Sometimes referred to as the worst owner in sports, Dolan has engaged in high-profile disputes with fans, journalists and even former players. He went so far as to have fan favorite Charles Oakley tossed from Madison Square Garden after an incident with security.

When asked about Dolan’s brand, Stoute said it must be separated from the team.

“His brand, and the New York Knicks brand, and MSG, stand on their own,” he said. “That’s the way it has to be.”

From an attendance standpoint, the brand has held up well amid all the losing. The Knicks haven’t had a winning record or made the playoffs since the 2012-13 season.

The Knicks are averaging 18,880 fans a game at MSG, placing them 11th in the 30-team NBA, according to ESPN. They remain a strong draw on the road, averaging 18,419, which trails only the Los Angeles Lakers, Boston Celtics and Cleveland Cavaliers.

The sports idiom is that winning cures all ills. Stoute said that isn’t true, and that there’s a better formula.

“Winning cures a lot of problems. Great marketing and exciting entertainment cure all problems,” he said. “The brand has to be strong regardless of the final score. When people are hopeful that things are going to be better, and it brings excitement, all of a sudden that becomes the brand.”