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Manhattan Restaurant Capitalizes on Knicks Title Defense with Brunson Promotion
As the New York Knicks prepare to defend their championship title against the Philadelphia 76ers on October 20, Sei Less—an Asian-fusion restaurant in midtown Manhattan—is banking on the opening-night momentum with a targeted promotion: 11 percent off the bill for any customer wearing Knicks gear on game day. The discount is a direct reference to Jalen Brunson’s jersey number, the franchise point guard who anchored last season’s run.
A Neighborhood Play with Star Power
Sei Less owner Dara Mirjahangiry told TMZ the promotion reflects both community loyalty and the restaurant’s position as a gathering spot for Knicks fans. The restaurant sits four blocks from Madison Square Garden and has built a reputation for hosting current and former players. Carmelo Anthony, Amar’e Stoudemire, and Karl-Anthony Towns have all dined there, according to the owner.
“It’s only right as a diehard Knicks fan that we give back for all the pain and suffering over the last 53 years,” Mirjahangiry said. “We’re the hotspot for Knicks fans before and after games, and we take care of a lot of the current and former players.”
Pre-Game Strategy in a Title-Defense Window
The discount is a small-dollar play—11 percent off an entree at a midtown restaurant—but it signals something larger: the city has fully bought into the Knicks’ window. Restaurants, bars, and local businesses near the Garden have learned from years of dormant star power that championship moments drive traffic and goodwill. By tying the promotion directly to Brunson and his number, Sei Less is making a calculated bet that fans will remember the gesture and return, whether the Knicks win or stumble out of the gate.
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