Featured image credit: Monumental Sports & Entertainment
Monumental Sports & Entertainment (MSE) has appointed Klutch Sports Group, Legends and Elevate Creative to help deliver the modernisation of Capital One Arena.
Klutch Sports Group and United Talent Agency will help guide MSE’s commercial partnership strategy, while Legends will support premium sales efforts. Elevate Creative will offer expertise on brand messaging, team activation and sponsorship integration.
MSE is the parent company of Capital One Arena and its two tenants, the NBA’s Washington Wizards and NHL’s Washington Capitals. The arena will undergo $800m (£657m/€779m) worth of renovations over three years, with the project to be delivered in time for the 2027-28 seasons.
Today’s (Tuesday’s) announcement comes as MSE formally begins construction on the new-look Capital One Arena. MSE is taking a “360-degree approach” to the project, which hopes to set new standards for fan experience and technological innovation.
MSE said that Klutch will play a pivotal role in the valuation and packaging of the arena’s new partnership offerings. Legends will provide comprehensive premium sales and marketing support, including an in-house team that will work closely with MSE’s sales staff.
Legends will focus on supporting the success of the arena’s growing number of seat offerings, including The Vaults, which will debut in October. Legends will also oversee the development of two new small group premium seating clubs and a fully reimagined suites business in the later phases of the project.
Meanwhile, Elevate Creative will help shape the overall brand vision for Capital One Arena. A key aspect of this will include the development of brand experiences for the project, such as the ‘Where Monuments Meet Momentum’ campaign, which debuted in December.
Jim Van Stone, president of business operations and chief commercial officer at MSE, said: “As we embark on the creation of a brand-new Capital One Arena, we are proud to partner with Klutch Sports Group, Legends, and Elevate – three of the most respected and innovative agencies in the industry.
“Their expertise will be instrumental in shaping the future of our arena, ensuring we not only meet but exceed the expectations of our fans, partners, and community. With their support, we are poised to create a world-class venue that will redefine the fan experience for years to come and set a new standard for sports and entertainment in the D.C. region and across the country.”
Last month, MSE provided a fresh look at the revamp planned for Capital One Arena as the project officially commenced. MSE and the District of Columbia agreed last March to renovate the arena after plans were dropped for a new entertainment district in Virginia that would have housed a new home facility for the Wizards and Capitals.
The District has committed to financing of $500m towards the renovation. Clark Construction Group, Gensler and CAA Icon have already been appointed as partners for the project.
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