The New York Knicks aggressively court the presence of their celebrity fans by reserving six prime courtside seats for three V.I.P.'s and their guests called Celebrity Row, along with other excellent seats.

“If you’re an A-level person and we know the fans are going to go bananas when your picture goes up on the scoreboard, then there’s a value having you there,” said Barry Watkins, the Madison Square Garden company’s executive vice president for communications and administration. “We think it’s a big part of the brand. Win or lose, it’s one of the reasons people come to the games.” 

The Garden has an ad-hoc celebrity-handling team that determines who counts as a celebrity and how to pursue relationships with those people or their representatives.

The quid pro quo is to be agreed to be filmed at your seat for broadcast on GardenVision, while some agree to work for the Knicks' Garden of Dreams foundation, which helps disadvantaged and ill young people.