“NBA Nets Basketball Team Moves to Brooklyn. America Gets to Know Russian Owner” Project wins Silver Archer USA 2013 Award

31st January 2013 – The results of the second Silver Archer USA competition were announced today at the National Press Club in Washington DC. The competition drew a total of 20 entries in several categories: Culture and Education; Business, Technology and Innovation; Means of Communication; Charity; Sports; and “Persona”.

The competition jury and expert panel consist of heads of top Russian and global PR agencies together with representatives of the scientific community and communications experts from major Russian and global companies.

Competition entries were judged based on their humanitarian significance and their potential for developing relations between Russia and the United States.

The winner in the Sports category was the “NBA Nets Basketball Team Moves to Brooklyn. America Gets to Know the Russian Owner” project by Onexim Sports and Entertainment with support from Mikhailov & Partners. Strategic Communications.

2012 saw the final phase of the 3-year project to revitalize the Nets team and build a new sports arena in Brooklyn, thereby transforming the image of New York’s most populous borough.

In 2010, Russian entrepreneur and long-time basketball fan Mikhail Prokhorov became the first foreign owner of an NBA basketball team by buying the Nets club, as well as a 45% stake in the project to build a new, state-of-the-art sports arena in New York.

One of the main aims of that acquisition was to create opportunities to take Russian basketball up to a new level and gain access to the most up-to-date technologies in the field of sports management and training young basketball players with potential.

Onexim Sports and Entertainment joined the ambitious development project and provided funding for construction of the magnificent new Barclays Center arena in Brooklyn, which subsequently became the home court for the Nets .

“This is one of the most exceptional projects our team has ever been involved in. Winning the Silver Archer USA award is further confirmation of the results of our joint work with Onexim Sports and Entertainment. Mikhail Prokhorov is today one of the most recognized Russians in the United States, with an excellent reputation among Americans, and the purchase of the Nets and construction of the new sports arena have laid a foundation for building closer ties between the Russian and American sports communities. We are delighted that this project has helped to bring our nations closer together, creating a strong platform for future development”, said Ellen Pinchuk, Director, International Projects at Mikhailov & Partners. Strategic Communications.

The Mikhailov & Partners team led the work in every stage of this project, from designing its positioning strategy to launching the new club brand.

The chosen strategy and day-to-day communications activities emphasized the openness of the key speakers and transparency of their activities. This allowed all involved to engage the US public and to overcome any concerns about the first-ever purchase of an NBA franchise by a foreigner and the building of the arena in the heart of Brooklyn.

“Winning the prize is clear recognition of our team’s professional achievements by industry colleagues and experts. We are delighted that our clients pursue these types of positive initiatives and we are always ready to support them. We sincerely congratulate Onexim Sports and Entertainment and the M&P international projects team that handled all the project communications on their well-deserved success”, said Alexey Yudin, General Director, Mikhailov & Partners. Strategic Communications.

About the Silver Archer USA Awards

The Silver Archer USA Award was established by the Board of Trustees of the Silver Archer national public relations awards as part of its Communications in a Global World category and is an independent competition for projects in the United States. The aim of the Silver Archer USA Award is to encourage participation by designers of projects that expand inter-state, cultural, economic and public relations aimed at promoting Russia’s integration into the global communications arena. The list of award categories is decided on an annual basis.

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