Raise the Game. Be Monumental.
At Monumental Sports & Entertainment, we pride ourselves on creating and executing big ideas. Our partnerships are unique, drive tangible results and exceed expectations. We continually raise the game and it’s why our sponsors keep coming back for more.
Alibaba
Uniting Communities Through Technology & Sports
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Deloitte
Demystifying STEM with the Washington Mystics
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Etihad Airways
Proving That Hockey Is for Everyone
Capital One
Introducing: D.C.’s Hometown Bank
Leidos
Targeting the Next Gen of Tech Leaders Through Esports
Giant Food
When it Pays to Play With Your Food
Chick-Fil-A
Fans Go Crazy For Free Chicken
Anheuser-Busch
Building the A/R Game of the Season
DEX Imaging
Differentiating the Brand with the Washington Wizards
Charles Tyrwhitt
Inserting a Little London Style Into the D.C. Sports Scene
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Alibaba / Uniting communities through technology & sports
The Chinese e-commerce giant wanted to expand its footprint in the U.S. and uncover a new, previously untapped customer base. Meanwhile, we wanted to leverage the expertise of Alibaba Cloud to build a first-in-sports Fan Insight Platform.
The Challenge
Collectively build a multi-faceted partnership that includes both a consumer-facing sponsorship and first-of-its-kind integrated technology partnership.
The Results
1.88
MM
impressions across all social platforms
30,847
total engagements
55,428
total video views
Guangzhou Long-Lion social coverage
Fan Insights Platform
33+
Promotions executed through the platform during 2019-2020 Wizards season.
400+
‘Give and Go’ Wizards packages sold in two-weeks
Higher
open rates
Using Alibaba’s predictive email targeting
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We partnered with Alibaba to annually host the Chinese Basketball Association’s Guangzhou Long-Lions for a week-long training camp and preseason game against the Washington Wizards, broadcast locally on NBC Sports Washington (NBCSW) and in China via BesTV. In addition, BesTV provides a Chinese language feed to NBCSW, allowing the Network to provide viewers with the option to watch either feed – marking the first time a regional sports network has simulcasted the feed from one of the NBA’s partners in China.
Guangzhou Long Lions Visit
The Idea
Global Heritage Series
We launched the Global Heritage Series, a season-long celebration of different cultural groups hosted at Washington Wizards and Washington Capitals home games, where special offers are provided to those countries’ embassies and local heritage organizations. In-arena activations are also supported through digital content highlighting players and their respective heritages.
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Charles Tyrwhitt
Deloitte
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Monumental Sports Fan Insight Platform
We collaborated with Alibaba’s cloud data and machine learning team to develop a best-in-class Fan Insight Platform, utilizing increased data and targeting capabilities to maximize marketing efficiencies and revenue growth for the organization -- resources never previously leveraged to this scale by a professional team.
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Alipay
Capital One Arena became the first stadium of its kind globally to make the leading Chinese payments app, Alipay, available across its ticketing, concessions and team store, creating a better, more seamless connection to the global audience visiting the arena.
Alibaba
Etihad Airways
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Deloitte / Demystifying STEM with the Washington Mystics
Deloitte hoped to leverage the strength of the Washington Mystics’ team brand to create positive community impact through growing STEM knowledge across communities, supporting women and youth in Ward 8, and engaging Deloitte team members.
The Challenge
The Results
“
Together with a team of Deloitte leaders representing multiple business units, we were able to design a truly custom platform that highlighted Deloitte’s key business initiatives and engaged our diverse fan base in our Arena, in our digital and social media platforms, and within the greater Washington, DC community. A terrific example of a win-win relationship.
The Idea
We created a fully-integrated, cross-channel campaign to make STEM exciting for the fanbase of the WNBA’s Washington Mystics.
Events
We co-hosted a ‘Demystifying STEM’ Night during a Mystics home game with Deloitte. During the game, we aired STEM facts pertaining to the game of basketball on the video board, and gave out workbooks incorporating basketball and STEM facts, statistics, and interactive programming were distributed to all fans on site.
Concourse Activations
We hosted Deloitte-staffed concourse activations, including Alexa and drone demonstrations, coder Mindz, and additional educational STEM activities, and filmed a first-of-its-kind ‘Be the Ball’ video with a drone simulating a basketball on the court.
Deloitte Employee Engagement
100+ Deloitte employees on-site including Greater Washington Managing Principal Tamika Tremaglio and Deloitte CEO Joe Ucuzoglu – both recognized during a halftime presentation with Monumental Sports Founder and CEO Ted Leonsis.
