{"id":253639,"date":"2026-06-03T12:19:13","date_gmt":"2026-06-03T12:19:13","guid":{"rendered":"https:\/\/www.newsbeep.com\/us-ny\/253639\/"},"modified":"2026-06-03T12:19:13","modified_gmt":"2026-06-03T12:19:13","slug":"new-york-knicks-longtime-partner-chase-cashes-in-with-nba-finals-run","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/us-ny\/253639\/","title":{"rendered":"New York Knicks\u2019 Longtime Partner Chase Cashes In With NBA Finals Run"},"content":{"rendered":"

\n\tThe New York Knicks<\/a> are the toast of the town with their first trip to the NBA<\/a> Finals since 1999. When the Knicks take the court for Game 3 at Madison Square Garden next week, one logo will flank the NBA Finals trophy and Knicks logo at center court: Chase.<\/p>\n

\n\tSince 2010, JPMorgan Chase<\/a> has been the marquee partner of MSG and its teams: the Knicks and NHL\u2019s Rangers. It is not a name on the building, but the comprehensive partnership is akin to a naming rights deal, where agreements can top $20 million per year for arenas in the biggest markets.<\/p>\n

\n\tThe current Knicks squad is a far cry from recent teams that enjoyed only one playoff series win in 21 seasons before the current four-year run. But that did not deter from the brand value for Chase, which re-upped its deal with MSG and the Knicks in 2021.<\/p>\n

\n\t\u201cThere\u2019s sort of no better place for us to be able to have made this long-term investment and have the access and association that that we\u2019ve been able to leverage,\u201d Kate Schoff, head of sports and entertainment marketing at JPMorgan Chase, said in a video interview. \u201cWe obviously see that tremendously in this moment in time, but it really is a 365-day partnership where we do our best to find those moments in time that really resonate.\u201d<\/p>\n

\n\tSchoff said the $4.4 trillion-in-assets bank, the world\u2019s largest outside of China, will have numerous activations around NYC during the Finals, including a hoops and scoops event with pop-a-shot and ice cream from one of Chase\u2019s local small businesses, Salt & Straw. Chase\u2019s Freedom Card will be a presenting sponsor and adorn fan enhancements, such as rally towels.<\/p>\n

\n\tThe banking giant is looking to create some access for Chase customers through ticket offers\u2014the get-in price at MSG is more than $4,000 on the secondary market\u2014as well as \u201csurprise-and-delight moments\u201d with tickets for some lucky fans. JPMorgan Chase will be hosting company watch parties and lighting up the crown of its 270 Park Ave. headquarters in blue and orange after Knicks wins.<\/p>\n

\n\tChase has experience with how to leverage its NBA team sponsorships during deep playoff runs. After Chase signed with the Knicks in 2010, it did its second NBA deal with the Golden State Warriors<\/a> in 2016, which included naming rights on the new arena that opened in 2019. The agreement came after the team\u2019s first title to start a five-year streak of NBA Finals appearances.<\/p>\n

\n\t\u201cAll of these sponsorship investments are around supporting our business growth and our goals within markets, and the Bay Area is an incredibly important market to us, from both a consumer, small-business and institutional-relationship perspective,\u201d Schoff said.<\/p>\n

\n\tChase doubled down on the Golden State organization when it secured the WNBA\u2019s 13th franchise<\/a> in 2023. The bank was a founding partner of the Valkyries, who already rank as the WNBA\u2019s most valuable team<\/a> at $850 million; the Warriors are the NBA\u2019s most valuable, unseating the Knicks\u2019 stranglehold on the spot in 2023, per Sportico\u2019s rankings<\/a>.<\/p>\n

\n\t\u201cThe Golden State organization has built and continues to have this clear-cut vision of being best in class,\u201d Schoff said. \u201cEven when they\u2019re not in the NBA Finals, what the Warriors\u2019 organization represents aligns so well with our brand, and it shows in the programs we\u2019ve built with them\u00a0in the community, with small businesses, and for our customers.\u201d<\/p>\n

\n\tChase\u2019s MSG deal also includes the company\u2019s other venues: Radio City Music Hall, Infosys Theater and Chicago Theatre. Other Chase sports sponsorships are with the U.S. Open, NBA\u2019s Atlanta Hawks, NHL\u2019s Tampa Bay Lightning, League One Volleyball and the Arizona Diamondbacks\u2019 Chase Field.<\/p>\n

\n\tIn April, JPMorgan Chase took its biggest sponsorship swing, signing deals with the IOC and LA28 to back the Olympics and Paralympics. The TOP agreement with the IOC was the first global banking sponsor in Olympic history, and the deal runs through the 2030 Games in the French Alps. In Los Angeles, the firm serves 5 million consumer banking clients and 589,000 small business clients.<\/p>\n

\n\t\u201cThere was really strong alignment with our brand of what we believe as JPMorgan Chase,\u201d Schoff said. She added that the deal includes financial literacy programs for Olympic athletes.<\/p>\n

\n\tAs for the Knicks, Schoff said they are not going to wait for Game 3 at The Garden for the club\u2019s fans to be heard.\u00a0 \u201cWe partnered with the Knicks to bring some folks to San Antonio for Game 1,\u201d Schoff said. \u201cSo that we can make sure the blue and orange is represented loud and clear in San Antonio, no different than it was in Cleveland.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"The New York Knicks are the toast of the town with their first trip to the NBA Finals…\n","protected":false},"author":2,"featured_media":253640,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[68628,9140,1500,21,9,11,1104,10],"class_list":["post-253639","post","type-post","status-publish","format-standard","has-post-thumbnail","category-new-york","tag-golden-state-valkyries","tag-golden-state-warriors","tag-jpmorgan-chase","tag-nba","tag-new-york","tag-new-york-headlines","tag-new-york-knicks","tag-new-york-news"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/posts\/253639","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/comments?post=253639"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/posts\/253639\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/media\/253640"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/media?parent=253639"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/categories?post=253639"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/tags?post=253639"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}