The Madison Square Garden Company (MSG) and Kia Motors America announced today a long-term extension and expansion of their marketing partnership, making Kia a Signature Partner of MSG. Kia is one of the fastest-growing car companies in the U.S. over the last five years and the new partnership provides the automaker with exposure across The Madison Square Garden Company’s unrivaled set of sports, entertainment and media properties in New York, including the transformed Arena.
Kia will be the Official Vehicle of Madison Square Garden, the Theater at Madison Square Garden, the New York Knicks, the New York Rangers and the New York Liberty, and college basketball and tennis, as well as the Concert Series at The Garden. The partnership also includes an expanded presence for Kia on MSG’s award-winning regional sports networks, MSG and MSG+, and integration on The Garden, Knicks, Rangers and Liberty websites. Starting this fall, a rotating lineup of Kia vehicles will be displayed year-round with a custom-built display space in the lobby entrance to the Arena.
"Kia is one of the fastest growing automotive brands in the U.S. and with our marketing strategy focusing on several key pillars – including sports, music and pop culture – forming a Signature Partnership with the legendary Madison Square Garden Company will further our efforts to connect and engage with passionate fans of sports and live music,” said Michael Sprague, executive vice president, marketing & communications, Kia Motors America. “Much like The Garden, Kia has gone through an extensive transformation and this long-term partnership will deliver innovative displays, programming, advertisements and fan activities that go hand-in-hand with Kia’s complete line of vehicles that are using world-class design and cutting-edge technologies to advance value to new levels of sophistication.”
“We have had a longstanding relationship with Kia Motors and are excited to take our partnership to the next level, making them a Signature Partner with an integrated presence across our sports, media and entertainment properties in New York,” said Hank Ratner, president and CEO, The Madison Square Garden Company. “We are currently undergoing a top-to-bottom Transformation that will make The World’s Most Famous Arena the world’s most spectacular arena, and we are proud that Kia will be a part of it. As our Signature Partner, Kia will have a unique and innovative promotional platform, as well as a dedicated partner to help them reach new customers and continue as one of the fastest growing automotive brands in the U.S.”
Kia’s Official Vehicle designation will include significant branding exposure at the Arena for all associated sports events and the Concert Series. Integration will incorporate a variety of elements, including digital and static signage throughout the Arena; features on GardenVision, the center-hung scoreboard; and on-court and on-ice branding and promotional contests. The Garden has a strong lineup of diverse and top-name artists scheduled to perform this fall as part of the Concert Series, including Madonna, Justin Bieber, One Direction, The Who and Neil Young and Crazy Horse.
In addition, Kia will have a heightened presence at all Friday night Knicks and Rangers games as the presenting partner.
Another key element to the partnership is special access and experiences for Kia customers with MSG’s sports brands and events. Kia will collaborate with the Knicks and Rangers on a number of exclusive promotions and events for Kia customers, allowing them the opportunity to win tickets and special experiences at games. As the Official Vehicle of the Concert Series at The Garden, Kia will also work with MSG on promotions for select concerts.