Special to NYSportsJournalism.com
November 28, 2016: Brooklyn Sports & Entertainment, which develops and operates venues and manages sports franchises, and Cooper Holdings, Inc., a privately-held holdings company with subsidiary businesses in marketing, sports and entertainment, have officially joined together to launch naming rights company Entitle.
According to BSE, Entitle’s mission is to "provide properties and brands with effective and meaningful partnerships (and) deliver a fully integrated model that aligns brands with properties to fulfill their strategic goals."
Entitle will operate under the auspices of Brett Yormark, CEO for BSE, and Lonnie Cooper, CEO for Cooper Holdings.
Mike Zavodsky, currently BSE’s evp-global partnerships, will expand his current role to serve as president of sales for Entitle.
Among its properties, BSE oversees programming, marketing, sales and operations for Barclays Center, home to the NBA’s Brooklyn Nets and NHL’s New York Islanders; and Nassau Veterans Memorial Coliseum presented by New York Community Bank. It also manages and controls the Nets and its NBA D-League team, the Long Island Nets, as well as the business operations for the Islanders.
Cooper Holdings is comprised of five subsidiaries, including CSE, a sports marketing and sponsorships agency; and CSE Talent, which represents sports and broadcast talent.
"I’m passionate about creating opportunities for brands and venues to come together in naming rights partnerships, which is reflective in our successful activity over the years in the Tri-state area," Yormark said in a statement. "Now I’m thrilled to team with Lonnie and Mike on this new venture and to take our best practices and skill-sets nationally."
Earlier this month, BSE signed New York Community Bank as the presenting partner for the refurbished New Nassau Veterans Memorial Coliseum.
BSE said it has also been responsible for the naming rights partnerships for Barclays Center, IZOD Center, Rutgers’ High Point Solutions Stadium and Ford Amphitheater at Coney Island Boardwalk.
BSE and Cooper Holdings previously collaborated in the naming rights sales of Barclays Center and The New Coliseum presented by NYCB.
According to both parties, Entitle will aim to "deliver a fully integrated model that aligns brands with properties to fulfill their strategic goals."
Using what was described as a data driven process to maximize value for both the property and sponsor, Entitle said it would “identify through analytics all of the potential elements to benefit both parties. This key differentiator will ensure the best match possible, which is critical for long-term investments and partnerships.”
Entitle said that throughout the alliance it would "provide resources and continued evaluation to keep the sponsorship relevant, as well as maximize potential.
According to Lonnie Cooper, "To be able to take the expertise that we have under the Cooper Holdings umbrella as it relates to creative and analytics and marry it with BSE’s experience and success will add a whole new dimension to how we approach naming rights sales and partnerships.
"I am energized as we take our current relationship with Brett, Mike and BSE to a whole new level," said Cooper.