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Human Kinetics Publishers, Inc.

HUMAN KINETICS

Barclays-USC Unique Partnership


By Rick Horrow and Karla Swatek

May 17, 2013

Here’s a sports marketing partnership you don’t see everyday. The Barclays Center has signed a marketing deal with the University of Southern Cal for brand exposure during home football games at L.A. Memorial Coliseum. The three-year deal is worth in the low to mid-six figures annually, and gives Barclays Center a hospitality presence of the West Coast. Per the arrangement, Barclays Center receives 35 suite tickets a game, pregame sideline access for guests, involvement in two pregame coin tosses, and advertising and branding opportunities.

According to Barclays Center CEO Brett Yormark, the deal is important for getting the arena’s brand in front of key entertainment executives, especially as the venue attempts to pull musical acts away from nearby Madison Square Garden. Barclays Center is on pace to book 230 public and private events in its first year of operation.




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Rick Horrow, America’s leading expert in sport business, and coauthor Karla Swatek give fans an inside look at the multibillion-dollar world of professional sport.
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Rick Horrow, America’s leading expert in sport business, and coauthor Karla Swatek give fans an inside look at the multibillion-dollar world of professional sport.
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