Sponsorship Proposal PRT 366 (001) Kieran Downey Alec Engel Greg Ward 1185 Avenue of the Americas New York, NY 10036

October 14, 2013

Rob King, CEO CytoSport, Inc. 4795 Industrial Way Benicia, CA 94510

Dear Mr. King:

The National Hockey League would like to propose a sponsorship between CytoSport, Inc. and our organization’s Finals. The are the pinnacle of professional hockey, showcasing the very best hockey has to offer through an epic battle, waged between two teams composed of the most incredible talents in the hockey world. The Stanley Cup Finals are among the most physically demanding sporting events, requiring every ounce of strength and energy from the participating athletes in order to claim the coveted Lord Stanley’s Cup. The NHL feels that CytoSport’s commitment to helping athletes achieve success through the manufacture of various sport-oriented nutritional products, specifically Muscle Milk®, coincides well with the Stanley Cup Playoffs, which is why we would like to extend the opportunity to become partners with the NHL through a sponsorship.

Attached is a proposal detailing all components of the sponsorship for your review. We are excited to begin what will hopefully become a long-standing relationship between the NHL and CytoSport, Inc. that will help to further grow and benefit both organizations.

Sincerely,

National Hockey League

2 Table of Contents

Executive Summary-4

Brief Organizational History------5

Stanley Cup Timeline------6

Description of CytoSport and Muscle Milk®------7

CytoSport and Muscle Milk® Timeline------8

Description of Stanley Cup Finals------9-11

Stanley Cup Playoffs Target Market------11-13

Muscle Milk® Target Market------13-15

Compatibility of Stanley Cup and Muscle Milk®------16-17

Hospitality, Media and Promotion Plan------18-21

Impact Measurement------22-23

Sponsorship Package------24-26

Addendum------27

Citations------28

3 Executive Summary

Of all the potential sponsorships for the National Hockey Leagues premier final match why in the world Muscle Milk®? Well, the National Hockey Leagues mission is to provide a league in which the most elite skilled Hockey players from around the world can compete at the highest levels by providing the highest quality, training facilities, fundamental leagues, stadiums, game time equipment and overall experience for the player and fans alike. Could there be a better harmony than the NHL having a mutually benefiting relationship with an organization dedicated to working with sports scientists, coaches and trainers to redefine protein enhanced products for active lifestyles and serious athletes-supporting performance when it matters?

The proposed sponsor packet between the Stanley Cup Playoffs and Muscle Milk will provide: • Local and National Attention with an association with the worlds most premier hockey league. • Allow the National Hockey league to provide the best resources in order for the athletes to play at their highest possible level. • Broaden Muscle Milks® Market by increasing exposure in the sport of . • Access to NHL Stanley Cup finals customer base, including fans of teams participating, aspiring young hockey players, and all hockey fans a like. • Allow Muscle Milk® to aid in the off Ice training of athletes in the recovery of muscles to aid in the demanding long season athletes endure.

Muscle Milks ® opportunities for promotional activities during the Stanley Cup Playoffs include:

• Signage at all final Stanley Cup Playoffs games. Nationally broadcasted by NBC and NBC Sports Network. 30 second commercial each • All televised pregame and postgame interviews will feature ready to drink 14oz muscle milk in plain sight. • Muscle milk will sponsor the inside the net camera. • Several pages on NHL.com with sponsor logo • Social media exposure • Billboard and Jumbotron exposure • Sample Muscle Milk kiosk in arena • Zamboni advertisement • Hospitality will be given to Muscle Milk executives

NHL Stanley Cup playoffs and Muscle Milk® is a match made in heaven. If the two entities can come together in sponsorship they can better help each other reach their individual goals and objectives.

