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From the Brooklyn Nets, a Brand Partner Impact Survey, including Sports Drink and Luxury Outerwear. (Omitted: felonious Barclays)

I wrote last week about a survey from the Brooklyn Nets that aimed to improve the Barclays Center experience but quite possibly also useful for marketing playoff tickets.

Another sweepstakes laneded this week, the Brooklyn Nets Brand Partner Impact Survey, with different questions and somewhat different prizes: not just JetBlue flight vouchers but also Nike Gift Cards, and Brooklyn Nets merchandise packs.

This survey ends April 20, so it's not geared to the playoffs.

Respondents were first asked to compare their level of engagement this season compared to last, then asked what brands or companies they associate with being official sponsor of the team.

They were given lists of brands/companies in various categories and asked to select the official sponsor:
  • Credit Card
  • Sports Betting
  • Online Brokerage
  • Sports Drink
  • Biometric Identity Platform
  • Luxury Outerwear
  • Energy/Gas Provider
Other questions included familiarity with various brands, positive/negative opinions about them, and likelihood of using them or recommending them.

(I dunno, but I see how some brands might be used in a poem or a rap lyric: WeBull, FanDuel, BioSteel. C'mon, say them fast.)

Mutual luster?

Respondents were asked how strongly they agreed with these statements:
  • “This brand is a good fit for a partnership with the Brooklyn Nets.”
  • “The partnership with the Nets improves my perception of this brand."
  • “The brand's partnership with the Nets enhances the overall fan experience"
What about Barclays?

Note: there was no mention of the biggest partner, Barclays, which owns naming rights. Not sure why exactly, but possibly because the 20-year naming rights agreement is not expiring soon and thus not up for renegotiation. 

(That said, Joe Tsai, who owns the team and arena operating company, was rumored--at least during the superstar era two years ago--as aiming to replace that undervalued contract.)

Perhaps a small sliver of respondents might know that Barclays is not exactly clean. Barclays paid some $2.4 billion in civil fines related to currency manipulation and pleaded guilty to a felony. 

As I wrote in September 2015 for City & State, When Barclays admitted a felony, it should have lost the Brooklyn arena. So maybe that "fit" is best not touched.