Photo Credit: Liquid Death
The Madison Square Garden family of companies have announced a marketing partnership with Liquid Death, promoting the beverage company as an official partner across the brand’s live entertainment venues.
Madison Square Garden Entertainment, Madison Square Garden Sports Corp, and Sphere Entertainment Co. will all promote the non-alcoholic brand as the official Sparkling Water Partner. That promotion will include New York’s Madison Square Garden, The Theater at Madison Square Garden, Radio City Music Hall, and the Beacon Theatre in NYC; the Sphere in Las Vegas; and the New York Rangers.
The brand will also be the Official Iced Tea partner of the Theater at MSG, Radio City, the Beacon Theatre, the Christmas Spectacular, and Sphere. As part of the partnership, Liquid Death’s sparkling water and iced tea products will be available at select concession stands across MSG companies’ venues.
“Liquid Death is a disruptor and innovator,” says Jamaal Lesane, Chief Operating Officer, MSG Sports. “We look forward to working with their team across high-profile assets to introduce bold campaigns and interactive initiatives that exemplify our shared vision for this dynamic partnership, including Sphere’s Exosphere.”
As part of the partnership, Liquid Death will have significant brand presence for its sparkling water and iced tea products across the Companies’ assets—including on the Exosphere—the fully-customizable exterior of Sphere and the largest LED screen in the world. Liquid Death will also be featured on GardenVision during New York Rangers home games and will appear on the Rangers website.
The deal is similar to one Live Nation struck with the brand in 2021, announcing over 120 venue and festivals would serve up Liquid Death. The multi-year agreement covers major venues including the Hollywood Palladium and Shoreline Amphitheater. That partnership co-incided with Liquid Death’s $15 million Series C round in May 2021—which included Live Nation as an investor alongside celebrities including Tony Hawk, Wiz Khalifa, and Steve Aoki. Live Nation later participated in a $75 million follow-on investment in January 2022.
Liquid Death’s valuation has reportedly reached $700 million since those early funding days—thanks to its focus on sustainability at music festivals and reducing plastics. The brand is now expanding into flavored seltzers.
Content shared from www.digitalmusicnews.com.