Jetting into Brooklyn

In a recent blog post, I discussed my recent visit to the Barclays Center, and the benefits the arena offers to corporate sponsors. Based on a couple recent deals, it is rather apparent that brands are beginning to recognize this value for themselves.

JetBlue is just the newest of several large corporate partnership deals (others include American Express and Calvin Klein) for Barclays Center CEO Brett Yormark and team. The New York-based airline signed an official deal on Thursday to become the Official Domestic Airline of the arena. JetBlue is the second airline to  partner with the Barclays Center, the first being Aeroflot, a Russian airline whose destinations are limited to Eastern Europe and Asia. Aeroflot's connection to the center likely came via the facility's wealthiest tenant, Brooklyn Nets Owner and Russian Billionaire Mikhail Prokhorov.

While JetBlue is now the Official Domestic Airline for the Barclays Center, the Brooklyn Nets actually fly Delta Airlines. It has not been reported whether this will change in light of the recent deal.

Despite the existing presence of both Delta and Aeroflot, the partnership with the Barclays Center makes a great deal of sense for JetBlue. Given the company's home-base at John F. Kennedy International Airport, JetBlue is working to establish itself as New York City's airline. Since Madison Square Garden and Yankee Stadium have partnerships with Delta Airlines, and MetLife Stadium is tied in with United Airlines, this was the most logical sponsorship opportunity.

There is also an undeniable link between JetBlue and the Barclays Center. Just as the Barclays Center is a new facility and has reinvigorated sports fans in Brooklyn, JetBlue is still a relatively young brand, one that is working to gain market share from the other giants in the industry. Both JetBlue and the Barclays Center are open to trying new things and pushing the envelope. This surely appealed to JetBlue's CMO Marty St. George, who made the following statement, "Barclays Center represents renewal and innovation in New York, much like JetBlue was introduced over a decade ago."

Throughout the month of January, JetBlue will sponsor a "Bound for Brooklyn" sweepstakes, which will offer  fans the opportunity to win round-trip plane tickets to New York City, as well as tickets to an event at the Barclays Center. Yesterday, the brand celebrated their new partnership at their JFK Terminal with a branded basketball court, enabling fans to shoot hoops, win flight tickets, or tickets to Brooklyn Nets games.  The Brooklyn Nets' dance team was also on-site to greet travelers at Terminal 5.

Through their partnership with the sparkling new Barclays Center in Brooklyn, JetBlue continues to work towards their ultimate destination as New York City's premier airline. The success of this partnership will help measure just how much both brands have arrived.