4 Brief Organizational History

The National Hockey League (NHL) was created on the 22nd of November 1917. Four days later five teams legitimately joined the fresh league. Frank Calder was appointed secretary and treasurer of the National Hockey Association and voted president of the NHL. The league would start with four teams and two more were later added known as the “Original Six Era” that took place during the onset of World War 2. The league has expanded to now thirty teams including six in Canada and several out in the western part of America. Though the league struggled to stay in business during its first decade, NHL teams were quite successful. By the end of the 1930-31 season the NHL featured a total of 10 teams, the Great depression took a toll on the league many teams folded went bankrupt and were sold by owners unable to keep up with cost. In 1948, original Stanley Cup trustee P.D. Ross and Cooper Smeaton made an agreement with the NHL to take over possession of the Stanley cup.

In Modern day the Stanley Cup playoffs are an elimination tournament in the NHL consisting of four rounds of best of seven series. Eight teams from each of the leagues two conferences qualify for the playoffs based on regular season records. The final round is called “The Stanley Cup Finals” which matches the two conference champions. The NHL has always had a playoff tournament to determine its champion although the format has changed over the years since the time when the Stanley Cup was shared between different leagues. The Stanley Cup is a unique and fabled trophy for the prevailing team to earn. Stanley Cup is unique in that it is engraved with the names of the winning players, coaches, management and club staff as well as the team name and year in which it was won.

5 STANLEY CUP TIMELINE

1892: The Lord Stanley of Preston proposes the creation of a trophy to be awarded to the champion hockey team in Canada.

1893: The Stanley Cup is a silver bowl that cost less than $50 at the time.

1894: The Cup changed to a challenge format, with the trustees deciding which challenges were valid.

1910: The National Hockey Association, the predecessor of the National Hockey League, is founded. The NHA quickly became the best league in Canada and held the Cup for four years.

1912: Trustees mandate that the Cup is only to be defended at the end of the champion's regular season.

1916: The Montreal Canadians win the first of their 24 Stanley Cups by beating Portland in a five- game final.

1917: The National Hockey League supplants the NHA. The Metropolitans become the first U.S.-based team to win the Stanley Cup.

1919: In the only Stanley Cup Final not played to completion, Seattle and the Montreal Canadians abandoned the series due to an influenza outbreak. The teams split the first four games.

1924: Engraving the names of the winning team on the Cup becomes an annual tradition.

1926: The NHL assumes control of competition for the Stanley Cup.

1939: The Stanley Cup was given a standardized form as a long, cigar-shaped trophy.

1947: The NHL signs an agreement with the Cup's trustees, granting control of the Cup to the League.

1958: The current one-piece Cup with five bands for the names of the winners is introduced.

1969: The original Stanley Cup is retired to the .

1991: The last place on the last band of Cup winners is filled. The oldest band is retired and a new one added; this procedure is followed to keep the Cup from becoming unwieldy.

2004: Another band of names is filled after the Tampa Bay lightening win the Cup. The oldest band is again retired.

2008: Nikolas Lidstrom becomes the first European-born captain to raise the Cup after the Detroit Red Wings defeated Pittsburgh in the Final

6 Description of Cytosport, Inc. and Muscle Milk® Product

CytoSport was started in 1998 by Greg Pickett and son Mike with the goal of growing the company into the “premier manufacturer of sport-oriented nutritional products.” CytoSport manufactures nutritional supplements and beverages designed to safely address the needs of athletes and individuals with active lifestyles. CytoSport prides itself on its ability to produce products that help athletes to achieve their goals, to live healthy, and to be successful. The motto at CytoSport is “Driven by science - Inspired by performance;” CytoSport relies on science to create the best products possible, and they thank the consumer for inspiring them to do so.

• Products manufactured in Benicia, California at 150,000 sq. ft. state-of-the- art manufacturing facility • Products include Muscle Milk®, CytoSport Monster Series, Cytomax • Muscle Milk® is a great-tasting, protein-enhanced functional formula that combines 32 grams of high-quality protein along with premium ingredients to provide sustained energy and recover for performance and lifestyle

Contact 1-888-298-6629 4795 Industrial Way Benicia, CA 94510 customerservice@cytosp ort.com Athletes Partners

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CytoSport and Muscle Milk® History

1998: Greg Pickett and son Mike found CytoSport

June 2007: CytoSport achieves Good Manufacturing Practices (GMP) Registration through NSF International’s Dietary Supplements Certification Program

