Sphere Entertainment Becomes New York Knicks' Jersey Sponsor for 2023-24 Season

Deal Marks Unconventional In-house Partnership, Following Successful Launch of $2.3 Billion Las Vegas Venue Sphere

The New York Knicks have announced Sphere Entertainment, the company behind the newly opened $2.3 billion immersive entertainment venue in Las Vegas, as their jersey sponsor for the 2023-2024 season.
James Dolan, who owns both the New York Knicks and Sphere Entertainment, has essentially secured free advertising for his businesses through this unconventional in-house partnership.
The top three jersey sponsorship deals in the NBA made $100 million last season, indicating the high profitability of such endorsements. Other teams have also experimented with unusual sponsors, such as social media influencers and finance sector platforms.
The Sphere logo will feature on all Knicks game and practice jerseys, both home and away. It will also be included on jerseys sold online and in Madison Square Garden retail shops.
The jersey endorsement comes as the NBA allows teams more freedom in featuring corporate sponsor logos on their jerseys, with the Knicks previously partnered with tech company Squarespace for five seasons.
The Sphere, championed by Jim Dolan, is the world's largest spherical building. It has received rave reviews as a concert venue and aims to disrupt the traditional model of entertainment venues.