Hulu Lands Naming Rights to The Theater at Madison Square Garden

Part of new partnership between the streaming service and MSG

The Theater at Madison Square Garden will now be known as The Hulu Theater at Madison Square Garden. - Credit by Sources: Getty Images. Hulu
Headshot of Kristina Monllos

The Theater at Madison Square Garden is getting a new name.

The 5,600 seat theater will now be known as The Hulu Theater at Madison Square Garden as part of a marketing deal that Hulu has inked with Madison Square Garden.

“This new relationship gives us a unique presence in one of the largest and most important media markets, and we’re proud to align with an iconic venue such as The Theater at Madison Square Garden,” said Hulu chief marketing officer, Kelly Campbell, in a statement.

As part of the deal, Hulu branding will be featured throughout the theater. There will also be new signs on Eighth Avenue, rebranded entrance and exit signs that say The Hulu Theater at Madison Square Garden and Hulu branded directional and digital signs at Penn Station. Digital branding assets, as well as sweepstakes, promotional rights and ticket pre-sales are also part of the deal, according to a release. Attendees of the theater will also be able to watch Hulu content in the lobby.

“The Theater at Madison Square Garden has played a central role in the history of the Madison Square Garden Arena complex, with its own rich tapestry of cherished events,” said Darren Pfeffer, executive vice president, MSG Live, in a statement. “We are thrilled to have such an acclaimed partner in Hulu, which is also known for its commitment to celebrating the very best in entertainment.”


@KristinaMonllos kristina.monllos@adweek.com Kristina Monllos is a senior editor for Adweek.
Publish date: March 1, 2018 https://dev.adweek.com/brand-marketing/hulu-lands-naming-rights-to-the-theater-at-madison-square-garden/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT