The Hulu Theater at Madison Square Garden has arrived.
The Madison Square Garden Co. and Hulu announced a new marketing partnership Thursday that gives the streaming service naming rights for the 5,600-seat theater that has been home to the NBA draft, the Daytime Emmys, and, most recently, the Grammy Awards pre-telecast and the Grammy tribute to Elton John, as well as countless concerts in five decades.
New signs went up around Madison Square Garden Thursday, with new outdoor signage also planned for Eighth Avenue and Hulu content being shown in the arena’s lobby.
“The Theater at Madison Square Garden has played a central role in the history of the Madison Square Garden Arena complex, with its own rich tapestry of cherished events,” Darren Pfeffer, MSG Live’s executive vice president, said in a statement. “We are thrilled to have such an acclaimed partner in Hulu, which is also known for its commitment to celebrating the very best in entertainment.”
Hulu chief marketing officer Kelly Campbell said the partnership with The Garden was a good fit, adding, “This new relationship gives us a unique presence in one of the largest and most important media markets and we’re proud to align with an iconic venue such as The Theater at Madison Square Garden.”
Known originally as the Felt Forum, the Theater at Madison Square Garden has been without a naming sponsor since 2009, when it was the WaMu Theater at Madison Square Garden, after a partnership with the former Washington Mutual bank.