TikTok and Monumental Sports & Entertainment (MSE) announced a multiyear partnership, making TikTok an official partner of the NHL’s Washington Capitals. 

The deal, extending through the 2026-27 season, includes TikTok’s logo on the Capitals’ road jersey and title sponsorship of the team’s 50th Anniversary Celebration.

The partnership activates across MSE’s properties, including the NBA’s Washington Wizards, WNBA’s Washington Mystics, NBA G-League’s Capital City Go-Go, and NBA2K’s Wizards District Gaming. It also encompasses MSE’s media entities, such as Monumental Sports Network.

TikTok’s logo will debut on the Capitals’ white road game jersey starting September 24 against the Boston Bruins. The social media platform will become the Capitals’ first-ever road jersey partner.

“TikTok empowers our fans to share their passion for the Caps and all our teams in their unique ways, and we are excited by the opportunity the partnership provides to engage with the TikTok community through content creation,” Jim Van Stone, MSE’s President of Business Operations & CCO, stated in a blog post.

The Capitals are currently the eighth most-followed NHL team on TikTok, with over 387,000 followers and 10.3 million likes.

“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,” stated Kate Jhaveri, Global Head of Marketing at TikTok.

The partnership also includes TikTok as the presenting partner for Washington Capitals road games on Monumental Sports Network — exclusive local TV rights for the Caps for over 3 million homes in D.C., Maryland, and Virginia — and the Capitals Road to Success radio feature.

TikTok Invades the Pitch

The NHL deal follows TikTok’s new multi-year agreement with the NFL to enhance the football community’s fan experience.

Since the partnership’s inception in 2019, the NFL has gained significant traction on the platform. 

The league’s content garnered over 5 billion views during the 2023 season, with over 11 million combined posts using related hashtags. The @NFL account has become one of the most-followed brands on TikTok.

According to TikTok’s recent survey, 73% of users enjoyed seeing crossover content that blends sports with other industries, such as gaming, food, and fashion.