTok as an official partner, the team is expected to deepen its engagement with the platform and grow its fanbase.

This is the latest example of a major player in the creator economy securing prominent placements on sports jerseys. Recent examples include MrBeast’s Feastables becoming the jersey sponsor for the Charlotte Hornets for the 2023-2024 season and Logan Paul and KSI’s Prime becoming the jersey sponsor for FC Bayern Munich.