NBC Sports Washington To Rebrand as Monumental Sports Network in September; New Look, Programming on the Way

Monumental Sports & Entertainment took full ownership of the network in August 2022

Monumental Sports & Entertainment has unveiled the official rebrand of its regional sports network, NBC Sports Washington, as Monumental Sports Network. The rebranding, which will take effect in September and replace all instances of the NBC Sports Washington brand and logo, comes after Ted Leonsis’s Monumental Sports & Entertainment acquired full ownership of the RSN from NBCUniversal last summer. In addition to new on-air graphics and digital elements, the network will launch a variety of original and studio programs to complement its live-game broadcasts.

“When we acquired NBC Sports Washington,” says Zach Leonsis, president, media and new enterprises, Monumental Sports & Entertainment, we committed to building the best local sports network for our fans. Today’s announcement is the first of many that reflect significant investments we are making back into our media platform that will greatly upgrade the everyday experience for DC sports fans and our various partners. We’re incredibly excited to debut the many enhancements that we’ve developed over this past year and believe that fans will genuinely appreciate the thoughtful approach we’re taking to bring them closer to the teams and athletes that they love and admire.”

Monumental Sports Network holds exclusive local-TV media rights to the NHL’s Washington Capitals, NBA’s Washington Wizards, and WNBA’s Washington Mystics games. MSE also owns and operates the NBA G League’s Capital City Go-Go and the NBA 2K League’s Wizards District Gaming. Additionally, the network will carry hundreds of hours of programming for local collegiate and high school–level games across DC, Maryland, Virginia (DMV). Besides live games and pre/postgame shows, programming additions will include two new studio shows, behind-the-scenes team magazine shows, and coverage by DC native Rachel Nichols, nationally recognized sportswriter, reporter, and broadcaster.

Construction is already under way at Capital One Arena in downtown Washington, where Monumental plans to build a two-story production facility that includes two full-scale studios, two smaller studios, and six control rooms. The full technical and operational changeover from NBC Sports Washington to Monumental Sports Network will come this fall, ahead of the start of the NHL and NBA seasons. At that time, fans tuning into the familiar station will see new logos and a new brand identity. Monumental Sports Network also plans to add in-game enhancements and technologies, as well as several alternative-feed options for viewers.

“This brand personality conveys key pillars for our network: confidence, authenticity, iconicity, inclusiveness, and innovation,” says Friday Abernethy, GM, Monumental Sports Network. “We expect that the way we are programming the network, making investments in technology and the new production studio, and designing a seamless fan/user experience will set the trend for the entire industry.”

NOTE: Leonsis and Abernethy will join Monumental CTO Charlie Myers on stage at SVG’s Regional Sports Production Summit next week in Chicago to provide an in-depth look at the relaunch of the network and new production facility. CLICK HERE for more information on the event. 

Fan-Focused Approach to Brand Development

The rebrand will replace all instances of the NBC Sports Washington brand and logo and will extend to new on-air graphics, digital aesthetics, and more. Monumental, in partnership with brand agency HZ, developed the logo, upcoming campaign, and extensions. Monumental will launch a brand-awareness campaign this summer to inform fans of the transition ahead of the 2023-24 NBA and NHL regular seasons.

To build a brand that truly represents DC sports, the concept started with a focus on the heart of the organization: the fans. The naming and brand-development process included deep market research, analysis, and multiple rounds of testing with focus groups and participants across the DMV. And, although Monumental Sports Network is also the name of the digital network that MSE launched in 2016, after several rounds of examination, it was clearly the most suitable brand for the new network.

The testing included thousands of current season-ticket holders for the Capitals, Wizards, and Mystics — the most loyal and enthusiastic fans, who consume the brand most consistently. Participant groups were expanded to also include casual sports fans, community members, and those who live outside DMV but still identify as DC sports fans. Of the six names tested, the one that resonated the most and seemed the most authentic was Monumental Sports Network. Almost half of participants picked it over the other options presented.

With the name locked in, attention turned to the logo and brand development. With several logo options and multiple brand-looks, testing began with the various participant groups, who provided quantitative and qualitative feedback. The logo — “Monumental M”— was the clear winner, with favorability double that of other logo concepts. The subtle nod to the Washington Monument in the composition of the logo is unique and authentic to DC. HZ also used  each team’s colors and identity in crafting the Monumental Sports Network brand. DC’s architecture, textures, and symbols were also used as inspiration throughout the brand development. Participants overwhelmingly gravitated to that brand option over all others.

