MSG Entertainment Partners with Waterloo Sparkling Water to Enhance Fan Experience

New Partnership Enhances Fan Experience at Madison Square Garden

Madison Square Garden Entertainment Corp. (MSG Entertainment) and Madison Square Garden Sports Corp. (MSG Sports) unveil a new partnership with Waterloo Sparkling Water, designating the brand as an official partner of the New York Rangers and Madison Square Garden. This collaboration aims to enrich the experience of fans during events by providing access to Waterloo's sparkling water products at various concession stands throughout the venue. Notably, a dedicated stand will be established on the sixth floor Infosys Level concourse, allowing attendees to enjoy refreshing beverage options during Rangers games.

This partnership not only expands the beverage choices available to fans but also enhances the visibility of Waterloo Sparkling Water within the arena. The brand will be prominently showcased on digitally enhanced dasherboards and in-arena LED signage, ensuring that attendees are aware of their options. Jamaal Lesane, Chief Operating Officer of MSG Sports, underscores the organization's commitment to elevating the fan experience by broadening the food and beverage selection at Madison Square Garden, a venue renowned for hosting top-tier sporting events and entertainment.

Kathy Maurella, Chief Marketing Officer of Waterloo Sparkling Water, expresses enthusiasm for the collaboration, describing it as a significant milestone for the brand, marking its largest multi-year venue sponsorship to date. In addition to the in-arena presence, Waterloo Sparkling Water will also be integrated into the Rangers' digital platforms and official communications, further promoting the brand throughout the season. This strategic partnership illustrates MSG's dedication to creating memorable experiences for fans and enhancing the overall atmosphere at one of the world's most iconic venues.

In addition to this partnership, MSG Sports is known for its ownership of high-profile professional sports teams, including the New York Knicks and New York Rangers, as well as development league teams and a performance center in Greenburgh, NY. Meanwhile, MSG Entertainment continues to focus on delivering unforgettable live entertainment experiences for a diverse audience, reinforcing its position as a leader in the sports and entertainment industry. This collaboration with Waterloo Sparkling Water showcases MSG's ongoing efforts to innovate and improve fan engagement at their events.