The document discusses strategies for promoting the Indiana Pacers vs Brooklyn Nets game on April 10, 2022. It proposes the hashtag #ChasingTheFirst to represent Brooklyn's pursuit of their first NBA championship. It also suggests capitalizing on the game coinciding with Siblings Day through initiatives recognizing lifelong Nets fans. Regarding ticketing, it analyzes price trends and recommends maintaining similar pricing to the last Pacers-Nets game to sell out the arena and benefit the franchise. Pre-game ideas include kids activities and performances by the Brooklyn Nets Kids dance team.

1. Indiana Pacers @ Brooklyn Nets
Federico Perna
April 10, 2022

2. . Brooklyn Nets breakdown

3. Brooklyn Nets are one of the two NBA teams in New York together
with New York Knicks; both of them take part to the Eastern
Conference of the competition. The Big Apple has a population of
approximately 8.5 million people, 2.6 of the latter living in the
district of Brooklyn.
Nets play home games in the spectacular Barclays Center, the
capacity of which being 17.732 people. The average audience for
this season Nets home games is extremely high, 97.6%; such
statistics allows the franchise to settle in the top spots of NBA
teams, just behind Philadelphia 76ers, Millwaukee Bucks and Miami
Heat, that record a staggering 100%.
Brooklyn Nets currently have 3.9 million followers on Instagram,
while New York Knicks have 3.2. Yet, Nets significantly trail when it
comes to compare the franchise with the most followed NBA teams
overall: Golden State Warriors are top of this table with more than
20 million followers. Nets also settle behind a relevant amount of
teams of Eastern Conference: Chicago Bulls, Miami Heat and
Milwaukee Bucks respectively record 7.7, 5.3 and 4.2 million
followers on Instagram.

4. Inc Magazine, a well-known American website
dealing with economy, technology and
enterpreneurship matters, recently carried out a
much appreciated study about the NBA fans
distribution within USA. The contribution showcases
that Brooklyn Nets are the most supported team in
a State only in New Jersey and New York.
Also, making reference to previous studies, it can be
observed that Nets are not being able to overcome
the local borders in terms of fanbase, despite the
efforts in terms of signing superstars - Kevin Durant,
Kyrie Irving and James Harden - in the most recent
years. In this respect, the franchise cannot stand the
comparison with teams like Los Angeles Lakers,
Denver Nuggets and Minnesota Timberwolves as far
as the size of American core fanbase is concerned.
ooklyn Nets local reach and field of influence

5. 2. Game themes

6. 2.1. #ChasingTheFirst
Indiana Pacers v. Brooklyn Nets is going to be a crucial game
for the franchise qualification for NBA Playoffs 2022. Per se,
this circumstance is going to dramatically increase the hype
around the event.
Yet, the importance of the game is further alimented
considering that Brooklyn Nets never won an NBA title in
their history. The recent investments in terms of players,
stadium and brand internationalization could find their
climax in the achievement of the first and must chased NBA
Ring.
Thus, the creation of a dedicated hashtag
(#ChasingTheFirst) would be a very useful tool to establish a
strong brand around Pacers game and potential Playoffs. In
this respect, a clear example of branding success is the
hashtag #DefendTheLand that Cleveland Cavaliers
promoted for 2017 NBA Finals.

7. CHASING
THE FIRST
A branded t-shirt to be distributed to every fan attending the game;
The presence of the hashtag in the most interior and exterior spots
of Barclays Center possible.
CHASING
THE FIRST
A couple ideas to promote the brand visibility…
#Chasing
TheFirst

8. 2.2. Siblings Day
Siblings Day is celebrated every year in the United States on
April 10, which happens to be the day in which Pacers-Nets
will take place. Siblings Day celebrates the relationship
between brothers and sisters, encouraging them to bond and
appreciate each other. In the recent years, siblings use to post
on social media pictures of their childhood together.
The franchise could exploit this coincidence to thank and
celebrate those siblings that, since early days, share the
passion for Brooklyn Nets.
Some initiatives in this respect may be a special discount for
sisters and brothers that attend the game together (the «Nets
Siblings Package») and the #NetsSiblingsCam, that – drawing
from the infamous Kiss Cam – can project on the board live
frames of siblings attending the game next to each other.
Also, Nets social media pages can repost some of the pictures
that users upload – using the hashatag #NetsSiblingsDay -
representing them together with their siblings in Nets jerseys.

9. Sample of an Instagram post that users can upload to get liked,
commented or reposted by Brooklyn Nets page.
Through such an initiative, Nets can thank and recognize the
loyalty of their lifetime fans…
And get further engagement and visibility from the latter.

10. 3. Pricing strategy

11. Current tickets cost
scenario
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$ Average cost
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% Increase from 2020-2021
What makes NBA special has always been the incredible
atmosphere surrounding every and each basketball
game and the perception that everyone can attend the
event without major concerns in terms of cost.
In the last decade, yet, tickets price skyrocketed: from an
average cost of 125$ (season 2011-2012), it came to
touch the staggering amount of 211$, as far as 2021-
2022 season is concerned.
In detail, Brooklyn Nets secure themselves the fourth
spot among NBA teams for the average tickets price with
317$, behind Golden State Warriors, Los Angeles Lakers
and New York Knicks. Between these four franchises,
Nets registered the second biggest increase from last
season (41%), following Knicks (51%).

12. Ticketing strategy for
Pacers @ Nets
Despite all the above, NBA keeps registering very high figures in
terms of games attendance and so do Nets. To establish a
correct ticketing strategy for the upcoming event, it is crucial to
analyze similar events that happenend in the past: reference
shall be made to the last Pacers @ Nets, that took place on
October 30 2021 at Barclays Center.
The game was way less relevant than the one we are working on,
since it happened at the early stages of the season; the average
ticket price was yet quite high, reaching 61$. Nevertheless, the
attendance reached a well satysfying 91% (16.139 people).
Thus, the suggestion is to keep the same ticketing strategy,
relying on the massive importance of the game for Brooklyn Nets
to keep beneficial prices for the franchise and still sale out the
Center. It will most likely happen, also considering the social
media campaign aimed at increasing the hype around the event.

13. Kids package
10% discount;
The possibility to be randomly extracted to
come to the court and meet the players
before and after the game.

14. 4. Show actions on

15. Kids first!
Exhibition of Brooklyn Nets Kids, team of the most talented
young dancers in Brooklyn;
Skill games for kids, randomly extracted: those who can score
a free throw in a smaller basket wins a jersey signed by Nets
players.

16. Thank you!
Federico Perna