Promotion
Extensive promotional & PR amplification of the event across all MSE controlled media platforms including the Mystics team website, newsletter and social channels, Monumental Sports Network and PR outreach to local and national media and news outlets.
The success of the first-year partnership drew attention and support from Deloitte’s national executive leadership, including CEO Joe Ucuzoglu – a best-in-class example of a platform that resonates across both organizations, as well as the Washington Mystics community as a whole.
”
Reactions
– Alycen McAuley, Senior Vice President & Washington Mystics Team COO
“
”
Monumental Sports & Entertainment is doing so much to make an impact on the world and we want to be a part of that. Here in Ward 8, there’s just no telling what we can do. STEM is everywhere, and our focus is on demystifying it.
– Tamika Tremaglio, Managing Principal for Greater Washington, Deloitte
Etihad Airways
Leidos
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Capital One / Introducing: D.C.’s hometown bank
Capital One Bank wanted to drive awareness and consideration in the D.C. area, and incentivize card loyalty through exclusive cardholder perks.
The Challenge
The Results
#1
In unaided partnership recall among Capitals fans
35%
90%
increase in Capital One Cardholder Entrance users
177%
increase in usage of Cardholder Discount to purchase game tickets.
cardholder ticket discount offers redeemed
The Idea
To help cement Capital One as a household name, the bank became the official naming rights partner of the Capital One Arena -- home to 2.4M visitors annually. We also partnered with Capital One to offer exclusive perks to cardholders at all Capital One Arena events.
Naming Rights
This partnership has woven Capital One into the fabric of Monumental Sports and Entertainment through a combination of impactful brand exposure and media integration across the arena and it’s home teams, the Washington Capitals and Washington Wizards.
Experiential Programming
Capital One customers are given access to exclusive, experiential “money can’t buy” programming, including a ‘Chalk Talk’ style speaker series featuring key team personalities, private access to the court and locker room tours, and VIP on-the-road experiences at away games.
Cardholder Benefits
Cardholders are treated to early arena access via the Capital One Cardholder Entrance, and a wide variety of discounts on tickets, suite rentals, food and retail transactions. They also have pre-sale access to tickets.
more likely for MSE attendee households to use Capital One Bank (*compared to the general DMV population)
significant
yoy Growth
in Capital One card usage within the Arena
2,500+
123,000+
food & beverage discount offers redeemed
Capital One
Giant Food
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Leidos / Targeting the next generation of tech leaders
Leidos was looking to leverage a unique recruitment strategy geared towards targeting a demographic of younger, better educated fans who are 40% more likely to pursue a technical profession.
The Challenge
The Results
#1
Ranked in adjusted ad value Leidos performed 1.5X higher than the #2 ranked partner.
90,000+
social impressions from custom content
26,000+
combined social views
240+
attendees across 2 BEYA STEM conference sessions (8x more than competition)
28
Extended within 24H of BEYA STEM conference, the most successful recruiting event to date
Job
offers
The Idea
Leidos has been the official presenting partner of Wizards District Gaming since its inauguration in 2018. We took their sponsorship as an opportunity to employ a range of brand-awareness and employee engagement strategies to target Leidos’ desired audience.
Traditional branding
To aid brand recall, we utilized a combination of in-game virtual signage coupled with permanent branding at the Wizards District Gaming (WDG) Practice Facility and through a designated 2K Gaming Zone prominently positioned on the concourse of Capital One Arena.
Custom Content
We developed a “Sights and Sounds” social content series, following the team and providing fans with access to unique behind-the-scenes storytelling throughout the season.
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Employee Engagement Activations
WDG partnered with Leidos to create a custom recruitment program, offering up to $2K for anyone who refers a legitimate candidate.
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Recruitment incentive
We co-hosted a private event for Leidos employees and their family members, creating an opportunity to play against the pros in an intimate and family-friendly setting that highlights Leidos’ on-going commitment to their staff.
Day at Leidos
BEYA STEM Conference
We leveraged Leidos’ partnership at the Black Engineer of the Year Awards (BEYA) STEM Conference, where they hosted an NBA 2K demonstration that gave attendees the opportunity to play against WDG players.
Reactions
“
”
The explosive growth of esports and competitive gaming has opened up a new era of possibilities for technology companies like Leidos to engage with instrumental audiences. Supporting Wizards District Gaming and the NBA2K League lets us leverage the reach and influence of the NBA to connect and interact with young men and women we might not be able to reach through more traditional methods.
