CHICAGO (September 29, 2025) – Madison Square Garden Entertainment Corp. (“MSG Entertainment”) announced today an expanded partnership with Waterloo Sparkling Water, naming the brand known for its authentic flavors and lively carbonation The Official Sparkling Water Partner of The Chicago Theatre.
Through this partnership, guests can now enjoy refreshing Waterloo Sparkling Water products at all bars throughout The Chicago Theatre. Additionally, Waterloo and The Chicago Theatre have created a specialty mixed drink featuring Waterloo Blackberry Lemonade – the Waterloo Whip – that is available exclusively at The Chicago Theatre.
“We are pleased to expand our partnership with Waterloo Sparkling Water and welcome them to The Chicago Theatre as our Official Sparkling Water Partner,” said Doug Jossem, EVP of Global Sports & Entertainment Partnerships, MSG Entertainment. “The Waterloo Whip – our specialty mixed drink – is available only at The Chicago Theatre as part of our commitment to elevating the guest experience at every turn.”
“We are thrilled to join the Chicago community as the Official Sparkling Water Partner of one of its most iconic institutions, The Chicago Theatre,” said Kathy Maurella, Chief Marketing Officer, Waterloo Sparkling Water. “Bringing the full-out flavor experience of Waterloo to The Chicago Theatre guests marks an exciting new chapter in our partnership with MSG Entertainment.”
As an Official Partner of The Chicago Theatre, Waterloo will be integrated across the theatre’s digital platforms. Waterloo Sparking Water is also an Official Partner of Madison Square Garden and the New York Rangers.
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About Madison Square Garden Entertainment Corp.
Madison Square Garden Entertainment Corp. (MSG Entertainment) is a leader in live entertainment, delivering unforgettable experiences while forging deep connections with diverse and passionate audiences. The Company’s portfolio includes a collection of world-renowned venues – New York’s Madison Square Garden, The Theater at Madison Square Garden, Radio City Music Hall, and Beacon Theatre; and The Chicago Theatre – that showcase a broad array of sporting events, concerts, family shows, and special events for millions of guests annually. In addition, the Company features the original production, the Christmas Spectacular Starring the Radio City Rockettes, which has been a holiday tradition for more than 90 years. More information is available at msgentertainment.com.??
About Waterloo Sparkling Water
Founded in 2017 and independently owned, Waterloo Sparkling Water delivers fruit-inspired flavors and aromas with lively carbonation for a uniquely authentic and full-flavor anytime drink. Waterloo has been challenging expectations from the start, embodying the entrepreneurial spirit and independent thinking that Austin is known for, with sparkling waters that are a refreshing change from the usual. Custom-crafted with Non-GMO Project Verified natural flavors, Waterloo is free of calories, sugar, sweeteners and sodium. For the benefit of fans and the environment, Waterloo is produced in aluminum cans with BPA-NI liners. Waterloo Sparkling Water is sold at retailers nationwide. For the latest news, join the ‘Loo community at drinkwaterloo.com or @waterloosparkling on Instagram and Facebook.
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