As Monumental Sports & Entertainment begins its three-year, $800M-plus transformation of Capital One Arena, the company is tapping into three agencies to help execute its commercial partnerships and premium experiences strategies.
Later today MSE is set to formally announce Klutch Sports Group and UTA as the company’s agencies of record for commercial partnerships. Meanwhile, Monumental has hired Legends to support its premium sales, and video production and animation agency Elevate Creative will help with branding and sponsorship integration.
Legends will provide premium sales and marketing support, including an in-house team of reps to work with MSE’s sales team as Capital One Arena’s premium offerings grow over the three-year renovation. Along with previously announced offerings -- including the upcoming “Vaults” suites-- the team will oversee the development of two small group premium seating clubs and a fully reimagined suites business.
MSE President of Media & New Enterprises Zach Leonsis and Klutch Sports Group founder & CEO Rich Paul originally discussed the deal between MSE and Klutch at SBJ’s Dealmakers conference in November.
Klutch will work to cultivate partnership opportunities for the updated arena and partnerships that span across all MSE properties and platforms. Klutch has continued to expand its representation efforts into commercial and properties. The agency is also the agency of record for NYCFC’s founding partnerships at its planned soccer-specific stadium.
The three companies now join Clark Construction (general contractor), Gensler (architect) and CAA ICON (project manager) as partners on the arena project that is slated to be completed by 2028.
