The Madison Square Garden Company and DraftKings have revealed details of a new marketing partnership this week. Under the terms of the agreement, the sports betting operator is appointed as the Official and Exclusive Sports Betting and Daily Fantasy Sports Partner of the New York Knicks and Rangers, as well as Madison Square Garden arena. 

The partnership also provides DraftKings with premier brand integration across MSG’s assets, including digital platforms, in-game promotion and out-of-home signage.

Ron Skotarczak, Executive Vice President, Marketing Partnerships, The Madison Square Garden Company, commented: “DraftKings has established itself as one of the most successful gaming companies in the industry and we are honored to continue our partnership with their incredible brand.

“We are both committed to ensuring that our customers have the best possible experience and we look forward to continuing to work closely with DraftKings on programs and promotions that benefit both of our businesses in significant and measurable ways.”

DraftKings’ partnership includes significant exposure at Madison Square Garden for all Knicks and Rangers games and throughout Knicks and Rangers broadcasts on MSG Networks, as well as promotions for daily fantasy sports during Westchester Knicks games at the Westchester County Center. 

Integration during games will incorporate a variety of elements including digital and static signage throughout the Arena, exposure on GardenVision, the Arena’s center-hung multi-media display, and branding on the apron of the court for Knicks games and on the penalty box and visiting team bench for Rangers games. The firm will have the ability to set up activation areas at a variety of fan events the Knicks and Rangers hold throughout the year.

“We are proud to be named the official sports betting partner and continue as the daily fantasy partner of The World’s Most Famous Arena and for two of the most iconic franchises in all of sports that play there,” said Ezra Kucharz, Chief Business Officer, DraftKings. “The Madison Square Garden Company is known for providing fans with unforgettable moments, and this emphasis on immersive engagement perfectly complements DraftKings and our like-minded commitment to experiential excellence.”