SAP, Madison Square Garden form marketing and technology partnership

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New York—SAP and Madison Square Garden announced a marketing and technology partnership, under which SAP becomes a signature partner in MSG's sports, entertainment and media properties in New York. SAP will become naming partner of the Madison Concourse in the newly renovated MSG Arena as well as presenting partner for the arena's “Defining Moments” and “Garden 366” exhibits. In addition, SAP becomes the official social media analytics partner of MSG, the Theater at MSG, New York Knicks, New York Rangers, New York Liberty, the Concert Series at MSG and the annual BNP Paribas Showdown tennis event at MSG.
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