Graphic: Business Wire

Madison Square Garden and The Coca-Cola Company announced today a new expanded long-term marketing partnership that continues the 100 year relationship between the two companies – believed to be one of the longest running marketing partnerships in sports and entertainment.

Coca-Cola will be the exclusive non-alcoholic beverage partner for all of Madison Square Garden’s New York based venues, including The Garden, Theater at Madison Square Garden, Radio City Music Hall and Beacon Theatre. The partnership also includes an expanded presence for Coca-Cola into Madison Square Garden’s entertainment platforms and makes Coca-Cola an MSG “Signature Partner” with a significant presence across all its properties, including its iconic New York venues, professional sports teams – New York Knicks, Rangers and Liberty, television networks – MSG, MSG Plus and Fuse, as well as a strong presence in the planned Madison Square Garden renovation.

“For more than 100 years, Coca-Cola and Madison Square Garden have shared the same passion to refresh and enhance entertainment and sports experiences for the people who enjoy them,” said Sandy Douglas, president, Coca-Cola North America. “This expanded, landmark partnership combines the world’s greatest beverages with some of the finest facilities, teams and properties in all of sports and entertainment, and allows us to create even more programs designed to bring people closer to the events and experiences they love.”

“Our partnership, bringing together one of the world’s most dynamic and diverse sports and entertainment companies, Madison Square Garden, and the world’s largest beverage company, Coca-Cola, is a perfect match,” said Hank Ratner, president and CEO, Madison Square Garden. “We are proud to significantly expand our relationship by making Coca-Cola Madison Square Garden a ‘Signature Partner’ for our planned state-of-the-art Garden renovation, and look forward to seeing the familiar presence of the Coca-Cola brand across our teams, entertainment products, venues and networks.”