Time Warner Cable has signed a long-term marketing agreement with The Madison Square Garden Co. (MSG) in order to promote its “Enjoy Better” brand campaign.

MSG was spun off from Cablevision in 2009, and its assets also include the New York Knicks and New York Rangers. As part of the marketing agreement, Time Warner Cable is now the naming partner for the Concert Series at Madison Square Garden, as well as an official partner of the Knicks and the Rangers.

“We are very excited to align our ‘Enjoy Better’ campaign and company brand with The World’s Most Famous Arena here in the heart of our hometown of New York City,” said Jeffrey Hirsch, chief marketing officer for Time Warner Cable. “Like our customers, we are huge music fans and long-time supporters of the Knicks and Rangers and are proud to invest in New York City by sponsoring these storied brands. Through our partnership, we can offer the thrill and unique experiences of the transformed Garden and showcase our advanced services for NYC-area consumers.”

The deal gives Time Warner Cable a brand presence across MSG’s sports, entertainment and media platforms, including the Arena’s 7th Avenue and 8th Avenue outdoor marquees, digital signage within the building for events, features on GardenVision, and the center-hung scoreboard, as well as integration across MSG’s online properties. Artists scheduled to perform at the Garden this fall as part of the Time Warner Cable Concert Series include Madonna, Justin Bieber, One Direction, The Who and Jason Mraz.

Time Warner Cable will also conduct promotions during the Knicks and Rangers games that will include seat upgrades and merchandise giveaways. The NHL games are currently suspended while the league works out a new collective bargaining agreement with the players’ association.