The World Series of Poker has opened its first permanent WSOP retail store on the Las Vegas Strip, marking a new chapter for one of poker’s most storied brands. The store opened its doors on June 15, 2026, in the corridor connecting the Horseshoe and Paris Las Vegas hotels, giving fans and tourists a year-round destination that no longer disappears once the summer tournament series wraps up.
According to SuperPoker, the new location spans roughly 215 square meters, about 2,300 square feet, and stocks more than 100 exclusive WSOP-branded products, from apparel and accessories to collectibles that were previously available only during the brand’s temporary pop-up shops each summer. The opening was attended by Jack Binion, son of WSOP founder Benny Binion, whose family name remains inseparable from the tournament’s origin story even though it no longer owns the brand.
A Permanent Home for the WSOP Retail Store
For decades, anyone wanting official WSOP merchandise had to time their visit to coincide with the summer festival at the Rio, and later Horseshoe and Paris Las Vegas, when temporary retail stands would pop up for a few weeks and then vanish. That is no longer the case.
The new store sits directly on the Strip, between the Horseshoe and Paris properties, putting it in front of the millions of tourists who pass through that stretch of Las Vegas Boulevard every year, whether or not they play a single hand of poker. It is a deliberate shift from a seasonal pop-up model to an always-on retail presence, and it signals that WSOP’s current ownership sees the brand as more than a once-a-year tournament series.
Inside the Store: Bracelets, LED History, and a Chip Chandelier
Beyond the merchandise racks, the store was designed as something closer to a small museum experience. A dedicated display case showcases WSOP championship bracelets, the sport’s most recognizable trophy and the object every serious tournament player dreams of holding.
An LED panel runs through highlights of WSOP history, giving visitors a condensed timeline of the series since its founding. The centerpiece, though, is a chandelier built from stacked poker chips, a visual nod to the game itself and a striking photo opportunity that is likely to become one of the more shared images from the Strip in the months ahead.
Jack Binion Returns to Celebrate His Father’s Legacy
Benny Binion founded the WSOP in 1970 at his Horseshoe casino downtown, inviting a small group of the best players in the country to determine, informally at first, who among them was truly the best. That gathering grew into the largest and most prestigious poker tournament series in the world, eventually moving from downtown Las Vegas to the Rio and then to the Strip itself.
Jack Binion, Benny’s son, attended the store’s opening, a gesture that tied the brand’s newest commercial chapter back to its family origins. The Binion name no longer sits on the WSOP’s ownership papers, but the family’s connection to the brand’s founding story remains part of what makes the WSOP more than just another tournament series, and the companies that now run it clearly understand the value of keeping that history visible to the public.
Who Owns the WSOP Brand Today
The WSOP has changed hands more than once since Benny Binion’s era. In 2024, NSUS Group purchased the WSOP brand outright for 500 million dollars, a deal that was one of the largest transactions in the poker industry’s history and one that separated brand ownership from tournament operations.
Caesars Entertainment continues to operate the live festival itself, running the Main Event and the rest of the summer series under an agreement that extends through 2044. In practice, that means NSUS Group controls how the WSOP name and image are used commercially, including retail, licensing, and merchandising, while Caesars handles the logistics of actually running the tournaments each summer. A permanent flagship store fits squarely into that first category, a brand play rather than a tournament-operations one.
What a Permanent Strip Presence Signals for Poker
The decision to build a permanent, year-round retail space rather than relying on seasonal pop-ups reflects a broader pattern among major entertainment and sports brands with a presence in Las Vegas. Flagship stores in high-traffic tourist corridors let a brand capture attention from people who may never sit at a poker table but who still recognize the WSOP name from television, streaming, or pop culture.
For the poker community specifically, it also reinforces something players already understood: the WSOP brand has value well beyond the six or so weeks each summer when the actual tournaments are running. Bracelets, history, and imagery associated with the series are now merchandised and displayed 365 days a year, not just during the festival window. Readers looking to understand how the WSOP tournament structure itself works, from the Main Event to the dozens of preliminary bracelet events, can find a full breakdown in the Poker Pro Academy WSOP guide.
Whether this permanent retail footprint expands to other cities or remains a single Las Vegas flagship is not yet known. What is clear is that the brand’s owners are betting that WSOP’s name recognition, built over more than five decades since Benny Binion first opened his doors, is strong enough to support a standalone retail business independent of the tournament calendar.
