The upcoming NBA London Game may be just another stop in a long season for the players on the underperforming Washington Wizards and New York Knicks, but executives from both teams see the league’s annual overseas trek as a prime business opportunity.
Monumental Sports & Entertainment, which owns the Wizards, sees so much opportunity that it is taking the unprecedented step of also taking along representatives from the WNBA’s Washington Mystics and the Wizards District Gaming “NBA 2K” esports team for a series of events to attract global attention. Monumental will take more than 220 executives and guests overall.
The game tips off Jan. 17 at O2 Arena.
“It is an opportunity for the Wizards, but we look at it as an opportunity for our entire basketball platform,” said Jim Van Stone, president of business operations and chief commercial officer for Monumental Sports. “We are the first team in bringing our WNBA and our ‘NBK 2K’ teams.”
The Wizards are making their first appearance in the London Game. Joining the team in London will be Mystics stars Elena Delle Donne and Natasha Cloud and head coach Mike Thibault, who will host a series of clinics. At least two players from Monumental’s Wizards District Gaming team will also hold fan events in London to boost visibility of the esports property.
“We are committed to grow the WNBA globally and we also are excited about the ‘NBA 2K,’” Van Stone said. “Both are part of global platforms.”
Monumental Sports owner Ted Leonsis will speak at a conference during this week’s activities. getty images
Monumental is taking 24 executives from the Wizards’ top partners and will meet with potential partners during their five-day stay in London. Monumental owner Ted Leonsis will be the keynote speaker at the Leaders Meet: Innovation event on Jan. 17 in London.
The Knicks, who are making their third appearance in the London Game, also are looking at the trip as a business development opportunity and a major hospitality play. They will fly 50 executives on the team plane for a series of events.
“It is a great opportunity to get close to the team and be with us in a different environment,” said Kristin Bernert, senior vice president of business operations for the Knicks. “We are looking at it as a way to get to know some London-based potential partners better.”
On Jan. 16, the Knicks will partner with jersey patch sponsor Squarespace to host an “influencer party” at historic Abbey Road Studios. Guests will include Squarespace website builder customers such as artists, businesses and athletes. AlunaGeorge, a London-based electronic music duo, will perform live.
The Knicks have designated local pub The Knickerbocker as their home base and have created tourist trips in and around London for their guests. The team and NBA will hold a Jr. Knicks basketball clinic for 60 middle school students at City Sport in London.
