NEW YORK — Late-night bakery brand Insomnia Cookies was named the “Official Cookie” of the New York Knicks.
As part of the partnership, Insomnia will have a designated concession stand on the main concourse inside Madison Square Garden, serving frequently purchased flavors such as Chocolate Chunk, Peanut Butter Chip and Snickerdoodle.
In addition to the concession stands, Insomnia’s “Cookies IN Ice Cream” dessert options will be available.
“As a hometown New Yorker, I couldn’t be happier with this new partnership between Insomnia Cookies and the iconic New York Knicks and Madison Square Garden,” said Seth Berkowitz, founder and CEO of Insomnia. “New York City is our largest market, and we’re excited to bring our passionate Insomniacs another channel to enjoy our cookies.”
Insomnia will also be featured in an on-court contest during two Knicks regular-season home games and will be the official presenting partner of “Friday Night Knocks,” with inclusion across marketing and promotional materials within multiple channels.
This deal isn’t the brand’s first partnership with a professional sports team. Earlier this year, Insomnia was named the NBA’s Cleveland Cavaliers official cookie partner for the 2025-26 season. The collaboration marked a milestone in the cookie brand’s growth journey that includes scaling to 1,800 bakeries globally over the next decade.
