DON'T LEAVE FOR THE GARDEN WITHOUT IT: MSG AND AMEX INK DEAL

     Madison Square Garden and American Express signed a multi-
million dollar, multi-year strategic partnership.  The deal
includes heavy involvement with the Knicks, Rangers, MSG Network,
and Madison Square Garden entertainment events.  The agreement
includes TV ads, direct mail, in-arena promos, and other
promotion opportunities (MSG).  Later this year, the
"relationship will manifest itself in the way of affinity Rangers
and Knicks credit cards," according to Mike Reynolds of INSIDE
MEDIA.  MSG Exec VP Joseph Cohen told INSIDE MEDIA the Garden and
AmEx had been working "on this strategic partnership involving
our assets with various divisions of American Express since
March." Cohen said it took so long to complete the "year-round,
in-your-face" deal because there was no "template from which to
work.  We started with a blank piece of paper."  Cohen added MSG
is looking for 10-12 strategic deals in other categories.  Asked
to describe AmEx's deal, Cohen said "We'll have some surprises in
the fall" (INSIDE MEDIA, 7/19).