Pro Sports Teams Look To MSE ViewLift Partnership For Broadcast And Streaming Solutions

**Monumental Sports & Entertainment and ViewLift Forge a Strategic Alliance to Power Broadcast and Streaming Solutions for Professional Sports Teams**

First-of-its-kind venture combines unmatched linear and digital distribution expertise to help teams thrive in evolving regional media landscape

Regional sports powerhouse Monumental Sports & Entertainment (MSE) and industry leader ViewLift announced a partnership centered around a robust broadcast and streaming solution intended for U.S. professional sports teams. Distributing linear and digital media content has come full circle as sport fans want technology that enables viewing both live sports and on demand options, with an emphasis on regional teams while avoiding local broadcasting blackouts. The Sports Techie community blog looks at cable television distribution like the combustion engine in cars. Sooner than later, most everyone will be streaming via OTT and also driving electric or hydrogen cars. Yet, linear TV and the gas car are both overwhelmingly popular, for now. There is also room for hybrid models in both industries This strategic alliance brings together two fast movers in the fast-evolving sports regional media industry.

Quotes

“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.”

“ViewLift works with 16 major professional sports teams, six regional sports networks, and multiple leagues in the U.S., 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.”

First-of-its-Kind Venture

Together, the two organizations 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:
- Custom apps across web, mobile, and connected TVs
- Scalable content and video management systems
- Real-time analytics and performance insights
- 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

MSE

MSE is recognized 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

ViewLift is a digital solutions provider with deep live video distribution expertise, recognized 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.

MSE + 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.

Sports Techie, this innovative 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.

I call it a triple W (3Ws) for win-win-win.

Fans win because they get the DTC OTT platform needed to consume digital content as wanted, or they can stick with a linear or hybrid option, or bundle all options, as needed.

Teams win because they control valuable media rights giving them leverage with leagues, sponsors and monetization.

Sponsors and business partners win because they have direct access to regionally located fanbases enabling more direct marketing, brand awareness and ROI.

Are regional sports networks the way?

Well, both cutting the cord and selling your Tesla are trending.

What does that mean?

It is still too early to tell.

In the meantime, MSE and ViewLift are succeeding together in the broadcast and streaming spaces and can help pro sports teams do the same.

See you later sportstechie in Seattle, Atlanta and around the world!

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