The Madison Square Garden Company (MSG) has entered into a wide-ranging and multi-faceted marketing partnership with streaming service Hulu.

Under the deal, Hulu will take on the naming rights to The Theater at Madison Square Garden.

This arrangement will include Hulu branding and content being fully integrated across the venue, as well as on MSG’s various digital and promotional platforms.

Visitors to the venue will be able to enjoy Hulu content in The Theater lobby, as well as targeted activations around specific events at the site. In addition, all venue signage will be rebranded to feature the new venue name.

Darren Pfeffer, executive vice-president at the MSG Live division of MSG, said: “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.

“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.”

Kelly Campbell, chief marketing officer at Hulu, added: “Hulu gives viewers access to all of the live and on-demand sports, news, family and entertainment content they love, so it is only fitting that we partner with one of the world’s best-in-class sports and entertainment venues.

“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.”

Image: Anthony Quintano