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A first permanent WSOP home on the Strip
On June 12, 2026, the World Series of Poker (WSOP) opened its first permanent retail store on the Las Vegas Strip. Sitting between the Horseshoe Las Vegas and Paris Las Vegas, the 2,320-square-foot venue gives poker fans a year-round place to dive into the game's history and buy exclusive merchandise that celebrates 50 years of the tournament's legacy.
From pop-up stands to a permanent space
- •Temporary stands during the series only
- •Limited merchandise window
- •No year-round fan destination
- •Permanent Strip storefront
- •Open year-round
- •Full history & exclusive lines
For decades, WSOP fans could only grab limited merchandise from temporary stands during the series. The flagship store changes that, offering a permanent space that traces poker's evolution from its early saloon roots to today's high-stakes arena. The opening ceremony was attended by Jack Binion, son of legendary founder Benny Binion, underscoring the deep ties between the brand's past and its future.
Design and merchandise highlights
The interior blends rustic textures inspired by Nevada's early gambling culture with sleek, contemporary touches that reflect the modern WSOP experience. A prominent LED display chronicles historic tournament moments, while a chandelier built from stacked poker chips anchors the room. Visitors can browse more than 100 merchandise designs, from apparel and accessories to collectibles honoring memorable moments in poker history. Collaborations with brands such as New Era and the new "On Felt" product line add a modern twist to classic poker gear.
The Binion legacy lives on
The Binion family no longer owns or operates the WSOP, but their influence is still woven into its fabric. Benny Binion launched the event in 1970 at his downtown Las Vegas casino with a simple vision: bring the world's best players together and crown a champion. Over the years, the WSOP grew from a small invitational into poker's most prestigious tournament series. Today the brand is owned by NSUS Group, which acquired it for $500 million in 2024, while Caesars Entertainment continues to run the Las Vegas tournament through 2044. The new store honors that legacy while positioning the WSOP for continued global appeal.
What it means for the poker community
- •A place to gather and share stories
- •Year-round access beyond the tables
- •Tangible connection to the game
- •Stronger Strip presence
- •Reaches a broader audience
- •Cements WSOP as a cultural icon
The permanent store gives fans a tangible connection to the game beyond the tables, a space to gather, swap stories, and celebrate milestones. Its presence on the Strip signals the WSOP's push to grow its brand and reach a wider audience. By offering year-round access to exclusive merchandise and interactive displays, the store enriches the visitor experience and reinforces the WSOP's standing as a cultural icon in poker.
Day 20 of the 2026 series: two bracelets and high-stakes drama
While the store's opening is a major milestone, the 2026 WSOP keeps delivering action. On Day 20, two bracelets were awarded amid high-stakes drama. German player Sebastian Pauli won his first bracelet in the $1,500 Razz event, earning $135,564. Alex Foxen secured his fourth bracelet and a $594,246 prize in the $10,000 Super Turbo No-Limit Hold'em event. The day also featured the $250,000 Super High Roller No-Limit Hold'em, where Bryn Kenney led with 19,350,000 chips, setting up a potential $4,334,411 payday — the kind of money more often seen in the biggest televised cash games.
Summary
The WSOP's new flagship store is more than a retail space: it celebrates the tournament's storied past while serving as a beacon for its future. As poker keeps evolving, the store offers fans a permanent place to connect, celebrate, and experience the game beyond the tables. With the 2026 series still in full swing, the mix of historic milestones and modern innovation keeps the WSOP at the forefront of the global poker landscape.