Time Out and “The Lion King” have announced a multi-month partnership. The Broadway musical will serve as the exclusive opening sponsor of the new Time Out Market New York, Union Square. Time Out has developed a campaign with a unique blend of digital and in-Market activations with the intention of connecting “Lion King” audiences with Time Out’s readership of food and culture lovers.
Opening its doors to the public on Sept. 26, Time Out Market Union Square is a food and cultural market that brings many kinds of New York City culture together under one roof: a curated mix of the city’s best chefs, drinks and cultural experiences. Across 10,000 square feet, there are seven kitchens, a bar, communal tables and an outdoor terrace.
The partnership, which will run until January 2026, will feature “The Lion King” integrated across the Market’s screens, with iconic costumes and masks on display, branded cocktails and trays. This in-real-life presence will be complemented by a digital campaign across all Time Out channels including editorial sponsorship, brand video plus social media.
Stacy Bettman, Time Out Media CEO North America, said, “We are thrilled to partner with ‘The Lion King’ as our exclusive opening sponsor of Time Out Market New York, Union Square. This partnership is a fantastic showcase of what we can offer our clients: a unique opportunity to connect with our experience-hungry audience across our digital channels while also being able to reach them in real life in our Markets.”
“The Lion King is proud to be the opening sponsor of Time Out Market Union Square, a vibrant space where locals and visitors from around the world can come together to celebrate the best of the city,” said Elizabeth Findlay, VP of marketing, publicity, sales and education for Disney Theatrical Group. “In many ways, it mirrors what ‘The Lion King’ offers onstage eight times a week at the Minskoff Theatre: a shared experience that brings people together. We’re excited to extend that magic beyond the theatre and into the newly opened Market.”
The Union Square site will be Time Out Market’s second food and cultural market in NYC, in addition to the flagship that opened in 2019 in Brooklyn’s Dumbo which, across 24,000 square feet and two floors will continue to offer—with 21 kitchens, three bars and a stage—culinary and cultural experiences alongside rooftop views of the Manhattan skyline. By contrast, the Union Square site is the Company’s first neighborhood Market—a smaller format with a focus on rising talents alongside local favorites, all in one place where the local community can come together to experience amazing food and culture.
