Sponsorship forms part of broader deal between MSG and UAE capital’s tourism board.
The National Basketball Association’s (NBA) New York Knicks have named Experience Abu Dhabi as their new jersey patch partner as part of a multi-year deal with Department of Culture and Tourism (DCT) Abu Dhabi.
Contract:
- Experience Abu Dhabi becomes a Knicks global marketing partner from 2024/25 season
- Logo to feature on all playing jerseys for home and away games, as well as warmup jackets, shooting shirts and retail jerseys
- Madison Square Garden Entertainment (MSGE) and Sphere Entertainment also ink marketing partnerships with DCT Abu Dhabi
- Multi-year deals will see Experience Abu Dhabi brand integrated across sports and entertainment assets in MSG’s portfolio of companies
- DCT Abu Dhabi will have global rights to use MSG marks
Context:
Experience Abu Dhabi takes over from Sphere, which is controlled by Knicks owner James Dolan, as the basketball team’s patch partner. The value of the deal has not been disclosed but given the Knicks are one of the NBA’s most valuable franchises, with Forbes and Sportico pegging the team’s valuation at US$6.6 billion and US$7.43 billion respectively, the club is likely to be at the high end of the league’s scale for this kind of partnership. The Golden State Warriors are reportedly top of the pile here, earning US$45 million annually from their tie-up with Rakuten.
The new arrangement arrives in the same week that Sphere announced an agreement with DCT Abu Dhabi for the United Arab Emirates (UAE) capital to be the home of the second Sphere venue. DCT Abu Dhabi will fund the construction of the venue and Sphere employees will provide their expertise. Abu Dhabi already had partnerships with the NBA and USA Basketball prior to the Knicks pact.
The Knicks had reportedly been set to have another Middle Eastern sponsor ahead of the 2023/24 NBA season, only for a planned deal with the Saudi General Entertainment Authority’s (GEA) Riyadh Season to collapse shortly before tip off, prompting the team to bring in Sphere.
Comment:
“These are significant, multi-faceted marketing partnerships for both the MSG family of companies and DCT Abu Dhabi,” said Jamaal Lesane, chief operating officer of MSG Sports. “These premier sports and entertainment assets in New York and Las Vegas are globally recognised 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.”
HE Mohamed Khalifa Al Mubarak, chairman of DCT Abu Dhabi, added: “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.”
Coming next:
Experience Abu Dhabi will serve as an official partner of Madison Square Garden in New York, with the venue staging the Knicks’ home opener of the 2024/25 campaign against the Indiana Pacers on 25th October.
Source: https://www.sportspromedia.com/news/new-york-knicks-jersey-patch-partner-experience-abu-dhabi-sphere-nba/