The New York Knicks will have ‘Experience Abu Dhabi’ as its latest jersey patch sponsor ahead of the upcoming NBA season.
Knicks owner Madison Square Garden Sports (MSG Sports) signed the deal with the Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) this week in a deal that will see the latter become the NBA franchise’s official marketing partner.
Jamaal Lesane, COO of MSG Sports, stated: “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.”
The deal comes off the back of Sphere Entertainment – owned by James Dolan who is the Chairman of the Knicks – inking a deal with DCT Adu Dhabi which confirms plans to build a sphere arena in Abu Dhabi similar to the one in Las Vegas.
These multi-year marketing partnerships will see the ‘Experience Abu Dhabi’ destination brand prominently integrated across premier sports and entertainment assets under MSG Sports’ portfolio, featuring most prominently on Knicks jerseys.
The deal to bring a sphere venue to the Emirati state may also see the Knicks potentially play either preseason or regular season NBA games in the proposed venue. The NBA has already confirmed they will host games in Abu Dhabi for 2025.
As a global marketing partner, ‘Experience Abu Dhabi’ can leverage the Knicks’ brands outside the US and Canada, expanding the franchise’s brand presence in international markets.
H.E. 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.”
