In this case I was tasked with building a ticketing plan for Brooklyn Nets' last NBA regular season home game. I built my project including communication, sales planand promotional strategy.
2. Stepping into a KNICKS
CITY
In Brooklyn since 2012, the Nets have faced the challenge of
growing their fanbase in New York, historically Knicks’ city.
“ We didn’t have a fan base for New York or Brooklyn
at all, it was zero. It was starting from scratch,
especially in a city like New York, where the Knicks are
such an institution. ”
Irina Pavlova, President 2010-2017
“Brooklyn” rather than “Nets” was the calling card of choice, to
appeal to the residents of the borough.
The New York Times revealed in 2014 that only the seven
neighborhoods surrounding Barclays Center counted more Nets
fans than Knicks fans.
The Village Voice called the Nets “Gentrification Team” in 2014.
3. NETS’ TIMELINE
1968 The franchise, then called New York Nets, won two ABA
championships in 1974 and 1976 led by Hall of Famer ”Dr.
J”, Julius Erving
The Nets joined the NBA for the season ‘76/’77, a move that
was financed by the sale of Erving’s contract to the
Philadelphia 76ers
1977 After their first season in the NBA, the Nets moved to New
Jersey, becoming the New Jersey Nets
Together with many unsuccessful seasons, the Nets went to
back-to-back NBA Finals in 2002 and 2003, led by All-Star
point guard Jason Kidd
2012 Having played 35 seasons in New Jersey, in 2012 the Nets
move back to New York, in Brooklyn, also changing their
geographical name again. In the offseason of 2019, they sign
All-NBA stars Kevin Durant and Kyrie Irving
4. CATCHING UP TO THE KNICKS
20-year head start
1 NBA Championship ring
Based in Manhattan
Madison Square Garden
Timeless stars - Patrick Ewing, Walt Frazier, Carmelo
Anthony and more
Journeymen – 3 different names and locations
Only arrived in Brooklyn in 2012
No NBA titles
First NBA Top75 stars were signed only in 2019
5. Attendance comparison
Attendance
NY Knicks
Brooklyn Nets
19,515 19,501 19,812 18,811
15,089* 13,103** 17,037 16,403
2005 2010 2015 2020
18,527
17,289
2022
Madison Square Garden’s capacity: 20,800
Barclays Center capacity: 17,700
The attendance comparison shows that since moving to New York the
Nets have been able to fill their arena consistently, proving there is a fan
base for them in Brooklyn. In the ‘14/’15 season they have been able to
achieve 94% of attendance despite closing the season with a 38-44 record
*: refers to games played at the Continental Airlines Arena (capacity: 20,050)
**: refers to games played at the Prudential Center (capacity: 18,700)
’19/’20 only refers to games played before the season was suspended in March of 2020
’20/’21 season isn’t taken into consideration due to Covid restrictions in NBA Arenas
6. competitors
When the Nets moved back to New York they were aware that being
in a big market means numerous competitors in various sports.
Fans follow multiple sports, have limited spending power and often
games overlap - for these reasons adding value to one’s offer is key.
Basketball:
Football:
Baseball:
Hockey:
Soccer:
7. LAUNCHING THE PLAYOFFS
The last game of the regular season is the perfect opportunity to
launch a Playoff campaign in the city of New York.
The Knicks aren’t making the Playoffs this year and the home game
against the Pacers can be a stepping stone to entice new fans.
Launching the campaign “Get ready for the Playoffs, New York!”
8. KNICKS jersey swap
Nets fans that bring a Knicks fan wearing a Knicks jersey to the
game, can both receive a Nets jersey in exchange for the Knicks one
Aimed at enticing Knicks fans to watch the Playoffs in Brooklyn,
with the goal of converting them into Nets fans
Allows for upselling and filling up Barclays Center
9. PRICING STRATEGY –
pacers at nets
The last game of the season is a tricky one for Nets’ ticketing
department. The Pacers are a tanking team and might have interest
in resting their stars in the last game of the season to avoid injuries.
For the Nets, the game could be important for seeding in the Play-In
tournament, but by the time the game is played, standings could
very well be already decided.
In case the game is meaningless for Nets’ positioning, the coaching
staff might decide to rest their stars as well, making it a non-
appealing game for fans.
In anticipation of this, it’s important for Nets’ ticketing manager to
think about ways to add value to the game and prepare promotional
prices.
For this reason, the game is communicated as an intro to the
Playoffs and a special occasion for Knicks fans too.
10. PRICING STRATEGY –
pacers at nets
In the campaign “Get ready for the Playoffs” we aggressively target
kids – kids like star players and don’t have years invested in the
Knicks, thus making them much more likely to become Nets fans
Converting the younger generations into Nets fans also brings their
parents to Barclays Center, increasing ticketing sales and potentially
creating more new fans
11. PRICING STRATEGY –
pacers at nets
The discount is for parents, which make the decision to bring their
kid to the game
Upselling strategy – if both parents come to the game, they both
receive a bigger discount
Allows to entice new fans in preparation for the Playoffs, which will
have higher prices with no promotions
Guarantees sold out arena for a game that could easily be a flop –
last game of regular season without too much at stake, Pacers are a
tanking team, the best players could be resting for both teams
Discounts are balanced by the revenue increase generated by the
“Bring a Knicks fan” promo
12. SHORT break action –
half court shot
During two of the Media time-outs of the game, two of the fans that
took part in the jersey swap initiative will be selected to come to the
court and try to hit a half-court shot, one per break
Any of the two who manage to hit the half-court shot will be prized
with a free ’22/’23 Season Membership to watch the Nets play at
home next season
This show has the double aim to recognize loyal Nets fans who
brought their Knicks fan friends to the game as well as attracting
those to come to Nets games and, possibly, eventually convert them
to Nets fans
Both Nets and Knicks fans who participated in the jersey swap have
the same chances to be selected, making this show both
transparent and exciting at the same time
13. Half-time action – kids
skill challenge
During half time selected kids will be paired into couples to compete
in a skill challenge
All kids from 6 to 12 years old in the building are eligible to be
selected to take part in the show – 10 will be selected and will
compete in 5 couples balancing ages
Kids will have to pass the ball to each other in order to each score a
layup and a foul-line jumper in the shortest amount of time possible
– the couple to score the lowest time will be elected winner
The prize for the winning couple of kids will be tickets for them and
their parents to a Playoffs game in the current season as well as the
possibility to seat courtside during warm-up before the arena opens
to public and live an unforgettable experience getting to know Kevin
Durant, Kyrie Irving, and all Nets players while they warm-up for the
game.
14. BIBLIOGRAPHY
«The Nets Had a Chance to Win Over New York. Now, They’ll Try
Again» - The New York Times
« The Brooklyn Nets: Gentrification’s Team» - The Village Voice
Basketball-Reference.com
NBA.com
NBA.com/Nets
NBA.com/history
espn.com/nba/attendance
Wikipedia.com
