MSG Sports extends Anheuser-Busch ties

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Anheuser-Busch and MSG renew partnership Image: MSG

Madison Square Garden (MSG) Sports (US), the owner of the National Hockey League (NHL) team New York Rangers and the National Basketball Association (NBA) team New York Knicks, has agreed to a multiyear extension of its partnership with the US-based brewing giant Anheuser-Busch.

The ‘SP’ stated that Anheuser-Busch will continue as a signature marketing sponsor of MSG Sports, retaining promotion and activation across its owned assets, including the company’s National Hockey League (NHL) and National Basketball Association (NBA) franchises, as well as the MSG Network.

The Madison Square Garden Sports Corp. is an American sports holding company based in New York City (US). MSG Sports manages professional sports teams.

Anheuser-Busch Companies, LLC is an American brewing company headquartered in St. Louis, Missouri (US). Since 2008, it has been a wholly-owned subsidiary of Anheuser-Busch InBev which also has its North American regional management headquarters in St. Louis.

The New York Rangers are a professional ice hockey team based in New York City (US). They compete in the National Hockey League (NHL) as a member of the Metropolitan Division in the Eastern Conference.

The New York Knicks are an American professional basketball team based in the New York City borough of Manhattan (US). The Knicks compete in the National Basketball Association (NBA) as a member of the Atlantic Division of the Eastern Conference.

The 20,789-capacity Madison Square Garden, colloquially known as The Garden or by its initials MSG, is a multipurpose indoor arena in New York City (US). Located in Midtown Manhattan between Seventh and Eighth avenues from 31st to 33rd Street, it is situated atop Pennsylvania Station.

The ‘SP’ further stated that the renewal will see Anheuser-Busch and MSG Sports launch a new ‘Michelob Ultra Courtside’ fan activation, set to go live by the end of January, offering the chance for Knicks fans to win tickets and to watch games from an exclusive location at MSG.

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

In addition, Anheuser-Busch becomes the presenting partner of the Blue Seats Section on the ninth floor of the iconic MSG venue.

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

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

Said Matt Davis, Senior Director of Sponsorships at Anheuser-Busch, “At Anheuser-Busch, we are always looking for new ways to connect with our consumers and bring people together through exciting, one-of-a-kind experiences. We’re proud to continue our legacy partnership with Madison Square Garden, and by evolving our wildly popular Ultra Courtside experience and partnering on esports, we are able to bring incredible access to even more fans. We aim to create meaningful connections through everything we do, and we’re grateful to have a partner in MSG that shares that mission.”

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