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Putting Yormark On Brooklyn

Brett Yormark, the NASCAR executive who put together the $750 Million deal with Nextel, which is reported to be the largest sponsorship agreement in American sports marketing history, has been named CEO of the New Jersey Nets. It's a sign of the times that his responsiblities as the chief executive officer are based on a track record in sports marketing.
Yormark will lead the business and marketing operations of Nets Sports & Entertainment, LLC, including corporate sponsorships, marketing partnerships and ticket sales. Yormark also will be responsible for developing the business and strategic marketing for a new arena planned for Brooklyn.
Anticipating the Nets' move to Brooklyn in 2008-2009, what's especially interesting to us is his vision for new naming and branding opportunities, as stated in a recent interview.
"I think Brooklyn could be the biggest story in sports marking in 20 years," Yormark said. "Brooklyn is a brand in itself. I mean, this is ground-breaking stuff.

"I'm a salesman at heart. And when you think of naming rights for the new arena, it's not really about branding an arena. It's about branding a city."
It's surprising, when you think about it, that a such a naming and branding genius missed the mark here.
Posted by abnu on Friday, January 21, 2005 @ 1:09 AM [ + ]

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