Madison Square Garden (MSG) is negotiating a "multi-
million dollar sponsorship deal" with Continuum Health
Partners, the hospital group that includes N.Y.'s Beth
Israel Medical Center and "more than two dozen walk-in care
facilities through the city and Westchester (NY)," according
to Richard Wilner of the N.Y. POST. The deal would call for
the Continuum brand name to be placed throughout MSG and
"related properties," as well as allowing the hospital group
to "splash Knicks, Rangers and Liberty logos on the door of
their DOCS walk-in offices, its website and even across caps
and brochures." Wilner: "In fact, the company is weighing a
plan to put the teams' logo on the ambulances that service
their four hospitals." The deal, which "could be announced
as soon as today," will also give Continuum "access to non-
sports events owned by MSG." The "multi-year, multi-million
dollar deal tipped off with courtside signs at the Knicks
home exhibition opener and could continue next week with a
mailing to every Radio City subscriber offering them free
flu shots." Under the deal, Continuum will be able to call
itself the "official hospital system sponsor of" MSG, "team
physicians" to the Knicks and Liberty and the "official
health care sponsor" of the Rangers (N.Y. POST, 10/21).
