Experience Abu Dhabi Becomes Official Patch Partner Of The New York Knicks For Global Marketing

Madison Square Garden Sports Corp. (MSG Sports) and the Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) have announced a marketing partnership. This collaboration designates 'Experience Abu Dhabi' as the Official Patch Partner of the New York Knicks. The partnership integrates DCT Abu Dhabi with one of the most renowned franchises in professional sports.

Starting with the Knicks’ 2024-2025 season, 'Experience Abu Dhabi' will be a global marketing partner. The logo will appear on all Knicks game jerseys for home and away games, including warm-up jackets and shooting shirts. This branding will also be visible on jerseys sold at Madison Square Garden's in-arena locations and online at Shop.MSG.com.

The MSG Family of Companies, which includes MSG Entertainment and Sphere Entertainment Co., has also formed partnerships with DCT Abu Dhabi. These agreements aim to promote Abu Dhabi as a global destination by integrating the 'Experience Abu Dhabi' brand across various sports and entertainment platforms within MSG's 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 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."

This partnership allows 'Experience Abu Dhabi' to leverage Knicks marks outside the U.S. and Canada, enhancing the Knicks’ brand presence internationally. It builds on Abu Dhabi’s existing successful marketing collaborations with the NBA and USA Basketball, reinforcing its status as a leading sports destination in the Middle East.

Mohamed Khalifa Al Mubarak, Chairman of DCT Abu Dhabi, stated: "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."

Advertising Opportunities

DCT Abu Dhabi will gain global rights to use Madison Square Garden marks through this partnership. 'Experience Abu Dhabi' will be prominently advertised via various MSG assets as an Official Partner of Madison Square Garden in New York and Sphere in Las Vegas.

This includes custom activations on Sphere's exterior in Las Vegas, known as Exosphere, along with digital displays at MSG during concerts and comedy shows within the Arena Concert Series. Additionally, 'Experience Abu Dhabi' will feature across MSG Networks through pre-game, post-game, and in-game commercials for all Knicks games broadcasted on the Network.

The collaboration between MSG Sports Corp., MSG Entertainment Corp., Sphere Entertainment Co., and DCT Abu Dhabi signifies a strategic effort to enhance brand visibility globally while promoting cultural exchange through sports.

With inputs from WAM