BROOKLYN BOUND: Calvin Klein Inc. has forged a strategic marketing alliance with Barclays Center, the new sports and entertainment venue, and the Brooklyn Nets. The sponsorship agreement includes Calvin Klein branding on courtside seats, television-visible courtside and baseline signage, branded backdrops during marquee events and a major advertising presence. The venue will feature a Calvin Klein Courtside Club, and the Calvin Klein VIP Entrance on Atlantic Avenue in Brooklyn.
“The premium positioning and treatment of the Calvin Klein brand within this amazing new venue will serve to further enhance the consumer experience and reinforce our brand image to an engaged audience,” said Tom Murry, president and chief executive officer of Calvin Klein Inc.
This story first appeared in the May 29, 2012 issue of WWD. Subscribe Today.
The company declined to disclose terms and length of the sponsorship agreement.
Scheduled to open in September, Barclays Center will host a variety of events, ranging from concerts and top college basketball games to professional hockey and the Brooklyn Nets. Some of the programming that is already scheduled includes concerts by Jay-Z, who will open the building on Sept. 28; Barbra Streisand; Andrea Bocelli, and Justin Bieber; Ringling Bros. and Barnum & Bailey Circus, and Disney on Ice.