Coke extends Madison Square Garden deal 24/03/2010 |
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Coca-Cola has expanded its long-running partnership with Madison Square Garden to give the company an even bigger presence at the renovated arena.
The New York Post reports that Coke will now have pouring rights at all of MSG's New York venues, including the Theater at Madison Square Garden, Radio City Music Hall and the Beacon Theatre, along with the revamped Garden.
Coke will also sponsor MSG's other sports and entertainment properties, including its television networks – music channel Fuse and sports channel MSG – along with the professional sports teams, the New York Knicks, Rangers and Liberty.
The financial terms of the agreement were not disclosed, but the companies, which have been doing marketing deals together for 100 years, said it is their biggest yet. Coke's previous deal was primarily a sports sponsorship that focused on the Garden.
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