Hulu Nabs Naming Rights for Theater at Madison Square Garden

The Theater at Madison Square Garden - Getty - H 2018
Bryan Bedder/Getty Images for Bob Woodruff Foundation

The streamer has held its upfront event out of the New York venue for the last two years.

Hulu's name is going up in lights. 

The streamer has inked a deal with The Madison Square Garden Co. for the naming rights to the theater that sits inside the historic New York arena. 

The 40-year-old venue will now be known as The Hulu Theater at Madison Square Garden.

In a multipronged marketing agreement that boosts the Hulu brand, the streamer will also be integrated throughout the venue, including new signage on Eighth Avenue, and Hulu content will be on display in the Theater's lobby and in targeted activations. Further, the deal includes sweepstakes, promotional rights and ticket presales to select events. 

"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 MSG Live executive vp Darren Pfeffer. "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."

Hulu chief marketing officer Kelly Campbell added, "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. 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." 

The theater, which seats up to 5,600 people, has hosted a wide range of events over the years, from concerts for John Legend and Elton John to boxing bouts and the NBA draft. Hulu has hosted its upfront event at the venue for the last two years. As part of the deal, the company plans to host its upfront, show premieres and other events at the theater.

The deal comes at a pivotal moment for Hulu as it looks to grow consumer awareness of its newly launched live television service. The company hired Google veteran Campbell over the summer following the breakout success of original series The Handmaid's Tale as part of an effort to boost the marketing efforts around its live and on-demand offerings.