CAPITAL IDEA: United Airlines is partnering up with DC-based Monumental Sports & Entertainment as the company embarks on redeveloping the district around Capital One Arena. (Courtesy venue)
Deal spans all of Monumental’s properties
The selection of United Airlines as the global airline partner of Monumental Sports and Entertainment — the Ted Leonsis-founded parent company of the NBA Washington Wizards, NHL Washington Capitals and WNBA Washington Mystics, Capital One Arena, Monumental Sports Network and other properties — pairs well with Monumental’s vision for serving one of the world’s most unique markets, executives from both companies say.
“We’re located a mile from The Hill, a mile from the White House. We’re in an epicenter,” said Jim Van Stone, Monumental’s president of business operations and chief commercial officer. “Last year, there were almost 25 million visitors to Washington, DC. That was 20% growth, and a big portion of that arrived on United Airlines. We’re about to embark on some really major things here in DC, with the transformation of the building, and to do it with a partner like United was something that we couldn’t pass up.”
Jim Van Stone
The multi-year deal spans all of Monumental’s properties.
United Airlines‘ Managing Director of Global Sponsorships and Inclusive Partnerships Jen Entenman said the partnership is a natural fit.
“From our perspective, as the largest airline in DC, it’s really important for our partnerships to reflect our commitment to the region and the passion points of our customers, employees and other stakeholders, while also aligning with our brand vision and Monumental really fits that bill perfectly,” she said. “You know, it’s a really impactful and efficient offering to have so many teams, assets, media components, under the same platform. So, we feel this is a really great way to enhance what’s already a strong presence for us and commitment to the DC region, and as Jim mentioned, coupled with the district to really modernize Capital One Arena and create a revitalized downtown DC entertainment district, was a perfect match for us, and we’re just thrilled to be the first founding partner of the transformation.”
Van Stone said United plays well into the international flavor of the DC market and the widening global love of basketball.
“They connect people from around the world and for us, in DC, we have 190 embassies. It’s a very international city. I think the opportunity to partner, both domestically and globally, with the Wizards‘ brand for for example, was an awesome opportunity and I hope United brings in a lot of fans from across the world to see a Wizards’ game as we move forward. The global piece of the marketplace was really important to us”
Van Stone said United’s commitment to the community was a critical component of striking a deal, according to Van Stone, who praised Monumental’s negotiating team of Patrick Duffy, senior vice president, global partnerships; Lawrence Garrett, director, global partnership marketing; and Max Ausbrook, manager, global partnership marketing.
“What they do within the region, what they’re about to embark on at Dulles, was really exciting for us, Van Stone said. “United really was thinking about supporting us across all of our team properties. To have a partner willing to step up and support from that standpoint, we thought was a tremendous opportunity and asset, their commitment to helping us revitalize this area, in the Penn Quarter.”
