An In-depth Look into Constellation Brands’ Sponsorship of the Barclays Center
Constellation Brands last week announced that it is going to sponsor the Barclays Center (including the Brooklyn Nets). The deal shows how important arena and sports team sponsorships have become. Portada asked representatives of both Constellation Brands and the Barclays Center to provide more details about the deal. 6 questions you may
1.What moved CB to partner with Barclays Center and the Nets in New York?
"With every marketing decision we make, we keep our consumers as our focus. We make it a priority to make connections and engage with our consumers on occasions and at times that matter to them, their friends and their families," a spokesperson for Constellation Brands Beer Division tells Portada "For us, the New York market is incredibly important. Corona Extra is #1 beer brand in the area and Modelo Especial is on fire growing dollar sales at 19% (according to IRI - New York MULO latest 52 weeks). Barclays Center events and Nets games will be perfect opportunities to be a part of great moments with our consumers," she adds.
For us, the New York market is incredibly important. Corona Extra is #1 beer brand in the area and Modelo Especial is on fire.
2.While in this case Constellation Brands focused on basketball, what other sports does the company support?
For each of is brands, Constellation Brands partners with a variety of different teams and sports that connect to its consumers. In LA, Corona Extra was recently announced as the “Official Cerveza of the Los Angeles Rams,” and we also have sponsorships locally with the Golden State Warriors and NY Jets for Modelo Especial and Corona Extra, respectively. "Nationally, have an incredible partnership with Premier Boxing Champions that offers us year-round programming to connect with our consumers. We look at each opportunity in terms of how well the team(s) resonate with our consumers, what marketing assets are offered and the opportunities we have to actually activate around the sponsorship at retail, " the CB spokesperson adds.
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3. What role does the multicultural and U.S. Hispanic consumer play in the Barclays Center sponsorship?
For all CB brands, the multi-cultural millennial and Hispanic consumers play a large part in marketing opportunities, "as we’re always focused on being able to connect with our consumers in ways and at times that matter to them. With our Barclays Center sponsorship, we believe all of our consumers will enjoy the engagement and opportunities we’ll be able to offer in New York."
4. There are some in - arena activations. How important are these more grassroots marketing elements in Constellation Brands' strategy?
According to the spokeswoman at Constellation Brands, "with every sponsorship opportunity, one of the most important factors for us is the ability to execute great programming at retail and at on-premise accounts. Being able to use logos and marks, having great experience packages and other assets help our sales team in the field really elevate our partnerships and make sure we’re tying it all back to our consumer. We’re selective on the types of partnerships we go after with this in mind – we have to be able to execute great consumer events and programs in order for us to find great value. We’re really looking forward to doing that with Barclays Center and the Nets."
With every sponsorship opportunity, one of the most important factors for us is the ability to execute great programming at retail and at on-premise accounts.
5. What other brands/companies (other than Constellation Brands) are Barclay's Center Sponsors?
In addition to Barclays, the naming rights partner, founding partners for Barclays Center include American Honda Motor Co., Inc., American Express, Calvin Klein, EmblemHealth, GEICO, JetBlue, Stolichnaya, and Ticketmaster.
2) Do Nets and Barclays Center sponsorships always go hand in hand? (meaning are sponsors always sponsors)
No, some partners are exclusive to Barclays Center or the Nets, says Barry Baum. Executive Vice President & Chief Communications Officer, at the Barclays Center.
6. Does the Barclays Center have any particular deals with Hispanic networks or on the multicultural side?
In the past the Barclays Center has enjoyed partnerships with Goya and Mexico Tourism, and we also have partnerships with ethnic eateries tied to our Brooklyn Taste platform. We have many multicultural partners, including Barbados Tourism, Kenda Tires (Taiwan), and iTalkBB (China).