Brooklyn Nets Add Security Brand to Impressive Roster

SecureWatch24 lands sponsorship for rising NBA team

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Football season just kicked off, but Brett Yormark, CEO of Barclays Center and Brooklyn Nets, wishes his NBA team's basketball schedule was only hours from getting underway.

And who could blame him? The franchise is coming off its first playoff berth in five years as well as its inaugural season in the iconic New York City borough. And the Nets go into the 2013-2014 slate with three new players—Kevin Garnett, Paul Pierce and Andrei Kirilenko—that give the team about as good a shot as any to knock off reigning repeat champions Miami Heat.

Today, Brooklyn debuts an "Are You Ready?" campaign in English, Spanish and Russian that will entail billboard, print, television, kiosks, digital and social media advertisements focused on the brand's tri-state area. And the team is announcing its first cross-platform sponsor since moving into Barclays Center on Flatbush Avenue, agreeing to give that distinction to Securewatch 24. The security systems brand will appear in the aforementioned media plan, as well as in the Nets' stadium throughout the season, which tips off next month. 

"It's not just about the magnitude of the deal, it's how our partner will activate while leveraging the relationship," Yormark told Adweek. "It's going to be a great year. Our partner is going to realize all of those great benefits. We anticipate selling out every night. Fans' response to our offseason [player acquisitions] has been terrific.

"Our campaign, Are You Ready?, is patently more aggressive than last year. We came into the borough in a humble way. It was all about 'Hello Brooklyn.' Now we can take it up a notch. We are being a little bit more bold, a little bit more direct."

Jay Stuck, CMO for Securewatch 24, said the sponsorship was a perfect fit because his firm employs many former NYPD officers who once drove and walked the Brooklyn beat. He expects his NYC-based operation to see significant returns on being associated with what's becoming more than a local brand.

"[We] didn't want to be one of a dozen logos associated with a sports marketing opportunity," Stuck explained. "We we wanted to own it by being the presenting sponsor in order to maximize the investment. And to be the presenting sponsor of the Brooklyn Nets is a huge step for us."

Meanwhile, few brands in the history of American sports have profited so clearly as the Nets did last season chiefly due to changing their locale—in this particular case, from New Jersey to Brooklyn. 

"When we broke into Brooklyn, we were really positioning ourselves as a lifestyle brand," Yormark said. "In year two, we are a little more product-focused. Not that the lifestyle part of it should change, but it's more about [fans] becoming more avid. It's about relating to the team, relating to the journey and being with us every step of the way. It's about a call to action and raising that level of fandom."

The CEO, who recalled seeing Brooklyn jerseys and T-shirts on a recent trip to China, said he has no shortage of marketers lining up to be part of a season that could include a championship run.

And you don't have to ask Yormark if he's ready.

"Personally, I'd prefer for the season to start tomorrow," he said. "The player acquisitions are helping us create a tremendous amount of momentum."

@Chris_Heine Christopher Heine is a New York-based editor and writer.