As Barclays Center debuts new (sponsored) clubs replacing suites, parent BSE Global says they're part of $100 million revamp, including new scoreboard.

You know what they say: arenas become obsolete after 20 or 30 years, not because they can't house ticketholders but because competing newer venues offer more bells and whistles.

Well, BSE Global, parent of the Barclays Center, Brooklyn Nets, and other properties, isn't waiting around, and they have lots of cash, thanks to a recent investment by the family of Julia Koch. The 15% stake was said by Sportico to include $492 million to pay down debt, and $196 million for working capital.

Yesterday, BSE Global announced the opening of two premium membership clubs, previously announced as The Row and The Key, but now with--natch--sponsors: BSE Global Debuts Two New Premium Membership Clubs at Barclays Center, the Toki Row and JetBlue at the Key:

BROOKLYN – Today, ahead of the 2024-25 NBA season, BSE Global will debut two new open concept, premium membership clubs at Barclays Center – The Toki Row and JetBlue at The Key – as part of the first phase of a more than $100 million, five-year plan to enhance fan experience at the Brooklyn arena. Building upon Barclays Center’s existing luxury spaces, including the renowned Crown Club designed in partnership with Ken Fulk and Major Food Group, the addition of the arena’s Club Level helps broaden its premium offerings, increases club capacity and begins the largest renovation project in Barclays Center’s history.

Note that the upgrade to the clubs previously didn't have a price tag, so that cost is presumably a good chunk of the $100 million. This part of a five-year renovation plan, including upgraded entrances:

Barclays Center recently installed a new retractable seating system to maximize the arena’s operational efficiencies while increasing capacity, and other future projects include creating a dynamic, communal gathering space and improved food and beverage offerings on the upper concourse, upgrading and adding to existing premium spaces in the arena, upgrading arena entrances, and finishing off with a state of the art new centerhung and sound system. Upcoming phases, as with the one just completed, will be done with no disruption to the arena’s ongoing activities.

Toki Row

Though Toki is blended Japanese whiskey from Suntory, it too can be tethered to Brooklyn. From the announcement:

Developed with Brooklyn’s history and unique architecture in mind, The Toki Row captures the ambience of a grand residence and is accessible exclusively to 192 guests. The high-end club will incorporate design details and lush décor inspired by the brownstone row homes found throughout Brooklyn – from herringbone floors to velvet furnishings and wainscot paneling. BSE Global also commissioned four pieces of artwork from Brooklyn-based artist, Adam Pendelton, which will be on display in the club. Members of The Toki Row will have access to a full-service private bar with a range of specialty cocktails featuring Suntory Toki whisky and other House of Suntory spirits. The club will also feature luxuriously upholstered theater-style reserved seating and include premium wine offerings curated by a team of sommeliers, and a dessert station serving fresh gelato and filled with complimentary sweets.

From the arena website:

The Toki Row is located on the north side of Barclays Center on Suite Level B. Fans can access The Toki Row by entering the arena through the Qatar Airways VIP Entrance and taking the elevator up to Suite Level B.

JetBlue at The Key

JetBlue is more local, headquartered in Long Island City, Queens, and they too lean in:

JetBlue at The Key is a vibrant club featuring communal tables repurposed from previous Brooklyn Nets City Edition courts, a full-service private bar serving beer on tap (the only space in the arena where tap beer will be served), interactive games and a 44’ wide media wall that can show up to five views at once or be used as one full video takeover. The club will also include luxurious suite reserved seating for 252 guests, making JetBlue at The Key a perfect area for sports fans and concertgoers of all ages.

From the arena website:

JetBlue at The Key is located on the south side of Barclays Center on Suite Level B. Fans can access JetBlue at The Key by entering Barclays Center through the Dean Entrance and taking the elevator up to Suite Level B.

What do they get?

From the announcement:

Yearlong membership to The Row and The Key includes tickets to all Brooklyn Nets and New York Liberty games, as well as Barclays Center concerts and events. Both clubs feature an all-inclusive private dining experience equipped with elevated food stations. Each space will serve items from a rotating menu. The Toki Row will offer upscale items such as ceviche, lettuce wraps, pasta, as well as a carving station, while members of JetBlue at The Key will enjoy refined takes on classics like sliders and mini brats, as well as a BBQ table and mac and cheese bar.

More information is here.