Madison Square Garden Entertainment announced on October 29, 2025, that it has entered into a partnership with Dove, the consumer‑care brand, to serve as the official partner of the Radio City Rockettes and the 2025 Christmas Spectacular.
The partnership brings Dove’s Holiday Treats Limited‑Edition Collection—six festive fragrances across body wash, beauty bar, scrubs, deodorant, liquid hand wash, and a new body mist—to Radio City Music Hall. Activations include a photobooth on the second mezzanine, product integration in lounge areas, and gifting of Dove products to audience members after three select shows. A billboard featuring the collection will appear in the show’s iconic Times Square scene during the “New York at Christmas” number.
This collaboration coincides with the Rockettes’ 100th anniversary and the opening of the Christmas Spectacular on November 6, 2025. By embedding Dove products into the event experience, MSGE can enhance guest engagement, drive ancillary sales, and strengthen its portfolio of premium sponsorships. The partnership also provides Dove with exposure to the show’s one‑million‑plus‑guest audience, creating a mutually beneficial marketing platform.
Dove’s Holiday Treats Collection will be available nationwide online and in stores through January 2026, ensuring continued brand visibility beyond the holiday season. The partnership’s activation strategy positions MSGE to capitalize on the high‑traffic holiday event while reinforcing its reputation for delivering immersive, branded experiences to guests.
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