“Experience Abu Dhabi” Secures Official Patch Partnership with New York Knicks

New york: Madison Square Garden Sports Corp. (MSG Sports) and the Department of Culture and Tourism - Abu Dhabi (DCT Abu Dhabi) today unveiled a significant marketing partnership, naming "Experience Abu Dhabi" as the Official Patch Partner of the New York Knicks. This collaboration marks a major integration of DCT Abu Dhabi with one of the most renowned franchises in professional sports, aligning with the broader promotional activities involving MSG Entertainment and Sphere Entertainment Co. According to Emirates News Agency, the agreement also includes Madison Square Garden Entertainment Corp. (MSG Entertainment) and Sphere Entertainment Co. forming marketing partnerships with DCT Abu Dhabi. These partnerships will integrate the "Experience Abu Dhabi" destination brand across the MSG Family of Companies' premier sports and entertainment assets. Jamaal Lesane, Chief Operating Officer of MSG Sports, highlighted the global recognition of these assets in New York and Las Vegas, expressing enthusiasm for the par tnership's potential to connect with international audiences. Mohamed Khalifa Al Mubarak, Chairman of DCT Abu Dhabi, emphasized the strategic alignment of this partnership with Abu Dhabi's Tourism Strategy 2030. He noted its role in enhancing Abu Dhabi's global visibility and inspiring local youth by connecting them with the world of professional sports. Starting in the Knicks' 2024-2025 season, the "Experience Abu Dhabi" logo will be featured on all Knicks game jerseys, warm-up jackets, and shooting shirts. The partnership extends to retail, with the logo appearing on jerseys sold at Madison Square Garden and through the team's official online store. Additionally, as a global marketing partner, "Experience Abu Dhabi" will have the rights to use Knicks marks outside the U.S. and Canada, further expanding the Knicks' brand presence internationally. The partnership also grants DCT Abu Dhabi global rights to use Madison Square Garden marks and establishes "Experience Abu Dhabi" as a significant advertiser thr ough MSG's various assets. This includes custom activations on the Exosphere at Sphere in Las Vegas, digital displays at MSG, and extensive advertising during Knicks games broadcast on MSG Networks.