Madison Square Garden Sports (MSG Sports) and the wider MSG Entertainment Corp, the New York sports venue and entertainment firm, have renewed their wide-ranging commercial agreement with brewing giant Anheuser-Busch (AB InBev), extending one of the industry’s longest-running partnerships.
AB InBev retains its designation as an official sponsor across the MSG’s portfolio of premier sports and entertainment assets, including NBA basketball’s New York Knicks, and ice hockey’s New York Rangers.
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The brewing giant will continue to receive year-round exposure at New York’s flagship MSG and the Sphere venue in Las Vegas, as well as with the Knicks and Rangers, the Concert Series at MSG, College Hoops at MSG, and MSG Networks.
Specifically, AB InBev will gain visibility through multiple on-court and on-ice displays during Knicks, Rangers, and college basketball games, including on the basket stanchion, courtside signage and dasher boards. Branding will also feature throughout the MSG arena, including an activation space in the main concourse for select games.
Spencer Gordon, group vice president of connections at AB InBev, has said: “For more than 100 years, Anheuser-Busch has contributed to the world-class fan experience at Madison Square Garden and its family of venues.
“We’re committed to continuing that legacy for years to come with this extended sponsorship, whether you’re a fan of the Knicks, Rangers or the hundreds of performers at MSG every year."
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By GlobalDataThe partnership will showcase AB InBev’s range of products, including the NÜTRL Vodka Seltzer and Cutwater ready-to-drink brands, as well as its top-selling beer, Michelob Ultra.
Michelob Ultra will sponsor MSG Networks’ in-studio bar during pre- and post-game shows and original content series that will be distributed across each team’s social channels.
As an official partner of the Concert Series at MSG, AB InBev will feature on digital signage and as part of on-site activations during live music and entertainment events.
At the Las Vegas Sphere, the drinks giant will also gain visibility on the Exosphere, the LED exterior that surrounds the arena, the largest LED screen in the world.
Doug Jossem, executive vice president, global sports & entertainment partnerships, MSG Entertainment, added: “Throughout our long-standing collaboration with Anheuser-Busch, we have created a variety of unique activations that have brought people together around sports and entertainment, and we look forward to continuing to deliver memorable moments for our guests in this next chapter.”