- Melissa Koskovich, SVP, Director of Communications & Marketing, Leidos
“
”
Leidos' vision in identifying esports as a key part of their marketing and recruitment strategy showcases the organization's forward-thinking approach. We've been fortunate to have them as a premier partner of Wizards District Gaming through two seasons and have become one of the model franchises in the NBA 2K League in large part because of their support.
– Andrew McNeil, Director of Esports, Monumental Sports & Entertainment
Liedos
Chick-Fil-A
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Giant Food / When it pays to play with your food
Giant Foods wanted to cement their position as the premier local grocery store within the D.C. Metropolitan region, while building brand affinity through association with the Washington Capitals.
The Challenge
The Results
18,000+
units sold out in the first week
100,000+
boxes sold in first 4 months
1.8M
impressions across social media in first 2 weeks
Reactions
“
”
This was one of the most unique activations we have seen done with our lens tech. Our product team is raving about it and it has quickly become our go to best-in-class example for teams.
- Anmol Malhotra, Snapchat Head of Sports Partnerships
Giant Food has been extremely happy with the positive reaction by our shoppers to Ovi O’s, which have sold off the shelves. We are proud to offer a delicious breakfast cereal, with a fun and unique augmented reality game, that also helps fund the important work of the Children’s Cancer Foundation. Our goal is to continue to keep Ovi O’s in the forefront of our shopper’s minds throughout the year with multiple marketing efforts, and hopefully by the end of the 2020 NHL season, Alex can eat a bowl of his own cereal out of the Stanley Cup.
“
”
– Dyani Hanrahan, Vice President of Marketing at Giant Food
The Idea
Make it a GR8 Morning
Ahead of the 2019-2020 season, Giant Foods collaborated with Washington Capitals team captain Alex Ovechkin to create an impactful drive-to-retail program through development of a limited edition cereal, Ovi’s Os.
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Augmented Reality Gamification
We partnered with Snapchat’s Lena Studio to bring the Ovi O’s cereal box to life with an augmented reality game. Customers can scan the box in Snapchat to access an interactive hockey game depicting Ovechkin shooting cereal at moving targets.
In-Store Retail Activation
Ovi O’s is available across all 163 stores in Washington D.C., Maryland, Virginia, and Delaware. A portion of proceeds benefit the Maryland-based Children’s Cancer Foundation, Inc., a non-profit committed to funding locally based researchers, programs and facilities.
Press Tour
The official launch of Ovi O’s was heavily covered by local and national media and news outlets, which included among much else, a promotional tour featuring Ovechkin visiting a school, hospital, and Giant Food location.
Press Coverage
2,300+
tweets mentioning Ovi’s Os (#OviOs)
190%
Spike in conversations mentioning @GiantFoods
$200,000
Local broadcast earned publicity in first month
Marketing platforms connect best with consumers when they are authentic and genuine. There is no bigger superstar in Washington than Ovi and he’s talked many times about his rookie year and just wanting to ask for cereal breakfast when he first arrived in Washington. The partnership with both the team and the official sponsor allowed for the most authentic forms of branding, marketing and PR to support the program and the national awareness and record-breaking sales are the best example to demonstrate how valuable that can be.
“
”
– David Abrutyn, Bruin Sports Capital, on behalf of Alex Ovechkin
Giant Food
Anheuser-Busch
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Chick-Fil-A / When fans go crazy for free chicken
Chick-Fil-A wanted to drive traffic to the local Fairfax Circle franchise.
The Challenge
The Results
20%
Redemption rate, far exceeding the redemption rate for other promotions hovering between 3-5%
84%
of Wizards respondents correctly identified Chick-Fil-A as a sponsor
43%
Wizards fans surveyed have the Chick-Fil-A app
Reactions
“
”
When we originated the idea, I never could have imagined what it would grow into – how much it would raise brand awareness for not only our franchise location but also the Chick-fil-A brand as a whole within the D.C. market. Fans and players alike love it and the media has embraced it as well. As a result, multiple other teams have since created similar campaigns and it has become a popular promotion in numerous markets across the sports industry.
