In a significant partnership announcement, Madison Square Garden has recently anointed plant-based meat substitute company Beyond Meat as its first-ever Official Plant-Based Meat Partner. The company’s products will be served during major games at The Garden, including the New York Knicks, New York Rangers, and the Madison Square Garden Arena Concert Series.
A range of Beyond Meat’s plant-based products will be featured at a new concession stand in the venue. Multiple concession stands at Madison Square Garden, including the Garden Market, have also added Beyond Meat products to their offerings to cater to the venue’s annual visitors.
“Beyond Meat’s environmentally-friendly, nutritious products are a perfect match for Madison Square Garden as we continuously strive to deliver a wide array of food and beverage options for our fans — with a focus on sustainability,” said David Hopkinson, President and COO of MSG Sports.
“We are so proud to welcome Beyond Meat to the MSG family as our first-ever Official Plant-Based Meat Partner.”
A heightened focus on Beyond Meat’s plant-based products
Beyond Meat will receive its own dedicated concession stand on the sixth floor concourse. Among the offerings are the Beyond Smashable Burger, an updated version of the Beyond Sausage, and dishes that incorporate Beyond Steak — a product endorsed as heart-healthy by the American Heart Association.
The company is set to expect heightened visibility as part of this deal. The brand will feature prominently during Knicks and Rangers games, benefiting from LED and dasherboard ads during regular season games aired on MSG Network.
Furthermore, Beyond Meat will work closely with the digital teams of both Knicks and Rangers to produce two original content series for their digital platforms.
“Madison Square Garden is one of the world’s most iconic venues, reaching millions of consumers each year through their robust schedule of sports, music and live entertainment events,” said Akerho “AK” Oghoghomeh, Senior Vice President of Global Marketing, Beyond Meat.
“We are proud to partner with The Garden to bring increased choice to their fans and make it even easier for event attendees to Go Beyond this season with food options that are not only delicious and satisfying, but that provide robust nutritional and environmental benefits.”
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