RECAP: 2026 Sports PR Summit presented by Monumental Sports

2026 Sports PR Summit Recap – WASHINGTON, D.C.

June 17, 2026

By Hannah Cohen – Masters Student at Georgetown University

Featured Conversation with Ted Leonsis

The 2026 Sports PR Summit opened with a conversation between Brian Berger, founder of the Sports PR Summit and Founder and Host of Sports Business Radio, and Ted Leonsis, founder, chairman, managing partner and CEO of Monumental Sports & Entertainment. Leonsis began by reflecting on his first job where he developed a deep respect for the importance of communications. Working in public relations for technology company Wang Laboratories, he found that strong communication skills earned him credibility with the most senior levels of management, and that experience gave him the confidence to become a leader.

Strong communicators, Leonsis argued, are more valuable than ever in the age of AI. While AI can generate output that reflects public consensus, the irreplaceable contribution of a great communications professional is the ability to think counterintuitively. He emphasized that he expects his team to offer a distinct point of view on what the organization should do. “If you’re not giving me an original thought, what’s the point?” he asked.

Leonsis made a strong case for the value of founder-led, family-owned organizations. In a world where politicians, executives, and university presidents turn over rapidly, sports franchises offer rare continuity and consistency of purpose. He described sports as a “lifelong memories business,” one built to pass down through generations, and claimed family ownership is uniquely suited to that mission. Communications professionals, he continued, play a critical role in protecting that long-term vision, and must be willing to counsel leadership toward the right decision even when public pressure points elsewhere.

Finally, Leonsis expressed deep affection for Washington, D.C. and reflected on Monumental’s defining achievements. He said the impact of the Capitals’ Stanley Cup championship and Alex Ovechkin’s all-time goals carried the weight they did because the organization spent years building authentic relationships with its players and fans. Looking ahead, he outlined an ambitious vision: a billion-dollar arena renovation of Capital One Arena, a continued commitment to the Mystics and growing women’s sports, and a goal of fielding three playoff-caliber teams in the same building at the same time.

Featured Conversation with John Wall 

Five-time NBA All-Star and NBA on Prime analyst John Wall joined Washington Wizards broadcaster Chris Miller for the second featured conversation of the day. Miller covered Wall during his decade with the team, and the familiarity between the two made for a candid discussion about authenticity, media relationships, and what it means to build a lasting impact in a city. From his earliest days as the first overall pick in the 2010 NBA Draft, Wall said he prioritized giving the media access to his life on his own terms, understanding that controlling his own narrative was foundational to how he operated as a public figure.

Wall spoke at length about how he approached his media responsibilities as the face of the Wizards franchise. He viewed availability and accountability to the press as a core part of leading a team, and tracked negative coverage closely, using it as motivation rather than responding publicly. He was direct about what he expects from communicators and reporters: honesty, fairness, and a commitment to representing his words accurately. For PR professionals specifically, he emphasized the importance of preparing athletes thoroughly, knowing the background of the interviewer, providing talking points in advance, and establishing which topics are off limits.

Wall’s deep commitment to the D.C. community was a central theme of the conversation. Crediting his mother’s example of selfless service as his driving force, he said she always pushed him to “be known as a better person than just a good basketball player.” That same love for the city carried into his reflections on representing the Wizards at the 2026 NBA Draft lottery, where the organization secured the first overall pick—the same selection that brought Wall to Washington 16 years ago. “It was a full circle moment,” he said. 

He closed by discussing his second act as an extension of his lifelong love for the game. Sports broadcasting was never part of his plan, but his deep basketball knowledge translated naturally into a role as an analyst for NBA on Prime. His position as president of basketball operations at Howard University stems from that same passion. He now has hands-on experience in roster construction, NIL, and the financial decisions that shape a program. To Wall, “the basketball side is easy.” He is now focused on building the business acumen to match his experience on the court, with a long-term goal of running a franchise as a general manager.

