The Madison Square Garden Company values collaboration – we believe in the power of relationships to drive business results.
All areas of our business have vital relationships with partners representing leading organizations, and we nurture those relationships.
We want to be the partner of choice for organizations looking for innovative, customized multi-platform solutions to meet their advertising and branding needs. We get to know our partners and their business needs and we offer tailored experiences that generate results.
Our portfolio of iconic venues, legendary brands and national and regional networks offer unique platforms for marketers. These unique opportunities allow our partners to connect and engage with our diverse and passionate audiences in exciting new ways.
As the Marquee Partner of The Madison Square Garden Company, JPMorgan Chase serves as the company’s preeminent multi-platform, multi-venue, multi-media partner. JPMorgan Chase has long and deep ties to Madison Square Garden, dating back over 100 years when J. Pierpont Morgan first envisioned The Garden as the world’s premier sports and entertainment venue in 1887 and helped finance the Garden II. The partnership provides JPMorgan Chase with an unparalleled level of access for its best customers and premier brand exposure across the company’s properties and brands. Chase cardholders get more at Madison Square Garden venues through access to exclusive benefits, offers, and events.
Anheuser-Busch InBev is the leading global brewer, one of the world’s top-5 consumer products companies, and one of the biggest sponsors in the Sports & Entertainment industries. Anheuser-Busch InBev’s Signature Partnership with The Madison Square Garden Company (MSG) includes exposure across the company’s unrivaled set of assets, including its professional sports teams, digital platforms, concert series and in-arena signage. In 2016, MSG and Anheuser-Busch announced a renewed and expanded multi-year marketing partnership, that in addition to continuing the brewing company’s role as a Signature partner, also added a new joint concert series, “One Night Only” at the Hulu Theater at Madison Square Garden, as well as the Bud Light District inside Madison Square Garden –an immersive experience including a virtual reality activation, custom team historic neon lights, and murals highlighting both team history and fan stories.
Delta Air Lines
In October 2009, Delta Air Lines became the Official Airline of The Madison Square Garden Company and the company’s first Signature Partner. In October 2017, MSG and Delta announced a renewed and expanded partnership. Delta remains the Official Airline and Private Jet Carrier of Madison Square Garden, Hulu Theater at Madison Square Garden, Radio City Music Hall, Beacon Theatre, New York Knicks, New York Rangers, New York Liberty, the Concert Series at Madison Square Garden, the Christmas Spectacular Starring the Radio City Rockettes and the Boston Calling Music Festival. As part of the renewed partnership, MSG and Delta are working together on a first-class digital content platform with pieces customized around the Knicks, Rangers, Christmas Spectacular and the Concert Series at Madison Square Garden to amplify key activations and extend the partnership’s reach beyond events at MSG venues. Delta is also the entitlement partner of the Delta Sky360 Club at Madison Square Garden.
DraftKings joined The Madison Square Garden Company as a Signature Partner in June 2015, becoming the exclusive official daily fantasy partner of MSG’s teams – including the New York Knicks, Rangers, Liberty and Westchester Knicks – and The World’s Most Famous Arena. DraftKings is the Marquee partner of the New York Liberty and has its logo appear on the team’s home and away uniforms and shooting shirts. Additionally, DraftKings is the title partner of the “DraftKings Fantasy Lounge” on Madison Square Garden’s SAP Madison Concourse that provides a dynamic experience to the millions of fans attending sports and entertainment events at The Garden each year.
In October 2012, The Madison Square Garden Company and Kia Motors America announced a long-term extension and expansion of their marketing partnership, making Kia a Signature Partner of MSG. Kia is the Official Vehicle of Madison Square Garden, Hulu Theater at Madison Square Garden, the New York Knicks, the New York Rangers the New York Liberty, college basketball and tennis at MSG, as well as the Concert Series at Madison Square Garden. A Kia Motors vehicle and interactive exhibit are on display in the Madison Square Garden Arena Chase Square entrance, allowing visitors to experience the car firsthand.
Lexus joined with The Madison Square Garden Company as a Signature Partner in October 2012, becoming the Official Luxury Vehicle of Madison Square Garden, Hulu Theater at Madison Square Garden, the New York Knicks, New York Rangers, New York Liberty and the Concert Series at Madison Square Garden. The partnership also provides Lexus with a prominent presence in the transformed Madison Square Garden arena, where they are the Presenting Partner of the Lexus Suite Level and the Lexus Terrace Level, as well as activations and branding, including in-bowl signage. In 2017, as part of a renewed and expanded multi-year partnership, Lexus also became the Official Luxury Auto Partner and Luxury Vehicle of Radio City Music Hall, the Christmas Spectacular Starring the Radio City Rockettes and the New York Spectacular Starring the Radio City Rockettes, and will have a permanent Lexus vehicle activation on display in Radio City’s Grand Lounge.
PepsiCo was named a Signature Partner of The Madison Square Garden Company (MSG) in 2018, becoming the exclusive non-alcoholic beverage and salty snack partner across MSG, including Madison Square Garden, The Hulu Theater at Madison Square Garden, Radio City Music Hall, the Beacon Theatre, the Forum, The Chicago Theatre and select TAO Group entertainment dining and nightlife venues. PepsiCo is also an official partner of the New York Knicks, New York Rangers and Westchester Knicks; the Christmas Spectacular Starring the Radio City Rockettes; and Counter Logic Gaming. The partnership gives PepsiCo and its brands a broad presence in and affiliation with MSG’s properties, including in-venue signage, digital assets, consumer activations, and once-in-a-lifetime sports, music and entertainment experiences for fans. In Madison Square Garden, Pepsi will entitle the 8th floor Concourse, complete with the Pepsi Fan Deck, a public gathering space where fans can congregate during their favorite events.
SAP was named a Signature Partner of The Madison Square Garden Company in October 2013, becoming the Official Business Analytics Partner of Madison Square Garden, Hulu Theater at Madison Square Garden, the New York Knicks, New York Rangers, New York Liberty, the Concert Series at Madison Square Garden and the annual BNP Paribas Showdown tennis event at The Garden. Within the Madison Square Garden Arena, SAP is also a naming partner of the Madison Concourse and a presenting partner of the “Defining Moments” and “Garden 366” exhibits, which pay homage to The Garden’s rich history.
Squarespace joined The Madison Square Garden Company as a Signature Partner in 2017, which included becoming the first jersey sponsor of the New York Knicks. The multi-faceted partnership gives Squarespace year-round exposure across MSG’s unrivaled set of sports and entertainment properties, as well as integration on MSG Networks’ award-winning regional sports networks.