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
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]