• by Karl Greenberg , July 26, 2010

Madison Square Garden has extended its deal with Anheuser-Busch. It joins several brands like Delta Airlines and Coca-Cola as "Signature Partner," which gives A-B access to teams that use the Garden as home base (the New York Knicks and New York Rangers), the MSG television networks, online channels, and in-arena signage.

The company will also have a larger role at the venue when renovations are complete in two years. At that time, it will include a "Budweiser Fan Deck," a 10,000-square-foot lounge with direct views into the arena bowl.

The company says Budweiser and Bud Light will continue as official beer of the Knicks and Rangers, respectively, and that there will be more activation in the arena with things like Knicks and Rangers viewing parties sponsored by the beer brands.

Delta was the first signature sponsor of Madison Square Garden last fall, replacing previous airline sponsor Continental Airlines. As part of the deal, Delta sponsors MSG's concerts and Radio City Music Hall, the Wa-Mu Theater at MSG, the Beacon Theatre in N.Y., the Wang Theatre in Boston and the Chicago Theater.

Delta also will get a high-end club at MSG. The signature deals are designed to help the Garden pay for the renovation, which is reportedly estimated at least $500 million. The spiffed-up arena is scheduled to open for the 2012 NBA and NHL seasons.

Coca-Cola, which has been a sponsor of the Garden in various forms for a century, signed on as Signature Sponsor in March this year. The deal made Coca-Cola non-alcoholic beverage partner for The Garden, Theater at Madison Square Garden, Radio City Music Hall and the Beacon Theatre.

It also made Coca-Cola a presenting sponsor of the "Fuse Presents" concert series, including live telecasts on Fuse; official partner of the Absolut Concert Series at Madison Square Garden; presenting sponsor of the Concert Series at the Beacon Theatre; and an Official Partner of Radio City Music Hall and the Radio City Christmas Spectacular. Coca-Cola continues as "Official Soft Drink" of the Knicks, Rangers and Liberty, and become an Official Partner of College Basketball at MSG.