SBD/Issue 20/Sponsorships, Advertising & Marketing

Nets Sign Multiyear Sponsorship Deal With Russian Vodka Stoli

Stolichnaya Is The Official Vodka Partner Of
Barclays Center, May Use Prokhorov In Ads

Brooklyn Sports & Entertainment and Russian vodka company Stolichnaya Thursday announced a five-year deal making Stoli a founding partner of Barclays Center and a sponsor of the Nets. As part of the agreement, making Stoli the official vodka partner of the new arena in Brooklyn, the company will receive numerous entitlements, including category exclusivity and branding throughout Barclays Center (Stolichnaya). CNBC's Darren Rovell reported the deal is "worth more than $2 million a year and is one of  the biggest spirits deals in sports." Russian billionaire Mikhail Prokhorov bought the Nets earlier this year, and Nets CEO Brett Yormark said, "Our building and our team is going global, so it's a very appropriate fit for us to partner with Stoli. Stoli will take a very significant position at the Barclays Center. They will brand six premium bars. ... Their brand will be seen also throughout the Barclays Center in a very subtle and relevant way." The arena is planning to host about 200 events a year, and Yormark said, "We're doing a lot from a programming perspective, and Stoli will be visible for all those events." When asked if Stoli plans to use Prokhorov in advertising, SPI Group co-Owner Andrey Skurikhin said, "You never know so you never rule out any possibility" ("Power Lunch," CNBC, 10/7).

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