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RADIO CITY AND MSG
STARBUCKS COFFEE CO. is entering a domain previously dominated by beer companies and soft drink giants with a series of exclusive pouring-rights deals
Starbucks signed a deal with Madison Square Garden and Radio City Music Hall, both in New York City, to be the official coffee of both venues. Financial terms of the multiyear agreement were not disclosed, although an observer estimated the deal would fall in the $1 million to $5 million range.
"Starbucks has really [bought into] the whole process of incorporating what we do, which is sell tickets to various events at both facilities, and taken it to...