Monumental Sports & Entertainment, ViewLift Unveil Broadcast/Streaming Joint Venture as Regional Sports Market Transforms

Monumental Sports & Entertainment, ViewLift Unveil Broadcast/Streaming Joint Venture as Regional Sports Market Transforms The goal is to serve teams' needs as more organizations take control of local-media rights By Jason Dachman, Editorial Director, U.S.

Wednesday, July 9, 2025 - 8:00 am

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Monumental Sports & Entertainment (MSE) and ViewLift are partnering to launch a joint venture that will offer comprehensive broadcast and streaming solutions to serve the local-distribution needs of professional sports teams across the country. Set for formal launch this fall, the new combined offering will provide teams and franchises with both companies' expertise in linear-television reach, direct-to-consumer (DTC) streaming, or a hybrid model.

According to the joint announcement, the alliance represents a new, team-centric model for localized content distribution - designed to help sports organizations take control of their media future and better engage fans across every screen.

MSE owns and distributes the local-broadcast rights for the Washington Capitals, Wizards, and Mystics and Capital City Go-Go (NBA G League) via its regional sports network, MNMT; maintains league-level media committee representation across all its teams; and operates one of the largest in-house production teams in the NBA, NHL, and WNBA. ViewLift, for its part, is currently a streaming- and digital-solutions provider for 16 major U.S. professional sports teams, six RSNs, and multiple leagues, including the NBA and NHL.

Together, MSE and ViewLift will offer the following solutions for sports teams and ownership groups navigating a fragmented and constantly changing distribution environment for local media:

Overall strategic advisory and media consulting

Revenue-optimization advisement, including ad sales and sponsorship, linear monetization, and subscription services (SVOD) with churn-reduction tools

End-to-end streaming DTC and TV Everywhere (TVE) digital development, including custom apps across web, mobile, and connected TVs; scalable content- and video-management systems; real-time analytics and performance insights; and flexible monetization models (AVOD, SVOD, TVOD, hybrid)

Game and studio-programming production; co-production of shoulder programming; and potential programming distribution within a network that already includes 16 major U.S. professional sports teams and six RSNs

Additional services to be announced

Monumental has served as a real-world innovation lab for what's possible when linear and digital media are unified under one roof, says Zach Leonsis, president, media and new enterprises, MSE. With multiple professional teams, our own media platform, and more than a decade of direct-to-consumer experience across our enterprise, we've faced - and solved - many of the challenges teams across the country are now confronting. This alliance is our way of sharing that playbook, and we're excited to help others successfully distribute their content in their local markets, in partnership with ViewLift.

This venture extends a longstanding collaboration between MSE and ViewLift. Since MSE bought back its teams' live rights by purchasing NBC Sports Washington from NBC Universal in 2022, it has relied on ViewLift's expertise to help build MNMT's OTT infrastructure and create its digital-media platform. Their most notable joint product, Monumental+, launched ahead of the 2024-25 NBA and NHL seasons. The platform elevated the DC region's sports-streaming experience with access to live games, original content, and innovative fan features, such as alternative camera angles, a multiview feature, and a live-sports-betting and gamification experience.

We know what works when it comes to OTT technology and strategy, says ViewLift CEO Rick Allen, but many clients also need top-tier help with broadcast production, operations, and the broadest set of monetization tools. That's where Monumental comes in. Together, we offer something truly unmatched in the industry.

At the recent 2025 Hashtag Sports Awards, MSE was honored as the Sports & Entertainment Company of the Year for Engagement Excellence, and its flagship regional-media platform, Monumental Sports Network (MNMT), took home Broadcast Team of the Year honors.

ViewLift was recognized this year as a Power Player in Sports Streaming by Sports Business Journal and, in 2024, Broadcast or Media Company of the Year by IABM. Powering platforms for sports and media brands worldwide, ViewLift provides content management, multiplatform distribution, real-time analytics, and flexible monetization models, creating scalable streaming experiences optimized for audience engagement and revenue.

Stay tuned to SVG tomorrow for a deeper look at MSE and ViewLift's plans and what to expect from the new alliance.

LINK:	https://www.sportsvideo.org/2025/07/09/monumental-sports-entertainment...
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