NBA basketball team the New York Knicks has agreed a jersey sponsorship deal with website publishing platform Squarespace.
The multi-year deal begins with the 2017-18 season and will result in Squarespace’s logo featuring on the left chest area of the team’s jerseys.
Squarespace, which is based in New York, agreed the deal with The Madison Square Garden Company, owner of the Knicks. The deal grants Squarespace year-round exposure across MSG’s sports and entertainment properties, as well as MSG Networks’ regional sports channels.
Squarespace will also work with the Knicks on the Make It Fund initiative, which is designed to support New York City-based entrepreneurs. Squarespace and the Knicks will provide financial support and advertising spots at Madison Square Garden, the team’s home arena, to local, Squarespace-powered small businesses.
Squarespace will be promoted across seven digital boards on 7th and 8th Avenues, where Madison Square Garden is located. Squarespace’s logo will also appear on the Knicks’ practice jerseys, while the company will serve as the presenting partner for MSG Networks’ Gameside Studio feature.
“In selecting a partner who will become so deeply ingrained in both the Knicks and MSG, one of our key considerations was that organisation’s alignment with our values,” David O’Connor (pictured), president and chief executive of The Madison Square Garden Company, said.
“Both MSG and Squarespace are born and bred NYC companies, firmly focused on the future of our community. Squarespace’s dedication to harnessing the heart and hustle of the independent workforce, coupled with our shared commitment to providing our customers with exceptional service and the opportunity to realise their dreams, make this an ideal partnership and one that we look forward to developing and benefitting both of our businesses.”
The Knicks will wear their Squarespace-branded jerseys for the first time during Friday’s preseason game against the Washington Wizards.
The NBA announced in April 2016 that teams would be permitted to agree jersey sponsorship deals as part of a three-year pilot programme spanning the 2017-18 to 2019-20 seasons. The Knicks become the 17th franchise to agreed such a deal.