New York Knicks, Alex and Ani, announce partnership

The New York Knicks have tied up a deal with Alex and Ani for a new marketing partnership that delivers the Rhode Island-based lifestyle brand company with brand exposure at Madison Square Garden during select Knicks games as well as exclusive activation with the Knicks City Dancers.

At the heart of the deal are the Knicks City Dancers, who will make several public appearances to showcase the jewelry line.

The appearances will then be chronicled and promoted on the Dancers webpage while Alex and Ani will also receive courtside and additional in-Arena LED signage during games. Carolyn Rafaelian is the founder of Alex and Ani and is also the current owner of the Belcourt Castle and Carolyn’s Sakonnet Vineyards.

"We are honored to work with such an elite partner and brand, the New York Knicks, through our Marketing department," stated Alex and Ani CEO Giovanni Feroce. "It is a natural fit for the Alex and Ani lifestyle brand to support a beloved team and we look forward to continuing our partnership throughout the season."

"We are excited to welcome Alex and Ani as a new marketing partner of the New York Knicks. This first-time partnership will provide the fast-growing lifestyle company with the opportunity to align with two of our world-class brands -- the Knicks and Knicks City Dancers -- to extend their reach into the sports world," said Ron Skotarczak, executive vice president of marketing partnerships, The Madison Square Garden Company.

Alex and Ani is one of the fastest growing, privately-owned companies in America. Offering eco-friendly, positive products, Alex and Ani currently has over 40 retail stores nationwide, over 1,200 domestic retail partners, an e-commerce website and an expanding international presence.