2007: CytoSport co-founder Greg Pickett founds Muscle Milk Motorsports, a motorsports groups that competes in sports car racing competitions

2008: CytoSport report earnings of $200 million, the company’s highest earnings to date

2008: CytoSport receives the Small Company of the Year Award at the 16th annual Beverage Forum presented by Beverage World magazine and Beverage Marketing Corporation

March 2011: GNC® recognizes CytoSport at the annual Vendor Awards Ceremony by honoring the corporation with the Outstanding Partnership of the Year and the Best Protein RTD of the Year awards

February 2013: CytoSport and Muscle Milk announce 22 high school athletic programs that will receive $250,000 total in grants as part of the Muscle Milk Recovery Grant Program

March 2013: CytoSport and Muscle Milk announce the release of limited edition Minnesota Wild Muscle Milk bottle for the 2013 NHL season, the first Muscle Milk bottle to feature a professional hockey team

June 2013: CytoSport announces that its Board of Directos has elected Rob King as the new Chief Executive Officer of the corporation

June 2013: CytoSport and Muscle Milk donate $8,200 to Kershaw’s Challenge, a nonprofit organization founded by Cy Young winner and Los Angeles Dodgers pitcher Clayton Kershaw

July 2013: Muscle Milk® makes the Top 25 list of Most Innovative Consumer and Retail Brands by Forbes

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Description of Event

Location Determined by which Eastern and Western Conference NHL teams make it to the finals. Advertisements will be inserted accordingly to the two participating team arenas.

Staffing Unique to individual venue/arena

Scheduled Event Dates 2014 Stanley Cup Finals Series Dates Time Eastern Western (ET) Conference vs. Conference Champion Champion Sunday June 1, 2014 8 PM Lower Seed @ Higher Seed Tuesday June 3, 2014 8 PM Lower Seed @ Higher Seed Thursday June 5, 2014 8 PM Higher Seed @ Lower Seed *Saturday June 7, 8 PM Higher Seed @ Lower Seed 2014 *Tuesday June 10, 8 PM Lower Seed @ Higher Seed 2014 *Thursday June 12, 8 PM Higher Seed @ Lower Seed 2014 *Saturday June 14, 8 PM Lower Seed @ Higher Seed 2014 *If Necessary

Past attendance facts & figures Year Teams Total Att. Avg. Att. 2013 Chicago vs. Boston 119,233 (6 19,872 Games) 2012 Los Angeles vs. New 109,364 (6 18,227 Jersey Games) 2011 Vancouver vs. Boston 128,135 (7 18,305 Games) 2010 Chicago vs. Philadelphia 127,843 (6 21,307

9 Games) 2009 Pittsburgh vs. Detroit 131,660 (7 18,809 Games) 2008 Pittsburgh vs. Detroit 111,594 (6 18,599 Games)

Cost Benefit Analysis v Stanley Cup Finals arena Ø Capacity between 18,000 and 22,000 depending on arena § With over 100,000 viewers during the series there are many attending viewers that will be exposed to the product. v Maximum exposure and viewership Ø Viewership – Last year’s Stanley Cup Finals drew a total of 34.7 million viewers over a period of 6 games. § This is a very large number of people that will be exposed to advertisements and commercials during the games. v HD Video Scoreboard: $5 Million Ø The 18,000 to 22,000 people in attendance will be fixed on this form of advertising during commercial breaks and intermissions. v Zambonis: $22,500 a piece Ø The two Zambonis that will run before, during intermissions, and after the game will feature Muscle Milk on the sides and top for all in attendance to see Ø There will also be a spot on live television in which the zambonis will be seen by the entire viewing audience v Plexiglas Advertisement: $80,000 Ø Allow viewers at home to see Muscle Milk listed behind both teams nets Ø This will also stand out because it will be the only advertisement shown on the Plexiglas v Multiple Advertisement along Boards: $75,000 Ø Every time the puck comes anywhere near this permanent advertisement millions of viewers will be indirectly looking at it.

