With the signing of JetBlue as the arena's offiicial domestic airline, Barclays Center is continuing a trend toward getting higher visibility sponsors. Before opening, the Brooklyn arena had not had as much luck attracting such sponsors. While other arenas were getting airline sponsors like American, Delta and United, the sole airline sponsor for Barclays was Aeroflot, the Russian airline whose footpring outside eastern Europe and Asia has been minimal.

Now, with JetBlue and a number of late adds to the sponsor list before opening (Calvin Klein being one), Barclays is getting more recognition as a major venue for sports and entertainment.

On Thursday, the airline will launch the partnership with Barclays Center Day from 7:30 a.m. to 11 a.m., post-security at its world-class home at John F.Kennedy International Airport's (JFK) Terminal 5, complete with a branded SportPros court where ticketed customers will have the opportunity to shoot hoops for great prizes including flight giveaways and Nets game tickets. The Brooklyn Nets dance team, Brooklynettes, will be onsite to entertain.

The deal includes exclusive digital street-to-seat signage for all events, courtside television-visible signage and baseline signage during Nets home games.

• JetBlue Lands In Brooklyn - Barry Janoff - NY Sports Journalism