MADISON SQUARE GARDEN | PARTNERSHIP
The Berry are proud creative agency partners of Madison Square Garden, working closely with its in-house teams across a wide range of major sporting events.
The partnership delivers original, 360º campaigns for the New York Knicks and the New York Rangers, spanning concept development, end-to-end production, social-first content and cut-through animations.
NEW YORK KNICKS | ONE PERFECT CIRCLE
To ignite excitement for the 2025/26 NBA season, The Berry produced an epic campaign that draws on the circular shape of Madison Square Garden and how it represents the only ‘circle’ in New York City… whilst also nodding to the basket-ball itself.
The concept created a unifying and instantly recognisable vibe, that quenched the thirst of Knicks fans!
The film drove significant online buzz and LIT up social feeds.
The campaign was also deployed as DOOH content across billboards, jumbo-trons and screens throughout the venue
The film features celeb players, including Jalen Brunson, Mikal Bridges, Karl-Anthony Towns, Miles McBride and more Knicks whose skill, intensity and matchplay moments, define the brands attitude. Hardcore fans also take to the stage, with their energy and passion reinforcing the court-side excitement at MSG.
NEW YORK RANGERS | CENTENNIAL JERSEY
To celebrate 100 years of the New York Rangers, a Centennial Jersey was designed. The Berry set out to launch the Jersey to fans, through a social-first campaign that felt historic, authentic and fan-driven.
A sweater one hundred years in the making.
To launch the jersey for fans and social audiences, The Berry created a series of scroll-stopping films that blended live action and CGI animation.
The UGC (social first) content, reimagines the jersey at monumental scale, appearing across iconic New York City landmarks including the Statue of Liberty, Brooklyn Bridge, Times Square and even Madison Square Garden itself. This created the feeling that fans were witnessing and experiencing the moment as it happened!
The jersey is a near-carbon copy of the 1926 iteration, complete with a lighter shade of blue and the diagonal “RANGERS” text in white. The collar is also solid white, consistent with the original design.
Blue has always been at the forefront of the Rangers' identity - the team has worn a blue uniform in every year of its existence, and the franchise has been nicknamed the "Blueshirts" from nearly its inception. The shade of blue that was incorporated into the Rangers' crest and uniform in 1926 was much lighter than what it has become over the course of 100 years. For the Centennial season, the franchise is returning to its roots, as it once again displays that original blue in its crest.
