For Nets, Going Global Not So Easy
by Net Income on Oct 17, 2010 9:09 AM EDT
in Brooklyn
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PrintThe Nets keep talking about branding themselves as the World's Team. The NBA's first international owner wants it. The team's marketing maven is convinced it's going to happen. And certainly, they're pushing the product. A game against an Israeli team to open preseason, Open Practice in Russia, two preseason games in China, and two regular season games in England. But is that enough?
Michael Wines of the New York Times gets a mixed response from international marketers. Being in New York will help. So will Brooklyn cachet...and no doubt Mikhail Prokhorov is a huge asset. But the Nets don't have a signature international player, having traded Yi Jianlian in a salary dump. They don't have a major star either, and everyone agrees winning big is absolutely essential to getting an international following. That seems a long way off, too.
- For the Nets, First the N.B.A., Then the World - Michael Wines - New York Times
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He’s right. Its not easy.
Lakers are known world wide because of there success. Rockets probably come in second because Yao is idolized.
Playing overseas helps. Nets apparently have many fans in the Philippines, maybe Nets should visit there.
"I want to win, I want the team to win and I'm in complete control."
-Coach Avery Johnson.
Having a big star is probably one of the most important factors
People overseas don’t have any territorial loyalties like fans in America, they often follow their favorite players, which are often the big names like Kobe or LeBron.
http://www.nba.com/nets/video/2010/10/15/Nets20China20Trip20201020Day2032-1440298/index.html
nets slide down the wall
-favors didnt want to go on the camel…he was scared lol
"I want to win, I want the team to win and I'm in complete control."
-Coach Avery Johnson.
i must assume this is the first time
Favors was out of the country. Actually its probably a first for most of the guys.
The few. The proud.
The Nets.
0-82
NetsMets4life = Kat Stacks
by NetsMets4Life on Oct 17, 2010 10:37 AM EDT up reply actions
I don't think becoming a global team will really be affected in the long run by what nationality players we acquire.
Yi or Yao would add a short term following in China, but I think we’d lose that when the next Yi and Yao end up playing somewhere else. The focus should really just be on two things. First we have to be a better basketball team, regardless of where the players come from. Just look to the english premier league for guidance on that, the best teams regardless of where their players are coming from are gathering the largest followings.
Secondly the Nets need to do whatever they can to insure they get as much exposure as possible overseas. Get the Nets on TV over there, and try to get foriegn companies to use his players to advertise. If there is anywhere his wallet will help, this is it.
by Stephen Schmidt on Oct 17, 2010 10:18 AM EDT reply actions
it's a combination
but Kobe and the Lakers are the most popular player and team in the world. It doesn’t hurt that the Lakers feature Pau Gasol, Europe’s best player, but their success matters more.
The Knicks would seem to have a great advantage over the Nets in marketing. They have a star and a number of international players: Gallinari (Italy), Turiaf (France), Rautins (Canada), Abuzuike (Nigeria), and Mozgov (Russia). They also have a coach who played and coached in Italy and Eddy Curry of course is his own planet. But they haven’t pushed it, don’t seem very interested in it.
I thought the Nets made a mistake trading Yi when they did. They did it for what I thought was a vain effort to have enough cap space for two max players.
Knicks played in France and Italy….
"I want to win, I want the team to win and I'm in complete control."
-Coach Avery Johnson.
I know
but you dont see them pushing the international idea.
Isiah didn’t like international players which hurt them. So has a decade of losing.
Da Mecca don't come to you.
You pilgrimage to Da Mecca.
"Derrick Favors has HOF body for a 19yr old"
Thousands of immigrants
make the long journey to Da Mecca.
0-82
NetsMets4life = Kat Stacks
by NetsMets4Life on Oct 17, 2010 10:57 AM EDT up reply actions
another reason why Rubio makes so much sense to the Nets
A core of Rubio, Favors, Lopez and TWill would be pretty exciting.
yep rubio is the perfect fit for so many reasons
mediocrity thy name is Wilpon- jdon (and Billy King-Paul G B)
China
is the biggest basketball country in the world. If you are known as a big time brand in China, that means you’ve made it. With that being said, I do not believe it is necessary to have a Chinese player on the roster to be considered well known or respected in China. What you need is a winner. A player with a winning mentality, a player with the capability of winning championships, specifically leading the team to these championships. The most obvious example of this is Kobe Bryant. Kobe is easily the most respected player in China, and that is only because he wins. And he has 5 rings to show it.
