JPMorgan Chase will treat sports fans at Madison Square Garden to some extra perks during the upcoming NBA and NHL seasons.

The bank will offer a 50 percent discount on all concession purchases made with a Chase card at this month’s New York Rangers and New York Knicks home openers.

In addition, Chase will launch “Chase Freedom Weekends” at the Rangers home opener, around which every cardholder who uses the Chase Entrance at Madison Square Garden on a Saturday or Sunday Rangers or Knicks game for the entire season will receive a $5 MSG gift card for concession and merchandise stands.

In November, the bank will launch Chase Lockers, a program that gives customers the chance to win VIP prizes (presented by the Chase Sapphire Preferred credit card) including player meet and greets, Chase Lounge passes and concession vouchers.

“Our strategy is relatively straightforward: We try to leverage the passion around sports and entertainment to develop and strengthen the relationship with our customers,” said Frank Nakano, JPMorgan Chase head of sports and entertainment.

“With 3.5 million customers in New York City alone, our partnership with Madison Square Garden gives us a unique opportunity to interact with a significant number of customers and millions of fans across sports and as important an incredible entertainment portfolio.”

The banking giant offers a number of other customer perks at the storied venue:

  • Merchandise discounts
  • Chase Visa concession offers
  • Chase preferred seats
  • Chase Lounge
  • Chase season subscriber incentives

Demonstrating Brand Values To Non-Customers
In addition to rewarding customers, JPMorgan Chase uses MSG to demonstrate the Chase banking experience to non-customers.

The bank plans to accomplish that goal through the following programs during the upcoming NBA and NHL seasons:

Opening night giveaways. Chase will distribute a Xyloband light-emitting wristband to every fan at the Rangers home owner and a branded T-shirt to every fan at the Knicks home opener.

Fan Cam. Chase will take a 360-degree photo of the crowd at the Rangers home opener. The bank will then direct fans to visit the team’s home page, where they will be asked to tag themselves in the photo and find five hidden players presented by Chase logos. Fans who find all five will be entered to win one of five prizes—tickets to a Rangers home game and a team gift bag.