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Yormarks: the marketing twins on TV

yormark06a2.jpgIf you’ve been reading my stories or followed this blog, you already know that super high energy Panthers President Michael Yormark has an identical twin brother Brett, who happens to be CEO of the New Jersey Nets.

The two are so much alike they finish each other’s sentences and take credit for each other’s creative marketing ideas. In this item from December in an unusual moment, Michael actually gave Brett credit for coming up with a mini-mascot.

But it’s difficult to capture in print how fast paced the brothers are. CNBC Sports Business Reporter Darren Rovell says he’s done that in Friday’s installment of CNBC's “High Net Worth.”

“The truth is their lives have been one big competition and so we’ve told it that way,” Rovell told me. “The piece is basically one big competition from who sold the most creative sponsorship to who wakes up earlier to who works out harder to who’s the best dresser.”

In a story I wrote about them in 2006, Michael insisted he was in the office by 4 a.m.; Brett by 5:15 a.m. This is also from that story:

The pair share business strategies, and occasionally take credit for the other's idea. For example, did "Pancakes with the Panthers" come before "Pancakes and Hoops," which both involved inviting lapsed season-ticket holders to breakfast with players and team executives to encourage them to renew?

Brett, who says he's three minutes older than Michael, launched a series of "Influencer Parties," in which Nets season-ticket holders host potential ticket buyers at catered cocktail parties at their homes. Next month, the Panthers will begin "Hockey House Calls," in which season-ticket holders will host block party-style gatherings for friends, family and neighbors who might be interested in Panthers tickets.

What Rovell says his piece is able to capture is their energy. “We try to open them both up and show people these guys are impossible to walk with, the speed, the pace of their walk. I mean you need a trainer to keep up with them,” Rovell says with a chuckle. “They tell us that one day they might foresee at the end of their careers, opening up a consulting firm together. You kind of wonder what client would attend a 6 a.m. meeting.”

The show airs tonight at 8:30 p.m. and 11:30 p.m.

Categories: Florida Panthers (108), NBA (139), Promotions (120), Sponsorship (101)

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About the author
CRAIG DAVIS In more than 33 years at the Sun Sentinel, Craig Davis has written about a wide variety of sports topics from baseball to yachting, fishing to triathlons, and also worked as a copy editor and page designer. Recently he reported on local sports, including running, swimming, cycling, equestrian and beach volleyball. He enjoys sports as a participant as well as a spectator, is active in the South Florida running scene plays in the curling club at Saveology Iceplex. This blog offers a glimpse at the business side of sports in the interest of enhancing enjoyment of the games and sporting options as a spectator as well as a participant.
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