• March 22, 2010

Buonitalia SpA, the Rome-based governmental agency responsible for promoting, internationalizing, and safeguarding Italian agricultural products, has inked a deal with Madison Square Garden around the New York Knicks. The goal is to get the "Made in Italy" message out and drive consumers to sample Italian-made products with Protected Designation of Origin and Protected Geographical Indication status.

The partnership includes B-to-B and B-to-C events, courtside rotational and LED signage at Knicks games, in-arena GardenVision feature "Come Si Dice", and on-court contests.

Greg Elliott, senior vice president, marketing partnerships, MSG Sports, said the deal is the first partnership with a European organization but not the last. The Garden will host a tasting event this week to kick off the program, he said, in a statement.

As part of the effort, Buonitalia SpA will have a presence in-arena at MSG with a branded display with such Italian-origin products as cheeses, cured meats and olive oils on sale at MSG and local retail. Buonitalia SpA will have branded areas in certain stores for tastings and product samplings.

Buonitalia SpA launches the partnership on Tuesday with a co-promotion between Grana Padano and Parmigiano Reggiano at Madison Square Garden, prior the New York Knicks versus the Denver Nuggets. Grana Padano and Parmigiano Reggiano will also be served in all of the luxury suites in Madison Square Garden that evening.--Karl Greenberg