Monday, September 16, 2013

Nets get new sponsor & maybe $1M a year; campaign shifts from "Hello Brooklyn" to "Are You Ready?"

Adweek reports Brooklyn Nets Add Security Brand to Impressive Roster: SecureWatch24 lands sponsorship for rising NBA team :
Today, Brooklyn debuts an "Are You Ready?" campaign in English, Spanish and Russian that will entail billboard, print, television, kiosks, digital and social media advertisements focused on the brand's tri-state area. And the team is announcing its first cross-platform sponsor since moving into Barclays Center on Flatbush Avenue, agreeing to give that distinction to Securewatch 24. The security systems brand will appear in the aforementioned media plan, as well as in the Nets' stadium throughout the season, which tips off next month.

..."Our campaign, Are You Ready?, is patently more aggressive than last year. [says arena/team CEO Brett Yormark] We came into the borough in a humble way. It was all about 'Hello Brooklyn.' Now we can take it up a notch. We are being a little bit more bold, a little bit more direct."
The change

Adweek reports:
"When we broke into Brooklyn, we were really positioning ourselves as a lifestyle brand," Yormark said. "In year two, we are a little more product-focused. Not that the lifestyle part of it should change, but it's more about [fans] becoming more avid."
It's all about product.

In the Post

The New York Post offers its own version of the news, Brooklyn Nets land key sponsor deal, suggesting:
With the highest payroll in the NBA, the Brooklyn Nets could use a few more sponsorship deals like this one.

The high-powered Nets are set to announce a new five-year, multimillion deal with SecureWatch 24 to become the team’s first “presenting sponsor.”

...The Nets declined to comment on the financial terms but similar NBA presentation contracts run around $1 million a year.
So a $1 million a year deal is, to Yormark, "a game-changer” for the ad buyer.

But consider all the uncounted savings on the Barclays Center that aren't announced and placed by the arena's p.r. team.

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