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The World Series of Poker has opened its first permanent retail store on the Las Vegas Strip, creating a year-round retail presence while the 57th annual WSOP continues at Horseshoe and Paris Las Vegas through July 15.
The 2,320-square-foot store, located in the retail complex connecting Horseshoe and Paris Las Vegas, opened to the public Monday. A ribbon-cutting ceremony was held Friday, with Jack Binion, the 89-year-old son of WSOP founder Benny Binion, joining executives from Caesars Entertainment and the World Series of Poker.
The store is the largest retail space in WSOP history. More than 100 merchandise designs are available at launch, including apparel, accessories and collectibles. A New Era partnership includes 65 hat styles and more than 90 WSOP-branded designs.
Other collaborations include Jeff Hamilton, Adidas, Black Clover and Kevin Leonel. Additional merchandise is scheduled for release during the summer, including the “On Felt” collection and a commemorative WSOP coin.
The Next Chapter of WSOP Retail is Here!
The now permanent home of WSOP merchandise was officially opened by Jack Binion at the ribbon cutting ceremony, and will be open to the public on Monday, June 15. pic.twitter.com/lAgQBAr9Ie
— WSOP – World Series of Poker (@WSOP) June 13, 2026
The store presents WSOP history through archival visuals and design features tied to poker’s development. Guests enter through a desert-themed façade referencing Nevada’s early gaming culture. One side uses wood finishes and saloon-style elements tied to early WSOP history, while the other uses the “On Felt” concept, with green-felt-inspired design and images of contemporary champions.
A central LED installation displays historic WSOP moments, with a gold bracelet forming part of the visual centerpiece. Other elements include a cash-wrap counter modeled after the Golden Horseshoe motif associated with Benny Binion’s Million Dollar Display and a chandelier made from cascading poker chips, referencing the “chip and a chair” phrase in poker.
“I started looking through all these vintage photos from over 56 years of history, so we don’t need to make it up,” WSOP Executive Business Manager Kamila Winska said.
Jack Effel, Senior Vice President of Poker Operations and World Series of Poker at Caesars Entertainment, said the store extends the brand beyond its annual tournament schedule. “The World Series of Poker is a landmark in Las Vegas, and it has been since 1970,” Effel added.
Effel highlighted that the modern WSOP attracts tens of thousands of players annually from more than 100 countries, with hundreds of millions of dollars in prize pools. “The WSOP gold bracelet is the gold medal of trophies,” he said. “It’s the most expensive trophy in all of sports.”
Benny Binion created the WSOP in 1970 as a small invitational tournament at Binion’s Horseshoe in downtown Las Vegas. Jack Binion later ran the Horseshoe and helped shape the tournament’s early format. The Binion family no longer has an operational or financial stake in the modern WSOP or Binion’s Gambling Hall.
Caesars Entertainment sold the WSOP intellectual property and brand to NSUS Group Inc. in a $500 million agreement in 2024, while retaining long-term rights to host live WSOP events in Las Vegas and maintain the brand’s Strip presence. The tournament will continue to operate in Las Vegas under Caesars until 2044.