SBD/Issue 244/Sponsorships, Advertising & Marketing

Nets Partner With PNY Tech For NBA's First Practice Jersey Deal

Nets' Deal With PNY Technologies For Jersey
Sponsorship Includes Practice Arena Entitlement
The Nets and New Jersey-based PNY Technologies Inc. have signed a two-year partnership that will put the company's logo on the team's practice jerseys, starting with the '09-10 season. The Nets are the first team to take advantage of the NBA's new policy allowing such sponsorships. In addition, PNY has obtained the naming rights for the Nets' practice facility, to be called the PNY Center (Nets). PNY officials did not disclose the specific value, but said that they are paying in the "low six figures for the overall team deal." SPORTSBUSINESS JOURNAL's John Lombardo reports as part of the deal, the Nets' coaching staff also will wear "PNY-branded gear during post-practice interviews," and the company's logo will be "seen on the media backdrop used for interviews at all practices." The team additionally will give PNY four tickets to all Nets away games. Lombardo notes the NBA is allowing practice jersey sponsorships as it "continues to mine for additional revenue streams for its clubs." With the Nets planning to move to Brooklyn, the key for the team in this deal was to "create a separate sponsorship package around the team's practices" (SPORTSBUSINESS JOURNAL, 9/7 issue). Nets CEO Brett Yormark said all NBA teams are "looking to monetize their inventory as best they can," and practice jersey sponsorships are the "newest and greatest piece of inventory that the teams have." Yormark appeared on Fox Business yesterday, where anchor Alexis Glick held up a practice jersey featuring the PNY patch ("Money For Breakfast," Fox Business, 9/8).

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