NEW JERSEY: The DKNY name will soon make its ways onto the ice. The brand just inked a sponsorship deal with the New York Rangers, and as part of the arrangement, the ice hockey team will be wearing DKNY-branded practice jerseys for the rest of the season.
Even though they’re just for practice, the division of Donna Karan International will still have quite some visibility. The Rangers are playing the Philadelphia Flyers outdoors on Jan. 2, and HBO is filming their behind-the-scenes preparations for its “24/7 Flyers/Rangers: Road to the Winter Classic” series.
This story first appeared in the December 22, 2011 issue of WWD. Subscribe Today.
For DKNY, the Rangers aren’t the first big sports endorsement. In April 2010, the brand inked a long-term, multifaceted sponsorship deal with the New York Yankees, which brought its city skyline logo to a billboard in Yankee Stadium, and featured various other programs highlighting the brand at the stadium.