Haier America Signs On As Barclays Center Founding Partner

Brooklyn Sports & Entertainment yesterday formally announced that Haier America will be a long-term partner for the Nets' planned Barclays Center. The deal includes a Haier Experience Store at the Brooklyn venue and an in-arena integrated marketing platform. Also, Haier appliances will be featured exclusively in luxury suites and other areas of the venue. Haier receives in-arena marketing exclusivity with both the Nets and Barclays Center in the home appliance and portable media categories (Nets). SPORTSBUSINESS JOURNAL's John Lombardo notes Haier is the "ninth founding deal for the Barclays Center and is the first since the Dec. 23 master closing." Terms of the deal were not disclosed, but the "average Barclays Center founding deal is worth $2[M] per year for seven years." Haier is an NBA league partner and a current Nets team sponsor, "the company's only NBA team deal." The Nets "want to sell 12 founding Barclays Center deals, with more expected following the December master closing." Each of the founding partners has also "bought signage around the construction site of the Barclays Center." Nets Sports & Entertainment President & CEO Brett Yormark said that the signage deals around the site are "separate from the arena founding deals and will generate $4[M] in revenue" (SPORTSBUSINESS JOURNAL, 1/11 issue).