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The fashion house has signed an estimated $4 million deal with the Barclays Center arena — home of the Brooklyn Nets — to sponsor a 700-seat VIP area in a “Calvin Klein Courtside Club,” according to the New York Post.
Each seat will be decorated with the label’s black-and-white logo, in keeping with the stadium color scheme selected by Jay-Z, part owner of the Nets. Calvin Klein will also be a sponsor of one of four entrances to the arena along with EmblemHealth. But, naturally, the CK gate will be the most exclusive, with “Courtside Club” ticketholders riding an elevator stamped with the designer’s name in a “street to seat” branding strategy, the Post reported.
The $1 billion Barclays Center opens Sept. 28 with a gala; Calvin Klein, a branch of PVH Corp., generates $7.6 billion in annual worldwide sales, and joins other Barclays “founding” parters including Barclays, Cushman & Wakefield, Foxwoods Resort Casino, Coca-Cola and Ticketmaster.
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