- John Natolly, Owner/Operator, Chick-fil-A at Fairfax Circle
The Idea
What quickly became a phenomenon imitated across the NBA originated here in D.C. when we created an in-game giveaway that created buzz and made fans hungry for Chick-Fil-A. When a player on the opposing team misses two free throws (on the same trip to the line) in the fourth quarter of a Wizards or Mystics game, everyone in attendance gets a free Chick-Fil-A sandwich. The activation is approaching its 10th season with no signs of slowing down.
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Video place holder
Buzz
Worthy
Teams across the NBA and College Basketball have replicated the promotion in their home markets See Wall Street Journal article
Chick-Fil-A
DEX Imaging
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Anheuser-Busch / Building the A/R game of the season
Leverage Augmented Reality (A/R) to strengthen the connection between Capitals fans and the Bud Light brand while integrating social media sharing alongside retail extensions with key accounts in the area.
The Challenge
The Results
1
NHL team to launch an A/R game with game play
15,000
Coasters distributed to local bars within D.C.
App downloads
The Idea
We teamed up with Balti Virtual to create a Tilt the Ice Bud Light coaster with 3D interactive gaming capabilities.
Game
Fans were given a Tilt the Ice coaster at select home games during #ALLCAPS Fan Week, as well as at 22 participating D.C. bars and restaurants. Those that scanned the coaster using the AppAR8 app could play a 3D hockey game.
Social
Players were encouraged to share their high scores on Twitter to win prizes, courtesy of the Capitals and Bud Light.
Retail
Budweiser’s local distributor, Capital Eagle, also created a “Bar Bracket” complete with special Bud Light promotions to encourage competition among key accounts within the D.C. area.
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st
1,300
9,000
Total events
7x
2019
Games played per user (average)
AWE Auggie Awards best campaign nominee
NEARLY
Anheuser-Busch
Charles Tyrwhitt
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DEX Imaging / Differentiating the Brand
DEX Imaging wanted to differentiate its brand within the marketplace and among key competitors.
The Challenge
Reactions
“
”
DEX Imaging partners with Monumental Sports because of its commitment to innovation. Leadership's investment in state-of-the-art audio visual communications platforms not only offers optimal in-stadium fan experiences, but gives us as a corporate partner the ultimate for communicating our brand to the world.
– Dan Doyle Jr., CEO, DEX IMAGING
The Idea
To help DEX Imaging build brand awareness and drive business back, we employed a two-fold partnership framework that leveraged an affiliation with a premier sports organization to set them apart from their competitors
National Broadcast Exposure
TV-visible signage during all Washington Wizards and Washington Capitals games.
Hospitality benefits
Access to a combination of exclusive hospitality benefits to be used in entertaining key clients and business prospects. This includes:
Combination of exclusive hospitality benefits for entertaining key clients and prospects
•
DEX Imaging
Alibaba
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Charles Tyrwhitt / Inserting a little London style into basketball & hockey season
British retailer Charles Tyrwhitt wanted to build brand awareness in the D.C. Metro area, while showcasing the exceptional quality of their suits and customer service -- particularly to a targeted demographic of Monumental Sports suite holders.
The Challenge
Reactions
“
”
It’s very exciting for a tailoring business in London to be doing business with something as salubrious as Monumental Sports in Washington. It means a great deal to our customers, to the staff and to the founder to be associated with such a great business.
– Michael Stanier, CEO, Charles Tyrwhitt
The Idea
To demonstrate the quality and service of the fashion label, we took a multi-platform approach to build excitement among Wizards and Capitals fans for the Charles Tyrwhitt brand.
In-store experiences
Monumental Sports and Entertainment took part in a one-of-a-kind in-store activation at Charles Tyrwhitt’s London flagship store during an international game between the Washington Wizards and the New York Knicks. Washington Capitals players and coaching staff were also fit for suits and shirts at Charles Tyrwhitt’s D.C.-based retail shop. The fittings were captured on Facebook, giving fans insight into Charles Tyrwhitt’s unparalleled customer service and retail experience.
Social media brand amplification
Gameday Threads: The Washington Capitals social media channels featured the biggest names on the team arriving to games in a Charles Tyrwhitt suit. Fans began to associate the brand with the team.
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In-game features
Charles Tyrwhitt sponsored 10 in-game features that quickly became fan favorites, including:
Targeting suite holders
Charles Tyrwhitt was the presenting sponsor of two Capital One Arena Suite Block Parties, where they rolled out the red carpet for suite guests, offering them access to one-of-a-kind raffles and discounts. Charles Tyrwhitt promotions were also included in each mailing of tickets to suite holders.
