*By Conor White* The New York Knicks and its jersey sponsor, the website-building platform Squarespace, are doling out assists to four local businesses as part of the second annual "Make It Awards." "Partnering with Squarespace to help those entrepreneurs get their businesses to the next level was something we were very interested in doing and it's been a major hit," said MSG Sports' senior vice president of business operations, Kristin Bernert, in an interview on Cheddar. "Make It" has selected four businesses to support: Team Avo, a startup designed to connect users to therapists who fit their unique needs; Farm.One, a technology-enabled vertical farm that generates fresh produce; The Financial Gym, which helps customers improve their financial health; and Mikey Likes It, a pop culture-inspired ice cream shop that has created original flavors for Hillary Clinton and Jay-Z, among other celebs. How are the winners selected? According to Bernert, a panel reviews the submissions and the applicants undergo a rigorous selection process. "We had a ton of submissions this year," she said. "People saw what we did for these businesses, and so they wanted to participate." Each winner will receive a grant of $30,000, the exact amount Squarespace founder Anthony Casalena initially had to start his company in 2003. Bernert said applications are open to any kind of organization, as long as it meets two criteria. "If you're making a difference in people's lives, and building a business, it's a no brainer," she said. Because hey, who doesn't like free money? "It's the marketing exposure, plus $30,000. Who wouldn't love that?" Bernert said. "There's also the recognition at the Garden ー to be able to go to a Knicks game and have Mikey Likes It out there. There's no way in another space you'd be able to do that." In addition to the grant and exposure, each business receives one-on-one mentoring from one of the contest's judges, as well as on-court recognition at a Knicks game. "Apparently if you can make it here you can make it anywhere," Bernert said. For full interview [click here](https://cheddar.com/videos/new-york-knicks-and-squarespace-dish-out-assists-to-local-businesses).
