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Volume 26 No. 207
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Knicks Call On Steve Stoute's Translation Agency To Bolster Brand

The Knicks are partnering with marketing agency Translation in an attempt to bolster the organization's "brand and strengthen its ties to the fan base," according to Scott Soshnick of BLOOMBERG NEWS. Translation Founder & CEO Steve Stoute, a "lifelong Knicks fan," will serve as a "special adviser" to the team. Translation said that it will "utilize data and analytics -- along with the team's history, alumni, fans and iconic arena -- to develop campaigns aimed at bolstering the brand." Soshnick notes Stoute also will "work to support the club's executive team," including Owner Jim Dolan, in its "branding and fan-engagement efforts." Stoute said that Dolan's brand "must be separated from the team." Stoute: "His brand, and the New York Knicks brand, and MSG, stand on their own. That's the way it has to be." He added, "The brand has to be strong regardless of the final score. When people are hopeful that things are going to be better, and it brings excitement, all of a sudden that becomes the brand" (BLOOMBERG NEWS, 1/24). In N.Y., Stefan Bondy notes the Knicks "were labeled an uncool franchise" by Nets F Kevin Durant earlier this season, as he "reasoned that young players only associate the franchise with losing" (N.Y. DAILY NEWS, 1/24).