Madison Square Garden (MSG) Entertainment, the sports company that owns several franchises as well as the iconic New York venue, has struck a multi-year partnership with prediction market firm Kalshi.

Through the tie-up, Kalshi becomes an official prediction market partner of MSG.

From a branding perspective, the sixth-floor concourse at MSG itself will be renamed as the Kalshi Concourse.

There will, in addition, be a range of digital activations on that level of the arena, while the Kalshi name and logo will also be integrated across the customer experience for fans attending non-sporting events at MSG.

Its signage will be on outside digital boards, on the concourse, and LED hoardings inside the venue bowl itself.

There will also be a Kalshi presence on the MSG Networks through branded content and integration on advertisement slots.

In terms of its presence across the major US sports leagues, last October, Kalshi - alongside fellow prediction market brand Polymarket - struck a deal with ice hockey’s NHL.

In December, the brand was named as the front-of-shirt partner for the US expansion series of Baller League, the digital-focused six-a-side soccer competition.

MSG Sports, meanwhile, recently announced a new partnership with plant-based food producer Impossible Foods.

That firm is now the official plant-based burger partner of the New York Rangers (ice hockey), New York Knicks (basketball), and Madison Square Garden itself.