Skip to main content

The Yormark-ization of the NBA proceeds: Nets sell jersey patch sponsorship


“Jersey sponsorships provide deeper engagement with partners looking to build a unique association with our teams,” NBA Commissioner Adam Silver said last April. “The additional investment will help grow the game in exciting new ways."

I titled my post The Yormark-ization of the NBA: uniform ads coming (and a line has been crossed). After all, what's next? NASCAR-style sponsorship?

And now it proceeds. Four NBA teams, most recently the Brooklyn Nets, have signed jersey patch sponsorship deals for next season. "While the patch that [software company] Infor places on Nets uniforms is not aesthetically pleasing," wrote Forbes contributor Darren Heitner, "it comes at a premium compared to other NBA team jersey patch deals to date."

He (and others) reported the deal at $8 million a year, more than other teams' previously announced $5 million, though the official announcement had no numbers attached. (We've been down that road before--remember how the arena naming rights deal was supposed to be $20 million a year?)

The deal includes not just jersey patch sponsorship but connections to team business, team performance, and fan experience. Presumably Infor is banking on the bottom-dwelling Nets to improve. 

The firm is privately held, but has a $2 billion-plus (20%+) investment from Koch Industries, which led to the Bloomberg headline, Nets Sell Jersey Sponsorship to Koch-Backed Company Infor. Here's Infor's page on the deal.

The press release from the Nets
BROOKLYN NETS FORM WIDE-RANGING PARTNERSHIP WITH GLOBAL SOFTWARE LEADER INFOR
BROOKLYN (February 8, 2017) – Brooklyn Sports & Entertainment (BSE) and Infor, a global leader in industry-specific cloud software, have formed a fully-integrated partnership that will see cutting edge data science applied to Brooklyn Nets team performance and fan marketing. The wide-ranging partnership covers four major areas: team performance, fan experience, team business operations, and jersey patch sponsorship.
The partnership with BSE is New York-based Infor’s first combining analytics and sports in North America. The company has similar relationships in Europe and Asia-Pacific, with the iconic brand Ferrari and the winningest team in Super Rugby history, the BNZ Crusaders. With Ferrari, Infor supplies software for the automaker’s manufacturing and racing operations and sponsors the Scuderia Ferrari Formula One team. For the Christchurch, New Zealand-based Crusaders, Infor software powers marketing and fan operations, and the team wears the Infor logo on its jersey.
The most unique aspect of the partnership will see Infor develop a one-stop digital hub designed to help Nets General Manager Sean Marks and the team’s Basketball Operations department generate stronger results on the court. This hub, developed by data scientists at Infor’s Dynamic Science Labs and a team from its in-house digital agency, H&L Digital, will provide actionable insights by analyzing the vast array of data captured by the Nets on-court performance as well as the team’s travel information, training activity, and other performance data. The centralized digital platform will aim to enhance data visualization and to further unify all of Basketball Operations, including players, coaches, training and medical staff, and analytics team.
As part of the partnership, Infor will have its logo featured on the front left of the Nets game jerseys starting during the 2017-18 season and a branding presence throughout Barclays Center and HSS Training Center, the team’s practice facility in Brooklyn. HSS Training Center will serve as an incubator for new ideas in which Infor’s technology will help improve communication and collaboration across Barclays Center and the Nets’ business operations, including talent sourcing and acquisition, customer service, and arena experience.
“Our alliance with Infor is a transformative partnership for both business and basketball operations and is indicative of the cutting edge and gritty culture we are building,” said Brett Yormark, CEO of Brooklyn Sports & Entertainment. “The patch on the jersey represents our deep engagement with Infor and the software company’s role in taking our performance to the highest level in basketball operations and the business side. We are looking forward to joining some of the world’s most innovative brands, like Ferrari, for the unique opportunity of instilling Infor’s proven business applications into our company.”
“The disruptive impact of digital has been felt across entire industry sectors, from retail to healthcare to government and manufacturing, and now Infor will take the same approach that’s been successful at organizations like Ferrari, Triumph Motorcycles, and Whole Foods Market, and apply it to the Brooklyn Nets,” said Stephan Scholl, president of Infor. “What makes the partnership even more special is the bond we feel with the Nets from a cultural perspective-Infor shares the Nets’ gritty, entrepreneurial spirit, and like the Nets we moved into our New York headquarters in 2012.”
“This collaboration will provide efficient and strategic solutions in real time for Nets Basketball Operations,” said Marks. “The new digital platform that Infor is building will improve the way in which we work, communicate and make decisions across the organization both on and off the court.”

The alliance will also include significant Infor branding at Barclays Center for all Nets and New York Islanders games, as well as other events. Integration at these events will incorporate a variety of elements, including: digital and static signage throughout the venue; features on the scoreboard and during YES Network broadcasts; and branding around the Nets’ team bench, including the scorers’ table becoming Nets Smart Bench powered by Infor. Infor will also be integrated on the Nets digital platforms, including the team’s app and website.

Comments

Popular posts from this blog

Barclays Center/Levy Restaurants hit with suit charging discrimination on disability, race; supervisors said to use vicious slurs, pursue retaliation

The Daily News has an article today, Barclays Center hit with $5M suit claiming discrimination against disabled, while the New York Post headlined its article Barclays Center sued over taunting disabled employees.

