Nets Look To Market F Yi Jianlian To Chinese-American Community
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Nets Hoping Yi Helps Team Make
Inroads With Chinese-American Community |
The Nets are "looking to leverage [F Yi Jianlian's] star power to lure Chinese fans both here and abroad and give the team global appeal," but the team already has had to "downplay speculation that Yi is more about marketing than basketball," according to Holly Sanders of the N.Y. POST. Nets President & CEO Brett Yormark: "We want to market him but not exploit him. We want to gain the confidence of the Chinese-American community." Since being acquired from the Bucks three weeks ago, Yi is "already drawing considerable interest from the more than a half-million Chinese-Americans in the tri-state area." The Nets plan to focus marketing efforts "on the places ... where much of the Chinese American population is concentrated." The team also is "planning to do some marketing around the timing of the [Beijing] Games to capitalize on coverage of Yi." Yormark said that he will "ramp up marketing efforts as interest in Yi grows." The Nets expect the NBA "to broadcast many of Yi's games in China," as the league did last year when he played for the Bucks. Sports marketing experts said that Chinese companies "will look to strike sponsorship deals with the Nets;" Yormark noted that the Nets have "already received interest from sports apparel and footwear companies" (N.Y. POST, 7/15).
GAS PROMO FUELS FANS: In New Jersey, Aditi Kinkhabwala reported the Nets have created a new ticket promotion in which fans will receive a gas card worth "10[%] of the total ticket price" for every season-ticket purchase this summer. The promo was "initially for two weeks," but Nets Senior VP/Season Sales & Marketing Fred Mangione said the deal was extended because "it's almost a no-brainer" (Bergen RECORD, 7/12).
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