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MSG Sports renews long-standing Anheuser-Busch partnership

Madison Square Garden Sports and sister firm MSG Entertainment have announced a multiyear partnership renewal with leading American brewing company Anheuser-Busch.

The sponsorship provides Anheuser-Busch with exclusive, premier experiences and activations across the company's assets, including the National Basketball Association's New York Knicks, National Hockey League's New York Rangers, and MSG Networks.

As part of this renewal, Anheuser-Busch will partner with MSG Sports and MSG Entertainment on several fan-first platforms including the new “Michelob Ultra Courtside” experience, which will provide fans the opportunity to win Knicks tickets and watch the game from an exclusive location inside Madison Square Garden.

In addition, Anheuser-Busch will become the Presenting Partner of the Blue Seats Section on the 9th floor of Madison Square Garden.

Anheuser-Busch will also work together with MSG Sports’ esports organizations CLG and Knicks Gaming on their livestream programming on Twitch.

“Throughout our partnership we have worked closely with Anheuser-Busch to cultivate a forward-thinking approach to leveraging our respective world-class brands, while also benefitting consumers,” said Ron Skotarczak, MSG Entertainment executive vice president of marketing partnerships. “Our work together has grown over the years and we are thrilled to continue evolving our partnership with this new deal. We look forward to creating innovative initiatives with Anheuser-Busch that benefit all of our customers.”

MSG Networks will prominently feature Bud Light and Michelob Ultra with brand integrations throughout Knicks and Rangers pre-game and post-game coverage from “The Corner Three” and “Blueshirts Bar” inside MSG Networks Studios, along with live game coverage of the Knicks and the Rangers.

Anheuser-Busch will enjoy significant marketing exposure at every event at Madison Square Garden. This will include in-game LED messaging during all Knicks and Rangers games; courtside LED signage throughout the Arena for all Knicks games; in-arena LED ribbons during entertainment events; and branding on the digital boards outside of the venue.

The two parties last renewed their long-standing partnership in 2016.

MSG Sports recently secured corporate partnerships with Caesars SportsbookBetMGM, InfosysJPMorgan Chase, and Lexus.

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