By Mark Burns
L.A.-based Orange Comet is now the exclusive partner of the Islanders and UBS Arena. Financial specifics of the multiyear marketing tie-up could not be provided, but there is a revenue-sharing component of the Digital Collectibles between Orange Comet and the Islanders. At least four initial designs will drop on Saturday, coinciding with the Islanders’ inaugural regular-season game at the new $1.1B, 17,000-seat UBS Arena. Some of the Digital assets, which will utilize Islanders and UBS Arena marks but not specific player IP, will be 1 of 50, while others will be 1 of 500. All told, there will be 5,000 Digital Collectibles. The prices will range from under $100 up to $10,000.
“The designs for all of the Digital assets are meant to be unique and different, something that our fans will look at and say, ‘Wow, there’s a unique and coolness factor to these designs,’” said Islanders Senior VP/Global Partnerships Bryan Calka. “Orange Comet’s artistic, creative vision brouFirst-Everght this to life.” Orange Comet co-Founder & President Dave Broome said, “This is a best creative wins game. I look at Collectibles the same way I would look at making a television show or a movie. At the end of the day, what’s going to excite fans?” (Broome’s 25-year career in TV, film, and production includes exec producing NBC’s “The Biggest Loser.”)
The first 1,000 fans who pre-register on Orange Comet’s marketplace for Saturday’s Digital collection Islanders drop will receive a limited edition goalie mask asset. As part of the marketing agreement, Orange Comet will have out-of-home signage and LED branding presence at UBS Arena, in addition to social and digital assets to aid in promoting the Collectibles. Islanders VP/Partnership Sales Jeff Fischer led deal talks for the team. Oak View Group Dir of Global Partnerships Josh Friesel worked alongside Fischer in negotiating directly with Broome.
Islanders fans who purchase some of the Digital assets can win unique real-world experiences with the Islanders and UBS Arena. Those could include meet-and-greets, signed Islanders merchandise, and suite tickets. “The goal is to offer money-can’t-buy type experiences for anyone that’s going to become a part of our community, both on the arena and team side,” Calka said.
Broome, whose production and digital design company 25/7 Productions is now part of Orange Comet, added that the Islanders’ digital collectibles are “elevating the merchandise experience.” He believes Orange Comet, which he hopes will help expose the Islanders to a new audience and “the next generation of fans,” is also taking a “more dynamic storytelling approach” compared to other Digital collectibles creators.
Orange Comet’s co-founders include Pro Football HOFer Kurt Warner and musicians Gloria and Emilio Estefan.
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