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SBD/Issue 60/Sponsorships, Advertising & Marketing
Take Five: Foxwoods To Sponsor Final Minutes Of MSG Games
Published December 7, 2010
Foxwoods Resort Casino and MSG announced today that they have extended and expanded their marketing partnership in a new deal highlighted by Foxwoods gaining the exclusive advertising rights to the final five minutes of Knicks, Rangers, Islanders and Devils home games on MSG and MSG Plus. The "Foxwoods Final Five" deal also extends in-arena at MSG for Knicks and Rangers games. The multiyear deal, part of a bigger marketing partnership between MSG and Foxwoods, also designates the casino as an official partner of the Knicks, Rangers, WNBA Liberty and MSG Networks (Foxwoods). In N.Y., Ken Belson cites a source as saying that the deal is worth about $1M a year for five years. MSG and Foxwoods said that the sponsorship is the “first time an advertiser has bought commercial control of a specific time during professional sports games in the arena as well as on television.” Foxwoods’ name and logo "will be shown on the scoreboard, on signs courtside and elsewhere in the arena” during the last five minutes of Rangers and Knicks games at MSG. As part of the broadcast portion of the deal, the Foxwoods logo will be shown "on the top or bottom of the screen, accompanied by an introduction from the announcer, and will be superimposed on the glass behind the hockey goals.” Foxwoods CMO Rob Victoria said, “You can buy a billboard for X amount a year and get Y amount of views. But with the announcers doing live reads and the stadium full, it’s a way to advertise with more impact” (N.Y. TIMES, 12/7).