So my point is that if we want to even talk about being a global brand, we will need a player with grission. While grission is mostly used in baseball, it can absolutely be used in other sports as well. Once again, Kobe Bryant is a very good example. When it’s all said and done, our options are very limited, I think. The fact of the matter is Carmelo Anthony will not be the player to lead us to championships. I don’t even think Chris Paul is that player. But, the two of them together on the other hand….And our only other option is get a good pick in the next draft. Think Harrison Barnes or Kyrie Irving or Perry Jones. Then we take off from there, and then we can see if Nets Basketball can be a global brand.
0-82
NetsMets4life = Kat Stacks
Getting Melo without hurting the PG and PF positions too much is the key because Nets would have to both make the playoffs and have a Superstar. That would provide lots of publicity.
Yi wasn’t going to help, because Nets would not have accepted his $5.4 million qualifying offer on Nov. 1 IMO (as long as Yormarket didn’t make that decision). That would have only hurt international sentiment. Will be interesting to see if Wizards are willing to accept $5.4 million for Yi. I say NO.
agreed I think the dumping of Yi is overblown
mediocrity thy name is Wilpon- jdon (and Billy King-Paul G B)
That philosophy contributed to the mess that culminated last year.
Yi’s teammates didn’t have confidence in him and for good reason.
And he was treated special by his supposed coach.
none of it his fault
and the Nets have dumped three serviceable seven footers and gotten nothing other than Quinton Ross in return: Diop, Krstic and Yi.
I really didn't understand dumping Diop
mediocrity thy name is Wilpon- jdon (and Billy King-Paul G B)
He was a FA and Cuban gave him a Full MLE contract
he’s been garbage since he left the Nets. He’s contract ain’t pretty either.
Encyclopedia spartanicus
snake oil. A product that has been proven to not live up to the vendor’s marketing hype.
Snake oil salesman. Bret Yormarket.
by ispartan on Oct 17, 2010 11:15 AM EDT via mobile reply actions
Good spot to insert the recent progress at Barclay's with regards to Demolition of 2 remaining buildings:
Nice video from Oct. 12 showing top of DG’s condo is already gone.
(courtesy of Tracy Collins via Net Income)
Wonder if team would be called New York Nets or Brooklyn Nets
I wonder which name would be better overall to meet Proky’s goals.
Initial reaction would be to use New York, but Brooklyn name is already world known (especially in Russia) and Brooklyn adds uniqueness. The word Brooklyn would always be associated with Nets, when talking sports.
After watching Superman, one alternative is to be renamed the “Metropolis” Nets. That wouldn’t offend NJ residents so much.
It seems Nets name is being used so much, it has to be kept. And it is already a Global name.
Key would be to make playoffs so that Nets name isn’t associated with being terrible.
Maybe. But IMO, the NBA is and should be the global brand that all the trams operate under. To the extent that the Nets can help the NBA promote it’s brand, that is a plus. Yormarket, however seems quite delusional to think that the Nets brand will have a huge following around the world. Teams need to act locally to be successful, that is really just Marketing 101.
by ispartan on Oct 17, 2010 12:44 PM EDT via mobile up reply actions
Exactly
Teams act locally
NBA thinks globally
by ispartan on Oct 17, 2010 2:02 PM EDT via mobile up reply actions
dont kid yourself
the smart teams are trying to go international AND the league is encouraging them.
Let’s withhold the “smart” adjective until one becomes successful.
by ispartan on Oct 17, 2010 3:48 PM EDT via mobile up reply actions
Without Yormaggot's hype machine, Net's would simply be known as Yi's former team
Because of Yormaggot, Nets are known in China as a terribly bad team.