Featured Conversation with 2026 Sports PR Lifetime Achievement Award Recipients Mike Bass and Mary Scott

Mike Bass, NBA EVP of Communications, and Mary Scott, Columbia University Senior Associate Director of Career Services, were presented with the 2026 Sports PR Summit Lifetime Achievement Awards, honoring professionals who have made a significant and lasting impact on the sports communications industry. Moderated by MLB SVP of Communications Matt Bourne, the conversation covered their paths into the industry, the mentors and colleagues who shaped them, the evolution of the PR function, and advice for the next generation of communications professionals.

Both honorees attributed their success to a combination of learned skills and innate drive. Scott described tapping into an “athlete mentality,” finding that the profession rewards the same qualities that make a great competitor. Bass noted that a sports background is not a prerequisite for success in this field, arguing that what distinguishes someone is the drive to do excellent work. Both reflected on how formative early mentors were in shaping their careers, while acknowledging that some of their most meaningful lessons now come from the young professionals around them.

Bass and Scott shared their perspectives on what makes working in sports communications uniquely meaningful. Just days after the Knicks’ NBA Finals victory, Bass described a sense of unity across New York City that felt rare in today’s world.  Scott, drawing on her experience at the Olympics, noted that the “cultural frenzy” these events generate signals that a moment transcends sports, while also raising the stakes for brands seeking to capitalize on a major sponsorship. Both agreed that sports creates a common emotion few other industries can match, and that being positioned to shape and amplify that on behalf of teams, leagues, and brands is an extraordinary opportunity.

Bass and Scott addressed how the PR function has evolved and what principles endure. Both agreed that while the fundamentals—positioning a story and reaching an audience—remain constant, the ecosystem around them has changed dramatically. On crisis communications, they were aligned that preparation is essential, even if no plan can account for every scenario. Knowing your key stakeholders in advance, responding with authenticity and transparency, and continuing to engage as a situation develops are the foundations of sound crisis management. 

On AI, their perspectives diverged slightly. Scott, working with students in Columbia’s sports management program, described it as an essential skill for anyone entering the sports industry while emphasizing the importance of preserving a human element. Bass noted that on his team, nothing leaves the office without human review. Both agreed AI is a tool for efficiency, not a replacement for the tone, judgment, and relationship-building at the core of great communications work.

The conversation concluded with advice for the young professionals in the room. Scott emphasized the importance of self-reflection—understanding not just what you want, but what skills you bring and what you can offer a role. She also stressed the ability to tell your own story with impact, noting that PR professionals trained to tell other people’s stories often struggle to articulate their own. Bass focused on initiative, network-building, and doing the homework before every conversation—knowing who you are talking to and giving them a specific, relevant reason to engage with you. Drawing on careers spanning decades in the industry, the honorees agreed that the professionals who break through are willing to be bold, persistent, and specific about what they have to offer.

Featured Conversation with Zachary Leonsis

Zachary Leonsis, president of Media and New Enterprises for Monumental Sports & Entertainment, joined FleishmanHillard Chief Growth Officer Mitch Germann for a conversation on the evolving role of communications in sports. Leonsis noted that of all industries, sports attracts the most scrutiny—second only to politics. Sports fans do not just purchase a product: fandom is an integral part of their identity. Operating multiple teams, venues, and a media network in one of the world’s most prominent cities, Monumental manages a more complex stakeholder environment than most sports organizations.  Leonsis stressed the importance of getting the right message to the right audience. “if we’re not going out there and delivering our stories, somebody else will fill that void,” he said

The future of fandom is top of mind for Leonsis. Washington D.C. is one of the youngest cities in the country, with a fanbase that skews heavily toward millennials and Gen Z. This presents challenges and opportunities for his organization. Monumental has invested in reaching fans across social, streaming, and direct to consumer channels. Younger players entering the league today are also far more media savvy than previous generations, actively seeking to build their own brands and collaborate with team production staff. Cultivating those athlete personalities, he asserted, is one of the most powerful ways to deepen the connection between fans and the franchise.

