Menu
Marketing and Sponsorship

Nets Hire Branding Firm To Help Relocation From Newark To Brooklyn

The Nets have hired N.Y.-based branding firm Translation "to help 'position' the move" from Newark to Brooklyn in '12, according to Rich Thomaselli of AD AGE. The company is "charged with speaking to a variety of constituencies surrounding the Nets' move from New Jersey, including potential new season-ticket holders, current season-ticket holders, longtime fans of the team, local businesses and, perhaps most important, to a vocal though now dwindling group of citizens who have long opposed a new arena in Brooklyn." Nets CEO Brett Yormark said, "Obviously this is a moment we've been waiting for for six years and we only get one shot to get it right. ... They'll help us not only on the Nets brand, but also identifying the Barclays Center." Thomaselli noted part of the "branding struggle is that the Nets have been something of a nomadic franchise ever since coming into existence" in '67. As a result, Translation plans on "appealing to the nostalgia factor that the Nets would be the first major professional sports franchise in Brooklyn since baseball's Dodgers left for Los Angeles in 1958, and pumping up the Barclays Center as a world-class entertainment venue." The firm is likely to "play to a variety of multicultural audiences that reflect the team and the city of Brooklyn, including utilizing" team Owner Mikhail Prokhorov and rapper and Nets investor Jay-Z. Translation President Steve Stoute: "We won't be treating this like a relocated team. We'll be treating this like a team that has a new brand value. Our work is going to be as diverse as Brooklyn itself." Stoute added that Translation's "first work for the Nets is expected to break this spring" (ADAGE.com, 2/9).

SBJ Morning Buzzcast: March 25, 2024

NFL meeting preview; MLB's opening week ad effort and remembering Peter Angelos.

Big Get Jay Wright, March Madness is upon us and ESPN locks up CFP

On this week’s pod, our Big Get is CBS Sports college basketball analyst Jay Wright. The NCAA Championship-winning coach shares his insight with SBJ’s Austin Karp on key hoops issues and why being well dressed is an important part of his success. Also on the show, Poynter Institute senior writer Tom Jones shares who he has up and who is down in sports media. Later, SBJ’s Ben Portnoy talks the latest on ESPN’s CFP extension and who CBS, TNT Sports and ESPN need to make deep runs in the men’s and women's NCAA basketball tournaments.

SBJ I Factor: Nana-Yaw Asamoah

SBJ I Factor features an interview with AMB Sports and Entertainment Chief Commercial Office Nana-Yaw Asamoah. Asamoah, who moved over to AMBSE last year after 14 years at the NFL, talks with SBJ’s Ben Fischer about how his role model parents and older sisters pushed him to shrive, how the power of lifelong learning fuels successful people, and why AMBSE was an opportunity he could not pass up. Asamoah is 2021 SBJ Forty Under 40 honoree. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards.

Shareable URL copied to clipboard!

https://www.sportsbusinessjournal.com/Daily/Issues/2011/02/10/Marketing-and-Sponsorship/Nets-translation.aspx

Sorry, something went wrong with the copy but here is the link for you.

https://www.sportsbusinessjournal.com/Daily/Issues/2011/02/10/Marketing-and-Sponsorship/Nets-translation.aspx

CLOSE