In addition to arena appearances and in-game programming by SpongeBob, celebrating the show’s 20th anniversary, the first 5,000 kids aged 12 and under will receive a free Nets / SpongeBob arm and headband set.
Tickets for the game, set to take place at the Barclays Center in Brooklyn, New York can be purchased at netsnba.team/spongebob-tickets.
As part of the “SpongeBob Day”, the team is stocking up on a supply of co-branded licensed apparel, including T-shirts, a hoodie, a cap and socks in youth and adult sizes for holiday shoppers for in-arena retail only. Nets guard Kyrie Irving turned heads earlier this season with a Nike/Nick collaboration resulting in a variety of different styles of Irving/SpongeBob sneakers.
“With all of these, we look to build something beneficial for the team while engaging fans and building our own brand," said Ciji-Danielle Robinson, Nickelodeon’s senior director of sports marketing.
Nickelodeon has title-sponsored NASCAR races and activated at the Super Bowl, NBA All-Star Game and NHL Winter Classic, but the Nets activation is the latest example of a new model under which properties pay what’s essentially a licensing fee to have Nickelodeon help boost their ticket sales and per caps. The program was used across scores of minor league events, and this past summer, a Paw Patrol promotion with the Minnesota Twins helped draw a crowd to Target Field that was around 7,000 above average.
Robinson said the network will still do larger sports deals on an occasional basis, because “we have some history there, but we are focusing on a way to make it sustainable, while continuing to build our brand.”
If a recent pop-up in Los Angeles is any example, Nickelodeon could also fill empty arenas or stadiums on off nights with its own programming. The three-day “SpongeBob SquarePants: The Bikini Bottom Experience” attraction at L.A.’s Goya Studios last month (not to be confused with The SpongeBob Musical) sold out in a day.
Nickelodeon previously teamed up with the Brooklyn Nets in 2016 for a '90s Nickelodeon Night.
SpongeBob SquarePants, which was recently greenlit for a 13th season, has reigned as the number-one kids’ animated series on TV for the last 17 years, while generating a universe of beloved characters, pop culture catchphrases and memes, theatrical releases, consumer products, a Tony award-winning Broadway musical which is now touring North America and a global fan base. SpongeBob SquarePants is seen in more than 208 countries and territories, translated in 55+ languages, and averages more than 100 million total viewers every quarter. SpongeBob SquarePants is created by Stephen Hillenburg and produced by Nickelodeon in Burbank, Calif.
Nickelodeon's is currently in the midst of the network's "Best Year Ever", a year-long global celebration of one of the most iconic TV series and characters ever created. The “Best Year Ever” launched with the premiere of “SpongeBob’s Big Birthday Blowout,” an original mixed live-action and animated special earlier this summer, and leads up to the Paramount Pictures and Nickelodeon Movies theatrical, The SpongeBob Movie: Sponge on the Run, coming May 2020.
A CG-animated prequel spin-off series, Kamp Koral, following 10-year-old SpongeBob SquarePants during his summer at sleepaway camp, is also slated to premiere during Summer 2020.
THQ Nordic and Nickelodeon are slated to release SpongeBob SquarePants: Battle for Bikini Bottom - Rehydrated, a remake of the much-loved video game, very soon.
More Nick: 'The SpongeBob Musical: Live On Stage!' to Debut on Nickelodeon on Saturday, December 7, 2019!
Original source: New York Business Journal; Additional source: Wikipedia.
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