MSG Theater Renamed for Infosys in Expanded AI-Fueled Partnership

By Mark Peterson

NEW YORK, NY – February 02, 2026 – In a move that fuses a legendary New York entertainment landmark with next-generation technology, the Madison Square Garden Family of Companies and digital consulting giant Infosys have announced a significant expansion of their multi-year partnership. The most visible change is the renaming of the iconic 5,600-seat theater at the complex, which will now be known as the Infosys Theater at Madison Square Garden.

This expanded agreement solidifies Infosys's role as the Official Digital Innovation Partner across the MSG portfolio, including the New York Knicks, New York Rangers, Madison Square Garden, and MSG Networks. While the financial terms of the multi-year deal were not disclosed, the partnership signals a deep strategic investment by both parties in the future of live sports and entertainment, with a heavy emphasis on artificial intelligence and enhanced fan engagement.

A New Name for an Iconic Stage

The theater, a celebrated venue for nearly 60 years, has hosted a pantheon of entertainment royalty, from Elton John and Diana Ross to Chris Rock and Jerry Seinfeld. It has also been the backdrop for major sporting events like the NBA and NFL Drafts. Now, its marquee will bear the name of the India-based technology firm, providing Infosys with unprecedented brand visibility to the more than two million guests who attend events at The Garden annually.

"Our partnership with Infosys is built on a shared commitment to using innovation to elevate the guest experience," said Doug Jossem, Executive Vice President, Global Sports & Entertainment Partnerships at MSG Entertainment, in a statement. "Each year, more than two million guests who attend events at MSG, including the newly renamed Infosys Theater at Madison Square Garden, will see this partnership come to life through integrated Infosys branding across The Garden complex."

The rebranding is comprehensive. Beyond the theater itself, the agreement includes the creation of the 'Infosys Suite Level' on the ninth floor, with brand integration across 18 suites. Visitors will also see enhanced wayfinding signage throughout the theater, along Eighth Avenue, and even static placements in the bustling transportation hub of Penn Station, embedding the Infosys brand into the daily fabric of New York City.

The AI Playbook: More Than Just a Name

This partnership extends far beyond a simple naming rights deal. The core of the expanded collaboration lies in leveraging Infosys's technological prowess, particularly its AI-first platform, Infosys Topaz, to create new interactive experiences for fans of the New York Knicks and New York Rangers.

"By extending our partnership, we are deepening our role as the Official Digital Innovation Partner for the New York Knicks, New York Rangers, and Madison Square Garden," noted Sumit Virmani, Chief Marketing Officer at Infosys. He emphasized that the deal will "create new, immersive ways for fans to connect with the brand and their favorite teams - bringing technology–driven storytelling, insights, and engagement to life across multiple touchpoints."

This builds on a foundation established when the partnership began in 2021. Previous activations included 'Fan Fabric,' a project that used technology to generate personalized digital art for fans, and the creation of a digital command center providing real-time operational data to venue staff. The new phase aims to push these innovations even further into the fan-facing realm, promising in-depth game statistics and other AI-powered features designed to make the live-event experience more personal and engaging.

A Strategic Bet on Experiential Branding

For Infosys, a B2B giant with a market capitalization exceeding $70 billion, this high-profile consumer-facing partnership represents a calculated strategic bet. In an increasingly competitive landscape where tech firms like IBM, Microsoft, and Accenture are all vying for influence in the lucrative sports and entertainment sector, the MSG deal provides a powerful platform for experiential marketing.

This move is consistent with Infosys's global strategy of aligning with premier sporting brands to showcase its capabilities. The company serves as the Digital Innovation Partner for the ATP Tour, the Australian Open, and Roland-Garros, where it has focused on reinventing the tennis experience through data analytics and AI. The MSG partnership brings this strategy to the heart of the world's largest media market.

By embedding its name and technology into an iconic New York institution, Infosys aims to elevate its brand recognition beyond the boardroom. It's a play to attract top talent in a competitive tech market and to demonstrate the real-world applications of its complex digital services in a way that is tangible and exciting to a mass audience. The deal positions the company not just as a back-end service provider, but as a key architect of modern cultural experiences.

The Modernization of a Landmark

The Infosys-MSG alliance is emblematic of a broader industry trend: the fusion of historic venues with cutting-edge technology to meet the evolving expectations of modern consumers. As audiences demand more interactive and personalized experiences, iconic arenas can no longer rely on legacy alone. They must innovate to stay relevant.

The partnership aims to weave technology into the very fabric of the venue's operations and guest experience. The existing digital command center, for instance, already leverages data to help staff manage crowd flow and optimize on-site services, while providing guests with helpful navigation tips. The next phase, powered by Infosys Topaz, promises to make that data even more integral to the fan's journey.

As technology becomes as crucial as architecture in defining a venue, partnerships like this one are reshaping the future of live events. The success of the Infosys Theater at Madison Square Garden will ultimately be measured not just by the stars on its stage, but by how seamlessly it merges the physical thrill of a live performance with the limitless possibilities of the digital world.