The Garden Cup Preview: Q&A With Adam Thier

Professional tennis returns to the Mecca, as Madison Square Garden hosts The Garden Cup on December 4, featuring an exciting night of action which includes Americans Ben Shelton, Jessica Pegula and Emma Navarro, as well as Spanish sensation Carlos Alcaraz for a one-of-a-kind exhibition.

New York Tennis Magazine sat down with Adam Thier, the former Vice President at MSG Sports who now works a sports event promoter, who played a vital role in bringing pro tennis back to the Garden, to discuss how The Garden Cup came to life, what fans can expect from this can’t-miss event, and more.

NYTM: It’s been a few years since professional tennis has come to Madison Square Garden. How did The Garden Cup come about?

Thier: The Garden Cup was born out of our desire to bring the thrill of professional tennis back to Madison Square Garden and offer fans a unique experience right in the heart of NYC. The idea really took shape as we saw the rising enthusiasm for tennis, especially with younger stars like Carlos Alcaraz and Ben Shelton making waves on the global stage. It became clear that early December, after the tour schedule wrapped up, would be an ideal time.  There are not many windows to work with to bring the players back to NYC because of their packed tour schedules.

NYTM: How exciting is it to bring pro tennis back to NYC and MSG and feature such a star-studded lineup of players?

Thier: It’s truly thrilling to bring professional tennis back to New York City and MSG, especially with a lineup that includes some of the sport’s brightest stars. Carlos Alcaraz is one of the most electric players on the circuit, Ben Shelton’s energy and charisma are unmatched, and Jessica Pegula and Emma Navarro represent a strong American presence following amazing runs at the US Open. This is more than just a tennis event – it’s a celebration of the sport and an opportunity to experience these top players in an intimate, legendary venue.

NYTM: What was your role for the BNP Paribas Showdown in the past, and what’s your role now for The Garden Cup? How do those differ, and is there anything you were able to learn from those past experiences that has helped you this time around?

Thier: Back during the ten year run of the BNP Paribas Showdown, I served as Vice President of MSG Sports, managing the coordination across various departments to ensure a seamless experience. My focus was on venue logistics, marketing, and making sure the event stayed true to MSG’s standards. Now, on the promoter side, I’m involved in nearly every aspect of The Garden Cup – from financial strategy to TV coverage, partnership sales, and fan engagement. The biggest shift is the level of responsibility in balancing risks, securing sponsors, and developing a unique experience for the fans. Working with MSG again, alongside my former colleagues and dear friends, has been fantastic and it’s a huge advantage to draw on those past experiences.

When Jerry Solomon, the executive producer of The Garden Cup, first approached me about bringing Sampras and Federer to MSG in 2008, he was the event promoter, while I was working at the Garden. Interestingly, our connection went back even further—our fathers were fraternity brothers at Penn. After collaborating for years on the BNP Paribas Showdown, we’re now working together to bring The Garden Cup to life.

NYTM: What makes MSG an ideal facility for top-tier tennis events such as this?

Thier: Madison Square Garden holds a special place in tennis history. The Garden has hosted both the men’s and women’s year end championships and legends such as Suzanne Lenglen, Bill Tilden, Don Budge and Jack Kramer all played there.

In more recent times since Roger Federer and Pete Sampras sold out the arena in 2008, the Garden has been synonymous with iconic tennis moments. For players, it’s a bucket-list venue with an electric atmosphere that only “The World’s Most Famous Arena” can offer. For fans, the intimacy of the setup means there’s no bad seat – everyone is close to the action, and the chance to spot celebrities in the crowd adds to the allure. It’s truly an unmatched experience for both players and fans.”

NYTM: What are some of the challenges of organizing this event and dealing with potential scheduling conflicts with the Knicks and the Rangers?

Thier: Scheduling an event like The Garden Cup in one of the busiest arenas in the world is a logistical feat, especially given the tight availability during the ATP and WTA seasons and then finding a date that works around the Knicks, Rangers and concerts.  There is a lot of back and forth for months with MSG while the NBA and NHL finalize their schedules.

NYTM: What do you want the public to know about The Garden Cup and why they should join us on December 4?

Thier: We’re inviting everyone to come experience something truly special on December 4th. The Garden Cup is about more than just a tennis match – it’s an entire night of world-class entertainment in the city, alongside one of NYC’s most iconic holiday traditions, the Rockefeller Center tree lighting. This event is perfect for anyone who wants to be part of the festive atmosphere while witnessing some of the best in the game. Tickets are selling fast, and we expect a packed house, so I encourage fans to get theirs early for what promises to be a memorable evening. Vamos.