Brands
Infosys strikes extended digital deal with Madison Square Garden
NEW YORK: Infosys is digging deeper into the world’s most famous arena. The Indian IT major has renewed and expanded its multi-year partnership with the Madison Square Garden Family of Companies, strengthening its role as the group’s Official Digital Innovation Partner and putting its name in lights, quite literally.
As part of the extended agreement, the iconic Theater at Madison Square Garden has been rechristened the Infosys Theater at Madison Square Garden, marking a rare blend of Silicon Valley-style innovation with New York showbiz heritage.
The partnership spans Madison Square Garden Entertainment, MSG Sports and Sphere Entertainment, and continues Infosys’ digital collaboration with two of America’s most recognisable sporting brands, the New York Knicks and the New York Rangers.
For fans, this is less about logos and more about experience. Infosys will keep powering tech-led engagement across games and events, using its AI-first platform Infosys Topaz to bring sharper insights, smarter storytelling and more personalised interactions to life. From in-arena visuals to digital platforms and broadcast moments, technology will quietly work behind the scenes to make visits feel more seamless and immersive.
MSG Entertainment executive vice president of global sports and entertainment partnerships Doug Jossem, said the relationship is rooted in a shared focus on innovation. With more than two million people passing through the Garden each year, the partnership will be visible across the complex, from branding inside the newly named theatre to wayfinding and signage stretching towards Eighth Avenue and Penn Station.
Infosys chief marketing officer Sumit Virmani said the expanded tie-up allows the company to move beyond sponsorship and into storytelling. The renamed theatre, along with ongoing work with the Knicks and Rangers, offers new ways to connect technology with culture, sport and entertainment.
The deal also brings two premium branded spaces into play: the Infosys Theater itself and the Infosys Suite Level on the ninth floor of the Garden, covering 18 suites. Add to that GardenVision features during home games, in-arena signage and digital exposure across MSG Networks, and Infosys will be hard to miss.
The theatre, seating 5,600, has been a fixture of New York’s live entertainment scene for nearly six decades. Its stage has welcomed everyone from Elton John and Diana Ross to Chris Rock and Jerry Seinfeld, alongside sporting spectacles, award shows and family favourites. Now, it steps into its next act with a technology partner keen to modernise the magic without stealing the spotlight.
In short, this is a partnership that pairs punchlines with punch cards, and slam dunks with smart data. Even if you are not a tech enthusiast or a sports diehard, it is a reminder that behind every great night out, there is increasingly a clever bit of code making it all feel effortless.
Brands
Komerz acquires Glassbox to launch creative commerce model in India
Brand storytelling meets AI-driven distribution as Komerz targets $345bn digital market
MUMBAI: London-headquartered commerce platform Komerz has acquired brand and marketing consultancy Glassbox, creating a single integrated system that blends creativity, distribution, and measurable sales.
The move introduces a new “creative commerce” model, combining AI-powered infrastructure, brand strategy, and performance measurement within one platform. By connecting upper-funnel brand building with lower-funnel conversion and repeat purchases, the combined entity aims to provide brands with a seamless growth engine.
Komerz Global CEO Ramesh Krishnamurthy said, “Creative commerce must operate across the funnel. Contextual content, data-led activation and distribution must function as one accountable growth engine.”
Komerz global COO Siddharth Shankar added, “Creative without distribution is theatre. Distribution without brand equity is discounting. Bringing both together lets brands build equity while driving measurable growth.”
Glassbox, founded in 2021 by Geetanjali Bhattacharji and Anil Nair, works across brand strategy, marketing transformation, and integrated communications. Bhattacharji said the integration reflects how “brand building must evolve from episodic campaigns to always-on, data-informed commerce frameworks.”
Komerz, valued around $330 million, operates across the UK, Europe, Asia, and North America. The acquisition will help multinational corporations manage complex global portfolios while enabling challenger and D2C brands to scale across India’s digital commerce market, projected to reach $345 billion by 2030.
With this deal, Komerz is strengthening its global “creative commerce” footprint, following its recent acquisition of US retail measurement firm Pathformance, and positioning itself at the intersection of creativity, commerce, and technology.
