Madison Square Garden Sports Corp. (MSG Sports) has announced Monster Energy as the official energy drink partner of the renowned New York arena, as well as National Hockey League team, the New York Rangers.

Marketing activations will be set up around Madison Square Garden (MSG), including a Monster branded dashboard during Rangers games, branded LED ribbon during all events at the arena, and opportunities for guests to sample Monster Energy products.

Additionally, Monster will work with the Rangers to provide fans with engaging experiences.

A branded concession stand will also be set up inside the Garden for all events as part of this new partnership, named the ‘Monster Energy Bodega’, which will provide financial assistance to local bodegas who are still recovering from the COVID-19 pandemic.

Commenting on the partnership, MSG Sports executive vice president, chief sales and marketing officer, Ron Skotarczak, said: “We are consistently thinking of new, innovative ways to bring the best food and beverage options to our fans and are thrilled to be able to offer Monster Energy Drinks at The Garden.”

“We’re looking forward to unleashing the power of this partnership and working with Monster Energy to support local tri-state area bodegas,” he said.

Monster Energy CMO, Dan McHugh, added: “We’re thrilled to finally announce the partnership between Monster Energy, Madison Square Garden and the New York Rangers.”

“We have been working on this one for quite a while, so to see it finally materialize is a huge victory for both of us.

“Madison Square Garden is known around the globe as ‘The World’s Most Famous Arena’ so for Monster to be their official energy drink partner, it can’t get any better,” he said.

The new partnership follows the announcement that MSG Sports would be repaying investors US$250 million (AUD$380 million).