Häagen-Dazs, the famous ice cream brand with its origins in New York, has announced an exciting promotion to honour the New York Knicks following their historic NBA Finals victory. On June 18, the company will offer scoops for just 53 pence at four select locations in New York City. This gesture celebrates the team’s first championship win in 53 years and coincides with the day of the victorious parade through the streets of Manhattan.
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The participating Häagen-Dazs locations include shops at 345 7th Avenue, 1001 6th Avenue, 263 Amsterdam Avenue, and the Westfield World Trade Center at 185 Greenwich Street. The decision to price scoops at 53 pence was made to encourage fans to take a moment to enjoy the momentous celebration alongside their favourite ice cream.
The announcement of the promotion has sparked enthusiasm among fans, who took to the brand’s social media to express their excitement. Comments varied from joyful exclamations about the deal to proud acknowledgments of the Knicks’ championship status. One fan remarked, “53 years for this sweet deal!” while another stated, “Championship Knicks, championship ice cream! Both number 1!!!!!” The communal joy represented through these comments highlights how the team’s achievement resonates with many in New York.
Founded in the Bronx in 1960 by married couple Rose and Reuben Mattus, Häagen-Dazs revolutionised the ice cream market by introducing premium ingredients, such as egg yolks and real cream, at a time when many brands relied on lesser-quality components. Rose Mattus famously popularised the brand by handing out samples in grocery stores and bodegas, particularly targeting young consumers in the Greenwich Village area. The couple’s vision eventually led to the opening of the brand’s first retail store in Brooklyn, a legacy that continues today.
The brand has undergone various ownership changes since its inception, including a significant sale to the Pillsbury Company in 1983. Currently, it is owned by Froneri, but continues to retain strong ties to its New York roots. As Häagen-Dazs pointed out in their press release, “Founded in 1960 in the Bronx, the brand was here for the last win 53 years ago, and they’re proud to celebrate with all of New York now.”
Häagen-Dazs is not the only entity in New York commemorating the Knicks’ achievement. After their recent victory against the San Antonio Spurs in Game 5 of the NBA Finals on June 13, players celebrated at the city’s Flyfish club. Co-founder David Rodolitz described a joyful atmosphere where players enjoyed signature dishes such as raw seafood and gourmet meats. Amidst laughter and dancing, the team’s camaraderie was palpable, showcasing the strong bond they share following their success.
Further illustrating the team’s cultural impact, Jalen Brunson’s popular bodega order, dubbed the “Brunson egg and cheese,” has also gone viral across New York. This creation features a toasted everything bagel filled with egg, cheese, crispy hash browns, and spicy mayo. Local eateries have begun to replicate it, further embedding the players into community life.
On June 15, the Knicks’ starting lineup made an appearance on the Today show, where Al Roker presented the signature bodega order to Brunson. The players celebrated their win with cheers and laughter, lifting glasses filled with expensive Cincoro tequila gifted by the show’s hosts. The joyful interactions offered a glimpse into their bond, both on and off the court. Josh Hart was captured taking the first bite of the famous bagel, an image that resonated with Knicks fans everywhere.
In a city rich with sporting history, the Knicks’ triumphant return to glory has indeed ignited a wave of enthusiasm across New York. With promotions like Häagen-Dazs’ 53-pence scoops and the celebration of the team’s culture in everyday life, it’s clear that the Knicks are not just a basketball team but a cherished part of New York’s identity.