Sprint.com

October 28, 2010

Boost Mobile Teams up with the New York Knicks and MSG Network for new Marketing Partnership

Partnership launches with debut of Boost Mobile Celebrity Row at Knicks home opener this Saturday

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IRVINE, Calif. (BUSINESS WIRE), October 28, 2010 - Boost Mobile, a leader in the no-contract wireless space, is teaming up with the New York Knickerbockers and MSG Network for a new multi-platform marketing partnership for the 2010-11 season. Boost Mobile will become the Knicks official wireless telecommunications partner and will have a strong presence on MSG Network during games as part of the partnership.

“We are excited to partner with the New York Knicks and to be a part of their on-court transformation,” said Bob Stohrer, vice president-Marketing, Boost Mobile. “New York has always been a strong market for the Boost Mobile brand and teaming with the Knicks will allow us to grow our market presence and develop a deeper relationship with their avid fans. We’re creating a truly integrated partnership with presence both on-air and in the arena; this is more than just signage on the court.”

The relationship kicks off with the debut of the new “Boost Mobile Celebrity Row” at the Knicks home opener on Saturday, Oct. 30. The front row area, noted for its courtside luminaries, will play host to exclusive interviews with diehard celebrity fans. Interviews will be hosted by Knicks reporter Jill Martin and appear in-arena on Gardenvision, the center-hung scoreboard, and on MSG Network. Knicks fans and Boost Mobile customers will also have unique opportunities to experience “Boost Mobile Celebrity Row” and win chances to receive A-list treatment.

“Boost Mobile is an innovative marketer and we are excited to align with them on this new multi-platform marketing partnership with the Knicks and MSG Network,” said Greg Elliott, senior vice president of marketing partnerships, MSG Sports. “From Boost Mobile Celebrity Row to the Knicks Groove Truck to Boost’s integration in our community programs and events, this broad-reaching partnership will provide Boost with presence in front of passionate Knicks fans at Madison Square Garden and throughout the tri-state area.”

Further, stated Art Ventura, senior vice president of sales, MSG Media: “Celebrity Row at Knicks games has become an integral part of the experience of a game for fans as well as viewers on MSG Network. We’re excited to partner with Boost Mobile, and to integrate them into one of the most valuable segments of Knicks game telecasts.”

Knicks players, past and present, will also be teaming up with Boost during the season to make in-store appearances at wireless stores throughout the city. Fans can also keep an eye out for the Boost Mobile Knicks Groove Truck, which brings the excitement of Knicks basketball, including tickets and merchandise giveaways, to more than 100 annual events in the tri-state area.

Throughout the year, Boost will also be participating in a number of Knicks community programs and events including March to the Garden 3-on-3-basketball tournament, Knicks Poetry Slam and the team’s annual charity event Knicks Bowl. Boost will also have brand presence on NYKnicks.com as part of the partnership.

Boost Mobile’s nationwide service has been available to the New York City community since 2004 and New Yorkers can find Boost Mobile’s products and services at approximately 3,800 locations in and around the city.

About Boost Mobile

Boost Mobile, one of Sprint’s prepaid brands, offers wireless phones and services with no long-term contracts. Boost Mobile redefines value for wireless consumers with its $50 Monthly Unlimited with Shrinkage service where the longer you stay the less you pay for unlimited voice, text messaging, Web, e-mail, IM and calls to 411. Boost Mobile offers nationwide service on the Nationwide Sprint Network, reaching more than 275 million people, and on the Nextel National Network, reaching more than 278 million people, with no activation or long-distance fees. Boost Mobile offers a selection of quality handsets from Motorola, Research In Motion (RIM), Sanyo and Samsung, ranging from entry-level to high-end devices available nationwide at nearly 20,000 major retail stores, including Best Buy, RadioShack, Target and Walmart, Sprint retail stores, independent wireless dealer locations, and on HSN, a leading TV home shopping network. Re-Boost® cards are available at approximately 100,000 locations throughout the United States. Experience Boost Mobile on the Web at MySpace, Facebook and Twitter; and purchase products at www.boostmobile.com.

About Madison Square Garden

Madison Square Garden (NASDAQ: MSG) is a fully-integrated sports, entertainment and media business. The company is comprised of three business segments: MSG Sports, MSG Entertainment and MSG Media, which are strategically aligned to work together to drive MSG’s overall business, which is built on a foundation of iconic venues and compelling content that MSG creates, produces, presents and/or distributes through its programming networks and other media assets. MSG Sports consists of owning and operating sports franchises, including the New York Knicks (NBA), the New York Rangers (NHL), the New York Liberty (WNBA), and the Hartford Wolf Pack (AHL). MSG Sports also features other sports properties, including the presentation of a wide variety of live sporting events including professional boxing, college basketball, track and field and tennis. MSG Entertainment is one of the country’s leaders in live entertainment. MSG Entertainment creates, produces and/or presents a variety of live productions, including the Radio City Christmas Spectacular featuring the Radio City Rockettes, throughout the country. MSG Entertainment also presents or hosts other live entertainment events such as concerts, family shows and special events in MSG’s diverse collection of venues. These venues include Madison Square Garden, Radio City Music Hall, the Theater at Madison Square Garden, the Beacon Theatre, the Chicago Theatre and the Wang Theatre. MSG Media is a leader in production and content development for multiple distribution platforms, including content originating from MSG’s venues. MSG Media consists of the MSG Networks (MSG, MSG Plus, MSG HD and MSG Plus HD) regional sports networks and the Fuse Networks (Fuse and Fuse HD) a national television network dedicated to music. MSG Media is also responsible for managing interactive initiatives across all business segments. More information is available at www.msg.com.

Photos/Multimedia Gallery Available: http://www.businesswire.com/cgi-bin/mmg.cgi?eid=6488589&lang=en

Contact(s):

Media Contacts:
Boost Mobile
Danielle Alvarez Babbington
949-748-3418
Danielle.Babbington@sprint.com
or
MSG Sports
Stacey Escudero
212-465-5902
Stacey.Escudero@thegarden.com
or
MSG Media
Dan Schoenberg
212-465-6367
Dan.Schoenberg@thegarden.com


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