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Yormark: Naming Rights a Big Weapon in Branding Wars

In an interview with Forbes Sports Money, Brett Yormark talks about why the team has set up a naming rights division after arena signing deals in New Jersey and Brooklyn. IZOD, he says, wanted an advantage in the fashion brand wars while Barclays wanted visibility in New York's financial district. Yormark also talks about how all-access marketing is dependent on the team's personnel and why he has "NASCAR-ized" the Nets.