The New York Knicks, of US basketball’s NBA, have brought in international sports marketing agency Sportfive to identify the team’s next jersey patch partner.
Sportfive will act as the Knicks’ exclusive sales agent in conducting the search for its next jersey patch partner “across domestic and international markets.”
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The agency has said that, because of the team’s home of Madison Square Garden (MSG) in New York City, the jersey patch asset would “give a prospective partner a significant spotlight.”
Aside from branding on the Knicks’ jerseys, the selected partner will receive “significant assets” across the range of MSG Corporation's sports and entertainment portfolio.
Squarespace, the US-based website building and hosting software firm, was the Knicks’ previous jersey patch sponsor, with that deal having run from 2017 to the end of the 2021-22 season.
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In addition to the search for the Knicks’ next jersey patch partner, Sportfive will hunt for international brands with which for the team to partner through the NBA’s International Marketing Program.
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By GlobalDataDavid Hopkinson, president and chief operating officer at the MSG Sports Corporation, which holds the Knicks as one of its New York sporting assets, said: “This patch will be worn by some of the world’s greatest athletes and deeply engrained into one of the most iconic brands in professional sports. We are excited to collaborate with Sportfive on identifying the right partner for the New York Knicks.”
Neil Glat, Sportfive’s co-president for Sportfive, added: “We are thrilled to be working with the Knicks on the team’s next jersey patch partnership; this is a tremendous opportunity to find the right brand partner that will be an ideal fit for the Knicks and their fans.”
Last week, it was announced that Sportfive has been enlisted by the Chicago Bulls, the rival NBA franchise, to help expand their digital following and secure brand partnerships in France.
That deal represents the expansion of an existing relationship between the two, with the Bulls having initially contracted Sportfive in 2020 to secure brand partners from outside the US.
Last year, Sportfive worked with the LA Lakers, another major NBA outfit, to secure Korean food company Bibigo as the team’s new jersey sponsor and first global marketing partner.
The 2022-23 NBA regular season campaign will begin on October 18 and end on April 9.
Image: Ethan Miller/Getty Images
