The Nets are gearing up for a season where losing might actually be part of the strategy, aiming for better draft picks. It sounds odd, but in this case, it seems quite logical.
At least, that’s the plan for now.
This approach is evident as they focus on the long term, featuring young players on the court while also engaging young fans off the court.
The Nets want to build a fanbase that lasts for generations.
A recent highlight was the opening of the Brooklyn Basketball Training Center, located just across from the Barclays Center, which has generated a lot of buzz.
For BSE Global, the parent company of the Nets, Liberty, and the Barclays Center, this new facility is pivotal for attracting a younger audience.
“This is monumental,” said BSE Global CEO Sam Zussman. “It creates fans. You know, sometimes kids become fans because their parents bring home a ball or talk about a team. It’s about those little moments.”
Realistically, the Nets are likely to struggle this season, aiming for a successful draft rather than winning games. They’re not really pulling in fans from the established Knicks, so their focus has shifted to a younger demographic.
Since relocating from New Jersey, the Nets are making efforts to establish community ties, with the new training center serving as a prime example. Situated on Flatbush Ave., it caters to kids aged 6-17 and is part of a broader Brooklyn Youth program, offering free training in schools and paid sessions at the center.
And, importantly, it’s a way to connect kids to the Nets.
“If your child comes home saying they want to watch games online, that’s a win,” Zussman remarked. “It’s about attracting families organically, which is our goal.”
In collaboration with the Department of Education, the Nets ran clinics for 40,000 kids in Brooklyn last year. The new center spans 18,600 square feet, and notable figures like owner Joe Tsai, his wife Clara, and minority owner David Koch Jr. attended the ribbon-cutting ceremony.
“Access can be one of the biggest obstacles to success,” Brooklyn Deputy Council Vice President Kim noted during the opening. “Our children need to envision themselves in these spaces. We appreciate Joe and Clara’s commitment to not just this facility, but also to Brooklyn and the larger community.”
BSE Global is also looking ahead, considering future developments in the area. If the training center expands, it could help grow a younger fanbase over the next few years.
In some ways, they hope the actions of the team will reflect this vision.
Having made a record five first-round picks this past June, the Nets are set to transition from a season where they struggled with a 26-56 record to a lineup of promising rookies that fans can watch grow in Brooklyn.
“We began this journey a long time ago with Kyrie (Irving) and Kevin Durant,” Zussman explained. “Right now, I believe our team feels much more accessible to younger fans.”
Following this excitement, Friday served as a day off after the Nets had an intense start at camp, with a 5-5 record in the first two days.
