SBD/September 16, 2013/Marketing and Sponsorship

Nets Add Local Company SecureWatch 24 As Team's First Presenting Sponsor

The Nets are set to announce "a new five-year, multimillion deal with security firm SecureWatch 24 to become the team’s first 'presenting sponsor,'" according to Josh Kosman of the N.Y. POST. The corporate sponsorship allows SW24 "to piggyback on all Nets-controlled marketing, including ads, billboards and in-arena signage." Most visible will be the company’s logo "on courtside and baseline signage during home games" at Barclays Center. The Nets declined to comment on the financial terms but "similar NBA presentation contracts run around" $1M a year. The Nets are "rolling out an aggressive new marketing campaign, with the tagline 'Are You Ready?,' to tout their high-priced roster." Those ads will "feature the SW24 logo when they debut" today. SW24 "stepped in after a Nets marketing deal with rival security giant firm ADT ended" (N.Y. POST, 9/16). ADWEEK's Christopher Heine notes the "Are You Ready?" campaign will be in English, Spanish and Russian and will "entail billboard, print, television, kiosks, digital and social media advertisements focused on the brand's tri-state area." SW24 CMO Jay Stuck said that the sponsorship was "a perfect fit because his firm employs many former NYPD officers who once drove and walked the Brooklyn beat." He expects his N.Y.-based operation "to see significant returns on being associated with what's becoming more than a local brand" (ADWEEK.com, 9/16).
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