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London trip part of Brooklyn Nets global branding

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Mike Stobe

When the Nets play in London this week, it will be about basketball and business, bonding as well as branding.

Mikhail Prokhorov, after all, isn't just the first Russian owner of an NBA team. He is the first international owner and first European owner as well. As a result, Brett Yormark says, he's "one of the first to raise his hand to say, ‘Take us wherever the N.B.A. brand is going,’" ... like this week's visit.

Andrew Keh looks at the trip and how the Nets will take advantage of opportunities. There will be a sports marketing seminar and discussions with some of the team's European sponsors, like Barclays. No word yet if Prokhorov will show, but it will be a surprise if he doesn't arrive with a planeload of Russians.

After five games in eight days, the team will have an opportunity to rest and further bond.  Keh quotes Jason Terry as saying the trip could give the team another collective experience, like the preseason training camp trip at Duke. And with three European players, Andrei Kirilenko, Mirza Teletovic and Toko Shengelia, there will be a lot rhythmic chanting and enthusiastic flag waving.