Radio City drops Chase Bank as lead partner and signs QVC


MSG Entertainment and QVC: A match made in holiday heaven or hell?

Jessica Tuttle, senior vice president of Madison Square Garden (MSG) Entertainment (parent company of the Radio City Rockettes and Christmas show) announced their new partnership with QVC.

According to Tuttle, both companies are leaders in their respective industries, especially during the holiday season. Are they strange bedfellows? Yes they are. Are they one hell of a humbug lag? Most likely, Mr. Cratchit.

What is QVC?

The letters QVC (an acronym for Quality Value Convenience) typically conjure up cable TV hosts keen to convince viewers that they need to act now to get that bargain price on a 12-bag set or that years version of the clapper.

The network, which has been around since the 1980s, has literally become a household name for all kinds of mail-order shopping. QVC’s demographics are old, really old. The overall vibe and sensibility of the network couldn’t be more misaligned with the glitz and glamor of Radio City Music Hall and the Rockettes.

A mutually beneficial arrangement between MSG and QVC?

The odd business arrangement signaled it intended to give loyal QVC customers priority access to the iconic chorine lineup. QVC buyers will have access to exclusive behind-the-scenes content from the Christmas show as well as select merchandise (AKA schlocky), ticket offers, and whimsical raffles.

On another side, Christmas show fans are expected to be offered a wide range of products and merchandise available on the QVC channel “aging without grace”. The Rockettes themselves can hand-select a variety of products ranging from clothing and accessories to beauty and jewelry, all of which will be rocked on QVC. (Read: A few kitsch memorabilia no one really needs.)

The official line is that both companies hope to cultivate and strengthen relationships between demographics and platforms, but it’s less clear where the two intersect, if at all.

QVC’s Nonstop Party Weekend…on Cable TV?

And for the kicker, the precision dance company which was founded nearly a century ago, will now appear live from Radio City Music Hall to perform a song and dance number at QVC’s nonstop holiday party, an event annual which takes place this year throughout the month of November.

You better read this again to believe it. The Rockettes will perform on QVC. Wow just wow. Nothing says Christmas more than QVC’s prepackaged basic cable TV content. Sure, that glimpse of downtown cheer may be appealing to some of those foreigners who can’t make it to New York City, but a TV number is hardly a substitute for the real thing and could well damage the Rockettes brand.

QVC and Radio City Christmas Show
QVC and Radio City Christmas Show

QVC gets a head start on merchandising

Capitalizing on every possible branding opportunity, QVC will now be featured in the Christmas showand on the prominent Radio City marquee, reminding consumers that everything is for sale. But the advertising does not stop there. Once inside Manhattan’s legendary performance institution, audiences are greeted by a QVC brand presence throughout the venue.

Neither company really needs exposure, but both industry titans are hoping to monetize their fans. Expect all sorts of other cross-promotions throughout the lucrative holiday gifting season. Corporate greed may now be the spirit of the 2022 holidays.

In pursuit SpectacularDiscounted tickets

Currently, anyone wanting to experience the holiday magic of the Rockettes can purchase discounted tickets on the Ticketmaster website. But at the end of November 2022, additional discount codes related to QVC are expected to be released. Meh.

Even though Chase was relieved of its duties as Presenting Partner after apparently being fired, Chase credit and debit cardholders still get access to some favorite seats, but QVC viewers can get a whole lot more.

Either Ticketmaster didn’t get the message or Chase still has an underlying deal, but it looks like Chase is still in the running, but now he can be on three legs.

No Longer Chase Bank Christmas Show

Conclusion of the new QVC sponsorship

No financial details for the new partnership with QVC have been released, but the numbers will likely top MSG Entertainment’s former sponsorship deal with Chase, which was reportedly $10 million. QVC’s contract with MSG could top the projected $15 million and to sweeten the deal, QVC could even throw in microfiber towels and Chaz Dean’s latest hair moisturizer.

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