• October 27, 2010

The New Jersey Nets NBA team has signed a multi-tiered sponsorship alliance with none other than Aeroflot, once known among world travelers as a "grip armrests and pray" icon of Soviet-era commerce. The company, based in Moscow at Sheremetyevo International Airport, would no doubt like to upgrade its image, though it has not marketed in the U.S. This is the company's first-ever alliance with a pro sports team in the U.S.

As part of the deal Aeroflot will receive a variety of television and other sponsorship entitlements from the Nets, per the team. The airline will get television-visible courtside signage during Nets home games that will be broadcast in Russia during the 2010-11 NBA season and on-screen branding during select Yes Network broadcasts of away games this season.

Aeroflot will also serve as the associate sponsor of "An Evening of Russian Culture" during the Nets-Utah Jazz game at the Nets' home venue, the Prudential Center in Newark, New Jersey, on January 19, 2011.   Said Nets CEO Brett Yormark, in a statement, "Aeroflot is a historic and renowned company, and we look forward to helping deliver its message to consumers throughout Russia and the New York metropolitan area. The team's recent visit to Moscow generated overwhelming excitement in the country and we are delighted that the Nets have become Russia's home team."