MSGE Partners with Liquid Death to Enhance Live Event Experience and Sustainability

Liquid Death Partners with Madison Square Garden Entertainment to Enhance Audience Experience

Madison Square Garden Entertainment Corp. (MSGE) forges a strategic partnership with Liquid Death, a fast-growing non-alcoholic beverage brand, designating it as the Official Sparkling Water Partner across several iconic venues. This collaboration spans premier locations such as Madison Square Garden, Radio City Music Hall, and the Beacon Theatre, as well as Sphere in Las Vegas. The partnership is not just about branding; it aims to enhance the audience experience at live events, particularly during high-profile shows like the Christmas Spectacular featuring the Radio City Rockettes. Liquid Death’s commitment to sustainability aligns with MSGE’s vision, promising to deliver healthier beverage options while promoting eco-friendly practices.

The partnership grants Liquid Death extensive visibility through prominent branding opportunities. Its logos will feature prominently on the Exosphere, the world’s largest LED screen, ensuring high engagement with audiences attending events. This initiative goes beyond just selling beverages; it aims to create memorable experiences for attendees and align with their growing preference for sustainable products. Jamaal Lesane, COO of MSG Sports, expresses excitement about collaborating with Liquid Death to roll out innovative campaigns that resonate with both brands' values, positioning Liquid Death as a go-to choice for health-conscious consumers attending live events.

Additionally, Liquid Death will become the first Official Iced Tea Partner for Sphere, providing an expanded range of beverage options at select concession stands throughout the venues. The partnership includes promotional opportunities such as sweepstakes that will engage fans and enhance brand interaction. Ryan Heuser, SVP of Experiential Marketing at Liquid Death, highlights the motivation to engage audiences at these iconic venues, aimed at fostering a community that values sustainability while enjoying live entertainment.

In summary, the collaboration between Madison Square Garden Entertainment and Liquid Death represents a forward-thinking approach to beverage service in live entertainment settings. This partnership not only elevates the beverage experience for guests but also promotes a shared commitment to reducing plastic waste, setting a new standard for how beverage brands can engage with audiences in today’s environmentally conscious market.