• by Danielle Oster , April 1, 2025

A beverage brand known for its marketing stunts just got a pretty big canvas.

Liquid Death is partnering with the Madison Square Garden Family of Companies.

The deal will give Liquid Death significant brand presence for its sparkling water and iced tea products across the MSG Family of Companies’ portfolio, including the Sphere’s customizable external Exosphere, the world’s largest LED screen.

Liquid Death will also be a designated official sparkling water and official iced tea partner for such venues as The Theater at Madison Square Garden, Radio City Music Hall and the Beacon Theater. The brand’s beverages will be sold at select concession stands at the venues.

“Liquid Death is a disruptor and innovator,” MSG Sports COO Jamaal Lesane said in a statement, adding that the company would partner with Liquid Death’s team “across high-profile assets to introduce bold campaigns and interactive initiatives that exemplify our shared vision for this dynamic partnership, including Sphere’s Exosphere.”

“Our wide-reaching partnership brings us unmatched exposure and education to new audiences who are ready to murder their thirst and bring death to plastic bottles,” said Ryan Heuser, senior vice president of experiential marketing at Liquid Death.

As an official sparkling water partner of the New York Rangers, the brand will be featured on the team’s “GardenVision” during home games at Madison Square Garden, as well as appearing on the team’s website. The deal will also include post-game sampling opportunities, and an interactive concourse activation during select home games.

Liquid Death’s partnership with the MSG Family of Companies will also allow the brand to develop and conduct sweepstakes in collaboration with its properties. The partnership follows another marketing milestone for the brand this year, its first Super Bowl ad.