• October 27, 2010

The New York Knicks have signed fashion brand Hugo Boss in a first-time marketing partnership that puts the brand at Madison Square Garden. The multi-year partnership will begin this season with the Knicks home opener on Saturday against the Portland Trail Blazers.

Hugo Boss has sponsorship presence in Soccer, Formula 1, competitive sailing, golf and is a sponsor of Germany-based heavyweight boxing champions Vitali and Wladimir Klitchko.

Greg Elliott, SVP of marketing partnerships, MSG Sports said in a statement that the focus of the partnership is on fan engagement and interaction at the Garden.

Hugo Boss-sponsored Interactive features on fan and player fashion will run on Gardenvision, the center-hung scoreboard at Madison Square Garden. They will include: Best Dressed Player of the Game, Best Dressed Fan, and Who's the BOSS of the Paint? Hugo Boss will also have promotion on the courtside LED signage during Knicks games, as well as signage outside Madison Square Garden during Fashion Week in New York.