This April, the Madison Square Garden Company and Swiss manufacturer Tissot announced their first marketing partnership, as Tissot became the “Official Timepiece of Madison Square Garden.” This alliance will provide the Swiss watch company to promote its brand at the World’s Most Famous Arena.
Tissot will be integrated at events, such as New York Knicks and New York Rangers games and a branded message will be displayed on prominently-located clocks and marquees on the property. The multi-purpose indoor arena Madison Square Garden, also known as The Garden is located at the 8th Avenue, between the 31st and the 33rd Street and it is the longest active major sporting facility in the New York metropolitan area.
“Tissot is excited about becoming the first brand to be the Official Timepiece of Madison Square Garden,” said François Thiébaud, Tissot’s President: “As Official Timekeeper for many renowned and international sports and other major international events, including the World Championships of MotoGP, Basketball and Ice Hockey, this association with the World’s Most Famous Arena is a perfect fit. We look forward to taking part in the memorable moments that happen in this arena and to sharing them with fans in the great City of New York and around the world.”
“We are pleased to have Tissot join our lineup of industry leading marketing partners at Madison Square Garden as the first-ever Official Timepiece” said Greg Economou, EVP of revenue performance for MSG Sports, in a prepared statement for the event. “As the producer of some of the most precise and elegant timepieces in the world, Tissot will help ensure our fans are on time to see their favorite teams and events at The Garden.”
“Madison Square Garden is an iconic property and it touches not only New Yorkers, but many international visitors,” commented Sharon Buntain, the president of Tissot United States, New York. “This partnership gets our name and product in front of many eyes,” she said. “Additionally, we feel that Madison Square Garden is a place where people have happy times and if they can associate our brand with a positive experience, that is beneficial for us,” she concluded.
Tissot’s timing instruments will be used for sporting events
From now on, countdowns to New York Knicks basketball games and New York Rangers hockey games will be done with a branded Tissot clock. During select games, the Swiss watch company will be featured on Garden Vision which is a video footage that highlights a sports team’s history on the center-hung scoreboard.
At hockey games, the feature will be “A Moment in Rangers History”, whereas at basketball games, it will be named “Tissot Turn Back the Clock.”
The Tissot’s brand also grabbed prominent placement on the Garden’s 7th Avenue marquee, which is seen by more than 600 million people that pass by each year, and on the 8th Avenue marquee, per company. The fans will also be able to make sure they are on time by checking the Tissot clocks in the stadium’s lobby, as they walk into The Garden’s box office.
One more Tissot countdown clock featured on the Madison Square Garden Transformation Web site at http://www.msgtransformation.com will be active during the two remaining offseason shutdowns of the Arena in 2012 and 2013, counting down the time remaining to completion of the two phases of the historic project.
The partnership between the Madison Square Garden Company and Tissot will also be promoted via Facebook and Twitter by Tissot, Madison Square Garden and the Rangers organization.