SBD/4/Sponsorships Advertising Marketing

THE GARDEN IN MADISON SQUARE TO TAKE ON A NEW LOGO

     Madison Square Garden will unveil a new logo later this
month, the first step in "an overall rebranding of the building,
which likes to call itself the 'world's most famous arena,'"
according to the latest BRANDWEEK.  "Sub-brands of Garden boxing,
hoops and tennis are begin developed and may result in the sale
of licensed merchandise and corporate sponsorships."  The new
design is by Sean Michael Edwards.  Knicks VP/Marketing Pam
Harris:  "We've got some equity here that we haven't exploited
and, with new management, it was the right time" (BRANDWEEK, 10/2
issue).
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