• by Larry Dobrow , Featured Columnist, June 20, 2006

When new jersey Nets fans ascended to their sections a few months ago, they may have noticed something new: Cushman & Wakefield placards affixed to the steps.

The addition of the placards  thought to be the first such execution in the arena/stadium world  followed a host of creative out-of-home implementations by the Nets, which recently assumed control over sponsorships and permanent advertising at New Jersey's Continental Airlines Arena and the Meadowlands Racetrack.

Dan Lynch, vice president of media sales and broadcast for the Nets, says the team's marketers are experimenting with an eye on the team's move to Brooklyn in a few seasons. "The idea is to develop platforms now and test them out," he says. "If they're portable to Brooklyn, all the better."

The steps execution  "stair-sight signage," in the team's parlance  is removable, as the Nets share the arena with hockey's New Jersey Devils.

C&W has renewed the deal for the 2006-2007 season. "[The stair ads] make so much sense," Lynch says. "You can't miss 'em."