This week American betting group BetMGM revealed that they've come to terms with Madison Square Garden Sports (MSG Sports) and Madison Square Garden Entertainment (MSG Entertainment), and will become a sponsor of the New York Knicks and New York Rangers.
The deal will see BetMGM getting branding inside Madison Square Garden, which is a Manhattan-based arena that plays home to both teams. This signage will include spots on Zambonis, hockey dasherboard, basketball stanchion, and ribbon LED signage in the seating area. The company will also be featured on both teams' social media pages. Space on the MSG TV network for branding is also part of the deal.
The price paid for the sponsorship wasn't known as of press time.
For BetMGM, the deal helps strengthen its brand in New York, where it just obtained a license to run a mobile sportsbook.
Commenting on the deal MSG Executive VP of Marketing Partnerships Ron Skotarczak said, "MSG Sports and MSG Entertainment are made up of world-renowned brands that set industry standards for excellence, exposure and engagement- making us ideal partners to help drive sports betting's continued growth."
BetMGM Chief Revenue Officer Matt Prevost added: "New York is a critical state for BetMGM's continued growth and I can't think of a better way to begin our relationship with The Empire State than partnering with 'The World's Most Famous Arena' and their legendary team franchises."
For New York, this is an epic deal. MSG is a huge brand there, and not just for their arena. The whole media side of things will get MGM's branding out there and give them a foothold in what will certainly be a huge sportsbetting market.