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Take a piece of history home with a collectible from Madison Square Garden |
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New York Knicks Championship Court Piece (MSG Holo Only) |
1970 New York Knicks Autographed Championship Court Piece |
New York Sports memorabilia |
Madison Square Garden has signed Steiner Sports to an all-inclusive memorabilia and marketing deal through which it will sell game-used apparel and equipment, including rarities like the hardwood floor on which the New York Knicks won their championships and the goal nets used in the New York Rangers’ 1994 Stanley Cup victory.
The hybrid licensing/sponsorship agreement creating MSG Steiner Collectibles is Steiner’s first to include NHL and NBA teams, and is the latest all-encompassing deal for the memorabilia pioneer, which has similar arrangements with other big-market teams that play in celebrated venues: the New York Yankees, Boston Red Sox, Chicago Cubs and Los Angeles Dodgers. The merchandise will be on the SteinerSports.com website. Steiner also is opening a 700-square-foot store at MSG with a few hundred different items, and will package MSG experiences under the deal — everything from a night as the Knicks ball boy to the opportunity to hold meetings in the Knicks’ and
Rangers’ locker rooms.
Already for sale online is a 72-by-27.5-inch piece of the MSG floor bearing
the word “Garden” and used by the Knicks during their 1970 and 1973
championships, for $1,499. There’s also a smaller piece of the same hardwood
floor signed by Willis Reed, Bill Bradley, Walt Frazier and Dave Debusschere
for $799.
Under the deal, MSG/Steiner Collectibles will appear on MSG-controlled media, including dasherboards and the MSG Network. The deal replaces MSG’s
earlier agreement with game-used equipment specialist MeiGray.
“This is really an expanded marketing approach to what has been a gritty,
roll-up-your-sleeves category [memorabilia and collectibles],” said MSG
Sports President Scott O’Neil.
While the deal is for one year, with MSG beginning an $850 million
renovation, this gives Steiner a chance to show MSG what it can do. “I’d
describe it as a ‘toe-in-the-water’ approach with an opportunity for
something bigger, like a seat program,” O’Neil said. Steiner is selling
seats from the original Yankee Stadium, starting at $699 for two bleacher
seats.
As Steiner closes more comprehensive building/team deals like this one, the
question is how widespread they will become. Deals for stripping and selling
remnants of sports venues before they are razed are commonplace. Could
comprehensive memorabilia/collectibles deals become as commonplace as a soda
and beer sponsorship?
“No one has cracked the code on that yet, but I’d say we’re getting close,” O’Neil said.
“Generally, you want to be in places where there are memories. The Orange Bowl had 16 collegiate champions crowned there,” said Jeff Rabinowitz,
national sales manager at Mounted Memories, which recently liquidated the
Orange Bowl, including urinals that sold for $400 to $500. “Even in new
places there are opportunities, because you can do event pieces, and
commemoratives, where you can add your ticket or sponsor gifts.”
Even Steiner Sports’ CEO, Brandon Steiner, acknowledges that these kinds of
deals aren’t appropriate for every team facility.
“Short-term thinking is cashing in on game-used equipment,” he said. “Long
term, it has to be about building brands and serving sponsors and
premium-seat holders with products that really add value.”
While Steiner has similar deals with Notre Dame, Alabama and Syracuse, he
sees colleges as the biggest untapped market.
“There’s only so many iconic pro teams and buildings, but there are dozens
of colleges with great histories and stadiums or arenas that are real time
capsules,” he said.
Known as the World's Most Famous Arena, MSG has hosted some of the most historic games and explosive shows and concerts ever. Players of the hometown New York Rangers, Knicks, and Liberty cherish the opportunity to play within its walls each night, and opponents know it's a big game when the take the stage at the Garden. Beginning in 2010, MSG-Steiner will provide you the most exclusive mix of authentic game used items, right from Madison Square Garden. Be sure to read the "Official Steiner Sports Blog" to stay connected throughout the season.
