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The beauty brand will be integrated throughout Knicks games at Madison Square Garden, including brand exposure and unique activations.
January 14, 2026
By: Lianna Albrizio
Saie, a “clean” beauty brand rooted in its sustainable packaging and high-performance formulas, is dribbling into 2026 with a new partnership with The New York Knicks.
As the popular basketball team’s official partner, Saie will receive brand exposure in Madison Square Garden through in-arena LED signage and GardenVision features during Knicks regular season home games. Saie will be featured on the 7th Avenue LED Marquee sign.
Doug Jossem, executive vice president global sports and entertainment partnerships, MSG Entertainment, said The Knicks see the partnership as an opportunity to connect with new audiences and grow its evolving fanbase.
“Saie has always been shaped by the energy of New York, and partnering with the Knicks feels so full circle,” said Laney Crowell, CEO & Founder of Saie. “The grit and performance of the Knicks represent the same qualities that inspire us to create long lasting, high performing products like our newest 16-hour setting spray CitySet. We’re so excited to expand our community and be part of such an iconic cultural moment in the city that built us.”
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