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Brett Yormark was the keynote at the Promotion Marketing Association’s Marketing Law Conference.
Brett Yormark joined Nets Sports and Entertainment in January, 2005, bringing with him a determination to re-invent the culture of Nets Basketball, including branding, marketing, sponsorship sales and game entertainment.
Under his direction, the 2005-06 and 2006-07 campaigns were the most successful business years in team history. In addition to enjoying unprecedented marks in season-ticket renewals, the Nets continue to set new standards for both new ticket sales and corporate sponsorships. Yormark also instituted high-impact marketing, giving sponsors the opportunity to have their brand attached to the team in new and innovative areas such as on the exclusive front-row “Hollywood Seats†and the visiting locker room. This new marketing approach resulted last season in Vonage becoming the first-ever full-season presenting sponsor of any team in the metropolitan area. In addition, Yormark secured Wrigley to become the presenting sponsor of the Nets-off season, also a first for a metropolitan area team.
In spearheading the Nets’ move to Brooklyn for the 2009-10 season, Yormark in January secured a $400 million strategic marketing partnership with Barclays. The agreement includes the 20-year naming rights to the Barclays Center, which will be the new home of the Nets.
From the outset of his appointment to lead the Nets franchise, Yormark has had one stated mission: to make the Nets the most fan-friendly and accessible franchise in the metropolitan area. Beginning this season, Yormark has launched a new marketing campaign under the brand: “Nets Basketball: More Than a Game.†He has also spearheaded the extensive re-launch of the Nets website, www.njnets.com, to become one of the most comprehensive sites in sports.
Several of Yormark’s innovative initiatives have included: one hour of tolls paid by the team at Exit 16W on the New Jersey Turnpike on ‘Fan Appreciation Night’ as a way of thanking the fans for their support; A game jersey, signed by Vince Carter, for fans who committed early to season tickets; “Home Away From Home,†in which the Nets invite prospective season ticket holders to have dinner and watch a road game in Coach Lawrence Frank’s screening room at the team’s practice facility; “Play Where We Play,†which offers corporations or fans the opportunity to play at the Nets’ practice facility and attend a Nets game that evening; VIP All Access Cards, exclusively to full season ticket holders, which provides access to express lanes at several arena concession stands and early entry into the arena; Two LED boards, including one that wraps 360 degrees inside the arena, which adds a popular entertainment element with statistics and other graphics; Open air courtside suites located in the lower corners of the arena; Marquis Jet Owner’s Lounge, next to the visiting locker room, for celebrities, team investors, sponsors and other special guests to enjoy food and drinks during halftime; Loge boxes, A sweepstakes, in which a Brooklyn student won the opportunity to take Vince Carter to school last year; Live post-game show broadcast on WFAN before an audience at the new Nissan Courtside Club after home games; Draft night casino party at the team’s practice facility; and Sponsor Kids Day with the entire Nets team in attendance. In addition, Yormark has introduced a supply of $299 season tickets to give more fans an opportunity to attend Nets games.
Last season, Yormark launched the team’s All Access & Experience Department, with the goal of bringing an unprecedented concierge and personal service to all season holders.
One of Yormark’s most acclaimed initiatives has been the Nets Ticket Influencer Program, in which select season-ticket holders host catered cocktail parties at their homes, often in their backyards, for prospective season ticket buyers. Nets players have attended these parties, where they talk basketball on a one-on-one basis with the prospects.
In 2006, Yormark was named for the third time to the “Forty Under 40†list by Sports Business Journal. That same year, Crain’s New York Business named Yormark to its “40 Under Forty†roster for the second time in his career.
Yormark joined the Nets after a successful six-year stint with NASCAR, for which he helped build the stock-car racing company into a major sports property. As managing director, corporate marketing at NASCAR from 1998-2000, and, then as vice president, corporate marketing, Yormark developed partnerships with more than 50 of America’s biggest companies, including Home Depot, Toyota, UPS, Domino’s, Proctor & Gamble, Gillette, M&M’s and Sunoco. In 2003, he oversaw a $750 million deal with Nextel Communications — changing the name of stock car racing’s premier circuit to the NASCAR Nextel Cup — still the largest sponsorship agreement in the history of American sports.
Prior to joining NASCAR and opening its New York headquarters in 1998, Yormark gained extensive NBA experience working with the Nets, first as the vice president for corporate marketing (1994) and later as the senior vice president for corporate marketing (1995 – 1998). Earlier in his career, he held a top sales executive position with the Detroit Pistons, the Palace of Auburn Hills and Pine Knob Music Theatre.
Yormark is on the board of the Association for Volleyball Professionals (AVP) and is a member of the Young Presidents’ Organization of northern New Jersey.
