Nets Secure Haier For Barclays in Brooklyn
Brooklyn Sports & Entertainment (BSE), an affiliate of Nets Sports and Entertainment, today announced that home appliances and digital consumer electronics-maker, Haier, has signed a long-term partnership for the planned Barclays Center in Brooklyn, set to open for the 2011-12 NBA season.
The “Haier Experience Store,” which will be part of the Barclays Center and accessible to the public from outside of the arena during event and non-event days, will provide an opportunity for patrons 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. Haier intends to use the sponsorship to extend its growth in North America.
A range of 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.
“We are proud to become partners with Haier America and to help expand its brand identity in Brooklyn and throughout New York City,” said Brett Yormark, president and CEO of Brooklyn Sports & Entertainment. “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. This announcement is another example that the marketplace continues to express excitement about the Barclays Center and the significant resurgence of the borough.”
“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,” said Michael Jemal, Chairman of the Board of Haier America. “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.”
Haier America joins other 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.