Published on: June 13, 2026, 01:51h.
Updated on: June 13, 2026, 01:57h.
- The World Series of Poker launches its inaugural year-round retail outlet on the Las Vegas Strip on Monday, June 15
- Jack Binion, the son of WSOP founder Benny Binion, officiated the ribbon cutting at the Horseshoe-Paris casino complex on Friday, June 12
The World Series of Poker (WSOP) is set to have a permanent home on the Las Vegas Strip. On Friday, June 12, 2026, Jack Binion, the 89-year-old son of WSOP pioneer Benny Binion, inaugurated the Strip’s first official WSOP retail store. The store will welcome visitors starting Monday, June 15, within the retail area connecting the Horseshoe and Paris casinos, coinciding with the ongoing 57th annual WSOP that runs until July 15.
This new store spans an impressive 2,320 square feet, marking it as the most extensive WSOP retail space ever created. (Previous pop-up merchandise kiosks started appearing back in 2008 when the WSOP was hosted at the Rio.)
At its launch, the store will offer over 100 different merchandise designs, ranging from apparel to collectibles. Notable collaborations include New Era hats and a fresh “On Felt” collection. A central LED display showcases memorable WSOP moments throughout its history, while a championship bracelet serves as the visual focal point of the store.
The store’s layout presents a chronological journey through the evolution of poker. Visitors enter through a façade reminiscent of Nevada’s early gaming culture. One side of the store features wood textures and saloon-style elements, reflecting the series’ early years, while the other integrates a modern aesthetic centered around the “On Felt” theme, complete with green-felt-inspired designs and imagery of contemporary champions.
Additional design elements include a cash-wrap counter inspired by the Golden Horseshoe motif linked to Benny Binion’s Million Dollar Display, complemented by a chandelier crafted from cascading poker chips.
The WSOP’s announcement of its store as a “flagship” location hints at plans for more, smaller permanent outlets in the future. While no specific dates or venues have been revealed, the most likely candidates are prominent regional casinos that frequently host WSOP Circuit events, such as Harrah’s Cherokee (North Carolina), Horseshoe Hammond (Chicagoland), and Harrah’s Atlantic City (New Jersey).
Even though Caesars sold the WSOP brand to NSUS Group in a $500 million deal in 2024, the tournament is set to continue operating in Las Vegas under Caesars Entertainment until 2044.
Binion’s Legacy
Benny Binion, a Texas-born gaming operator and former Dallas racketeer, established the World Series of Poker in 1970 with a small invitational event at his downtown casino, Binion’s Horseshoe. His vision was straightforward: bring together the best players for a major tournament that would enthrall the public and crown a champion.
For decades, the tournament was managed by the Binion family. Jack Binion oversaw the Horseshoe and influenced the early format of the WSOP; his sister Becky later took over the property until financial challenges forced the family to sell the Horseshoe brand and the WSOP to Harrah’s Entertainment (now Caesars) in 2004.
Currently, the Binion family’s involvement is largely ceremonial, as they hold no operational or financial interest in the present-day series and no ownership stake in Binion’s Gambling Hall (formerly Binion’s Horseshoe).
Nonetheless, Jack, who played a significant role in shaping the WSOP’s early identity, continues to make appearances at ribbon cuttings, anniversaries, and commemorative events. A prominent photo of Jack Binion is displayed within the new store.
Furthermore, the Horseshoe brand now belongs to Caesars, which rebranded the former Bally’s Las Vegas in 2023 to highlight its responsibility toward preserving the WSOP legacy.