"Derrick Favors has HOF body for a 19yr old"
.
They don’t have a major star either, and everyone agrees winning big is absolutely essential to getting an international following. That seems a long way off, too.
Were they expecting to rebuild the brand overnight? I mean he’s owned the team for like 6 months, wasn’t it expected most of these things would take years?
mediocrity thy name is Wilpon- jdon (and Billy King-Paul G B)
That's how it is in Europe right?
Teams can go from zero to hero overnight. I think he fully expects results, and fast
when your sport starts five players
and none of them have the power of the pitcher in baseball or the quarterback in football, you should be able to change things quicker than in other sports.
And what's quicker? 5 months? 2 years?
Also aren’t those contradicting thoughts? Wouldn’t it be easier to change things quickly in a sport like football where qb has so much power, with just a qb change?
Not to mention what teams have really drastically turned things around quickly? Like not just their on court performance but they’re entire brand? Are there any examples of it actually happening?
mediocrity thy name is Wilpon- jdon (and Billy King-Paul G B)
you have to be lucky to turn things around quickly
I’m worried we’ll force it. Best move that the Yankees made was sitting out the free agency period in 2008 and waiting a year to go after Sabathia and Tex. Even now you don’t see the Yankees trade assets to get players. Nets will have cap room next year I would be all for signing Melo outright, but trading for him as the deal is currently constructed severely limits our long term options.
Yeah the best trade the Red Sox and Yankees made in the last ten years
was NOT trading for Johan Santana. Though the mets sort of got lucky in that they ended up giving up nothing in prospects the Red Sox and Yankees would have had to give up names like Lester and Ellsbury, and Hughes and Jackson(who they turned into Granderson), which didn’t seem like anything at the time when they were just prospects but now would have been disasters for them. The teams that have turned things around the quickest in the NBA the last few years have done it largely through the draft and trading for young players. Which is why i wish there was some news of us being interested in a player like Rubio who could pretty easily be the foreign star they want at a relatively low cost, rather than trading the house for Carmelo.
mediocrity thy name is Wilpon- jdon (and Billy King-Paul G B)
what I find curious is how most posters on NetsDaily think Rubio is all hype no substance.
I’m not sure Avery/King is high on Rubio either.
"Derrick Favors has HOF body for a 19yr old"
no, you have to be smart
Jason Kidd for Stephon Marbury and Eddie Griffin for Richard Jefferson, Jason Collins and Brandon Armstrong (who could have been Gilbert Arenas).
All that happened in the space of a few hours.
true
the Yanks were willing to give up Montero for Lee, but is Favors and our next three first round picks for Melo smart? No.
I think management knows this but is willing to do it to sell us globally. This worries me.
agreed I don't like it at all
it seems incredibly short sighted, hype only goes so far.
mediocrity thy name is Wilpon- jdon (and Billy King-Paul G B)
Bottom line: Ratner transformed the Nets from a relevant team into an irrelevant one
and it will take years of good luck and smart deals to make them relevant as an NBA contender again, let alone as a global icon.
funny how in some quarters, the blame falls on NJ Net fans not being supportive enough of the team...
ridiculous
"Derrick Favors has HOF body for a 19yr old"
Alas, maybe not
A stronger fan base in New Jersey might have led some local investors to buy the Nets and keep them here instead of letting them fall into Ratner’s mitts. This isn’t to say that fans who love the Nets haven’t supported the team, it’s just that there haven’t been enough of them.
By far, the biggest international star in the early 80s was Magic Johnson—not a foreigner. Fans will flock to successful teams, period, and adopt their biggest stars.
Or those teams that are mentioned in literature. When I lived in London in the late 80s, I was an Arsenal fan—solely because of a throw-away line in Douglas Adams’ “The Hitchhikers Guide to the Galaxy.” When an alien revealed to a bartender that the world was about to end, he replied, “What, Arsenal without a chance, then?” I thought that was hysterical then and I still do. Thus, when I had the chance, I became an Arsenal fan.
In my view, the movie “Just Wright” will do more to create an international following for the team than a trip to China and Moscow.
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