Mar 23, 2010 at 05:38 PM
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Coke & MSG Celebrate 100 Years Together

Madison Square Garden and The Coca-Cola Company have extended their sponsorship to include assets in the renovated MSG, continuing a relationship that dates back 100 years and is believed to be one of the longest running marketing partnerships in sports and entertainment.

Coca-Cola will be the exclusive non-alcoholic beverage partner for all of Madison Square Garden's New York based venues, including The Garden, Theater at Madison Square Garden, Radio City Music Hall and Beacon Theatre. The partnership also includes an expanded presence for Coca-Cola into Madison Square Garden's entertainment platforms and makes Coca-Cola an MSG "Signature Partner" with a significant presence across all its properties, including its iconic New York venues, professional sports teams -- New York Knicks, Rangers and Liberty, television networks -- MSG, MSG Plus and Fuse, as well as a strong presence in the planned Madison Square Garden renovation.

"For more than 100 years, Coca-Cola and Madison Square Garden have shared the same passion to refresh and enhance entertainment and sports experiences for the people who enjoy them," said Sandy Douglas, president, Coca-Cola North America. "This expanded, landmark partnership combines the world's greatest beverages with some of the finest facilities, teams and properties in all of sports and entertainment, and allows us to create even more programs designed to bring people closer to the events and experiences they love."


"Our partnership, bringing together one of the world's most dynamic and diverse sports and entertainment companies, Madison Square Garden, and the world's largest beverage company, Coca-Cola, is a perfect match," said Hank Ratner, president and CEO, Madison Square Garden. "We are proud to significantly expand our relationship by making Coca-Cola Madison Square Garden a 'Signature Partner' for our planned state-of-the-art Garden renovation, and look forward to seeing the familiar presence of the Coca-Cola brand across our teams, entertainment products, venues and networks."

Added Scott O'Neil, president, MSG Sports: "Coca-Cola is a partner we cherish, with beverages we love to drink and a brand as strong and powerful as the city we call home. After 100 years of refreshing the fans of Madison Square Garden, our storied brands continue to share a passion for creating lasting memories and happiness for our customers. We are thrilled to have Coca-Cola continue providing the world's best beverages to our fans at 'The World's Most Famous Arena.'" The partnership provides Coca-Cola with an extensive brand presence across MSG's entertainment platforms, highlighted by a presenting sponsorship of the "Fuse Presents" concert series, which includes live telecasts on national music television network Fuse of marquee musical acts. Coca-Cola will receive brand exposure in-venue, on Fuse and on Additionally, Coca-Cola will become an Official Partner of the Absolut Concert Series at Madison Square Garden, presenting sponsor of the Concert Series at the Beacon Theatre, and an Official Partner of Radio City Music Hall and the Radio City Christmas Spectacular. According to MSG, their venues account for 84% of all concert tickets sold in the NYC metropolitan area each year, with Madison Square Garden alone accounting for 50%.

On the team level, Coca-Cola will continue as the "Official Soft Drink" of the Knicks, Rangers and Liberty, and become an Official Partner of College Basketball at MSG, which recently celebrated its 75th Anniversary at the arena. In addition, the partnership includes on-site brand integration at all concession stands and additional digital and static signage in MSG's New York venues, as well as integration on MSG network and MSG's collection of websites.

You, too, can celebrate the centennial partnership by visiting the "100 Moments of Happiness" microsite which will give away 100 prizes including tickets to sporting events and concerts, as well as MSG memorabilia and Coca-Cola product.