Sobieski Vodka Expands Sponsorship Deal With Knicks, MSG Sports
The Knicks are the "latest NBA team to land a spirits brand advertising deal," as Sobieski vodka is expanding its sponsorship deal with MSG Sports, according to John Lombardo of SPORTSBUSINESS JOURNAL. Sobieski is a Polish-made vodka that "not only will have courtside signs" in MSG during Knicks games, but will "open a bar in the Garden's concourse as part of a deal that was initially signed with MSG Sports" in '07. The company "already had dasherboard signage" from an agreement with the NHL Rangers. The new deal with the Knicks "nearly doubles the value of the company's sponsorship agreement" with MSG Sports from a "mid-six-figure deal to a seven-figure agreement." Sobieski, which uses the "Truth In Vodka" tag line, will open the "Truth Bar" in MSG later this summer. The Sobieski deal, though, "does not have full category exclusivity and the Knicks expect to sign other spirits marketing deals." The Knicks' deal with Sobieski follows the Heat's deal with Bacardi as teams "look to sign hard-liquor courtside deals" (SPORTSBUSINESS JOURNAL, 6/29 issue).
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