NBA's Nets Net Haier America As Partner For Barclays Center Arena
Monday, January 11, 2010 at 04:43PM 
January 11, 2010: Brooklyn Sports & Entertainment, an affiliate of Nets Sports and Entertainment, said that appliance and consumer electronics company Haier America has signed a deal to become a long-term partner for the planned Barclays Center in Brooklyn, NY. Financial terms were not disclosed.
Barclays Center is being planned as the new home of the NBA's Nets, which seeks to move from the Izod Center in New Jersey to Brooklyn for the 2011-12 season. Haier America joins a group of companies that have already signed on as partners for the Barclays Center, including ADT, EmblemHealth, MetroPCS, Cushman & Wakefield, MGM Grand at Foxwoods, Jones Soda Co., Phillips-Van Heusen, Anheuser-Busch and High Point Solutions. Financial firm Barclays has a 20-year naming rights deal for the arena.
Under terms of the deal, the “Haier Experience Store” will be part of the Barclays Center and accessible to the public from outside of the arena during event and non-event days, enabling people to "interact with the Haier brand and its array of products." Haier will also receive a fully integrated marketing platform within the arena and will be a sponsor of the Nets. 
“The sponsorship of the Barclays Center provides Haier America with an extensive platform to promote both the Haier brand and our expansive line of innovative appliances and electronics,” Michael Jemal, chairman of the board of Haier America, said in a statement. “This opportunity aligns with our expectations for future brand growth and perpetuates the roots we are building in the local community fabric with what will be one of the most technologically advanced arenas in the nation.”
In addition, Haier appliances will be featured exclusively in luxury suites and other areas of the arena, and Haier will receive marketing exclusivity in the home appliance and portable media device categories with both the Barclays Center and the Nets.
According to Brett Yormark, president and CEO of Brooklyn Sports & Entertainment, “We are proud to become partners with Haier America and to help expand its brand identity in Brooklyn and throughout New York City. Haier’s commitment demonstrates its enthusiasm about the Barclays Center, the entire Atlantic Yards development, and in bringing major professional sports and entertainment to Brooklyn.”
Team ownership recently cleared several hurdles enabling them to move ahead with construction on Barclays Center and the surrounding multibillion-dollar, 22-acre project at Atlantic Yards. In addition, Russian businessman Mikhail Prokhorov appears to be en route to approval by the NBA's board of governors to acquire 80% of the team and 45% of the arena. Forest City Ratner Cos., which is led by Nets majority owner Bruce Ratner, and Nets Sports and Entertainment signed a letter of intent with Prokhorov on Sept. 23.