Jay-Z owns only a small portion of the Brooklyn Nets, but he is at the center of the franchise’s major decions. Along with opening a 40/40 Club, he’s now adding a Rocawear store to the Nets’ Barclays Center and has hand in everything from the uniforms to the songs played.
He offered his advice on what music to play in the arena, which, according to the New York Times, he suggested more niche artists like Santigold over old favorites like Bon Jovi. The idea was to play music that was “less Jersey.”
The iconic Brooklyn rapper has flipped his $1 million investment in the Nets into a burgeoning business arrangement with the franchise.
He has built a Rocawear store inside the team’s Barclays Center arena, a 40/40 Club, and will have free access to one of the 11 “exclusive” Vault suites (which can be purchased for $500,000 a year), which will be selling his pricey Armand de Brignac champagne, according to the NYTimes. And the advertising arm of the Nets, Translation, is co-owned by Jay-Z.
Jay also had a hands-on involvement in designing the Nets’ team logo and uniform colors, over the reported objections of NBA officials who allegedly said “African-American athletes did not look good on TV in black.”
Bruce Ratner, who built the Barclays Center arena, said that Jay-Z is the perfect face for the Nets. “He is it,” Ratner told the Times. “He is us. He is how people are going to see that place.”
–Keith Murphy, CBS Local