Anheuser-Busch will continue promoting and activations across Madison Square Garden Sports assets including the company’s National Hockey League (NHL) and National Basketball Association (NBA) franchises, as well as the MSG Network.
Anheuser-Busch and MSG Sports launch a new ‘Michelob Ultra Courtside’ fan activation, set to go live by the end of January, offering the chance for Knicks fans to win tickets and to watch games from an exclusive location at MSG.
The deal also sees Anheuser-Busch become a partner of MSG’s esports properties CLG and Knicks Gaming, the NBA franchise’s affiliated professional gaming outfit. Anheuser-Busch brands will be promoted during the two esports organisations’ livestreams on Twitch.
MSG Network will promote Anheuser-Busch-owned brands Bud Light and Michelob Ultra across its channels during live broadcasts of Knicks and Rangers games, as well as in pre-game and post-game coverage.
The brewing giant will gain brand visibility throughout MSG, including on LED displays during games, courtside signage and digital screens outside the New York venue.
“At Anheuser-Busch, we are always looking for new ways to connect with our consumers and bring people together through exciting, one-of-a-kind experiences,” said Matt Davis, senior director of sponsorships at Anheuser-Busch.