“The team at HZ that helped develop the brand is a unique combination of brand experts, DMV natives, and huge DC sports fans,” says Katie Hooper, president, HZ. “It gave us a unique opportunity to craft a brand that we knew would truly resonate with the community. Leaning into the strengths of how iconic DC is and collaborating with fans, we found much inspiration to push the brand forward and create something that only a DC sports network could own.”

Monumental Sports Network is pursuing a significant overhaul of the network’s programming for the upcoming season: multiple new in-game enhancements, new original programming, alternative feeds of live games, and additional on-air talent.

New Live In-Game Enhancements 

• Sideline reporters will travel and report onsite for all games.
• Players and coaches will be miked in-game, bringing fans closer to the action during broadcasts of 40 Wizards and 40 Caps games per season.
• Point-of-view cameras will be positioned for announcers, capturing the most dramatic calls for all games.
• Unparalleled access and views for fans watching Alex Ovechkin’s chase of Wayne Gretzky’s all-time goal-scoring record.
• Unique crash-box camera angles will be positioned during Washington Capitals games for ice-level game action and new access to behind-the-scenes and point-of-view cameras outside the Capitals’ locker room for home games.
• Wireless cameras will be positioned for game production, capturing more in-arena excitement/reactions.
• Longer-form, personality-driven postgame interviews will offer fans more opportunities to get to know players.
• Pre/postgame shows will be produced from Capital One Arena from the start of the season until new studios are completed by the end of 2023 or early 2024.
• Fans will also see more-advanced analytics during broadcasts.

New Alternative Feeds

• Fans can expect at least 100 games with alternative feeds across both Wizards and Capitals regular-season games each year.
• Alternative feeds will be available on the network’s soon-to-be-launched digital platform during games when the Capitals and Wizards aren’t playing at the same time.
• Alternative feeds will provide analysis by rotating on-air talent — former players, team personnel, local-media personalities — in a casual, conversational setting.
• Alternative feeds will also feature advanced data analytics and other data visualizations to enhance the on-screen experience.
• The network will pursue production of alternative feeds after opening its state-of-the-art studio experience later in the 2023-24 NBA and NHL regular season.

New Original Programming

• Rachel Nichols Project: In an interview-format series, award-winning journalist and sportscaster Nichols will tell the stories of her hometown’s top sports talent and celebrities.
• By the Book: In conjunction with Caesars Sportsbook, Monumental will relaunch the network’s marquee sports-betting series for a third season. Highlights will include a new studio and cutting-edge graphics.
• Untitled Capitals Magazine: A weekly series will highlight the best behind-the-scenes, off-ice stories of players, staff, and other Capitals fanatics, hosted by network presenter Alexa Landestoy.
• Untitled Wizards Magazine: A weekly series will feature the best behind-the-scenes, off-court stories of players, staff, and other Wizards fanatics, hosted by network presenter Wes Hall.
• Untitled Top 10 Series: Program will count down the greatest moments in Capitals and Wizards history. Episodes may include greatest goals, buzzer beaters, dunks, and comebacks.
• Classic Capitals and Wizards Games: Fans will be able to relive classic Capitals and Wizards games and anniversaries tied to major rivalries and marquee matchups during the 2023-24 seasons.
• Other Specials and Limited Series in Development: Fans will gain behind-the-scenes access to Monumental’s sports teams’ players and coaches. There will be studio specials celebrating important moments throughout the season, podcasts diving deeper into stories both on and off the court/ice, and limited series focusing on fashion and the NBA.

New Digital Experience and More 

In addition to the brand and programming, Monumental Sports Network will launch a new digital experience and newsletter. The digital experience will be home to live games for pay-TV customers, exclusive digital content, and the teams’ latest news, schedules, and stats. The newsletter will keep fans up to date on all things Monumental Sports Network each week, presented in a quick- and easy-to-consume format. Fans will get the latest schedule and programming updates, the best broadcast moments, and the most interesting stories and news about the teams.

Announcement of the network’s rebranding and new content and programming will be followed by additional announcements in the coming months. Audiences tuning into Monumental Sports Network will still see some legacy programming from NBC Sports Washington’s existing contracts. Later this summer, launch date and schedule for the new broadcast line-up will be announced. Channel guides will continue listing the station as NBC Sports Washington until the full technical and operational changeover in the fall.