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SAP seals wide-ranging Madison Square Garden partnership

German software firm SAP has sealed a long-term technology and marketing partnership to become a signature partner of New York’s iconic Madison Square Garden.

The agreement was struck with the venue’s operating group the Madison Square Garden Company and guarantees year-round brand exposure through the company’s sports, entertainment and media properties in New York.

SAP will enjoy prominent branding at the revamped Madison Square Garden Arena, a fixed presence on the arena’s IPTV system, become the naming sponsor of the Madison Concourse and the presenting partner of the venue’s “Defining Moments” and “Garden 366” exhibits.

Under the deal, SAP becomes the official social media analytics partner of Madison Square Garden, its Theater venue, respective NBA basketball, NHL ice hockey and WNBA tenants New York Knicks, New York Rangers and New York Liberty, the Concert Series at Madison Square Garden and the annual BNP Paribas Showdown tennis event.

Integration with these properties will incorporate digital and static signage throughout the arena, features on the centre-hung scoreboard, on-court and on-ice branding and a presence on the three teams’ websites along with the Knicks and Rangers mobile applications.