Who knew Research in Motion Ltd (NASDAQ:BBRY) had mad skills on the basketball court? And the company didn’t land a tryout with some lottery team just looking for warm bodies; the company has secured a deal with one of the top teams in the Eastern Conference of the NA.
Well, at least the arena, anyway. We don’t know the company’s vertical, but this deal just might be a catalyst for some vertical movement in the market.
In what could be considered a slam dunk for Research in Motion Ltd (NASDAQ:BBRY) – or at least a layup – BlackBerry and the Brooklyn Nets announced a two-year marketing deal worth between $1 million and $5 million, giving BlackBerry “dominance” in the Nets’ home arena, the Barclays Center. The deal is described as a “street to seat” marketing package for BlackBerry, which is clearly looking to re-invest its brand and its name with consumers – especially in the densely populated area of New York City. BlackBerry and its flagship Z10 handset are expected to receive prominent placement throughout the building, and there will be an “experiential” area and a luxury lounge for BlackBerry users, according to Nets VP for new corporate marketing, Mike Zavodsky.
Chances are the announcement is more than coincidental with singer Alicia Keys performing at the arena Saturday. Keys has signed on as a “brand ambassador” for Research in Motion Ltd (NASDAQ:BBRY) and its BlackBerry. The company has delved into other sports for its marketing campaigns for the new BlackBerry 10 operating system – BlackBerry has ads in Formula One racing as well as with several National Hockey League teams, and it had a $4 million Super Bowl ad.
What are your thoughts? Can Research in Motion Ltd (NASDAQ:BBRY) gain some traction with this kind of marketing push in sports? How would you spend your marketing money and get the better ROI – through a single Super Bowl ad, or a two-year marketing deal in a single basketball arena? Let us know your thoughts in the comments section below.
DISCLOSURE: I own no positions in any stock mentioned.