Advanced Television

ViewLift, Monumental Sports Network partnership

July 9, 2025

Monumental Sports & Entertainment (MSE) and ViewLift have announced the creation of a broadcast and streaming solution built to meet the local distribution needs of professional sports teams across the US. The initiative is set to formally launch this autumn.

This strategic alliance brings together two powerhouses in the sports media industry. MSE is recognised as one of the most influential enterprises in media across the professional sports landscape. MSE was honored in late June as the Sports & Entertainment Company of the Year for Engagement Excellence at the 2025 Hashtag Sports Awards and its flagship regional media platform, Monumental Sports Network (MNMT), took home Broadcast Team of the Year honors. MSE owns and distributes the local broadcast rights for the Washington Capitals (NHL), Washington Wizards (NBA), Washington Mystics (WNBA), and Capital City Go-Go (NBA G League) via 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 is a digital solutions provider with deep live video distribution expertise, recognised this year as a Power Player in Sports Streaming by Sports Business Journal, and Broadcast or Media Company of the Year by IABM for 2024. Powering platforms for sports and media brands worldwide, ViewLift provides content management, multi-platform distribution, real-time analytics and flexible monetization models, creating scalable streaming experiences optimized for audience engagement and revenue.

Together, the two organisations are offering their services to create bespoke, fully-delivered, and future-ready solutions for sports teams and ownership groups navigating a fragmented and constantly changing distribution environment for local media. Whether teams are seeking expertise around linear television reach, direct-to-consumer (DTC) streaming, or a hybrid model, MSE and ViewLift can deliver an integrated toolkit that includes:

· 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:

o Custom apps across web, mobile, and connected TVs

o Scalable content and video management systems

o Real-time analytics and performance insights

o 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,” said Zach Leonsis, President of Media & New Enterprises at 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, MSE has relied on ViewLift’s expertise to help build MNMT’s OTT infrastructure and create a cutting-edge, fully digital media platform. Their most notable joint product, Monumental+ (M+), launched ahead of the 2024–25 NBA and NHL seasons. The award-winning platform elevated the D.C. region’s sports streaming experience with unique access to live games, original content, and innovative fan features like alternate camera angles, a multi-view feature, and a live sports betting and gamification experience — raising the bar for regional sports networks nationwide.

“ViewLift works with 16 major professional sports teams, six regional sports networks, and multiple leagues in the US, including the NBA and NHL,” added Rick Allen, CEO of ViewLift. “We know what works when it comes to OTT technology and strategy—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.”

This alliance represents a new, team-centric model for localized content distribution—designed to help sports organizations take control of their media future and build stronger connections with fans across every screen.

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