The NBA's NJ Nets have rolled out a new marketing campaign themed, "More Than A Game." The campaign reportedly will play up the fact that being a Nets fan and going to games is not just about basketball--it's about access and entertainment. According to Brandweek.com, the campaign will debut in New York, New Jersey and Connecticut and will replace the three-year old "Bring it" campaign.
The Nets have done a lot recently--announcing the move to Barclays Center in Brooklyn for the 2009-10 season, signing additional corporate partners last year, and now this. Led by Nets President and CEO Brett Yormark, they've also implemented new events designed to attract season ticket holders, hosting parties for existing and potential ticket holders at players and coaches' homes. Other teams, such as the NHL Florida Panthers, have copied this novel approach.
If anyone can get people to see Nets' games as "More than a game," it's these guys. After all, they must be damn good salesman--they sold the rights to present the Nets offseason (Nets Overtime) to Wrigley's Juicy Fruit in a deal that sources pegged at six figures. Not sure how they pulled this off, but give them props for creating something valuable?? and generating additional revenue from it.
