Hence the locally-brewed "Knickerbocker Beer" brewed by Jacob Ruppert, the first sponsors of the TV show "Tonight!"; hence the gossip columnist "Cholly Knickerbocker", the pen name of Igor Cassini; hence the extremely high-toned Knickerbocker Club (still in a neo-Georgian mansion on Fifth Avenue at 62nd Street, which was founded in 1871 when some members of the Union Club became concerned that admission policies were not strict enough); and hence the New York Knicks, whose corporate name is the "New York Knickerbockers".