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Sponsorships, Advertising & Marketing
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No Playoffs, No Problem: Nets Sign T-Mobile For Postseason Deal
The Nets missed the NBA postseason for the first time in seven years, but that did not stop Nets Sports & Entertainment President & CEO Brett Yormark "from selling a postseason sponsorship,” according to John Lombardo of SPORTSBUSINESS JOURNAL. The team last week signed a “Stay Connected” deal with T-Mobile, “which is estimated to be worth six figures” and runs from April 21 through May 15. During the three weeks, the team will hold a variety of events for Nets season-ticket holders, "ranging from having lunch with Nets dancers to participating in a Porsche driving school event." Other events include a playoff viewing party with Nets players and coach Lawrence Frank and a 3-on-3 basketball tournament at the team's training facility. T-Mobile, which is an NBA league partner but was not a Nets sponsor this season, will receive brand exposure on all Nets events and communications. Ten of the NBA’s 16 playoff teams this season have presenting playoff sponsorship deals, “but the Nets are the only team to have sold a nonplayoff postseason sponsorship deal." The concept is one that league officials "would like to see spread throughout the NBA.” NBA Senior VP/Team Marketing & Business Operations Chris Heck: “They are creating new inventory that is valuable for everybody” (SPORTSBUSINESS JOURNAL, 4/21 issue).
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