Industry czars to helm Capital One Arena rejig

Article posted by Coliseum, January 31^st, 2025

Image: Monumental Sports and Entertainment

The Monumental Sports & Entertainment (MSE) announced recently that three industry-leading agencies will help lead the execution of a brand-new, completely modernized Capital One Arena in downtown Washington, D.C. (US).

‘MONUMENTAL’ stated that the renowned partner companies – the KLUTCH Sports Group and the Beverly Hills (US)-based United Talent Agency (represents some of the world’s most iconic, barrier-breaking artistes, creators and changemakers – from actors, athletes and musicians to writers, gamers and digital influencers) will help guide MSE’s commercial partnership strategy, the global premium experiences company Legends will support MSE’s premium sales efforts and the full-service strategy, design and execution agency Elevate Creative will offer expertise on brand messaging, team activation and sponsorship integration.

Washington, D.C. (US)-based Monumental Sports & Entertainment (MSE) is America’s leading sports and entertainment family. Its people, players, teams, and events bring excitement and joy to millions. They invest and innovate to consistently raise the game so that they can deliver extraordinary experiences that will inspire and unite the community, the fans and the people.

The 20,356-capacity Capital One Arena is an indoor arena in Washington, D.C. (US). Located in the Chinatown section of the larger Penn Quarter neighborhood the arena sits atop the Gallery Place Rapid Transit Station of the Washington Metro.

Los Angeles (US)-based the KLUTCH Sports Group is a premier agency representing some of the world’s biggest athletes across major professional sports. KLUTCH’s unique 360 approach helps the clients at any stage of their career maximize opportunities across the rapidly changing entertainment, media and business landscape and provides strategic support in partnerships, branding, communications, social responsibility, and more.

New York (US)-based Legends is a global premium experiences company that works with some of the most iconic and innovative brands in sports and entertainment to deliver exceptional experiences for the fans worldwide. The company offers its partners a 360-degree data and analytics-fueled service solution platform to drive revenue, heighten their brand and execute their vision.

Charlotte (US)-based Elevate is an award-winning, full-service consulting firm supporting high-performing organizations in sports and beyond with innovative, data-driven, revenue-generating solutions.

‘MONUMENTAL’ further stated that the above announcement comes as the MSE formally begins construction on the new Capital One Arena having received unanimous approval on the development and finance agreements from the D.C. Council in December 2024 for the three-year, $800+ million arena transformation. The MSE is taking a 360-degree approach to planning a high-tech, high-touch building that will serve millions of annual visitors for the next 25 years and set a new standard for fan experience and technological innovation.

Observed Jim Van Stone, President of Business Operations and Chief Commercial Officer at MSE, “As we embark on the creation of a brand-new Capital One Arena we are proud to partner with the 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, the partners and the 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 United States.”

KLUTCH Sports Group and United Talent Agency

The MSE has partnered with the KLUTCH Sports Group and the United Talent Agency to enhance its commercial partnership strategy for the reimagined Capital One Arena. KLUTCH will play a pivotal role in the valuation and packaging of the arena’s new partnership offerings aligning with the MSE’s vision to transform the venue into a state-of-the-art entertainment hub. As a trusted extension of MSE’s Global Partnerships team KLUTCH will leverage its vast network and industry-leading expertise to support the sales and development of strategic partnerships across all Monumental properties and platforms. With a proven track record of maximizing value for the premier brands KLUTCH is an ideal fit to drive innovative partnerships that will elevate the fan experience and provide unprecedented opportunities for the sponsors.

Added Andrew Feinberg, KLUTCH’s Head of Global Partnerships, “At KLUTCH, we pride ourselves on forging innovative partnerships that amplify the value of the premier brands and this collaboration is a testament to that mission. Together, we’re setting the stage for a new era of sports and entertainment in the nation’s capital.”

Legends

With a proven history of delivering transformative results in sports and entertainment venues, Legends will play a key role in advancing the premium sales strategy for the MSE and the new Capital One Arena. Legends will provide comprehensive premium sales and marketing support including an in-house team that will work closely with the MSE’s sales staff to drive success throughout the three-year construction project. Legends will focus on supporting the success of MSE’s growing volume of premium seat offerings including The Vaults, set to debut in October 2025. The team 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 arena transformation. Legends is uniquely positioned to help the MSE redefine the premium fan experience at the Capital One Arena and take the VIP experience to new heights.

Maintained Mike Ondrejko, President of Global Sales, Legends, “At Legends, we embrace the opportunity to partner with great people on ambitious projects on the biggest stages. The transformation at the Capital One Arena embodies this representing a bold step forward for Monumental Sports & Entertainment. We’re honored to collaborate with their world-class team to introduce a redefined premium experience to the great market of Washington, D.C.”

Elevate Creative

Owing to their extensive expertise in creating engaging, immersive brand experiences and integrating sponsorships into world-class venues, the MSE has chosen the Elevate Creative to drive branding and sponsorship integration strategy for the new arena supporting the MSE’s marketing group in shaping the overall brand vision for the venue. A key aspect of Elevate’s work will include developing compelling storytelling and brand experiences for the arena project – as seen with the noted ‘Where Monuments Meet Momentum’ campaign which debuted in December 2024 – as well as collaborating with the MSE to ensure seamless brand and sponsor integration throughout the Capital One Arena with special focus on the premier spaces like the United Globe Club and Lounge.

Explained Drew Bryant, Chief Creative Officer of Elevate, “At Elevate Creative we’re committed to delivering exceptional experiences that connect with the sports fans and create lasting memories and meaningful impact. We combine the precision of design with the spark of emotion to craft stories – that’s where the magic happens. Partnering with the Monumental Sports on this project is a true honor. Our collaboration brought their vision to life in a way that not only energizes the fans and engages the partners but also shines a light on both their legacy and where they’re headed. This is the kind of work that reminds you why you do what you do.”

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