Hulu has inked a deal with The Madison Square Garden Co for the naming rights to the smaller 5,600-capacity theater inside the arena, which will now be called The Hulu Theater at Madison Square Garden. The Hollywood Reporter reports:

In a multi-pronged marketing agreement that boosts the Hulu brand, the streamer will also be integrated throughout the venue, including new signage on Eighth Avenue, and Hulu content will be on display in the Theater's lobby and through targeted activations. Further, the deal includes sweepstakes, promotional rights and ticket pre-sales to select events.

"The Theater at Madison Square Garden has played a central role in the history of the Madison Square Garden Arena complex, with its own rich tapestry of cherished events," said MSG Live executive vp Darren Pfeffer. "We are thrilled to have such an acclaimed partner in Hulu, which is also known for its commitment to celebrating the very best in entertainment."

Hulu CMO Kelly Campbell added, "Hulu gives viewers access to all of the live and on-demand sports, news, family and entertainment content they love, so it is only fitting that we partner with one of the worlds best-in-class sports and entertainment venues. This new relationship gives us a unique presence in one of the largest and most important media markets, and we're proud to align with an iconic venue such as The Theater at Madison Square Garden."

Upcoming shows at The Theater at MSG include the '90s Block Party on 3/10 (with Monica, 112, Ginuwine, and more), a PAW Patrol Live! run, and a Rain - A Tribute To The Beatles run. Tickets and full schedule here.

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