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

Madison Square Garden Sports Corp. and the Department of Culture and Tourism – Abu Dhabi (“DCT Abu Dhabi”) have announced a new marketing partnership naming ‘Experience Abu Dhabi’ as the Official Patch Partner of the New York Knicks, forging a significant integration between DCT Abu Dhabi and one of the most storied franchises in professional sports.

Furthermore, Madison Square Garden Entertainment Corp. (NYSE: MSGE) (“MSG Entertainment”) and Sphere Entertainment Co. (NYSE: SPHR) (together with MSG Sports, the “MSG Family of Companies”) also announced marketing partnerships with DCT Abu Dhabi, the organization driving the growth of Abu Dhabi’s culture and tourism sectors and promoting the city as a global destination. These multi-year marketing partnerships will see the ‘Experience Abu Dhabi’ destination brand prominently integrated across premier sports and entertainment assets in the MSG Family of Companies’ portfolio.

“These are significant, multi-faceted marketing partnerships for both the MSG Family of Companies and DCT Abu Dhabi,” said Jamaal Lesane, Chief Operating Officer, MSG Sports. “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.”

Beginning with the Knicks’ 2024-2025 season, ‘Experience Abu Dhabi’ will become a Knicks global marketing partner, featuring the ‘Experience Abu Dhabi’ logo on all Knicks game jerseys for both home and away games, as well as warm-up jackets and shooting shirts. This visibility extends to retail, with the logo featured on jerseys sold at Madison Square Garden’s in-arena locations and on Shop.MSG.com. As a global marketing partner, ‘Experience Abu Dhabi’ can leverage the Knicks marks outside the U.S. and Canada, expanding the Knicks’ brand presence in international markets. Building on Abu Dhabi’s existing successful marketing partnership with the NBA and USA Basketball, this marketing partnership underscores the emirate’s position as a global premier sports destination and the home of basketball in the Middle East.

As part of this marketing partnership, DCT Abu Dhabi will have global rights to use Madison Square Garden marks. Additionally, ‘Experience Abu Dhabi’ will be a significant advertiser via the MSG Family of Companies’ various assets as an Official Partner of Madison Square Garden in New York, and an Official Partner of Sphere in Las Vegas. This includes custom activations on the Exosphere – the exterior of Sphere in Las Vegas – as well as on digital displays at MSG during concerts and comedy shows as part of the Arena Concert Series. ‘Experience Abu Dhabi’ will also be featured across MSG Networks via pre, post, and in-game commercials for all Knicks games broadcast on the Network, as well as in-game advertising integrations and branded content.