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MSG Sports extends and expands Anheuser-Busch partnership

MSG Sports extends and expands Anheuser-Busch partnership
Written by publishing team

  • The brand will be promoted during the New York Knicks and Rangers matches
  • The partnership will include activation of the new “Michelob Ultra Courtside” fan

Madison Square Garden (MSG) Sports, owner of the New York Rangers and New York Knicks, has agreed to extend its partnership for several years with US-based brewing giant Anheuser-Busch.

Anheuser-Busch will continue as a premium marketing sponsor for MSG Sports, while retaining promotion and activation across its owned assets, including the National Hockey League (NHL) and the National Basketball Association (NBA) franchises, as well as the MSG Network.

The renewal will see Anheuser-Busch and MSG Sports launch a new activation for ‘Michelob Ultra Courtside’ fans, set to go live by the end of January, giving Knicks fans the opportunity to win tickets and watch matches from an exclusive MSG site.

The deal also sees Anheuser-Busch become a partner of MSG esports properties for CLG and Knicks Gaming, the professional gaming group of the NBA franchise. The Anheuser-Busch brands will be promoted during the two esports organizations’ live broadcasts on Twitch.

In addition, Anheuser-Busch has become the presenting partner for the blue seating division on the ninth floor of the popular MSG venue.

MSG Network will promote the Anheuser-Busch Bud Light and Michelob Ultra brands across its channels during live broadcasts of the Knicks and Rangers games, as well as in pre- and post-game coverage.

The brewing giant will gain brand visibility throughout MSG, including LED displays during games, signage in the stadium, and digital displays outside the New York venue.

“At Anheuser-Busch, we are always looking for new ways to connect with our customers and bring people together through exciting and unique experiences,” said Matt Davis, Senior Director of Care at Anheuser-Busch.

“We are proud to continue our long-standing partnership with Madison Square Garden, and by developing the massively popular Ultra Courtside experience and partnership in esports, we are able to provide incredible access to even more fans. We aim to create meaningful connections through everything we do, and we are grateful To have a partner at MSG who shares this mission with us.”

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