• Home
  • FIBA
  • EuroLeague
  • NBA/NCAA
  • National Leagues
  • Podcast
  • Features
  • More
  • Contact

Grimag

  • FIBA
  • EuroLeague
  • NBA/NCAA
  • National Leagues
  • Podcast
  • Features
  • More

Yormark: Nets need new culture, more exposure in Russia, maybe new name

September 28, 2010

New Jersey Nets CEO/president Brett Yormark was recently in boss Mikhail Prokhorov’s hometown of Moscow in order to conduct a little team business – no, not searching for prospects but more mundane stuff like discussing getting more Nets games on Russian TV. Happily, he took the time to give a quite extensive interview with Russia-based sports website Sports.ru in which a whole range of topics from Jay Z’s influence to possibly renaming the team was discussed.

A few excerpts run below the break.

Sports.ru: So, what led you to Moscow?
Yormark: Several reasons. First, our games should be on television. … on the two channels, NTV-Plus and Russia-2, about 150 games were shown, but few of ours. This year, I still don’t know how [the NBA games] will be distributed. They will definitely be on NTV-Plus, but I’m not sure about Russia-2. At least 30 matches will be broadcast in Russia – primarily important matches with contenders of course.

This is another step in the globalization of the team. We’re moving to Brooklyn, and [into] a global market. In general, when I came to the Nets five years ago, we began to promote a strategy of “going global.” And now, with the arrival of [Mikhail] Prokhorov, all these processes have accelerated. Michael wants to do the same.

Sports.ru: Anything aside from television?
Yormark: In Russia, we have great opportunities for development. The NBA also sees them, so they opened an office here. Thanks to Michael now owning a team in the NBA, our games will be broadcast [more often]. We have reached an agreement with Adidas, and our line will be actively marketed here in stores across the country.

In two days in Moscow, I had over 30 meetings with representatives of various companies: Consumer goods, banking services, insurance companies, advertising agencies. I studied the marketing environment and business landscape of Russia, how it all works here.

Sports.ru: When I spoke with Avery Johnson, he stressed the fact that [the 2010-11 Nets] will be a completely new team with a new culture. But the Nets were in the NBA championship twice in the past 10 years…
Yormark: Moving to Brooklyn still involves a major upgrade…

Sports.ru: And a new name, maybe?
Yormark: We also have to consider that…

Sports.ru: I’m very much behind “the Dodgers.” “The Brooklyn Dodgers” – it’s classic!
Yorkmark: (Laughs.) In any case, “Brooklyn” is a very strong word and a wonderful brand. It is probably impossible not to use it. In general, we like “Nets” [as a brand], too. And the Nets have quite a good history, so “Brooklyn Nets” isn’t bad at all, although we are still far from a final decision [on the name] and we’re not especially in a hurry.

Brooklyn gives us great opportunities for development – it’s 2,5 million residents. Queens is very close by, and that’s 2.1 million more. Directly beneath the [site of the new stadium], nine subway lines intersect, and there’s the railroad that connects us to Long Island: The Nets were born on Long Island. Before joining the NBA, we played in the ABA under the name the New York Nets. We … can count on those long-term fans and we’ll get new ones in Brooklyn, in Queens. And our fans from New Jersey who want to follow us will have the opportunity. It’s a new beginning in their own arena … It will be something special.

Sports.ru: Tell me about Jay-Z. What does it mean to have him among the owners of the team?
Yorkmark: Well, Jay is altogether stunning. I’ve known him well for several years. Last year, it became very difficult. He didn’t like what was happening [with the team, with] the image of the team. But now, with the relocation is quite close, he’s in a different mood.

He has a lot in common with Mikhail on some points, and now they can work together to change the team. Prokhorov is a winner first. He wants to win, he will claim victory, and he will give the team the energy to win. Jay-Z bringing celebrity status also doesn’t hurt. Especially in New York. So Prokhorov and Jay-Z together – this is very powerful team ownership.

Sports.ru: Does the new collective bargaining agreement and a possible lockout worry you?
Yorkmark: No, I don’t think about it. I can’t change it, anyway, so it’s business as usual, and this, in my opinion, is the only way to escape. We’re got an important season coming up with a lot of games, games in London, playing in China, a visit to Moscow. So many good things that we can focus on!

Sep 28, 2010ballineurope
Powered by Sidelines
Share on FacebookShare on Twitter
This post was published on September 28, 2010
FIBA slaps fine, penalties on Union Olimpija; more to come?Euroleague, Eurocup qualifying round bullets

Leave a Reply Cancel reply

ballineurope
14 years ago Features, More, NBA/NCAABrett Yormark, Brooklyn Nets, Jay-Z, Mikhail Prokhorov, NBA, New Jersey Nets, Russia
Recent Posts
Salt Lake Summer League 2025: Team Breakdowns, Betting Angles & Final Forecasts
7 days ago
From Nolan Traore to Noa Essengue, we break down the top European prospects in the NBA Draft
Top European NBA prospects for the 2025 Draft
8 days ago
Is Shai Gilgeous-Alexander a Lock for Finals MVP?
24 days ago
Categories
Recent Posts
Salt Lake Summer League 2025: Team Breakdowns, Betting Angles & Final Forecasts
Top European NBA prospects for the 2025 Draft
Is Shai Gilgeous-Alexander a Lock for Finals MVP?
Tags
EuroLeagueNBAYouTubeReal MadridCSKA MoscowFC BarcelonaFIBAOlympiacosPanathinaikosZalgiris KaunasACBSpainMaccabi Tel AvivRicky RubioTeam SpainLos Angeles LakersMontepaschi SienaPartizan BelgradeLithuaniaIrelandGermanyPau GasolItalyTeam LithuaniaTurkeyTeam FranceCaja Laboral BaskoniaLietuvos RytasFenerbahce ÜlkerGreeceJuan Carlos NavarroSerbiaSan Antonio SpursTony ParkerMinnesota TimberwolvesFranceEuroleagueDirk Nowitzkibasketball highlightsTeam RussiaALBA BerlinEuroCupDallas MavericksTeam USAEuroBasket 2011
Share
0
Facebook
ABOUT
BallinEurope.com was founded in September 2007 by Christophe Ney (who now runs the excellent scouting-themed website European Prospects) and Tobias Seitz, both then bloggers for FIBA.com with over 10 years’ worth of experience in the professional basketball world each. The mission then was to “provide a very unique perspective of Basketball in and about Europe.”
Most Commented
Why Andrei Kirilenko and CSKA Moscow must win the Euroleague
13 years ago
180 Comments
Euroleague Transfers Table 2008/2009
17 years ago
168 Comments
A week in highlights: Spanish block party, mighty Milos, Utah rap and some dude dunking in L.A.
14 years ago
139 Comments
Archives
Get In Touch

Email: emmetryan@gmail.com

Name: Emmet Ryan

2014 © BallinEurope. Join JCI Dublin