You will be redirected back to your article in seconds

Hulu Buys Madison Square Garden Theater Naming Rights

Hulu is slapping its name all over a landmark New York City venue: The subscription-streaming service has inked a multiyear marketing pact with the Madison Square Garden Co., which includes naming rights to the arena complex’s 5,600-seat theater.

The MSG theater will now be known as “The Hulu Theater at Madison Square Garden,” with signage slated to be installed in and around the venue on Thursday. Hulu has held its spring upfront presentation for advertisers and agencies at the theater for the last two years, and will return there again this year.

The deal with Madison Square Garden encompasses Hulu branding and content across the theater and across MSG’s digital and promotional platforms, including sweepstakes and promotional rights as well as ticket pre-sales to select events.

All venue signage — including ingress and egress signage, Penn Station directional and digital signage, and new signage on Eighth Avenue — will be rebranded the Hulu Theater at Madison Square Garden. The Hulu Theater at MSG will feature the subscription VOD and live TV service’s content in the lobby plus “targeted activations” around specific events.

The companies declined to disclose how many years Hulu’s naming rights to the theater will run.

Most recently, the venue was known as The Theater at Madison Square Garden. Among other past names, from 1991-97 it was called the Paramount Theater.

“This new relationship gives us a unique presence in one of the largest and most important media markets, and we’re proud to align with an iconic venue such as The Theater at Madison Square Garden,” Hulu chief marketing officer Kelly Campbell said in announcing the pact.

The Theater at Madison Square Garden, which opened in 1968, has hosted numerous musical acts, comedians, and other live events including boxing bouts and the NBA draft.

Hulu has been boosting its marketing spending under Campbell, who joined the company last year from Google, as it fights to sign up customers for its SVOD and live TV services. Last fall, it launched a national TV ad campaign featuring Anna Kendrick, its first advertising with a celebrity spokesperson in more than five years.

Hulu is owned by Disney, NBCUniversal, and 21st Century Fox, with a minority stake held by Time Warner. Under Disney’s proposed deal with Fox, Disney would acquire 21st Century Fox’s 30% stake in Hulu to obtain majority control.

More Music

  • Greta Von Fleet - Jake KiszkaGreta

    Greta Van Fleet Put Spotlight on Solos at Asbury Park Tour Stop

    Michigan rockers Greta Van Fleet brought their “March of the Peaceful Army” tour to the Jersey Shore on Saturday night, performing at the legendary Asbury Park venue the Stone Pony’s Summer Stage. The band packed the outdoor venue on a moonlit, summer-seeming night in what staffers said was the series’ fastest-selling concert to date, with [...]

  • Madonna

    Madonna's Madame X Tour Adds New York, Chicago and L.A. Dates

    Madonna has added additional shows to her upcoming Madame X tour. Nine newly booked dates have been announced for New York, Chicago and Los Angeles. The Queen of Pop adds five additional New York concerts at the Howard Gilman Opera House, which will take place between Oct. 2 to 7; two extra shows will take [...]

  • Doug Davis and Jodie ShihadehVariety Power

    Jodie Shihadeh Named Partner at The Davis Firm

    Jodie Shihadeh has been named Partner at The Davis Firm, PLLC. She joined the firm in 2011 and rose from associate to Managing Attorney and now partner. She graduated from Boston College and received her law degree from Fordham University School of Law in 2011. While still in law school she interned in the Business [...]

  • ZZ Top, Caesars Entertainment Team on

    ZZ Top, Caesars Team for Jukebox Musical 'Sharp Dressed Man' (EXCLUSIVE)

    Rock and Roll Hall of Fame inductees ZZ Top and Caesars Entertainment are developing “Sharp Dressed Man,” a jukebox musical set to open next year in Las Vegas featuring the band’s greatest hits. Members Billy Gibbons, Dusty Hill and Frank Beard are all serving as executive producers. “Sharp Dressed Man” is described as an “outrageous, [...]

  • Dakota Johnson Tracee Ellis Ross

    Dakota Johnson, Tracee Ellis Ross Co-Starring in Comedy 'Covers'

    Dakota Johnson and Tracee Ellis Ross will co-star in “Covers,” a comedy set in the music scene in Hollywood. “Late Night” director Nisha Ganatra is helming from a screenplay by Flora Greeson. Focus Features is partnering with Working Title Films on the movie. Working Title’s Tim Bevan and Eric Fellner will produce with Alexandra Loewy [...]

  • Academy of Country Music CEO Pete

    Academy of Country Music CEO Pete Fisher Exits; RAC Clark Named Interim Chief

    The CEO of the Academy of Country Music, Pete Fisher, has exited after two and a half years at the helm of the organization behind the annual ACM Awards. RAC Clark, the executive producer of the CBS broadcast, has been named interim executive director, effective immediately. No reason was given for the change at the [...]

  • Lumineers Explore Spiral of Addiction With

    Lumineers Explore Spiral of Addiction With Shocking New Series of Music Videos

    Last month, the Lumineers debuted their raw, emotive new single “Gloria” with an intimate performance on “The Late Show with Stephen Colbert,” complete with a living room stage design and vintage home movies looping in the background. The nostalgic, homegrown feel was intentional — an overt nod to their upcoming concept album, “III,” set for [...]

More From Our Brands

Access exclusive content