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TWC, MSG 'Enjoy' Long-Term Marketing Partnership Pact

Time Warner Cable’s branding campaign is on display in and around “The World’s Most Famous Arena.”

The No. 2 cable operator has inked a long-term marketing partnership with Madison Square Garden Co. to trumpet its “Enjoy Better” branding across a number of the media company’s properties.

Under the partnership, financial terms of which were not disclosed, the cable operator is now the naming partner for the "Time Warner Cable Concert Series at Madison Square Garden," which this fall includes performances by Madonna, Justin Bieber, One Direction, The Who and Jason Mraz.

The relationship will afford a brand presence across MSG’s sports, entertainment and media platforms, including the Arena’s 7th Avenue and 8th Avenue outdoor marquees, digital signage within the building for events, features on GardenVision, the center-hung scoreboard, as well as integration across MSG’s online properties.

Moreover, TWC will have a position on the Madison Concourse (6th floor) of The Garden, where visitors can interact with displays and games and the company’s brand ambassadors.  Through its demonstrations, consumers can engage, sample and experience TWC’s broadband Internet-enabled products and services and other advanced entertainment and telecommunications services. 

The marketing pact comes less than a year after TWC and MSG Networks renewed an affiliate contract following a 48-day impasse that left the two RSNs dark in their rights territories on the MSO’s systems.

As an extension of its brand campaign, TWC’s new Madison Square Garden platform, which makes it an official partner of the NBA’s New York Knicks and NHL’s New York Rangers, also offers unique experiences and opportunities for its customers and Garden guests. During every Knicks and Rangers home game, one fan will win an “Enjoy Better” enhancement to their game experience, such as a seat upgrade or merchandise, courtesy of TWC. In addition, TWC will be the presenting partner of one Knicks game and one Rangers game per season, and will distribute premium items to fans. TWC plans to also run sweepstakes for customers to win tickets and unique experiences to concerts that are part of the Time Warner Cable Concert Series at MSG.

“We are very excited to align our ‘Enjoy Better’ campaign and company brand with The World’s Most Famous Arena here in the heart of our hometown of New York City,” said Jeffrey Hirsch, CMO of Time Warner Cable, in announcing the partnership. “Like our customers, we are huge music fans and long-time supporters of the Knicks and Rangers and are proud to invest in New York City by sponsoring these storied brands. Through our partnership, we can offer the thrill and unique experiences of the transformed Garden and showcase our advanced services for NYC-area consumers.”

Noted Greg Economou, executive vice president, corporate sales and solutions, MSG Sports:

“We are well on our way to transforming Madison Square Garden into the world’s most spectacular arena, and are proud to partner with Time Warner Cable, which enables us to enhance our customers’ experiences at concerts and sporting events at The Garden even further. Meanwhile, Time Warner Cable will enjoy unmatched brand exposure at one of the busiest arenas in the world, along with the opportunity to reward their current customers with unique experiences only Madison Square Garden can deliver.”