Time Warner Cable, which has a heavy presence in Manhattan, has inked a deal with Madison Square Garden to serve as a top-line sponsor of concerts in the world’s most famous arena.
The arrangement also includes an
official sponsorship role with the New York Knicks and Rangers and high-profile advertising real estate in a busy part of New York.
TWC said the initiative, which has featured Ricky Gervais and New York Giants wide receiver Victor Cruz, is part of TWC’s 2012 campaign carrying an “Enjoy Better” tagline.
TWC is the company’s second-largest cable operator and has been facing an increased challenge from Verizon in Manhattan. It is the name sponsor of the Charlotte arena, where that city’s NBA team plays. MSG is undergoing a pricey renovation.
The Time Warner Cable Concert Series will include Madonna and The Who. TWC will also be able to advertise on the Garden’s marquees, while taking a presence on the scoreboard above the court and a place in MSG digital platforms. It will have a top-line role backing one Knicks and one Rangers game a season.
Madison Square Garden could collect a fortune by selling naming rights, but it has refused to tamper with the historic brand. It did sell naming rights to its theater to Washington Mutual, but that ended after the bank went out of business.