Monumental’s billion-dollar renovation of Capital One Arena is a tangible embodiment of that long-term vision. The project closes the arena for three summers at significant cost to the business, but Leonsis argued it is necessary to deliver the experience fans and players deserve. He pointed to the original venue’s two kitchens as a reflection of how much expectations have changed since it opened in 1997—the renovated building will have eighteen. More than two-thirds of the investment is going toward fan-facing improvements, with the goal of upgrading every category of experience from premium to general admission. Leonsis was clear that while there is real demand for premium experiences, the everyday fan who travels a long way and spends hard-earned money deserves a great experience too. Beyond the building itself, Leonsis described the renovation as a catalyst for downtown DC’s resurgence and a demonstration of Monumental’s long-term commitment to the city.

Leonsis closed with advice for communications professionals. He described the ideal communications partner as someone who understands the business deeply enough to anticipate challenges, articulate a clear narrative, and prepare leadership for the scrutiny that comes with any major decision. Authenticity, he affirmed, is the foundation of effective communication. Organizations that have a strong story should invest in owned channels to tell it directly to their audiences, rather than relying solely on traditional media. The organizations that do this well, he asserted, will be increasingly advantaged as the media landscape continues to fragment.

Women Leading Sports Organizations Roundtable

The Women Leading Sports Organizations roundtable convened three executives at the forefront of the industry: Catie Griggs, President of Business Operations for the Baltimore Orioles; Kim Stone, CEO of the Washington Spirit; and Micky Lawler, Commissioner of Unrivaled Basketball. Moderated by Chantal Romain, Klutch Sports VP of Communications, the three shared candid reflections on their careers, the qualities that define strong communications work, and what it takes to tell compelling stories in a rapidly evolving sports landscape.

The panelists shared a consistent view of what distinguishes strong communications professionals. Stone emphasized proactivity and honesty, asserting the most valuable partners surface issues early and tell her what she needs to know rather than what she wants to hear. “I believe what people tell me, but I watch what they do,” she said. Griggs and Lawler added that effective communications work requires both a strong understanding of organizational purpose and clarity on the specific objectives of each engagement. All three stressed that consistency matters just as much as effort. The professionals who make the greatest impact are those who show up reliably and anticipate the needs of those around them. 

Strong communicators also know who conveys their organization’s story most powerfully. For all three panelists, the answer was the athlete. Stone noted that women’s sports has built its largest new audiences by placing stories in fashion, lifestyle, and international outlets rather than relying solely on traditional sports coverage. Lawler described how Unrivaled, a league founded by WNBA players who wanted to keep playing domestically in the offseason rather than go overseas, has built its identity around empowering athletes. Griggs noted that international growth can also be athlete-led. Pointing to the global fandom around Shohei Ohtani, she explained that when an athlete resonates across cultures, communicators have a responsibility to recognize the opportunity and share that story with as many audiences as possible.

The roundtable closed with reflections on women in leadership and advice for young professionals. All three spoke candidly about the additional scrutiny that comes with being a woman in a leadership role, the narrower margin for error, and the importance of building a community of support. Griggs shared that when she became the first woman president in baseball, she almost turned the job down because she doubted herself. “No one has ever hired someone because they expect them to fail,” she reminded the audience. 

Media Roundtable

The final session of the 2026 Sports PR Summit featured a conversation with two veteran journalists on the state of sports media. Christine Brennan, national sports columnist for USA Today, and John Ourand, sports business correspondent for Puck and host of The Varsity podcast, made the case that in a turbulent media environment, the relationships communicators build with reporters matter more than ever.

In a crisis, communicators’ first instinct may be to limit media access. Brennan asserted this is a strategic mistake. When organizations treat the media as a resource rather than a threat, she said, they create the opportunity to have their say and tell their own side of the story. Ourand agreed, adding that reporters have long memories for who engaged openly during difficult moments and who did not.

Brennan and Ourand concluded with their perspectives on the biggest stories ahead in sports. They pointed to the LA28 Olympics, the continued rise of women’s sports, the changing landscape of college athletics, and the growing influence of sports betting as defining story lines of the next several years. Brennan added that the cultural shift around women’s sports represents a generational change in how Americans think about athletics, and that the full impact of that shift is still unfolding. For the communications professionals in the room, the conversation was a reminder that the industry is at an inflection point, creating no shortage of compelling stories to tell.

Thanks to all of the tremendous speakers and moderators who shared their insights with us at the 2026 Sports PR Summit presented by Monumental Sports & Entertainment.

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