The Real Deal New York

Will Elliman’s spending spree pay off?

The mega firm is pouring "tens of millions" into an unprecedented marketing and national expansion effort
By Katherine Clarke | February 08, 2016 09:31AM

Celebrities in Elliman seats at a Knicks game

Celebrities in Elliman seats at a Knicks game

From the February issue: Taylor Swift, Ben Stiller, supermodel Kate Upton and, of course, Spike Lee have all had courtside seats for the New York Knicks this season to bear witness to the 7-foot-tall Latvian rookie sensation Kristaps Porzingis sinking shots.

And on many game nights, Howard Lorber, the 67-year-old chairman of the mega brokerage Douglas Elliman, can be found next to that “Celebrity Row” stretch, sitting directly below the hoop.

That’s because last year, Elliman entered into a multi-year sponsorship deal with Madison Square Garden for the right to slap its grey-and-blue logo on an entire row of courtside seats at the arena. [more]