NEW YORK, NY – The New York Knicks are sweetening the fan experience at Madison Square Garden with a new partnership that brings late-night cookie cravings to the world’s most famous arena.
Madison Square Garden Sports Corp. announced today that Insomnia Cookies has been named the Official Cookie of the New York Knicks, marking a significant expansion of the beloved bakery brand’s presence in the sports and entertainment landscape.
Beginning with the 2025-26 season, Knicks fans will have access to a brand-new Insomnia Cookies concession stand located on the main concourse inside Madison Square Garden, featuring the company’s signature warm, delicious cookies and innovative dessert offerings.
Fan-Favorite Flavors Coming to The Garden
The dedicated Insomnia Cookies stand will serve a variety of classic flavors that have earned the brand its cult-like following, including Chocolate Chunk, Peanut Butter Chip, and Snickerdoodle. Additionally, fans attending all ticketed events at MSG will be able to enjoy Insomnia’s signature “Cookies IN Ice Cream” – a premium dessert experience that combines warm cookies with ice cream.
The partnership extends beyond the main concourse, with Insomnia Cookies products also available in select suites throughout the arena, ensuring premium hospitality options for all guests.
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Elevating the MSG Experience
“We are always looking for ways to elevate our hospitality offerings for our fans, and this partnership reflects that priority,” said Jamaal Lesane, Chief Operating Officer of MSG Sports. “By collaborating with Insomnia Cookies and bringing their beloved baked goods to The Garden, we are expanding the variety of concessions available to our guests while continuing to enhance the overall experience at MSG.”
The partnership represents a strategic move by MSG Sports to diversify its concession offerings and cater to evolving fan preferences. As professional sports venues increasingly focus on premium food and beverage experiences, the addition of Insomnia Cookies aligns with broader industry trends toward elevated hospitality.
Hometown Brand Returns to NYC Roots
For Insomnia Cookies, the partnership represents a homecoming of sorts. New York City is the company’s largest market, and the Madison Square Garden location provides unprecedented visibility for the brand.
“As a hometown New Yorker, I couldn’t be happier with this new partnership between Insomnia Cookies and the iconic New York Knicks and Madison Square Garden,” said Seth Berkowitz, CEO and Founder of Insomnia Cookies. “New York City is our largest market, and we’re excited to bring our passionate Insomniacs another channel to enjoy our warm, delicious cookies. This partnership also marks another important milestone in our growth journey of reaching Insomniacs in an unparalleled way and scaling to 1,800 bakeries globally over the next decade.”
Founded in 2003 by Berkowitz while he was a student at the University of Pennsylvania, Insomnia Cookies has grown from a college campus operation to nearly 350 locations across the United States, Canada, and the United Kingdom. The company’s omni-channel model – featuring in-store purchases, local delivery, and nationwide shipping – has disrupted the traditional bakery category and created a loyal customer base.
Friday Night Knicks Partnership
Beyond the concession stand, Insomnia Cookies will serve as the official presenting partner of “Friday Night Knicks,” a fan-favorite programming initiative that celebrates the energy and excitement of weekend basketball at MSG.
The presenting partnership includes comprehensive integration across multiple touchpoints:
- Marketing and promotional materials within the official Knicks mobile app
- Social media posts on the Knicks’ official accounts
- Email communications to members of the Knicks community
- A sweepstakes giving fans the chance to win two tickets to a “Friday Night Knicks” game
In-Arena Activation and Fan Engagement
Insomnia Cookies will maintain a visible presence throughout Madison Square Garden during all Knicks regular-season home games. The brand will be featured on signage throughout the building, including prominent placement on the LED ribbon display and GardenVision, the arena’s state-of-the-art video board system.
Additionally, Insomnia Cookies will be featured in an on-court contest during two Knicks regular-season home games, providing interactive fan engagement opportunities that deepen the brand’s connection to the passionate Knicks fanbase.
Strategic Growth Through Sports Partnerships
The Madison Square Garden partnership represents a significant milestone in Insomnia Cookies’ expansion strategy. By embedding itself deeper into live sports and entertainment events, the company is positioning itself to reach consumers in high-traffic, high-engagement environments.
This approach aligns with Insomnia Cookies’ ambitious growth plans, which include opening 1,800 locations globally over the next decade. The company’s focus on “indulgent innovation” and satisfying consumer cravings “anytime, anywhere” has driven its evolution from a late-night delivery service to a multi-channel bakery brand with a presence in professional sports venues.
The Business of Arena Concessions
The partnership between MSG Sports and Insomnia Cookies reflects broader trends in the sports hospitality industry. Professional sports franchises increasingly view concessions as a critical component of the fan experience and a significant revenue driver.
By partnering with recognizable consumer brands like Insomnia Cookies, venues can offer familiar, trusted products while differentiating themselves from competitors. For brands, arena partnerships provide access to captive audiences, brand visibility, and opportunities for experiential marketing that extend beyond traditional advertising.
What This Means for Knicks Fans
For the passionate Knicks fanbase, the Insomnia Cookies partnership means more variety, higher-quality dessert options, and a unique culinary experience that complements the excitement of game day at Madison Square Garden.
Whether grabbing a warm Chocolate Chunk cookie during halftime, indulging in Cookies IN Ice Cream after a thrilling fourth-quarter comeback, or enjoying premium treats in a suite, Knicks fans will have access to Insomnia’s full range of offerings throughout the 2025-26 season and beyond.
The concession stand will be operational for all ticketed events at MSG, ensuring that fans attending concerts, special events, and other programming can also enjoy Insomnia Cookies’ products.
Looking Ahead
As the 2025-26 NBA season approaches, both organizations are preparing for a successful launch of the partnership. With the Knicks entering the season with championship aspirations and Madison Square Garden continuing its legacy as one of the premier sports and entertainment venues in the world, the addition of Insomnia Cookies adds another layer of excitement to the fan experience.
For Insomnia Cookies, the partnership provides a platform to showcase its products to millions of fans annually while reinforcing its position as a category-leading bakery brand with a commitment to innovation and customer satisfaction.
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