Under The Influence: Nets Stage Parties To Boost Season Tix
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Nets' Richard Jefferson Attends
A Ticket Influencer Event |
The Nets’ Ticket Influencer Program — where the team hosts events featuring
their players, execs, cheerleaders and broadcasters, often times at the homes
of prospective season-ticket holders — is “the signature marketing tool that
[Nets President & CEO] Brett Yormark has introduced to a franchise rewiring its
fan-unfriendly, off-court image,” according to Greg Boeck of USA TODAY. The Nets
said that their latest Influencer generated $70,000 in season-ticket revenue,
“bringing the total to well past” $1M. NBA Commissioner David Stern recently attended
a “Pancakes & Hoops” breakfast in Yormark’s office. The team plans to host 50
of the parties, extending into the season. Yormark: “There are a lot of franchises
in this marketplace, and we need to differentiate ourselves.” Boeck reports the
Magic have “adopted the Nets’ Influencer program and generated 44 new season ticketholders
in their first party this summer.” Boeck adds that Yormark’s series of initiatives
have “produced arguably the best off-court offseason in the NBA.” Nets season-ticket
renewals are at 96%, and the team is “about to announce the signing of 15 sponsor
deals.” Last season, before Yormark’s arrival from NASCAR, the Nets finished last
in a USA Today survey on the “fan-friendliness” of all 30 NBA teams (USA
TODAY, 9/13).
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