The Madison Square Garden Company  and Hulu, announced a multi-faceted marketing partnership that includes naming rights to The Theater at Madison Square Garden. The celebrated theater will now be known as The Hulu Theater at Madison Square Garden, with Hulu branding and content fully integrated across the venue, as well as MSG’s digital and promotional platforms.

“The Theater at Madison Square Garden has played a central role in the history of the Madison Square Garden Arena complex, with its own rich tapestry of cherished events,” said Darren Pfeffer, executive vice president, MSG Live. “We are thrilled to have such an acclaimed partner in Hulu, which is also known for its commitment to celebrating the very best in entertainment.”

In addition to exclusive naming rights to the venue, the expansive marketing partnership includes prominent Hulu branding throughout The Theater, new signage on Eighth Avenue, as well as digital branding assets, sweepstakes and promotional rights and ticket pre-sales to select events. Theater patrons will also be able to enjoy Hulu content in the venue’s lobby, as well as targeted activations around specific events. To further mark the partnership, all venue signage – including ingress and egress signage, and Penn Station directional and digital signage – will be rebranded The Hulu Theater at Madison Square Garden.

“Hulu gives viewers access to all of the live and on-demand sports, news, family and entertainment content they love, so it is only fitting that we partner with one of the world’s best-in-class sports and entertainment venues,” said Hulu Chief Marketing Officer, Kelly Campbell. “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.”