Madison Square Garden Sports Corp. (MSG) named Oura, the company behind the Oura Ring, an “Official Partner” of the New York Knicks.

“We are always searching for new and unique opportunities to engage and connect with our fans, and we loved the idea of teaming up with Oura to bring some behind-the-scenes storytelling to life,” said David Hopkinson, president and COO og MSG Sports, who oversees global marketing and brand partnerships. “It’s an exciting partnership, and we look forward to growing our relationship with this terrific, innovative brand.”

Oura will be the presenting partner of two original content series that will run across Knicks digital channels; one spotlights the role that strength and conditioning play within the organization, and the other features custom content with Knicks Guard Jalen Brunson.

“I’m excited to work with the team at Oura to create and share content with the Oura community, specifically Knicks fans,” said Brunson. “I’ve been an Oura member for awhile, and this will allow me to tell great stories of my health journey with the brand. My Oura Ring helps me recover when I need it most on or off the court and also fits in with my personal style. Looking forward to more to come with Oura!”

Oura will also reportedly receive “significant brand promotion” inside and around Madison Square Garden, including courtside LED Signage during Knicks home games and across the digital boards outside of the stadium.

“We’ve been focused on diversifying our media mix and boosting our awareness this year, and working with partners that share our vision has truly paid off,” said Doug Sweeny, CMO of Oura. “Madison Square Garden and the Knicks are iconic brands and we’re thrilled to be working with them this season. Everyone has an opportunity to own their health and with this partnership and the content we’re creating, we’ll be able to show the impact of managing your health with Oura to a new community of potential members. We’re also fortunate enough to have Jalen Brunson from the Knicks to tell his Oura story of recovery and the impact of sleep on his game. We hope to work on more unique partnerships like this as we grow in 2024.”

Crown Properties Collection represented MSG Sports in the transaction.

Photos courtesy NBA/Jalen Brunson, Oura