When I think of sports franchise rebranding projects, probably one of my all-time favorites would be the NBA New Jersey Nets morphing into the Brooklyn Nets. Love the clean lines, classic logo design and basic black branding. The iconic Oakland Raiders brand proved you can’t go wrong using bold and assertive black in sports branding.
And with this awesome brand, the Brooklyn Nets’ digital presence has significantly grown too. According to Jayne Bussman-Wise, Digital Director at Brooklyn Nets and Barclays Center, their Facebook fan growth has improved from 170,000 to 900,000 in a very short time period.
Although Facebook reaches the most people by far, Twitter is their most preferred tool as it is used in real-time and is current. They have a Twitter reporter present at all their games and events, to provide followers with real-time updates and breaking news.
The NBA embraced digital marketing from the start, and they have weekly digital calls where they discuss products and news. They acknowledge that this is a great tool to support players and teams, while simultaneously building a following and fan base.
Research has shown that fans respond best to a game during the fourth quarter, which is why the NBA encourages frequent social updates during this time. It may also prompt a fan to turn on the television to see the action, so it can also increase TV viewership as well. The importance of social engagement has become a very popular trend in sports, and businesses across the globe are cashing in on this growing platform. For now, back to the cage.