Norwegian Cruise Line and the New York Knicks announced today a new marketing partnership naming Norwegian the “Official Cruise Line” of the team.

Norwegian will be featured on digital platforms and in-arena during the Knicks home games at the completely transformed Madison Square Garden.

“New York is a key feeder market for Norwegian Cruise Line. With the recent introduction of Norwegian Breakaway sailing year-round from New York and the upcoming launch of her sister ship Norwegian Getaway in Miami, the time was right to align with a premier sports team in New York that could showcase our product offering to their fans in fun and innovative ways,” said Kevin Sheehan, Norwegian Cruise Line’s chief executive officer.

“New York Knicks fans are some of the most passionate in basketball and enthusiastically support their team. Therefore, we want to make sure that they choose Norwegian when they are thinking about a cruise vacation.”

“We are proud to welcome Norwegian Cruise Line as a new Knicks marketing partner, they join a lineup of industry leading companies that are aligning their brands with the team this season,” said Ryan O’Hara, president, content distribution and sales, The Madison Square Garden Company. “This partnership provides prominent brand exposure to Norwegian with our passionate Knicks fan base and offers exciting content and opportunities for our fans.”

The marketing partnership includes Norwegian Cruise Line branding on the Seventh Avenue and Eighth Avenue marquees outside Madison Square Garden, as well as integration on The Garden’s new multimedia display, Gardenvision, inside the Arena. Norwegian will sponsor on-court promotions during select Knicks home games where fans will have the opportunity to win prizes ranging from Norwegian’s recently introduced gift card to a seven-day cruise.

Additionally, Norwegian is sponsoring the “Upcoming Voyages” Gardenvision in-game feature and is the presenting partner of the Knicks “Post-Game Digital Platform” which can be found at KnicksNow.com, as well as on the team’s mobile app. Content features post-game recaps, including player interviews, game highlights and more.