The Knicks’ infatuation with geometric shapes remains strong. After running the archaic offensive system known as the triangle in recent years, they haver partnered with a square — Squarespace, Inc., to be exact.
The web content publishing company, based in New York City and founded in 2003 by then college student Anthony Casalena, will partner with the Knicks in an advertising jersey deal, it was announced at a press conference at the Garden on Tuesday. The company’s logo, located adjacent to the Nike swoosh symbol, will appear on the upper left corner of jerseys as part of a multi-year agreement across all platforms involving the Knicks, according to David O’Connor, the CEO of the Madison Square Garden Company. Financial terms were not released, nor was the length of the deal.
The Knicks will start wearing the jerseys, for sale only at the Garden and official team stores, in Friday’s preseason finale against the Wizards, and throughout the regular season. The logo will also appear on practice jerseys.
Seventeen NBA teams have come to similar agreements after the league’s Board of Governors approved a three-year pilot program last year for teams to wear a company’s patch on their uniforms of 2.5-by-2.5 inches. Commissioner Adam Silver has described it as a way for the NBA to compete in the “global marketplace.” It is the first major North American sports league to put partners’ logos on players’ uniforms.
The Nets recently announced a deal with software company Infor for a reported $8 million a year. The defending NBA champion Warriors will wear Japanese tech holding company Rakuten’s patch on their jerseys for a reported $60 million over three years.
O’Connor said the Knicks didn’t consider passing on the option of the sponsorship.
“Not really,” the Garden executive said. “This is a trend that’s happening more extensively globally throughout a lot of different professional sports. This is a relatively small step for the NBA, relative to what’s happening elsewhere in professional sports, and we think it’s a good one. We think it offers a robust platform.”
O’Connor said part of the agreement will include the Madison Square Garden Company, which owns the Knicks and the Garden, working with Squarespace to help local businesses that use the website’s services.
“We’re excited to have Squarespace as part of our team,” Knicks executive president Steve Mills said.