Oct 26, 2010 at 05:46 PM
written by WWD

Hugo Plays Hoops

Hugo Boss has inked a multiyear sponsorship deal with the New York Knicks basketball team that will bring the brand significant exposure at Madison Square Garden. Tipping off at the Knicks’ home opener on Saturday, the agreement includes Hugo Boss advertising on the LED courtside signage and on the ribbon of signage that rings the second level of the arena. During fashion weeks in New York, Hugo Boss will have exclusive ownership of two large exterior signs on the facade of MSG that are seen by an estimated 1.6 million people a day. (Penn Station is located beneath MSG.)