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Organizations capabilities and past experiences v The Stanley Cup Finals have been occurring for the last 1,019 years v The Finals have been able to snag big name companies such as Honda, Cisco Systems, and Verizon Wireless v Board advertising has taken place since 1980 v The Zamboni was invented in 1949 and has been used as an advertising surface since the late 90’s v With millions of hockey fans around the world the Stanley Cup Finals draw a lot of attention from a wide range of viewers that will see the many advertisements throughout the game

Stanley Cup Playoffs Target Market

The Stanley Cup Playoffs are meant to attract former ice hockey participants as well as other sports fans that have never played the game. More than half of attendees at NHL hockey games attend more than one game a year and about a fourth of fans attend over four games a year. The charts below show that the Stanley Cup Playoffs will want to target late teens to middle aged adults who have attended a game during the regular season. While also taking into consideration that roughly 60% of its viewers are men and a majority have middle to high level household income. With taking these charts into consideration, the Stanley Cup Playoffs will be able to have the perfect target market.

ICE HOCKEY PARTICIPATION, PAST OR PRESENT, AMONG FANS % of all fans who participated in Ice Hockey at any level in the past year 3.2% % of Computer/Laptop/Netbook viewers who participated in Ice Hockey at 7.7% any level in the past year % of Smartphone viewers who participated in Ice Hockey at any level in the 18.5% past year % of Facebook followers who participated in Ice Hockey at any level in the 6.3% past year % of Twitter followers who participated in Ice Hockey at any level in the past 11.6% year Source: SBRnet

11 Total NHL FANS 2011 2012

Total Number of Fans Age 13+ 61,775,000 53,495,000 Total Number Attending Games 15,034,000 11,746,000 % of Attendees who Attended More Than 1/yr. 47.9 56.3 % of Attendees who Attended 4+ Times/yr. 23.1 24.8 Total Number Viewing on TV 55,764,000 47,905,000 % of TV Viewers who Viewed More Than 1/yr. 68.7 69.5 % of TV Viewers who Viewed 12+ Times/yr. 24.3 22.7

NHL TV Viewing % by Age Group 2011 2012 13-17 6.6 7.3 18-34 30.2 23.8 35-49 27.9 26.3 50-64 27.3 27.7 65+ 8.1 15.0 Total 100.0 100.0 Median Age n/a 46.0 Base 55,764,000 47,905,000 Source: SBRnet

NHL Attendance % by Gender 2011 2012 Male 60.2% 64.6% Female 39.8% 35.4% Total 100.0% 100.0% Base 15,034,000 11,746,000 Source: SBRnet

NHL Attendance % by Geographic Region 2011 2012 Northeast 25.7 31.5 Midwest 26.3 20.5 South 31.0 31.6 West 17.0 16.4

12 Total 100.0 100.0 Base (No. attending - add 000) 15,034 11,746 Source: SBRnet

TV viewing % by income group Under $25,000 14.0 17.6 $25,000-$49,999 22.2 21.4 $50,000-$99,999 35.3 32.7 $100,000 or more 28.4 28.2 Total 100.0 100.0

http://www.sbrnet.com.prox.lib.ncsu.edu/research.asp?subrid=726

Muscle Milk Target Market

Muscle Milk attempts to attract all age groups from all sports fans and participants. The main age group includes teenagers through middle age adults, while muscle milk also aims to target both males and females. Milk can be consumed before workouts, after workouts, first thing in the morning or prior to bedtime. In addition, Muscle Milk can be used as a meal replacement when you are on the go or as a high protein snack during the day. The company CytoSport has produced a before, during, and after tasteful drink; but has also formulated a tasteful and less sugary kids beverage. When advertising during the NHL Playoffs though, Muscle Milk is meant to be looked at as a man’s drink as their original slogan reveals, “Builds Muscle like a Mother.”

