The Brooklyn Nets have announced a new partnership with GetYourGuide, a leading online travel experience platform, which will see the GetYourGuide logo featured on the team’s uniforms. This collaboration highlights the growing intersection of sports and tourism, as both organizations aim to capitalize on the expanding sports tourism market.
GetYourGuide, based in Berlin, offers a vast selection of tours and experiences across over 11,000 cities worldwide. As part of this partnership, the Nets plan to integrate unique opportunities, such as access to team shootarounds and lounge visits, into the GetYourGuide platform.
“We want to create sports experiences that go beyond just attending a game,” stated Catherine Carlson, EVP for global partnerships at BSE Global. “We are excited to offer exclusive, team-inspired experiences on GetYourGuide.”
The NBA introduced jersey patches in 2017, and since then, these sponsorships have evolved significantly. Carlson noted that initially, buyers were often local businesses, but now, brands seeking global recognition are increasingly investing in these opportunities. The Lakers’ Bibigo patch, which will include Korean characters this season, exemplifies this trend towards international brand exposure through NBA uniforms.
The Brooklyn Nets are a team that has actively cultivated a global fanbase, partly due to their diverse international roster. Their current coach is Spanish, and the team features players from countries including Australia, Bosnia, China, Denmark, and Japan. This global appeal makes them an attractive partner for brands looking to reach a broad international audience through sports sponsorships and team uniforms.
Beyond the Brooklyn Nets Uniforms, the partnership will also feature New York Liberty players in a digital content series showcasing Brooklyn’s attractions. This initiative further emphasizes the tourism aspect of the collaboration, promoting New York as a destination for both sports and leisure.
“New York presents a significant opportunity,” said Emil Martinsek, CMO of GetYourGuide. “The storytelling potential here is powerful for both international and local audiences. This was the right partnership for us.”
Recent studies underscore the significant value of sports tourism. In 2023, the industry was valued at $564.7 billion, demonstrating a robust 35% growth rate following the COVID-19 pandemic. This surge highlights the pent-up demand for travel and experiences, including attending sporting events.
“Our research indicates that 37% of international tourists coming to the U.S. are interested in experiencing a sporting event,” Carlson added. “This insight fueled our creative approach and enthusiasm for developing this substantial partnership.”
While the financial details and duration of the agreement remain undisclosed, the Nets’ previous jersey patch sponsorship with Webull reportedly amounted to $30 million annually. This new deal marks GetYourGuide’s first venture into U.S. sports team partnerships, signaling the company’s commitment to leveraging sports for brand growth and tapping into the lucrative sports tourism market through collaborations like the Brooklyn Nets uniforms sponsorship.
