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Nets Targeting "Global Russian"

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Basketball, as Mikhail Prokhorov will tell you, is not Russia's most popular sport. It comes after soccer and hockey.  He, of course, plans to change that and there has been a lot of talk of making the Nets' "Russia's home team" just as there was last season about making the Nets "China's home team".

But the Nets' Russian marketing effort, focused mainly on NetsRussia.com, is as much about the "Global Russian", the emigre community of overseas Russians living in the New York area..and elsewhere.  Brooklyn alone has half a million Russians.  NetsRussia is nowhere near as extensive as the Nets' discontinued Chinese language site, but that could change as January 19 approaches.  That's "Russian Culture Night" at "The Rock" when the Nets will host Andrei Kirilenko and the Jazz.