SOURCE: Alex and Ani

January 21, 2014 10:00 ET

New York Knicks and Alex and Ani Announce New Marketing Partnership

First-Time Partnership Focuses on Activation Around Knicks City Dancers

NEW YORK, NY--(Marketwired - January 21, 2014) - The New York Knickerbockers and Alex and Ani today announced a new marketing partnership, naming the Rhode Island-based lifestyle company a Proud Sponsor of the New York Knicks. The agreement will provide Alex and Ani with premier brand exposure at Madison Square Garden during select Knicks games as well as exclusive activation with the Knicks City Dancers.

"We are excited to welcome Alex and Ani as a new marketing partner of the New York Knicks. This first-time partnership will provide the fast-growing lifestyle company with the opportunity to align with two of our world-class brands -- the Knicks and Knicks City Dancers -- to extend their reach into the sports world," said Ron Skotarczak, executive vice president of marketing partnerships, The Madison Square Garden Company.

The core activation for the marketing partnership is with the Knicks City Dancers, who will make several public appearances to showcase the jewelry line. The appearances will be chronicled and promoted on the Dancers webpage ( In addition, Alex and Ani will enjoy brand integration at Madison Square Garden during select Knicks games, including courtside and additional in-Arena LED signage.

"We are honored to work with such an elite partner and brand, the New York Knicks, through our Marketing department," stated Alex and Ani CEO Giovanni Feroce. "It is a natural fit for the Alex and Ani lifestyle brand to support a beloved team and we look forward to continuing our partnership throughout the season."

Alex and Ani is one of the fastest growing, privately-owned companies in America. Offering eco-friendly, positive products, Alex and Ani currently has over 40 retail stores nationwide, over 1,200 domestic retail partners, an e-commerce website and an expanding international presence. Alex and Ani Soho is located in downtown New York City at 425 West Broadway. For more information, please visit

The NBA's New York Knickerbockers basketball team, in its 68th year of operation is part of The Madison Square Garden Company, a fully-integrated sports, media and entertainment business. The Company is comprised of three business segments: MSG Sports, MSG Media and MSG Entertainment, which are strategically aligned to work together to drive the Company's overall business, which is built on a foundation of iconic venues and compelling content that the company creates, produces, presents and/or distributes through its programming networks and other media assets. MSG Sports owns and operates the following sports franchises: the New York Knicks (NBA), the New York Rangers (NHL), the New York Liberty (WNBA), and the Hartford Wolf Pack (AHL). MSG Sports also features the presentation of a wide variety of live sporting events including professional boxing, college basketball, bull riding and tennis. MSG Media is a leader in production and content development for multiple distribution platforms, including content originating from the Company's venues. MSG Media's television networks consist of regional sports networks, MSG Network and MSG+, collectively referred to as MSG Networks; and Fuse, a national television network dedicated to music. MSG Networks also include high-definition channels, MSG HD and MSG+ HD, and Fuse includes its high-definition channel, Fuse HD. MSG Entertainment is one of the country's leaders in live entertainment. MSG Entertainment creates, produces and/or presents a variety of live productions, including the Radio City Christmas Spectacular featuring the Rockettes. MSG Entertainment also presents or hosts other live entertainment events such as concerts, family shows and special events in the Company's diverse collection of venues. These venues consist of Madison Square Garden, The Theater at Madison Square Garden, Radio City Music Hall, the Beacon Theatre, the Forum in Inglewood, CA, The Chicago Theatre, and the Wang Theatre in Boston, MA. More information is available at

Alex and Ani , LLC offers eco-friendly, positive energy products created by Designer Carolyn Rafaelian, Founder and Creative Director. Alex and Ani is synonymous with Made in America. Its World Headquarters are located in the Greater Providence, Rhode Island area, where its products are designed, manufactured, and assembled using recycled local materials. Carolyn believes that every individual has a positive message to share with the world, and by incorporating powerful symbolism and design into each positive energy piece, Alex and Ani provides a vehicle for wearers to express their individuality. An Inc. 500 Company, Alex and Ani has retail stores in addition to retail partners both domestically and internationally. Please visit for more information.

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Contact Information

  • MSG Contact: 
    Stacey Escudero

    Alex and Ani Contact:
    Alexandra Zaso