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.”