Brooklyn Nets Jersey Patch Sponsor Aims to Attract Global Tourists
The Brooklyn Nets have revealed that the online travel experience platform, GetYourGuide, will have its logo featured on the team’s jerseys this season. This collaboration aims to tap into the expanding sports tourism sector, enticing a broader audience to engage with both brands.
GetYourGuide, headquartered in Berlin, offers recommendations for over 11,000 cities worldwide, providing access to various tours and experiences. In a strategic move, the Nets plan to offer exclusive opportunities such as shootaround access and lounge visits through the platform, enhancing the overall sports experience for fans.
Catherine Carlson, BSE Global EVP for global partnerships, expressed the intention to create unique sports experiences beyond just attending games. She mentioned plans to introduce exclusive team-inspired activities on GetYourGuide, aiming to offer fans a more immersive and personalized engagement with the Nets.
The concept of NBA jersey patches made its debut in 2017, with Carlson noting a shift from local businesses to global brands seeking international exposure through these partnerships. As an illustration of this trend, the Lakers’ patch will feature Korean characters for the first time this season, reflecting the league’s increasing global appeal.
The Brooklyn Nets have strategically cultivated a worldwide fan base, partly attributed to their diverse roster of international players. With a coach from Spain and players representing countries like Australia, Bosnia, China, Denmark, and Japan, the team’s global reach continues to expand.
In a unique collaboration, New York Liberty players will also be featured in a digital content series showcasing popular Brooklyn destinations, further enhancing the partnership’s engagement with the local community.
Emil Martinsek, CMO of GetYourGuide, emphasized the power of storytelling in reaching both local and international audiences, highlighting the significance of the partnership in leveraging the platform’s reach for impactful storytelling.
Research on sports tourism indicates a significant industry value of $564.7 billion in 2023, with a notable 35% growth rate in spending post-COVID pandemic. Carlson highlighted that 37% of international tourists visiting the country express interest in attending sporting events, underscoring the potential for engaging this audience through innovative partnerships like the one between the Nets and GetYourGuide.
While specific financial details and the duration of the agreement remain undisclosed, previous sponsor Webull reportedly paid $30 million annually for uniform sponsorship starting in 2021. This collaboration marks GetYourGuide’s inaugural partnership with a U.S. sports team, signaling a significant milestone for the online travel platform in the sports marketing realm.