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October 26, 2017

Delta And Squarespace: Two Natural Fits For MSG

A longstanding partnership and a new one help MSG reach into the community.

Patchwork: Lance Thomas, Tim Hardaway Jr. and Frank Ntilikina show off the Knicks' jerseys with the Squarespace logo. (Photo: Zack Lane/MSG Photos)

First came the announcement that The Madison Square Garden Company had formed a new marketing partnership with the cutting-edge website publishing platform, Squarespace. The deal is marked by an initiative aimed at giving a boost to New York City entrepreneurs through a special Make It Fund.

And, in a first-ever for the Knicks, the Squarespace name and its double interlocking “S” now appear on the front of every team jersey.

Following swiftly came more news that MSG and one of its key, longtime partners, Delta Air Lines — New York’s largest carrier — were cementing their relationship with the renewal and expansion of a 10-year marketing agreement.

Together, the two deals embody a core MSG goal — to forge deeper ties with the community and harness the still morphing world of the Internet and social media. 

Like the Squarespace connection, the Delta collaboration comes with a novel touch. Combining brainpower and resources, the two companies are creating a digital content platform that will run across a number of MSG and Delta-owned marketing and media channels, and include short and long-form video features. The focus — the Knicks and Rangers, the Christmas Spectacular Starring the Radio City Rockettes and the broad lineup of concerts at MSG venues.

Delta is also expanding its partnership with MSG Networks as the new title owner of the Delta MSG Studios.

The new link with Squarespace has an organic feel for MSG, with both organizations deeply rooted in New York. Squarespace is built around startup companies gaining a foothold and creating an online identity. The Make It Fund will provide financial support and prime advertising spots in and around The Garden to local small businesses.

With a new basketball season underway, Squarespace will be a constant presence, with its logo patch accenting the Knicks’ uniform, just by the left shoulder and over the classic, block-lettered “NEW YORK.”

In total, the city seems like the ideal backdrop for MSG’s ties to both Squarespace and Delta. All three companies continue to expand their reach into new markets, but inevitably, they feed off the hustle and energy of New York as their lifeblood — a dynamic these partnerships are seeking to capture.


(Photo: Zack Lane/MSG Photos)

(Photo: Rebecca Taylor/MSG Photos)


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About The Madison Square Garden Company

The Madison Square Garden Company (MSG) is a world leader in live sports and entertainment experiences. The company presents or hosts a broad array of premier events in its diverse collection of iconic venues: New York’s Madison Square Garden, The Hulu Theater at Madison Square Garden, Radio City Music Hall and Beacon Theatre; the Forum in Inglewood, CA; The Chicago Theatre; and the Wang Theatre in Boston. Other MSG properties include legendary sports franchises: the New York Knicks (NBA), the New York Rangers (NHL) and the New York Liberty (WNBA); two development league teams – the Westchester Knicks (NBAGL) and the Hartford Wolf Pack (AHL); and esports teams through Counter Logic Gaming, a leading North American esports organization, and Knicks Gaming, MSG’s NBA 2K League franchise. In addition, the Company features the popular original production – the Christmas Spectacular Starring the Radio City Rockettes – and through Boston Calling Events, produces New England’s preeminent Boston Calling Music Festival. Also under the MSG umbrella is TAO Group, a world-class hospitality group with globally-recognized entertainment dining and nightlife brands: Tao, Marquee, Lavo, Avenue, The Stanton Social, Beauty & Essex and Vandal. More information is available at