Posted on 30 Jul 2010
Brooklyn Sports & Entertainment, a sales and marketing arm of the Barclays Center, this week announced that Willis Group Holdings plc, the global insurance broker, has become a major partner of the planned Barclays Center in Brooklyn.
The partnership with Brooklyn Sports & Entertainment marks another bold branding move for Willis in the U.S. market. The broker, with operations around the world, doubled its size in North America with the 2008 acquisition of Hilb Rogal & Hobbs, and in 2009 significantly increased its global brand awareness by securing the naming rights to the former Sears Tower (now Willis Tower) in Chicago. Aligning itself with the Barclays Center, one of the most important new sports and entertainment facilities in America, represents further momentum for the Willis brand in New York City and, indeed, everywhere professional basketball and other events staged at the arena command worldwide attention.
As part of its integrated marketing platform within the arena, the Willis brand will be displayed prominently as the exclusive sponsor of the Barclays Center’s 38 Loge Boxes. The Willis name also will appear in all marketing and advertising associated with this premium seating, including a significant presence on Barclayscenter.com.
“We are thrilled to become partners with Willis and to help enhance its brand in Brooklyn and throughout New York City,” said Brett Yormark, president and CEO of Brooklyn Sports & Entertainment. “The Barclays Center will serve as a powerful catalyst in driving new business to Willis, which has built its reputation by providing world-class client service and global expertise. Offering unlimited networking opportunities, the Barclays Center will soon be recognized as a place where business gets done.”
“Brooklyn is a great global brand that’s reaching new heights with the Barclays Center. The borough has earned a storied place in sports mythology, from the heroics at Ebbets Field to being the birthplace of legends such as Vince Lombardi, Joe Torre and Joe Paterno,” said Joe Plumeri, Chairman and CEO of Willis. “Willis helps manage the world’s most complex risks, and we look forward to both helping the Barclays Center through its multi-faceted construction process and, when the arena is opened, to working with Mikhail Prokhorov, Bruce Ratner, Brett Yormark, Jay-Z and their team to carry Jackie Robinson’s legacy forward and bring a new generation of champions to Brooklyn and New York.”
Willis will provide insurance and risk management services to the Barclays Center and will play an integral role as an associate sponsor of the Barclays Center Business Alliance, the premier business association for the arena’s partners.
“Willis and the Barclays Center are a natural fit,” said Joe Gunn, New York Regional Partner for Willis. “Willis is all about challenging the status quo in the insurance industry and advocating fiercely for our clients around the world. We sense that same energy and excitement in our partnership with the Barclays Center, which will soon take New York and Brooklyn by storm and change the professional sports and entertainment landscape in this town. We couldn’t be more excited about our partnership, or more proud to provide the insurance and risk management services that will help Barclays Center become a reality.”
Joshua King, Senior Vice President of Marketing and Communications for Willis, said, “Like our deal for the naming rights to Willis Tower in Chicago, our involvement in Brooklyn is part of a strategic marketing program to elevate our brand and connect in a powerful way with clients, prospects and the community at large — here in New York and around the world. We look forward to a great partnership that will benefit all parties as we work together to make Barclays Center the home of future champions, and at the same time, raise the Willis flag even higher.”
In addition to Barclays, the naming rights partner, and Willis, the Barclays Center currently has 10 major partners, including: ADT, Cushman & Wakefield, EmblemHealth, MetroPCS, MGM Grand at Foxwoods, Jones Soda, Haier America, Phillips-Van Heusen, Anheuser-Busch, and High Point Solutions.