Generational fandom, getting fans while they’re young, is not dead. It is alive, well and thriving. That’s one of many ways of looking at what the Brooklyn Nets — and New York Liberty — are doing with the latest expansion of their Brooklyn Basketball training programs.
Brooklyn Sports & Entertainment, the parent company of the Nets, Liberty and Barclays Center announced Wednesday that its Brooklyn Basketball program is adding three new locations in the Brooklyn neighborhoods of Gowanus, Bushwick and Greenpoint, to its main venue across from Barclays Center. The 18,600 square foot facility, to be known now as the Downtown Brooklyn Basketball Center, remains the centerpiece.
In addition, BSE also noted that it’s expanding its free basketball clinic program with New York City Schools from elementary and middle school to high school as well. It will also develop new links with the Public School Athletic League (PSAL) which manages the school system’s high school athletics, running city’s popular high school tournaments. Brooklyn Basketball already serves 50,000 elementary and middle school students, all of whom get t-shirts branded with the two teams’ logos.
In a statement, BSE described the program improvements as part of the first anniversary observance of the Flabush Avenue location.
“As we celebrate the one-year anniversary of Brooklyn Basketball’s first Training Center, we are proud to build on the more than 50,000 young people we reach through our school and community programming by bringing more opportunities directly into Brooklyn neighborhoods, “ said Marissa Shorenstein, the Chief Operating Officer to BSE. ”This expansion reflects our long-term commitment to the community and our belief that every young person should have the opportunity to participate, learn and grow through sport.”
Whether addressed directly or not in the announcement, the overall program will provide the organization with varied opportunities. That includes marketing generational fandom, engaging with the community and schools … and enhancing business opportunities for the Tsais who are already a leader in sports business and technology. Youth sports training is already a $40 billion-a-year business nationwide.
Indeed, the various programs will be both “fee-based and open-to-community” as BSE attempts to cover all those bases. Some financial aid is offered to defer the fee-based training costs, says a spokesman.
But what may be most interesting aspect is that expansion signals that the company, owned by Joe and Clara Wu Tsai, is doubling down on building their brand with younger fans, primarily in Brooklyn, hoping they’ll become lifelong fans. Mikhail Prokhorov, the Nets former owner, once said he hoped to “turn Knicks fans into Nets fans.” That did not work, probably never would. Under the Tsais and CEO Sam Zussman, the strategy changed to a longer term, more organic one. Now, though, there’s the added challenge of facing the prominence of the Knicks following their historic on-court success and parade down the Canyon of Heroes which drew two million people.
In various discussions about the program over the last several months, a number of BSE officials have talked openly about the value of using Brooklyn Basketball to attract those fans. Clara Wu Tsai in a recent interview with Bloomberg’s David Rubenstein volunteered that beyond how it helps youngsters with life lessons including confidence, Brooklyn Basketball is “also a way to develop a pipeline of fans, of course.” Joe Tsai in talking to NetsDaily about the Knicks effect on the Nets business plans said generational fandom will remain in place and CEO Sam Zussman, the architect of the idea told an Israeli reporter in May that spending large amounts of money on Brooklyn Basketball is an investment, hinting that profits are secondary.
“We started a movement called Brooklyn Basketball. And we now not only have a facility but we also go to public school and we deliver clinics free to 40,000 (now 50,000) kids a year and so, you would ask me, ‘you’re spending a couple of million dollars a year that yes has a community aspect but where’s the revenue? And the revenue is a stream of season ticket holders that could be season ticket holders for 50 or 60 years starting 10 or 15 years and that’s okay.”
And in discussing the specifics of Wednesday’s announcement, a BSE official said all aspects are important, including “creating connections” with the two teams.
“While we seek to teach basketball and all the life skills that come with team sport – confidence, leadership, teamwork and more – we know that not every child who comes through the doors at Brooklyn Basketball will go on to play basketball at a high level, but we do anticipate them creating connections with their community and of course the Nets and Liberty,” said the official.
Whether the plan will succeed remains uncertain after the Knicks won their first NBA championship in 50 years … and the Nets lost 62 games last season.
The biggest news in the announcement is the acquisition of the three neighborhood training facilities, newly renovated and repurposed warehouses that are being purchased from a private group, The BK Post.
The buildings are located at 483 Baltic Street in Gowanus, 53 Knickerbocker Ave. in Bushwick and 100 Dobbin Street in Greenpoint (pictured.) A BSE spokesman declined to provide details on the financials. Each space will be upgraded and renovated before opening next year under the BSE brand.
The facilities also may eventually serve as a fall back when the former Modell’s sporting goods building on Flatbush will have to close to give way to an 800-foot multi-use building planned for the site. That could happen as early as 2028. Norman Oder who tracks development at the corner of Flatbush and Atlantic has reported that BSE has signaled that its interest in retaining a facility at the site.
Beyond the three new training centers and the expansion of its partnership with New York’s public schools, the announcement laid out other elements of the expansion:
- Brooklyn Basketball will launch a Community Partner Program. Through a year-long initiative, selected local organizations will partner with Brooklyn Basketball for open-to-community clinics and receive additional resources, including equipment, coaching education, Brooklyn Nets and New York Liberty experiences, an annual grant and other opportunities designed to support their ongoing work in the community.
- The expansion will also support the continuation and growth of Brooklyn Basketball’s After-School Club, a year-round program built around consistent coaching, progressive training and competition. Beginning this fall at the Downtown Brooklyn Training Center location, the new Performance Track will offer three sessions per week focused on skill development, team practice and Saturday game days, along with league play, tournaments, playoffs and championship opportunities. The program will continue to offer a Skills Track focused on fundamentals and individual development.
- The expansion will also support the continuation and growth of Brooklyn Basketball’s After-School Club, a year-round program built around consistent coaching, progressive training and competition. Beginning this fall at the Downtown Brooklyn Training Center location, the new Performance Track will offer three sessions per week focused on skill development, team practice and Saturday game days, along with league play, tournaments, playoffs and championship opportunities. The fee-based program will continue to offer a Skills Track focused on fundamentals and individual development.
- More locations will offer increased opportunities for Nets and Liberty players to participate in Brooklyn Basketball programming as the new locations will offer all of our programing – after school clubs, camps, clinics and open-to-community programming.
The statement did not address the overall cost of the expansion which in addition to the brick-and-mortar investment will include hiring of new trainers for the three new venues, acquisition of sports technology, etc. One thing appears certain however. No NBA team has invested as deeply as the Nets … for whatever reason. And that includes the Knicks.
- Brooklyn Nets, NY Liberty Holding Company Buys Three Training Facilities in Brooklyn ($) – Cathy Cunningham & Isabelle Durso – Commercial Observer