While that's part of the lawsuit, more prominent are claims of racial discrimination and retaliation, with black employees claiming repeated abuse by white supervisors, preferential treatment toward Hispanic colleagues, and retaliation in response to complaints.

Two individual supervisors, for example, are charged with  referring to black employees as “black motherfucker,” “dumb black bitch,” “black monkey,” “piece of shit” and “nigger.”

Two have referred to an employee blind in one eye as “cyclops,” and “the one-eyed guy,” and an employee with a nose disorder as “the nose guy.”

There's been no official response yet though arena spokesman Barry Baum told the Daily News they, but take “allegations of this kind very seriously” and have "a zero tolerance policy for…

Behind the "empty railyards": 40 years of ATURA, Baruch's plan, and the city's diffidence

To supporters of Forest City Ratner's Atlantic Yards project, it's a long-awaited plan for long-overlooked land. "The Atlantic Yards area has been available for any developer in America for over 100 years,” declared Borough President Marty Markowitz at a 5/26/05 City Council hearing.

Charles Gargano, chairman of the Empire State Development Corporation, mused on 11/15/05 to WNYC's Brian Lehrer, “Isn’t it interesting that these railyards have sat for decades and decades and decades, and no one has done a thing about them.” Forest City Ratner spokesman Joe DePlasco, in a 12/19/04 New York Times article ("In a War of Words, One Has the Power to Wound") described the railyards as "an empty scar dividing the community."

But why exactly has the Metropolitan Transportation Authority’s Vanderbilt Yard never been developed? Do public officials have some responsibility?

At a hearing yesterday of the Brooklyn Borough Board Atlantic Yards Committee, Kate Suisma…

Forest City acknowledges unspecified delays in Pacific Park, cites $300 million "impairment" in project value; what about affordable housing pledge?

Updated Monday Nov. 7 am: Note follow-up coverage of stock price drop and investor conference call and pending questions.

Pacific Park Brooklyn is seriously delayed, Forest City Realty Trust said yesterday in a news release, which further acknowledged that the project has caused a $300 million impairment, or write-down of the asset, as the expected revenues no longer exceed the carrying cost.

The Cleveland-based developer, parent of Brooklyn-based Forest City Ratner, which is a 30% investor in Pacific Park along with 70% partner/overseer Greenland USA, blamed the "significant impairment" on an oversupply of market-rate apartments, the uncertain fate of the 421-a tax break, and a continued increase in construction costs.

While the delay essentially confirms the obvious, given that two major buildings have not launched despite plans to do so, it raises significant questions about the future of the project, including:
if market-rate construction is delayed, will the affordable h…

Revising official figures, new report reveals Nets averaged just 11,622 home fans last season, Islanders drew 11,200 (and have option to leave in 2018)

The Brooklyn Nets drew an average of only 11,622 fans per home game in their most recent (and lousy) season, more than 23% below the announced official attendance figure, and little more than 65% of the Barclays Center's capacity.

The New York Islanders also drew some 19.4% below announced attendance, or 11,200 fans per home game.

The surprising numbers were disclosed in a consultant's report attached to the Preliminary Official Statement for the refinancing of some $462 million in tax-exempt bonds for the Barclays Center (plus another $20 million in taxable bonds). The refinancing should lower costs to Mikhail Prokhorov, owner of the arena operating company, by and average of $3.4 million a year through 2044 in paying off arena construction.

According to official figures, the Brooklyn Nets attendance averaged 17,187 in the debut season, 2012-13, 17,251 in 2013-14, 17,037 in 2014-15, and 15,125 in the most recent season, 2015-16. For hoops, the arena holds 17,732.

But official…

So, Forest City has some property subject to the future Gowanus rezoning

Writing yesterday, MAP: Who Owns All the Property Along the Gowanus Canal, DNAinfo's Leslie Albrecht lays out the positioning of various real estate players along the Gowanus Canal, a Superfund site:
As the city considers whether to rezone Gowanus and, perhaps, morph the gritty low-rise industrial area into a hot new neighborhood of residential towers (albeit at a fraction of the height of Manhattan's supertall buildings), DNAinfo reviewed property records along the canal to find out who stands to benefit most from the changes.
Investors have poured at least $440 million into buying land on the polluted waterway and more than a third of the properties have changed hands in the past decade, according to an examination of records for the nearly 130 properties along the 1.8-mile canal. While the single largest landowner is developer Property Markets Group, other landowners include Kushner Companies, Alloy Development, Two Trees, and Forest City New York.

Forest City's plans unc…

At 550 Vanderbilt, big chunk of apartments pitched to Chinese buyers as "international units"

One key to sales at the 550 Vanderbilt condo is the connection to China, thanks to Shanghai-based developer Greenland Holdings.

It's the parent of Greenland USA, which as part of Greenland Forest City Partners owns 70% of Pacific Park (except 461 Dean and the arena).

And sales in China may help explain how the developer was able to claim early momentum.
"Since 550 Vanderbilt launched pre-sales in June [2015], more than 80 residences have gone into contract, representing over 30% of the building’s 278 total residences," the developer said in a 9/25/15 press release announcing the opening of a sales gallery in Brooklyn. "The strong response from the marketplace indicates the high level of demand for well-designed new luxury homes in Brooklyn..."

Maybe. Or maybe it just meant a decent initial pipeline to Chinese buyers.

As lawyer Jay Neveloff, who represents Forest City, told the Real Deal in 2015, a project involving a Chinese firm "creates a huge market for…