Madison Square Garden Entertainment (MSG Entertainment) and Madison Square Garden Sports (MSG Sports) have strengthened their long-standing relationship with Lexus after announcing a renewed and expanded multi-year marketing partnership, extending one of the most enduring premium brand collaborations in North American sports and live entertainment.
The agreement sees the luxury automaker retain its position as the luxury auto partner across MSG Entertainment’s and MSG Sports’ portfolio of iconic venues, professional sports franchises and entertainment properties, while introducing new fan-focused activations aimed at deepening engagement across the Madison Square Garden ecosystem.
Under the expanded agreement, Lexus will continue as the official luxury auto partner and official luxury vehicle of Madison Square Garden, Radio City Music Hall, the Infosys Theatre at Madison Square Garden and the Beacon Theatre. The partnership also extends to the NBA‘s New York Knicks and the NHL‘s New York Rangers, while encompassing marquee entertainment properties including the Christmas Spectacular Starring the Radio City Rockettes, the Madison Square Garden Arena Concert Series and the Beacon Theatre Concert Series.
Building on a relationship that now spans nearly 15 years, the renewed partnership will introduce new experiential activations at Madison Square Garden and Radio City Music Hall alongside enhanced brand visibility throughout MSG’s sports and entertainment portfolio. Lexus will continue to benefit from premium branding across venue assets, digital displays surrounding Madison Square Garden and broadcasts on MSG Networks, including coverage of Knicks, Rangers, New Jersey Devils and New York Islanders games.
Doug Jossem, Executive Vice President, Global Sports & Entertainment Partnerships, MSG Entertainment, said, “Nearly 15 years in, our partnership with Lexus exemplifies the power of a shared commitment to excellence. Together, we’ve created memorable, premium fan experiences, and with this expanded partnership bringing new activations to Madison Square Garden and Radio City Music Hall, we’re positioned to reach even more fans while driving meaningful visibility for Lexus.”
Patrick Ehlen, Lexus Eastern Area General Manager, added, “Season after season, Lexus has been proud to be part of the energy and anticipation that make moments at The Garden, Radio City Music Hall and across MSG’s portfolio so memorable. As this relationship grows, we look forward to creating more elevated guest experiences that reflect the craftsmanship, hospitality and innovation at the heart of Lexus.”
The announcement follows another significant commercial development for the Madison Square Garden family of companies after MSG Entertainment recently extended its digital innovation partnership with Infosys, reinforcing the group’s strategy of aligning with leading global brands across technology and luxury sectors.
For Lexus, the renewal further broadens a global sports sponsorship portfolio that spans tennis, motorsport, cricket and professional team sports. The Japanese luxury automotive brand counts the ATP Tour, the Davis Cup, Major League Cricket and the NHL’s Vegas Golden Knights among its high-profile partnerships, reflecting a strategy centred on premium experiences and affluent fan engagement.
The renewed agreement also underlines the growing appeal of integrated venue-led sponsorships, with brands increasingly seeking year-round access to sports, concerts and entertainment audiences through a single commercial platform. By leveraging MSG’s collection of iconic venues and franchises, Lexus secures continuous exposure to millions of fans while reinforcing its premium positioning through experiential marketing and hospitality-driven activations.
