The How
Our operating model explains HOW different parts of the business work together.
Brooklyn Sports & Entertainment is a growing organization, adding new businesses and venues to support our overarching purpose to create an ecosystem of unforgettable experiences.
The platform model is the right model that allows us to run multiple businesses, enjoy operational leverage, and extract cross-functional synergies. We cannot act on our WHY and create an ecosystem if we have a disjointed operating model.
The platform model is such that company functions (e.g. Finance), support company businesses (e.g. New York Liberty) and brands (BKMag). We are not alone in this structure. Some of the world’s most successful companies are platform businesses including Google, Proctor & Gamble, YouTube, Spotify, Amazon, and Airbnb.
The power of the platform is that it allows each Business and Brand to be leaner and focus on its true purpose while leveraging the shared experts in the Functions. The platform provides consistency, best practices, and a high-level framework for all businesses on top of it.
Our ability to embrace new businesses, to capitalize on new opportunities, or adapt quickly to market conditions comes from our structure. Our greatest achievements as a company are the result of our functions and businesses collaborating effectively.
Businesses that are not set up as a platform whose goal is to support multiple verticals, end up often suffocating new businesses or putting one in competition with the other. Our model is specifically designed to provide fertile ground and support to multiple businesses to succeed side by side and support one another.
The Brooklyn Sports & Entertainment Platform Model
This is an illustration of how our platform looks and how the functions support the business across the company.
Businesses and Functions
This is the visual representation of how we deliver value to our internal and external customers. It is HOW our components work together.
At Brooklyn Sports & Entertainment, our businesses are organized into three key categories:
Sports
Entertainment
Hospitality
Within each of these categories are the core Businesses that drive our revenue generation and audience growth. Each business is uniquely tailored to address specific markets or customer segments, often supported by dedicated teams and resources. These businesses are the engine of our company, fueling success and creating connections with audiences far and wide.
Supporting these businesses are our Functions—specialized roles and departments that provide essential services across the entire organization. While not all functions are directly tied to revenue generation, they are the backbone of our operations, ensuring that every part of the company runs smoothly. From resource allocation to strategic oversight, these functions enable our businesses to achieve broader organizational objectives with efficiency and precision.
Some specific notes about businesses and functions:
Businesses:
- These are ‘standalone’ properties within Brooklyn Sports & Entertainment's portfolio.
- Businesses have distinct P&L’s, external brand identity/value, dedicated staff and are run by a business lead.
- Businesses use shared functions for additional resources and therefore do not need to be self-sustained (self-operating).
- May have lines of business or multiple brands within each.
Functions:
- Specialty areas that support the business.
- Run by a senior leader, who is responsible for allocating resources according to business needs.
- Some functions will have a revenue component.
- Functions are in service of businesses, and in service of other functions.
- Our ability to launch or embrace new businesses comes from our platform structure and mindset.
Some implications that should be noted are:
- Businesses need to respect that functions have multiple businesses as internal clients.
- Employees should identify with the brand of a business only if they are solely in that business otherwise those employees are part of the platform. Some examples are a content creator who works solely on BKMag or a coach who teaches youth basketball through Brooklyn Basketball.
Adaptability and Opportunity: The Power of Our Platform
As Brooklyn Sports & Entertainment continues to grow, this structure allows us to seamlessly integrate additional businesses or functions, ensuring that our organization remains dynamic, adaptable, and poised for success. Our platform not only supports the smooth operation of the company but also fosters a culture of opportunity and advancement.
Perhaps the best current example of the effectiveness of the platform is our approach to our new magic property, The Orange Tree, which will be our first venue-based entertainment business outside of the arena. Setting it up for success requires nearly every function across the organization to come together, and weekly cross-functional meetings keep the organization on track to deliver a best–in-class experience. Corporate Development leads the project vision and day to day management, but sales and ticketing is engaged in an RFP for the ticket vendor, consumer technology is building the online customer journey, IT is consulting on venue requirements, partnerships is pitching potential sponsors that complement our theme, entertainment marketing is testing the product market fit and messaging that will resonate with prospective customers, communications is developing a launch plan to garner earned media, merchandise is designing items that will surprise and delight, hospitality is conceptualizing an F&B program, legal and finance are conducting appropriate due diligence, contracts and more and HR is preparing to hire a new team to support the new business.
Additional examples of cross-collaboration include:
Example 1
The Liberty organization has long been in the hunt for the perfect location to build a state-of-the-art training facility that will meet the long-term needs of the players to optimize their performance and contribute to their sustained success. After years of touring locations across every neighborhood in Brooklyn, the perfect location was identified in Greenpoint, and a cross-functional team sprang into action so that we could announce the news of the facility while still basking in the glow of a championship win. Some of the teams involved were:
- Finance led negotiations with the landlord.
- CapEx put together a cross-functional team of architects, engineers and specialists to determine if the site was viable.
- The Liberty front office worked with players to gain valuable insights unique to women athletes and their multifaceted lifestyles.
- Government relations partnered with CapEx and legal to ensure that there were no major roadblocks that would derail the project.
- Communications worked to facilitate an announcement of the facility that would make a big splash.
- Marketing created the content to support communications and to bring the future facility to life.
- Legal supported all aspects of the process.
Example 2
The Brooklyn Nets have always sought participation in international games to cultivate international fandom and create meaningful memories for their players. The 2024 Paris game was an opportunity for the Nets to shine in a big market and so the organization created a campaign to showcase the best of Brooklyn through a series of experiences across the City of Lights focused on food, fashion, art, music and basketball.
