Tag

Barclays Center

Browsing

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?

corona“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?

220px-basketball_through_hoopFor 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.

Subscribe to Portada Sports Marketing Updates!

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?

descarga-6According 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.

DOWNLOAD Portada’s 2016 Sports Marketing Guide!

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).

What: Constellation Brands has teamed up with Barclays Center for its most comprehensive arena sponsorship for its brands Corona Extra, Modelo Especial and Ballast Point.
Why it matters: The agreement, which also includes a sponsorship of the Brooklyn Nets, features three individually branded bars at Barclays Center, “official beer” marketing designations and marketing assets.

latam_database-2Constellation Brands is announcing its most comprehensive arena sponsorship for Corona Extra, Modelo Especial and Ballast Point by aligning with Barclays Center. The agreement, which also includes a sponsorship of the Brooklyn Nets, features three individually branded bars at Barclays Center, “official beer” marketing designations and a wide-ranging array of marketing assets.

The new marketing alliance between Constellation Brands, a leading producer and marketer of beer, wine and spirits, and Brooklyn Sports & Entertainment, which controls and manages Barclays Center and the Nets, has designated Corona Extra as the Official Import Beer Sponsor of Barclays Center, Modelo Especial as the Official Import Beer Sponsor of the Brooklyn Nets, and Ballast Point as an Official Craft Beer Sponsor of Barclays Center.

Corona Extra will bring the beach to Barclays Center with the Corona Extra Beach House Bar, which will be located on the main concourse. The soon-to-open branded bar will have a beach-like aesthetic, with island imagery and décor.

DOWNLOAD Portada’s 2016 Sports Marketing Guide!

Casa Modelo, a Modelo Especial branded bar will be open soon on the upper concourse. The bar will feature a fusion of Brooklyn and Mexican imagery and décor. A Ballast Point branded bar will be located on Barclays Center’s main concourse.

Corona Extra and Modelo Especial are the nation’s number one and number two imported beers, respectively. Ballast Point is one of the fastest-growing craft brands in the country, featuring dozens of unique and distinctive styles of beer. Corona Extra and Modelo Especial will receive marketing exposure during a wide variety of programming events at Barclays Center, including Brooklyn Nets games, as well as through digital platforms and in-arena signage.

Highlights of the sponsorship include marketing exclusivity in the imported beer category for Corona Extra and Modelo Especial, along with:

Corona Extra

  • Prominent indoor and outdoor arena signage
  • In-arena brand activations
  • Corona Extra Beach House branded bar on the main concourse
  • Brand exposure during Barclays Center BROOKLYN SHOW and BROOKLYN BOXING events.
  • Consumer VIP ticket experiences for select Barclays Center events

Modelo Especial

  • Modelo Especial branded bar, Casa Modelo, on upper concourse
  • In-arena game-night activations
  • Use of the Nets’ marks at point-of-sale
  • Consumer VIP courtside experiences for select games

Ballast Point

  • Ballast Point branded bar on the main concourse

“Barclays Center has become a modern icon in the sports and music world – a truly can’t-miss venue for entertainment,” said Jim Sabia, chief marketing officer for Constellation Brands’ Beer Division. “We’re thrilled to align with Brooklyn Sports & Entertainment to further promote and build our iconic Corona Extra and Modelo Especial brands in Brooklyn.”

“We are delighted that Constellations Brands sees the exposure and brand-building opportunities for Corona Extra, Modelo Especial, and Ballast Point by forming an alliance with BSE,” said Brooklyn Sports & Entertainment EVP of Global Partnerships Mike Zavodsky.

WP to LinkedIn Auto Publish Powered By : XYZScripts.com