Kalshi inks Madison Square Garden partnership with concourse naming rights, arena branding

Prediction market Kalshi will place its branding across Madison Square Garden and MSG Networks through a multi-year partnership designed to reach millions of sports and entertainment audiences attending events at the famous New York arena each year.

The agreement names Kalshi an Official Prediction Market Partner of Madison Square Garden Entertainment and includes naming rights for the venue’s sixth-floor concourse, which will become the Kalshi Concourse.

Arena-wide branding rollout

Under the partnership, Kalshi branding will appear throughout the customer experience during concerts, comedy shows, and sporting events at Madison Square Garden. Signage will run from the venue’s Seventh Avenue marquee and exterior digital boards to the Kalshi Concourse, and LED displays inside the arena bowl.

Kalshi will also introduce interactive digital activations within the concourse area.

The sixth-floor concourse serves as one of the arena’s busiest locations, functioning as a central area for merchandise, concessions, premium bars, and refreshment stations accessed by thousands of guests during events. The space also houses “Defining Moments” exhibits featuring archival imagery and memorabilia tied to Madison Square Garden history.

“As leaders in live entertainment, we are always searching for opportunities to partner with forward-thinking brands on innovative partnerships, and as such, are proud to welcome Kalshi as the first prediction market partner of Madison Square Garden,” said Doug Jossem, Executive Vice President, Global Sports & Entertainment Partnerships at MSG Entertainment.

“By bringing The World’s Most Famous Arena together with Kalshi, we are providing fans with a unique way to experience both brands, and we look forward to exploring how our companies can collaborate through this exciting new partnership.”

MSG Networks included in the agreement

The partnership also covers advertising integrations and branded content across MSG Networks, which carries regional broadcast rights for five New York-area professional sports teams.

Kalshi announced the agreement on May 8, noting that the arrangement includes media placements tied to audiences following teams such as the Knicks and Rangers through regular season and postseason coverage.

The concourse entitlement and network integrations will place the brand in front of millions of attendees and viewers connected to Madison Square Garden events and programming.

Adam Barrick, Head of Sports Partnerships at Kalshi, said: “Madison Square Garden is an iconic staple in the lineage of New York cultural history, and we couldn’t be more thrilled to officially become a part of the MSG family. Both MSG and Kalshi share a common vision of engaging consumers on the interests they are most passionate about – whether that be pop culture, sports, music, or entertainment.

“As ‘The World’s Largest Prediction Market,’ partnering with ‘The World’s Most Famous Arena’ is a major milestone in Kalshi’s history – we’re extraordinarily proud to partner with the best.”

Madison Square Garden first opened in 1879 and hosts hundreds of live sports and entertainment events annually. The venue receives millions of visitors each year and regularly appears among the highest-grossing entertainment venues of its size in Billboard and Pollstar rankings.

“Kalshi prides itself on being a true New York City institution, and we’re beyond excited to partner with another one in MSG,” added Valeria Vouterakou, Legal Counsel at Kalshi.