Trivia Tuesdays: Each week, Washington Wizards fans had an opportunity to win $250 towards a new suit and personal tailoring experience courtesy of Charles Tyrwhitt.
•
•
•
Best dressed: This in-game feature rewarded the “best dressed” Washington Capitals fan with a Charles Tyrwhitt gift card.
•
Shooting for a suit: Washington Wizard fans were given the opportunity to win a $250 Charles Tyrwhitt gift card through their on-court performance.
Deloitte
Capital One
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Etihad Airways / Showing the world that hockey is for everyonE
Etihad Airways wanted to create valuable brand equity and increase awareness within the United States, while embracing women in sports to unite cultures and invest in the local community.
The Challenge
Press Coverage
The Results
2018
Leaders Sports Awards finalist in the Sponsorship category
3M+
Social media video views in 3 days following Al Ali’s first visit to Washington
6.5M+
Impressions across all social media platforms
Reactions
“
”
With Etihad Airways, we found a terrific partner who has helped provide us with a platform to expand our brand globally while in turn ensuring Etihad is receiving the brand awareness they deserve in our Nation’s Capital.
– Jim Van Stone, President of Business Operations and Chief Commercial Officer, Monumental Sports & Entertainment
A lot of activity revolves around sports in this town and everyone goes to the Capital One Arena at least once a year. Our promotions and branding helps create that personal connection and provides Etihad with a general benefit for our political recognition. It is an intangible that is hard to put a value on.
“
”
– Mathew Jennings, Senior Manager, Public Affairs, Etihad Airways
The Idea
November 2016
Capitals alumni Peter Bondra organically meets Al Ali at a hockey clinic in UAE and is taken by her stick handling skills, which he posts on social media (it goes viral).
We partnered with Etihad Airways around “Hockey Is for Everyone” month in 2017, to bring UAE women’s hockey sensation Fatima Al Ali to Washington D.C. to practice with the Capitals. Her visit captured the imagination of hockey fans and media around the world and helped promote a critical narrative for Monumental Sports and Etihad about diversity and inclusion in sports.
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May
2015
Nov
2016
feb
2017
feb
2018
June
2018
Nov
2018
FEb
2019
April
2019
Jan
2020
May 2015
Etihad Airways becomes the exclusive airline partner of the Washington Capitals (NHL), Washington Wizards (NBA), and Washington Mystics (WNBA).
Nov
2016
February 2017
Monumental and Etihad surprised Al Ali with a trip to Washington, DC for Hockey is for Everyone month and to meet her all-time favorite hockey team and player, Alex Ovechkin. The event once again goes viral, garnering lots of local, international and social media coverage.
feb
2017
February 2018
The original activation was so successful that the following year, MSE and Etihad bring the entire UAE national women’s hockey team to D.C. as a follow-up to Al Ali’s visit.
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feb
2018
June 2018
Etihad Airways co-sponsors the Washington Capitals Stanley Cup Parade and flies Al Ali to Washington D.C. to ride in the parade alongside the players.
June
2018
November 2018
Monumental Sports & Etihad Airways renew a multiyear extension to their legacy partnership.
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Nov
2018
February 2019
UAE Women’s National team partners with the American Special Hockey Association (ASHA) on clinics and programming hosted in NYC and at the MedStar Capitals Iceplex.
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FEb
2019
April 2019
Women’s hockey team, the Washington Pride, visits Dubai as guests of the UAE Embassy and Etihad Airways.
April
2019
January 2020
Monumental returns to the UAE to host basketball and hockey camps in partnership with Etihad Airways.
Jan
2020
May
2015
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DEX Imaging Clup Triple Suite accom-modating 60 guests at all games and events at Capital One Arena
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Annual VIP experiences providing unique team and venue access for DEX Imaging guests
•
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Reactions
The speed at which this project came together is a testament to the flexibility and creativity of both teams involved. We were thrilled with the result and look forward to our next chance to work together!
“
”
– Balti Virtual
The augmented reality coaster activation was very successful for us. We were able to see measurable results in regard to traffic driven to various retail accounts throughout the DMV. Additionally, we were able to acquire new key accounts that were interested in extending the promotion to their establishments. The program also aligned very well with the brand initiatives for Bud Light and from a marketing standpoint we are thrilled with the results especially as it pertains to the PR and social/digital integration
“
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– Keith Chmiel, General Manager, Capital Eagle (Anheuser Busch)
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Reach out and explore how together we can raise the game.
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