Modelo Bridge

Background
In 2022, Brooklyn Sports & Entertainment, in partnership with Populous and CSL International, conducted a market research study and audit of Barclays Center to identify future opportunities. A key insight emerged: fans increasingly sought premium experiences regardless of seat location, with a desire for more social, communal spaces.

In response, Brooklyn Sports & Entertainment developed Modelo Bridge—a project that reimagined the upper concourse by removing seats to create a new fan destination for upper-level guests, who represent approximately 50% of the arena’s total capacity. The initiative was designed to blend in-game entertainment with the broader guest experience while remaining authentically rooted in Brooklyn.

The design reflects this intent, drawing inspiration from the borough’s iconic bridges. Elements throughout the space reference the Brooklyn, Verrazzano-Narrows, Manhattan, Williamsburg, and Kosciuszko Bridges, while graffiti murals are inspired by the Bushwick Collective. Custom-built food and merchandise trucks further reinforce the local, community-driven atmosphere.

Purposeful Partnership & Brand Alignment
• Modelo was a natural partner for the project, as both the top-selling beer at Barclays Center and a brand whose “Mark of a Fighter” platform reflects resilience, pride, and community, values deeply aligned with The Brooklyn Way.
• This alignment extended beyond branding into the core design and storytelling of the space. In collaboration with local art curator Indie Walls, Brooklyn Sports & Entertainment and Modelo commissioned four Brooklyn-based artists to create original murals, ensuring the environment authentically represented the borough’s creative community. The partnership was intentionally designed to integrate the Modelo brand ethos with Brooklyn’s cultural fabric, creating a space that feels both local and intentionally designed.

Activation & Fan Experience
• Modelo Bridge functions as an always-on activation platform across Brooklyn Nets and New York Liberty games, as well as concerts and other arena events.
• Inspired by Brooklyn’s iconic bridges, the space features a raised platform, two standing-room decks with unobstructed views, and a 67-foot bar—the largest in the arena—creating a high-energy environment that encourages gathering and interaction.
• Custom food trucks and retail locations offering food, beverage, and merchandise further enhance the experience, giving fans additional reasons to engage with the space throughout events.
• Example: The “Build for the Grind” Sweepstakes launch on January 23, 2026, when Brooklyn Sports & Entertainment and Modelo transformed the space into an immersive celebration of Brooklyn grit, featuring interactive experiences and live artist engagement.
• Through ongoing programming and integrated offerings, Modelo Bridge serves as a centralized destination for connection, entertainment, and cultural expression.

Industry Influence
• Since its launch, Modelo Bridge has delivered measurable impact across fan engagement, revenue, and overall guest experience.
• Beyond performance metrics, Modelo Bridge has advanced a “premium for all” philosophy—bringing elevated, culturally relevant experiences to a broader audience. By integrating local partnerships, immersive design, and purpose-driven brand activation, the concept demonstrates how sponsorship can move beyond visibility to create meaningful, community-centered fan engagement.