• by Alex Weprin , March 1, 2018

The over-the-top streaming service Hulu has inked a multi-year marketing deal with The Madison Square Garden Company that will rename the company’s 5,600-seat theater The Hulu Theater At Madison Square Garden.

The theater sits below the iconic arena, and is frequently used for concerts and events, including Hulu’s own upfront presentation.

In addition to naming rights, the deal includes Hulu branding throughout the theater and outside its entrance on Eighth Avenue, as well as signage in and around Penn Station, and digital branding assets. Hulu content will also be available in the theater’s lobby for events attendees s to watch.

In a statement, Hulu said the deal gives the company “a marquee location in New York City that can be used for upfront presentations, show launches, exclusive events and more.”