SBD/Issue 162/Facilities & Venues

Brooklyn Bridge: Nets Add Six Sponsors For Barclays Center

MGM Grand/Foxwoods Is One Of
Six New Sponsors For Barclays Center
Nets President & CEO Brett Yormark said that the team has signed "six new founding partners" for the Barclays Center, which along with previously signed Jones Soda, represent "more than $100[M] in sponsorship commitments," according to Terry Lefton in this week's SPORTSBUSINESS JOURNAL. The six deals are with existing Nets sponsors Anheuser-Busch, Cushman & Wakefield, MGM Grand/Foxwoods, ADT, EmblemHealth and Izod. The Nets are scheduled to move into the $950M Barclays Center prior to the 2010-11 season. Yormark said that the new founding-partner deals each are between 5-10 years in length and range from $1.5-5M annually. Yormark added that "many of the partners are architecturally integrated within the building, plazas or clubs." MGM Grand will own a club, ADT "will have branding on a plaza, Cushman & Wakefield will name a theater, there will be a Jones Soda Shoppe, and Izod will brand the team stores." In addition to architectural integration, the Nets are offering founding partners something they call "street to seat brand domination." Lefton notes "incremental to the founding partnership fees, many of the new sponsors will support what the Nets are calling a 'construction activation platform' with signage, countdown clocks and other media in which partners will be identified." The Nets have capped founding sponsors at 14, and Yormark said that "telecom, armed services, appliances, wine and spirits, and insurance sponsors should all be wrapped up sometime this summer" (SPORTSBUSINESS JOURNAL, 5/12 issue).

SOMETHING TO BUILD ON: In Newark, Maura McDermott notes the current Barclays Center sponsors are "picking up more than half" of the $950M construction cost, as Barclays Bank in '07 agreed to pay $400M for naming rights. Nets VP/PR Barry Baum said that "digital signs inside and outside the arena will be synchronized so visitors will see the same sponsor's ads when they arrive outside the building, as they walk through the entrance plaza and finally when they get to their seats." Baum: "It's something that's unprecedented." Baum added that EmblemHealth will name the arena's entranceway (Newark STAR-LEDGER, 5/13).

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