By Barry Janoff
May 30, 2012: Despite the team's uncertain roster on the court for the 2012-13 season, the Brooklyn Nets continue to build one of the strongest marketing rosters in the NBA.
Team owners said that fashion firm Calvin Klein has signed a "fully integrated strategic marketing alliance" with the Nets and their new home venue, Barclays Center. The company's pact to become a founding partner includes a multitude of sponsorship, activation and fan experiential opportunities.
Financial terms were not disclosed.
In addition to Calvin Klein, Inc., a wholly owned subsidiary of PVH Corp., founding partners for Barclays Center include Cushman & Wakefield, EmblemHealth, Foxwoods Resort Casino, MetroPCS, Stolichnaya, and Ticketmaster. Other sponsors include Anheuser-Busch, Coca-Cola, Haier America, HighPoint Solutions, LIU Brooklyn, New York Marriott at the Brooklyn Bridge, Tyco and Willis.
The franchise said specific activation would include the presenting sponsorship for both the “Calvin Klein Courtside Club” and the “Calvin Klein VIP Entrance” (which will be located on Atlantic Avenue at Barclays Center), Calvin Klein branding on courtside seats, TV-visible courtside and baseline signage, a branded backdrop "during certain marquee events" and a "major advertising presence" via “Street-to-Seat” brand signage and exposure at Barclays Center.
Barclays Center is scheduled to open in September 2012 with 18,200 seats for basketball and up to 19,000 seats for concerts. It will also have 100 luxury suites, four bars/lounges, three clubs and a restaurant.
“The premium positioning and treatment of the Calvin Klein brand within this amazing new venue will serve to further enhance the consumer experience and reinforce our brand image to an engaged audience,” Tom Murry, president and CEO for Calvin Klein, Inc., said in a statement. “We are looking forward to participating in the exciting and compelling lineup of world class events and performances that Barclays Center is assembling.”
According to Brett Yormark, CEO for Barclays Center and the Brooklyn Nets, “The Calvin Klein brand is one of the finest and most fashionable in the world and its message of excellence aligns perfectly with the premium experience at Barclays Center . . . We are pleased that Calvin Klein, Inc. has become a founding partner for Barclays Center as we continue our commitment to bring premier brands to Brooklyn and to the world’s number one market.”