Time Warner Cable sponsors Justin Bieber, Madonna, One Direction concerts at MSG

Time Warner Cable (NYSE: TWC) said it signed a marketing agreement with MSG which makes it the title sponsor of a concert series that will feature performances by Justin Bieber, Madonna, One Direction and The Who.

As part of the wide ranging deal, Time Warner Cable will be able to tout its "Enjoy Better" brand and advanced cable products through interactive exhibits and billboards at the arena in Manhattan. It will also run a promotion during New York Knicks basketball and New York Rangers hockey games at the arena, where fans will be able to win better seats or merchandise.

The marketing agreement comes about eight months after MSG and Time Warner Cable settled a bitter distribution dispute which left the nation's second largest cable MSO unable to offer subscribers regional sports network MSG for nearly seven weeks. Time Warner Cable spokeswoman Jeannette Castaneda said the marketing pact is separate from the carriage deal.

Time Warner Cable may be able to use the marketing efforts at MSG to help stave off competition at its flagship New York City system from Verizon's (NYSE: VZ) FiOS TV and RCN. Time Warner Cable COO Rob Marcus told analysts on the company's third-quarter earnings call last week that the New York City system performed "somewhat less well" in terms of video subscriber losses than systems in Los Angeles and other markets.

Time Warner Cable kicked off its "Enjoy Better" marketing campaign in February, when it ran a commercial during NBC's coverage of the Super Bowl.

Time Warner Cable has strong ties to MSG, which is controlled by Cablevision (NYSE: CVC) CEO Jim Dolan and his family. Cablevision founder Chuck Dolan launched the first cable system in Manhattan in the 1960s. Dolan sold his stake in Sterling Cable to Time Inc., and used the proceeds to build Cablevision systems in the 1970s.

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