Madison Square Garden, Anheuser-Busch extend their partnershipPosted by Inside Hoops
Press Release — Madison Square Garden and Anheuser-Busch announced today a long-term extension of their longstanding marketing partnership. The new marketing deal makes Anheuser-Busch a “Signature Partner” of Madison Square Garden with exposure across MSG’s unrivaled set of assets, including its professional sports teams (New York Knicks and New York Rangers), television networks (MSG and MSG Plus), digital platforms, in-arena signage and an expanded presence in the transformed Madison Square Garden.
The renewed marketing partnership keeps MSG in Anheuser-Busch’s stable of industry-leading sports and entertainment sponsorship properties and is highlighted by the entitlement of the Budweiser Fan Deck to be developed in the transformed Madison Square Garden. The Budweiser Fan Deck is a 10,000-square foot space that will be located in the upper bowl and serve as a unique gathering space for fans with direct views into the arena bowl.
With Budweiser and Bud Light continuing as the official beer sponsor of the Knicks and Rangers respectively, the agreement provides for additional fan focused initiatives, including brand-sponsored Knicks and Rangers viewing parties.
“Our relationship with Madison Square Garden represents one of the longest tenured partnerships in our portfolio,” said Mark Wright, vice president of media, sports and entertainment marketing, Anheuser-Busch, Inc. “Budweiser and Bud Light’s renewed support of the Knicks and Rangers is symbolic of a larger and continued investment in sports and we look forward to expanding our presence in The World’s Most Famous Arena as the transformation is completed.”
“We are proud to continue our longstanding relationship with Anheuser-Busch, and make them a ‘Signature Partner’ with an integrated presence across our sports and media properties,” said Hank Ratner, president and CEO, Madison Square Garden. “One of the exciting new cornerstone elements of the partnership is their expanded presence in the transformed Madison Square Garden with our new fan deck. The Budweiser Fan Deck will provide fans with a unique new space in the arena to socialize and experience games and concerts, truly enhancing the fan experience.”
Added Scott O’Neil, president, MSG Sports: “There is no brand more fitting for The World’s Most Famous Arena than the King of Beers. Anheuser-Busch and Madison Square Garden are storied companies each with well over a century old connection to New York City. This is an exciting new era of our partnership and on behalf of the millions of fans that attend our more than 400 events annually – we look forward to building on the great history our companies have together.”