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"Brands of excellence": Barclays Center announces partnership with GEICO

The arena's "largely about the children and youth of Brooklyn," as developer Bruce Ratner said last year, right?

A press release yesterday, from the Barclays Center, headlined GEICO BECOMES NINTH FOUNDING PARTNER OF BARCLAYS CENTER:
The 9,000 square-foot glass-enclosed GEICO Atrium will be the main entry space as visitors walk through the front door of Barclays Center. Fans will have easy access to the 12-booth box office, views into the below-grade practice court, and quick access to the Nets Shop by adidas. Most impressively, the GEICO Atrium opens onto a dramatic view of the arena bowl and scoreboard.
In addition to the GEICO Atrium branding, GEICO will be fully integrated into some of the most high-profile positions at Barclays Center, including the unparalleled “Street-to-Seat” brand signage at Barclays Center.
As part of its alliance with the Brooklyn Nets, GEICO will receive television-visible branding on each side of the basketball hoop stanchions for each Nets home game.
Supporting Brooklyn?

The key quote comes from Barclays Center and Brooklyn Nets CEO Brett Yormark: “We are pleased that GEICO and Brooklyn support each other and we are excited to continue to partner with brands of excellence.”

GEICO's not supporting "Brooklyn," it's supporting a specific sports and entertainment enterprise.

But maybe the arena is more about "brands of excellence" aka "brands with enough money to pay."