CEO, Brooklyn Nets and Barclays Center
As the Chief Executive Officer of the Brooklyn Nets and Barclays Center, Brett Yormark has overseen all aspects of the team’s move to the new arena in Brooklyn, 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 his role as CEO of Barclays Center, Yormark has oversight for all facets of the sports and entertainment venue, including operations, event programming, sales, and marketing.
Under the partnership between Mikhail Prokhorov and Bruce Ratner, Yormark reports to the Board of Directors of both the Nets and Barclays Center. In January 2007, Yormark secured a 20-year strategic marketing partnership with Barclays, which includes the naming rights to Barclays Center. In addition to Barclays, Yormark has signed agreements with 10 major partners for Barclays Center, including American Honda Motor Co., Inc., American Express, Calvin Klein, Cushman & Wakefield, EmblemHealth, Foxwoods Resort Casino, GEICO, MetroPCS, Stolichnaya, and Ticketmaster. Other major sponsors secured by Yormark include Anheuser-Busch, BlackBerry, The Coca-Cola Company, Haier America, HighPoint Solutions, LIU Brooklyn, New York Marriott at the Brooklyn Bridge, SONY, and Willis.
In spearheading the Brooklyn Nets’ 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 2012, the Brooklyn Nets reached #4 in merchandise sales at the NBA Store and on NBAstore.com, while in 2011 the Nets were last in merchandise sales in the league.
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, who became the first team in the NBA to wear the color combination.
Yormark negotiated the agreement with JAY Z to open Barclays Center on Sept. 28, 2012 and to unveil the Brooklyn Nets jersey on stage, marrying sports and entertainment in unprecedented fashion.
In keeping with his goal to program Barclays Center with an unprecedented volume and variety of events, 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 Golden Boy Promotions, a leading boxing promoter; Live Nation for concerts; Feld Entertainment for family shows such as Ringling Bros. and Barnum & Bailey Circus and Disney on Ice. Yormark also played a key role in facilitating the move of the New York Islanders to Barclays Center for the 2015-16 season, and he is already overseeing the business side of the team. In its first year, Barclays Center hosted more than two million guests at more than 200 events.
In March 2011, Yormark launched the unprecedented All Access season ticket program for the Nets at Barclays Center. In featuring the first-of-its-kind All Access Pass for premium season ticket locations, buyers receive several distinctive elements: the opportunity to purchase tickets before the general public to non-Nets events that will be staged at Barclays Center; and access to receive unlimited complimentary food from the ‘Brooklyn Taste’ program, operated by award-winning Levy Restaurants, at designated clubs and all fixed concession stands during Nets games, a first-time offering for a major New York metropolitan area sports team.
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 an unmatched guest experience for any major sports and entertainment venue in New York.
Yormark has also been instrumental in launching The Shops at Barclays Center, a vibrant retail destination at the arena. In addition to the Nets Shop by adidas, The Shops at Barclays Center include street accessible exterior retail stores such as Starbucks, Rocawear, and MetroPCS, Elbow Room, and with Sugar Factory committed to opening soon.
Along with Bruce Ratner, Yormark created a partnership group that secured the winning bid to renovate and operate the Nassau Veterans Memorial Coliseum on Long Island. Upon completion of renovations in 2017, the venue will host more than 300 events annually, and will also include an outdoor performance park, Fillmore Theater concept, movie theater, food bazaar and a retail destination.
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, 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. He has been profiled in Newsweek, Fortune, Sports Illustrated, Gotham, 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. He is the proud father of Madison, 12, and Drake, 9, and recently was married to Elaina Scotto.