The Brooklyn Nets have entered a uniform sponsorship agreement with New York-based technology company Infor, focusing on basketball analytics.
The Brooklyn Nets have entered a jersey sponsorship agreement with Infor, a software company specializing in business analytics, making the Nets the fourth NBA franchise to sell jersey advertising rights since the pilot program was introduced by the NBA.According to an anonymous source and via Scott Soshnick of Bloomberg Sports, Infor will pay $8 million annually for the right to advertise on the Nets 2017-18 uniform. The deal also consists of a partnership that will provide the Nets data analytics and technology to support the team’s business operations, fan experience initiatives, and player performance.
“Infor will soon become the main artery of our company, one that connects both business and basketball,” said Brett Yormark, the chief executive officer of Brooklyn Sports and Entertainment, which manages the Nets.
The Nets are taking a step towards the future as they look to blend analytics with all aspects of the team performance from the fan experience to basketball related decisions.
When asked about their new partnership, Infor president Stephan Scholl said “This isn’t about sponsorship … It’s really about making them win more games with my name on their jerseys.”
The tech giant seems committed to providing insight into both the basketball and business side of the Nets and it couldn’t have come sooner. The Nets are currently sporting the worse record in the NBA at 9-40 and Nets fans are looking for a reason to celebrate.
The team seems to be taking the “moneyball” concept, coined by Oakland Athletics general manager Billy Bean, to another level. Not only will analytics be used for player development, but also for providing the fans of the Brooklyn-based franchise the best possible experience when attending an event at the Barclay Center.
The Infor name and logo will appear in the Barclay Center, at their new practice facility, during TV broadcasts and through all digital platforms, in addition to the bright red patch on the uniform. The partnership will also give Infor a boost in their name recognition as they continue to compete with other technology companies such as Oracle and SAP.
It will be interesting to see how Infor helps the Brooklyn Nets in the long run. The Nets need every advantage they can get as they try to turn things around in Brooklyn.