MLB, NBA teams, SI.com

Garden Growing New Partners, Ideas Again…

It has been tough times in recent years for patrons of “The World’s Most Famous Arena.” The lack of on court success, a slowing economy, an aging building and a weak public perception had caused a good deal of the shine to come off of Madison Square Garden and perhaps lower the perceived standard of excellence the building and the organizations housed in the building had long held. However, steadily it appears that perception, consumer confidence and new and innovative promotional partnerships may be returning the business of MSG back to where it had resided for so long, in the upper echelon of sports and entertainment marketing and branding in the world. The announcement of a long rumored renovation, the ever improving on-ice play of the New York Rangers, an enhanced outreach through digital media and an ever-growing unified community presence for all the Garden brands have led the uptick in interest and buzz as the NBA season approaches this week. On the business side, a just-announced landmark airline deal with Delta Airlines, complete with Garden icons Mark Messier and Willis Reed filling the captains outfits, new entertainment sponsorship plans, and brand extensions to other Garden-related properties are all contributing to an uptick in interest, new best practices for partners and a more entreprenurial overall atmosphere than has been seen in some time above Penn Station. Now can all go sour with bad teams on the court and on the ice? It certainly won’t be a positive. However what is being seen is the aggressive ability to effectively tell good business and branding stories to all constituents, much like the cross river rival Nets have been doing so well, and that sort of business buzz can help insulate partners if the athletic performance falters. Even with problems on the athletic side, all the moves are smart and solid and send great messages to partners that the Garden is more than willing and ready to solidify and create new business than ever before.

Some other good reads…si.com’s Ian Thomson has a quick look at what lies ahead for the NBA…good summary of thigns to watch out for…Yahoo.coms’ Mark Spears has a great profile of former NBA phenom Isiah Rider…and ESPN.com’s Jason Sobel has a good look at the caution that needs to be applied to whomever golf’s next potential stars good be.