Sponsorship is playing a sweet song for Wind-up Records.

In what may be the first of multiple deals, Wind-up Records has become the official record label of Madison Square Garden college basketball.

The rock music label aligned with the venerable sports and entertainment venue to build visibility for Evanescence, The Darkness, Seether and other artists in front of 18-to-35-year-old males.

MSG—which kicked off the partnership earlier this month—plays songs by the artists during breaks in college basketball games. The venue posts a band photo and the name of the artist and song on the GardenVision scoreboard while each song is playing.

“The key to being a successful record label is creating multiple impressions of an artist and their songs. The partnership gives us a more intimate relationship than radio,” said Ed Vetri, Wind-up CEO and president. 

While MSG does not play Wind-up artists exclusively during college basketball games, their songs are played more than any other artists, said Vetri. Wind-up artists also will perform the National Anthem at select games, he added.

The record label activates the tie by distributing music download cards at MSG concession stands. The cards can be redeemed for a free EP at www.WindupRecords.com/collegehoops. Visitors to the site also can learn about the artists and purchase additional songs.

In addition to electronic signage, MSG is promoting the download cards through Foursquare, around which ticketholders receive a notification telling them to pick up a card prior to leaving the building.

The deal affords a presence at roughly 30 basketball games including the Jimmy V Classic, NIT Season Tip-Off and Big East Championship.

Wind-up is receptive to other sports and entertainment venues where it can promote its artists in a relevant setting, said Vetri.

“We view sponsorship as an additional outlet to radio and online music services.”