TikTok’s Washington Capitals sponsorship puts brand in front of US lawmakers

TikTok is now an official partner of the NHL’s Washington Capitals, stamping its mark in the nation’s capital as the app is fighting for its existence in the U.S. The sponsorship announced Monday makes TikTok an “official partner” of the Capitals and includes putting its logo on the team’s away jerseys. (Caesars Sportsbook has logo rights to the NHL team’s home jerseys.) The marketing deal starts this season, which is the Capitals’ 50th anniversary. TikTok’s partnership with the Capitals’ owner, Monumental Sports and Entertainment, also includes in-arena branding and other opportunities with the other D.C. area teams it owns: the NBA’s Washington Wizards, WNBA’s Washington Mystics, NBA G-League’s Capital City Go-Go and NBA2K’s Wizards District Gaming. TikTok’s sponsorship rights run through the 2026-27 season, an indication that TikTok plans on sticking around Washington past 2025, which is the deadline a recent law set for TikTok to sell itself to an owner outside of China. More news: Women’s pro hockey league reveals names and logos TikTok will have a major role in the Capitals’ 50th anniversary, lending its brand and platform to the content around the season-long event, according to a statement announcing the deal. Check out the latest Ad Age events and award programs TikTok has been on a marketing push all year, which is partly a lobbying effort to win over U.S. lawmakers and partly about consumer messaging to shore up support among the public. In April, President Joe Biden signed a bill into law that forces TikTok’s owner ByteDance to sell the app, citing national security concerns about its Chinese-based ownership. TikTok has run ads across the U.S. with messages highlighting more positive sides of the video app, focusing on creators and businesses. Sports focus TikTok has carved out a significant role within U.S. sports, entertainment, media and culture. Sports, in particular, is an area where the app has broad reach. TikTok was prominent throughout the 2024 Summer Olympics, for instance, with athletes and creators sharing content on the app. TikTok sponsors multiple leagues and teams. It has content deals in which leagues, including the NHL, NFL, NBA and MLB among others, establish an official presence with the app and share bespoke content there. It also has a deal with Wrexham A.F.C., the U.K.-based soccer team owned by Ryan Reynolds and Rob McElhenney. Also: Behind the sports trading card industry’s rapid growth The Capitals discussed the team’s presence on TikTok, where it has more than 387,700 followers, as one of the factors in signing the deal. The partnership offers a way to “continue to grow the game, showcase our players’ personalities and innovatively engage with the TikTok community through content creation,” said Jim Van Stone, president of business operations and chief commercial officer at Monumental Sports and Entertainment. The deal gives TikTok a new link to Washington area households, a key demographic as it tries to reach lawmakers who work in the nation’s capital. TikTok has made direct appeals to lawmakers before, including a ham-fisted one in March when it sent dozens of creators to the capital and encouraged users of the app to call local lawmakers to lobby on its behalf. Read more: Inside the NFL’s influencer marketing strategy Monumental Sports and Entertainment TV network, which broadcasts Capitals games, reaches more than 3 million homes in Washington and Virginia, according to the statement. TikTok will be the presenting partner of Washington Capitals road games on Monumental Sports Network and of a radio feature on the Capitals Radio Network during regular season road games. Monumental Sports Network, which has local TV rights for the Capitals, reaches more than 3 million homes in the Washington, Maryland and Virginia market. TikTok, which was not immediately available for comment, also shared the announcement on its site. The company has maintained that it will continue to operate in the U.S., regardless of ownership structure, and has protested the bill against the company, claiming it infringes on the freedom of speech of Americans.

TikTok’s Washington Capitals sponsorship puts brand in front of US lawmakers

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