BROOKLYN SPORTS & ENTERTAINMENT
As the Chief Executive Officer of Brooklyn Sports & Entertainment, Brett Yormark oversees the business enterprise that manages and controls Barclays Center, the Brooklyn Nets, and the New York Islanders business operations, as well as the redevelopment and future operation of the new Nassau Veterans Memorial Coliseum.
Since its grand opening in September 2012, Yormark has had oversight for all facets of Barclays Center, including operations, event programming, sales, and marketing. In January 2007, Yormark secured a 20-year strategic marketing partnership with Barclays, which includes the naming rights to Barclays Center.
Yormark oversaw all aspects of the Nets’ move to Barclays Center in Brooklyn in 2012, including the rebranding, marketing, and sponsorship sales. Since he joined the Nets in 2005, Yormark's mission has been to make it the most accessible, inventive, fan-friendly, and community-active team in sports.
In leading the team’s relocation and marketing campaign, Yormark developed and transformed the Nets brand from a sports logo to a trendy lifestyle brand, revolutionizing the public appeal through marketing, partnerships, and public relations efforts. In the 2012-13 season, the team’s first in Brooklyn, the Nets reached the top five in merchandise sales at the NBA Store and on NBAstore.com, after the team was last in the league in merchandise sales during its final season in New Jersey.
Yormark and the Nets’ marketing team created and introduced the team’s successful “Hello Brooklyn” campaign, a multifaceted marketing campaign that built a connection between the borough and its new home team, and captured the attitude, pride, and history of Brooklyn. #hellobrooklyn was seen by 25 million Twitter users on April 30, 2012, the launch day of the Brooklyn Nets brand. Yormark was also instrumental in arranging for the unique black-and-white color scheme of the Brooklyn Nets, which became the first team in the NBA to wear the color combination.
Yormark negotiated the agreement with JAY Z to open Barclays Center with eight consecutive nights of concerts starting on Sept. 28, 2012. JAY Z unveiled the Brooklyn Nets jersey on stage, marrying sports and entertainment in unprecedented fashion.
Yormark was also instrumental in facilitating the move of the New York Islanders to Barclays Center in October 2015, and spearheads the team’s marketing, ticket and sponsorship sales, and in-game experience.
In keeping with his goal to bring the best programming to Barclays Center, Yormark has secured high-profile programming alliances with the leaders in concerts, professional boxing, top college basketball, and family shows. Some of the programming alliances include Live Nation for concerts, the Atlantic 10 for the league’s post-season tournament, Feld Entertainment for family shows such as Ringling Bros. and Barnum & Bailey Circus and Disney on Ice, and dick clark productions, which broadcasts worldwide Barclays Center’s renowned New Year’s Eve concerts on ABC’s Dick Clark’s Rockin’ Eve with Ryan Seacrest.
In fall 2015, Yormark oversaw a partnership with TIDAL to become the title sponsor of Barclays Center’s theater. Yormark also secured an alliance with Billboard to unveil the Billboard Lounge, an exclusive lounge area situated on the arena’s event level.
In making Barclays Center a must-play for college basketball, Yormark secured an agreement with the ACC to bring its storied men’s basketball tournament to Barclays Center in 2017 and 2018, and also has arranged for Barclays Center to be a host site of the 2016 NCAA Men’s Basketball Tournament. Furthermore, in fortifying Barclays Center as the center of boxing in the country, Yormark helped bring several nationally televised Premier Boxing Champions events to the venue in 2015. Overall, Barclays Center has hosted more than 110 fights and dozens of world championship bouts.
In addition, Yormark was influential in negotiating a partnership with Tribune Media’s New York television station, PIX11, which now has New York’s only Brooklyn bureau, headquartered inside the arena where it broadcasts live daily.
Through the arena’s partnership with Disney Institute, Yormark has made great customer service a priority at Barclays Center. With its comprehensive program, Disney Institute has trained Barclays Center and Nets employees in providing a guest experience that is unmatched by any major sports and entertainment venue in New York.
In 2013, Yormark teamed with Bruce Ratner to secure the winning bid to renovate and operate the new Nassau Veterans Memorial Coliseum on Long Island. Upon completion of renovations in winter 2016, the venue, also owned by Onexim Sports and Entertainment, will host world-class sports and entertainment events, and will also offer a surrounding retail development.
Yormark will also be leading the business operations of the LIU Brooklyn Paramount Theatre, which will soon undergo a 24-month renovation led by Ratner and Onexim. The venue will host more than 120 events annually, with a focus on booking emerging talent.
Yormark joined the Nets after a successful six-year period with NASCAR, for which he helped build the stock-car racing company into a major sports property. As vice president of corporate marketing in 2003, he oversaw a $750 million deal with Nextel Communications -- changing the name of stock car racing's premier circuit to the NASCAR Nextel Cup -- at the time the largest sponsorship agreement in the history of American sports.
Yormark has been named the maximum three times to the "Forty Under 40" list by Sports Business Journal and was selected twice to the "40 Under 40" list by Crain's New York Business. In 2013, Yormark was honored by March of Dimes with the “Sports Leadership Award.” He has been profiled in Newsweek, Fortune, Sports Illustrated, Gotham, Hamptons, Success, The New York Times, and USA Today, and on CBS Sunday Morning, CNN, and CNBC.
Yormark sits on the board of the City Parks Foundation and NYC & Company. He is the proud father of Madison, 14, and Drake, 11, and is married to Elaina Scotto.