On Monday, October 27, 2025, Madison Square Garden Entertainment (MSGE) announced that fintech company PensionBee has joined the organization as its official College Hoops Partner. The partnership grants PensionBee prime in‑venue digital signage placement throughout MSGE’s arena during key regular‑season college basketball games, providing the brand with direct exposure to the Garden’s diverse fan base.
The collaboration is designed to bring financial education to college basketball fans, targeting the "over a trillion dollars in orphaned 401(k) assets" that Americans leave behind when changing jobs. By positioning PensionBee’s messaging in the arena, MSGE enhances its sponsorship portfolio and offers a new revenue stream from signage and brand activation rights.
This partnership represents a significant customer win for MSGE, expanding its reach into the college sports market and reinforcing its strategy of leveraging iconic venues for premium sponsorship opportunities. The deal aligns with MSGE’s focus on high‑profile, audience‑engaging partnerships that generate incremental revenue and strengthen brand equity among a key demographic.
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