Without a doubt, Madison Square Garden is one of the most iconic arenas in the US. Every year, the home of the New York Knicks welcomes millions of people through its doors—some to watch basketball, others to watch hockey (the arena is also home to the New York Rangers, of course), and many more for major musical acts or comedians.
When musician Lewis Capaldi plays there on April 17, for example, he will perform to a sold-out crowd in the 19,500-capacity arena. Every one of those visitors will also be able to head to The Impossible Grille, a new concession stand dedicated to serving plant-based meat from Impossible Foods.
Impossible Foods
In fact, as part of a new multiyear partnership with the New York arena, the plant-based meat brand has been named the Official Plant-Based Burger Partner of Madison Square Garden, New York Knicks, and New York Rangers.
“This partnership with Impossible Foods represents another step in diversifying our culinary offerings for guests,” Doug Jossem, Executive Vice President of Global Sports and Entertainment Partnerships at Madison Square Garden, said in a statement.
“Adding Impossible Foods’ celebrated plant-based options reflects our commitment to meeting evolving dietary preferences while maintaining the standards our fans expect when they come to events at The Garden,” he continued.
Impossible Foods has developed bespoke dishes for its new concession stand, including the Impossible Double Stack Smashburger, the Impossible Bánh Mì Hot Dog, the Orange Impossible Chicken Bowl, the Impossible Steak Quesadilla, and Loaded Impossible Chopped Cheese Fries. All are available with either dairy or plant-based cheese.
Impossible Foods
Impossible: the food of athletes and sporting fans alike
In addition to the concession stand, Impossible Burgers will be sold at other restaurants and concession stands throughout the arena, and Madison Square Garden will promote the brand during Rangers and Knicks games.
Prior to this new partnership, Impossible Foods has also been working to strengthen its position in the sports space. In 2025, for example, it announced that, for the first time, it had received NSF Certified for Sport status—a widely respected certification confirming that its products are safe and suitable for professional athletes.
Impossible Foods
“It’s a huge deal to have Impossible certified as the first plant-based meat available to athletes,” said CEO Peter McGuinness. “Americans are more aware than ever about the food they put in their bodies. It’s our responsibility to deliver on delicious, nutrient-dense, high-quality food, like our plant-based beef.”
The new partnership at Madison Square Garden will primarily benefit fans, rather than the athletes themselves.
“Madison Square Garden is one of the most iconic venues in the world, and we’re thrilled to be part of it,” said Meredith Madden, Chief Demand Officer of Impossible Foods. “Millions of fans show up to The Garden expecting the best of the best, and that includes what’s on the menu. We’re proud to bring the Impossible Burger to one of the greatest stages in sports and entertainment for fans to enjoy.”
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Charlotte is a VegNews editor and writer based in sunny Southsea on England's southern coast.
