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Alex and Ani strike New York Knicks deal

Lifestyle company Alex and Ani has agreed a partnership with NBA North American basketball team the New York Knicks.

Alex and Ani will benefit from premier brand exposure during games at the club’s Madison Square Garden home arena including court-side and in-arena LED signage.

In addition, the company said that the “core” activation for the partnership would be through exclusive activities with the Knicks City Dancers dancing squad. The Dancers will make public appearances to help promote the company’s jewellery line. The appearances will also be chronicled and promoted on the Dancers’ official website.