Hip-hop mogul Jay-Z is set to kick off an unprecedented marketing campaign to lure disgruntled Knicks fans to the new home of his New Jersey Nets come next fall.

The Brooklyn-born rapper, who has never before linked his powerful brand with the team he partly owns, is expected to reveal the team’s new name this morning as part of the marketing launch, reports The New York Post.

While the team’s name change may be simple (to Brooklyn Nets), the game plan ahead of the move to Prospect Heights’ Barclays Center is rife with innovative marketing techniques aimed to bring fans from lower Manhattan over to the outer borough.

The strong presence of Jay-Z, will be “the face of the team’s fourth-quarter campaign” to sell premium seats, is among the most significant factors.