Newmark Group, Inc. has entered into a new marketing partnership with Madison Square Garden Entertainment Corp. that is designed to significantly expand the real estate advisory firm’s brand exposure among professional sports audiences. Under the arrangement, Newmark has been named the Official Commercial Real Estate Partner of the New York Knicks and the New York Rangers, two of the best-known franchises in professional basketball and ice hockey.
The agreement also designates Newmark as an Official Partner of the Arena at Madison Square Garden, the well-known indoor venue in Midtown Manhattan that serves as the home arena for both teams. By aligning its brand with the arena and its flagship tenants, Newmark is positioning its commercial real estate advisory platform in front of large, recurring live audiences as well as broadcast and digital viewers.
As part of the partnership, Newmark will receive prominent in-arena brand placements during events at Madison Square Garden. These placements will appear on dasher boards surrounding the ice during hockey games and on LED ribbon signage visible throughout the seating bowl, providing repeated visibility to fans attending events in person.
The firm’s branding will also extend beyond the interior of the arena. The marketing program contemplates exposure across broadcast and digital channels, as well as out-of-home formats that reach people passing by the venue and those consuming game content away from the arena. This multi-channel approach is intended to keep Newmark’s brand in front of audiences whether they are inside Madison Square Garden, in the surrounding area or watching from home.
Newmark is headquartered at 125 Park Ave. in Manhattan and operates as a global real estate advisory firm serving clients across property types and markets. The company generated more than $3.7 billion in revenue worldwide in the 12 months ended September 2026, underscoring the scale at which it provides services to occupiers, investors and other real estate stakeholders.
By formally connecting its name to the Knicks, the Rangers and the Arena at Madison Square Garden, Newmark is adding a high-profile sports and entertainment component to its marketing strategy. The partnership highlights how large commercial real estate firms are using sports sponsorships and venue alliances to maintain visibility with corporate decision-makers, investors and other potential clients who engage with professional sports brands and major urban arenas.
