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New York Knicks label ‘Experience Abu Dhabi’ as official patch partner

'Experience Abu Dhabi' will also become the Knicks' global marketing partner, with the emblem appearing on all Knicks game jerseys.

The National Basketball Association (NBA) team, New York Knicks have unveiled ‘Experience Abu Dhabi’ as the official patch partner, following a new marketing deal between Madison Square Garden Sports Corp. (MSG Sports) and the Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi).

This marks an important integration between DCT Abu Dhabi and one of the most illustrious teams in professional sports.

Madison Square Garden Entertainment Corp. (MSG Entertainment) and Sphere Entertainment Co. have also recently signed marketing collaborations with DCT Abu Dhabi, an organisation that is supporting the expansion of Abu Dhabi’s cultural and tourist sectors while also promoting the city as a global destination. These multi-year marketing collaborations will feature the ‘Experience Abu Dhabi’ destination brand extensively across leading sports and entertainment properties in the MSG Family of Companies’ portfolio.

Jamaal Lesane, Chief Operating Officer, MSG Sports, said, “These are significant, multi-faceted marketing partnerships for both the MSG Family of Companies and DCT Abu Dhabi. These premier sports and entertainment assets in New York and Las Vegas are globally recognized brands, and we look forward to working with DCT Abu Dhabi as we continue to grow this relationship to reach audiences both domestically and internationally.”

H.E. Mohamed Khalifa Al Mubarak, Chairman of DCT Abu Dhabi, said, “Our partnership with the New York Knicks and the MSG Family of Companies aligns with our mission to boost Abu Dhabi’s global visibility as part of our Tourism Strategy 2030. It also serves as an inspiration for our youth, connecting them to the world of professional sports and encouraging them to pursue their dreams with passion and dedication.”

Starting with the 2024-2025 season, ‘Experience Abu Dhabi’ will also become the Knicks’ global marketing partner, with the emblem appearing on all Knicks game jerseys, in addition to warm-up jackets and shooting shirts. This visibility also extends to retail, as the logo appears on jerseys sold at Madison Square Garden’s in-arena stores and on Shop.MSG.com. As a global marketing partner, ‘Experience Abu Dhabi’ can use the Knicks trademarks outside of the United States and Canada, increasing the Knicks’ brand reach in international markets. This marketing relationship strengthens Abu Dhabi’s status as a global top sports destination and the Middle East’s home of basketball, building on the emirate’s previous successful marketing partnerships with the NBA and USA Basketball.

Moreover, DCT Abu Dhabi will have global rights to utilise Madison Square Garden trademarks. ‘Experience Abu Dhabi’ will also be a prominent advertiser through the MSG Family of Companies’ numerous properties, including Madison Square Garden in New York and Sphere in Las Vegas. This includes bespoke activations on the Exosphere, which is the outside of the Sphere in Las Vegas, as well as digital displays at MSG during Arena Concert Series concerts and comedy events. ‘Experience Abu Dhabi’ will also be promoted on MSG Networks with before, post, and in-game ads for all Knicks games aired on the network, as well as in-game advertising integrations and branded content.

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