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New for 2012-2013: The Brooklyn Nets

New Jersey NetsMusical superstar Jay-Z confirmed this morning what most of already knew: the NBA’s New Jersey Nets will go by the moniker of the Brooklyn Nets upon the move to Barclays Center in 2012; he’ll also perform a series of concerts to open the facility.

Jay-Z, a minority investor in the Nets who grew up in the area, made the announcement this morning at an Atlantic Terminal press conference.

“From the moment the Barclays Center became a reality, I knew this meant something significant for Brooklyn,” said Jay-Z. “This is where I’m from, I’ll always be Brooklyn, and opening this arena will mean more to me than anywhere else. I also look forward to opening night for the Brooklyn Nets. We’re going to create an atmosphere like only Brooklyn can.”

In a pretty aggressive move, the team unveiled a marketing campaign aimed at Wall Street types and lower Manhattan residents, moving strongly into New York Knicks territory. The Get All Access to Jay-Z advertisement can be seen on 250,000 coffee cups sold in delicatessens and other locations where coffee is sold, 150 taxi tops throughout Manhattan, telephone kiosks strategically located in SoHo and Tribeca, in several print publications, and on a billboard across the street from the Barclays Center site. The campaign also includes a major direct-mail component.

RELATED STORIES: New Brooklyn arena designed as counterpoint to Garden; Surprise, surprise: Atlantic Yards back in court; Ratner: New Nets arena will open for 2012-13 season; New Barclays Center designs unveiled, with plenty of flash and access; Ellerbe Becket to oversee Nets arena design; Ratner: We expect to build new Nets arena; Is new Nets arena dead? Yes, says architect; Will new Nets arena be scaled back?


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