As a DC native, but a New York sports fan, I have always felt disconnected from my local sports teams. However, due to my passion for sports and interest in learning more about my hometown, I began an internship with Monumental Sports and Entertainment. Once a week, I would venture to Chinatown at Capital One Arena, the home of the Wizards, Capitals, and Mystics. Monumental runs the marketing for all three teams and plays an integral part in the business of DC sports. From fresh-out-of-college employees to the CEO and VP of marketing, I gathered the nuances of sports marketing that had never occurred to me, especially with a developing team like the Wizards, which have consistently been at the bottom of the NBA. My primary takeaway was that teams like the Wizards can take the most significant marketing risks. Unlike a historic franchise, such as the Lakers or my Knicks, the Wizards brand is nowhere near as valuable. Large historic sports teams often remain stagnant in their marketing decisions due to the high volume of viewership and interaction across every aspect of the team. The Wizards can not only take risks but also convert the lack of wins on the court to wins off the court. The actions taken by the Wizards and Monumental involve humanizing the team. Grassroots efforts and community engagement have created opportunities for direct in-person contact with players and the community more so than most teams. Whether it involves visiting elementary schools, participating in camps, or other initiatives, these players can continue to bring the DC community together. 

On the other hand, another focus has been enhancing the fan experience with more creativity and risk-taking on game night, including Hoops & Hounds, a program that allows guests to bring their dogs. My long-term hope for the Wizards is that they continue to embrace DC and its surroundings. Last year, Monumental nearly made the move to relocate the DC sports teams 45 minutes outside the city. This move would have weakened the economy and livelihood of Chinatown. This failure created a rift between the brand and the city. I hope for the future that Monumental will continue to rebuild those connections and represent DC’s rich cultural heritage.

Image generated using AI with the help of ChatGPT and DALL·E.