In 2025, we had another opportunity to showcase our brand on an international stage. The 2025 Global Games in Macao. The China Business Team, in partnership with International Marketing, took the lead from ideation to activation on the experiences we brought to life including an incredible NBA House experience, and brand collaborations, including a first of its kind six-episode talent variety show featuring 45 dancers competing for eight spots on Brooklyn 8, the international extension team of the Brooklynettes. Some of the other teams involved were:
- Basketball Ops supported other departments to ensure that players, their families and friends had access to events and smooth transitions throughout the trip.
- Legal worked with the NBA to ensure we followed all the rules and coordinated all activities.
- Digital created a seamless app experience—in four languages—for Brooklyn Sports & Entertainment guests to serve as a central place for all information.
- Communications announced our slate of activities and handled on-site press for each event.
- Community and Brooklyn Basketball created meaningful moments for youth in Hong Kong and Macao through basketball clinics and other community events.
- Partnerships and Sales rolled out the red carpet for their clients with truly unique offerings, gifting and experiences.
- Ops and Hospitality were the glue that kept everything together leading up to the trip and on the ground.
Our presence in Macao helped solidify important relationships leading to new sponsors, a second season of CheersNets and recognition and industry awards for our unique activations.
Example 3
Brooklyn Sports & Entertainment wanted to invest in strategic arena renovations to maximize the existing space for the customers of the future. That meant, more premiere offerings for higher-end clientele that cares about hospitality, room for additional socialization for Upper Bowl fans, technology improvements, food selection enhancements and more.
Phase 2 of the arena renovations were met with significant enthusiasm from fans and customers and received critical acclaim from key media. This fall we will unveil Phase 3 of the renovations including an updated atrium with a world-class art installation, more seamless box office experience, new Amex entrance and The AmEx Lounge, a significantly improved baseline club fit for its members and a new control room to enhance game presentation and customer experience.
This most recent phase provided the Global Partnerships team with an opportunity to extend American Express to an even longer-term deal. As a founding partner in Brooklyn, American Express consistently seeks new ways to enhance the experience for its Card Members and our fans so expanding their Lounge network to Barclays Center was right on strategy.
As part of the extended agreement, American Express will introduce a new Amex Lounge on the suite level at Barclays Center, along with a new Card Member entrance on Flatbush Avenue. These additions, combined with other benefits such as concessions discounts, will further elevate the premium experience for Card Members and guests visiting Barclays Center. Some of the team involved were:
- Global Partnerships built the client relationship, presented the opportunity and negotiated terms
- CapEx managed the architectural relationships and navigated the branding opportunities
- Operations helped navigate the guest service process and facility integration
- Finance supported negotiations and project development
- Hospitality and Levy developed the food and beverage offering strategy
- Communications managed promotion of the CapEx improvement and announcement of Amex’s involvement, as well as supporting comm strategy to fans and guests
- Marketing developed plan with communications team to alert and education fans of the new entry and lounge
- Legal supported contract negotiations and permitting processes
Example 4
The Liberty leveraged the 30th anniversary of the team to celebrate the community that the New York Liberty have created, honor the Legends associated with the team, deliver meaningful content and game presentation moments and sell unique merchandiseassets. This upcoming Nets season, we will celebrate the 60th anniversary of the team with eras nights, alumni celebrations and content that looks back at our past while connecting us to our future. Some of the teams involved were:
- Liberty and Nets Basketball front offices to determine the vision for the celebrations and the key alumni that could bring the moments to life.
- Marketing to shape the season-long experience for fans, design the creative and more.
- Game presentation to create unforgettable in-game experiences that connect our past with our future.
- Communications to publicly celebrate what our history means to our franchises and all the different ways we are celebrating and paying tribute.
- Community Impact to bring to life experiences for fans to connect with our teams and our history and give back to those who represent the fabric of our diverse borough.
- Brooklyn Basketball to create experiences for local youth through special moments with Nets and Liberty legends.
- Ticketing to leverage the moment to engage as many fans as possible.
Example 5
The NBA approached the Long Island Nets to host six games during the 24/25 season in Montreal. Not only was this a difficult task on the surface: six games, in another country, in a hockey arena, the ask came not long before the season was about to begin! The team quickly went to work, leveraging the platform by working across multiple departments to pull off this tall task. The results reflected the high-level experience Brooklyn Sports & Entertainment stands for – the arena sold out for each game, merchandise flew out of the stores, and the elevated game experience created new Canadian fans! Some of the teams involved were:
- Operations to ensure the court was delivered and installed.
- Basketball front office for player travel and logistics.
- IT for technology in the arena.
- Communications to get the word out about this exciting run of games.
- Marketing to design new logos.
- Merch to design inventory to sell in game and design new uniforms.
- Community to activate opportunities for local youth.
- Game Presentation to ensure that we brought the same level of in-game experience to Montreal.
Our success during the 24/25 season led us to return to Montreal for limited games during the 25/26 season.
Example 6
Grounded in our values and driven by a growth mindset, our first-ever AI Lab Competition reflected the adaptability and opportunity that define Brooklyn Sports & Entertainment. Over nine weeks, employees from across the organization came together to turn real business challenges into working AI solutions—building, testing, and learning along the way. The competition culminated at our company-wide AI Lab Demo Day at Barclays Center, where teams showcased their work in a science fair-style experience, with live demos, a People’s Choicevote, and judging by industry experts. Here’s what we accomplished:
- 60+ employees from across the organization participated.
- 14 teams built and launched AI-powered solutions.
- Workshops and coaching sessions supported teams throughout the process
- Ideas ranged from practical tools to more advanced, scalable innovations—including intelligent assistants, marketing copy agents, CRM databases, AI models for hospitality, personality indexes, mentorship programs, and much more.
- Winners were awarded across multiple levels—from foundational solutions to advanced innovation, with prizes up to $10K.