13 “It attracts consumers with its taste and the high amount of protein,” said Jerry Reda, Vice President of Sales for New York distributor Big Geyser. “Muscle Milk can be used by almost anyone that is not allergic to dairy proteins. Plenty of athletes drink Muscle Milk because they may have increased protein requirements, but it is fine for anyone that wants to supplement their protein intake.” Proteins in Muscle Milk may be especially helpful when you are:

• starting a new exercise program and trying to build muscle • increasing the intensity of your work-outs • A vegetarian (that consumes dairy) and does not get enough protein from dietary sources

The chart below shows that teenage and adult men require more protein than women do. This information supports Muscle Milks target market during the Stanley Cup Playoffs and its viewers. This chart presents the Recommended Dietary Allowances (RDAs) of protein in grams.

1–3 years 16 grams Children 4–6 years 24 grams 7–10 years 28 grams 11–14 years 45 grams 15–18 years 59 grams Males 19–24 years 58 grams 25+ years 63 grams 11–14 years 46 grams 15–18 years 44 grams Females 19–24 years 46 grams 25+ years 50 grams *However, this chart does not take into account your size—and larger people tend to have greater protein requirements. The following calculation is a more popular method for calculating daily protein amongst most health professionals: Your weight in pounds multiplied by .36 to .50 = Daily protein requirement (in grams) *Avid exercisers and athletes require even more. http://life.familyeducation.com/protein/foods/48678.html

CONSUMER RATING OF INFLUENCE OF SPORT SPONSORSHIP ON PURCHASE OF SPONSOR'S PRODUCT % Saying Sport Sponsorship is Extremely Influential 3.0% % Saying Sport Sponsorship is Very Influential 7.1% % Saying Sport Sponsorship is Moderately Influential 16.8% % Saying Sport Sponsorship is Slightly Influential 14.2%

14 % Saying Sport Sponsorship is Not at All Influential 58.9% Total 100.0%

% of Fans Used Smartphone For Any Sports-Related Purpose (For Marketing Muscle Milk Purposes) 13-17 7.9 18-34 37.9 35-49 29.5 50-64 19.8 65+ 4.9 Total 100.0 Median Age 36.0

http://www.bevnet.com/magazine/issue/2010/pumped-up-muscle-milk

15 Compatibility of Stanley Cup Playoffs and Muscle Milk ®

National Hockey league and muscle milk share a common relationship within each other that would help provide the athletes with the highest level of performance on and off the Ice. The high physical demand of the sport requires only the finest protein supplements to replenish the exerted muscles with only the highest grade of rapid releasing proteins and amino acids, the building blocks of muscle tissue for better recovery for the physically demanding 82 game season.

Mission Statement To provide a league in which the most We have been dedicated to working with elite skilled Hockey players from around sports scientists, coaches and trainers to the world can compete at the highest redefine protein enhanced products for levels by providing the highest quality, active lifestyles and serious athletes- training facilities, fundamental leagues, supporting performance when it matters. stadiums, game time equipment and Over the years, we've expanded to create a overall experience for the player and fans comprehensive line that encompasses the alike. athletic experience from preparation, to hydration, to recovery

Program and Product Design Providing the best playing rink to create Our products are among the very few that zero limiting factors while always holding are manufactured in a NSF International player safety as primary concern. GMP for Sport Registered facility. Our facilities are also inspected and regulated by the FDA Professional Development To Surround the players with the most To provide athletes with limitless talented players in the world in an possibilities of physical training with extremely competitive environment to supplements to aid in recovery of muscle to increase overall performance of all be able to perform at high level demanded participants. day after day.

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Recognition To remain as the worlds premier league We carefully manufacture our powder for Elite Ice hockey. products and ready-to-drink pre-blends onsite at our corporate campus in Benicia, California. Making efficacious products for athletes and active lifestyle individuals requires responsibility on all fronts. Community NHL Charities pledges to support As our business has grown, so has our programs and institutions throughout footprint. We have made environmental America that work towards creating a sustainability a focus and driver in everyday better tomorrow. NHL Charities focuses decision-making. on health and wellness, education and housing, striving to serve local citizens and impact the lives of youth in America and around the World.

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Media and Promotion Plan for Muscle Milk®

With the amount of coverage and exposure the NHL Stanley Cup Playoffs receive, there are numerous outlets for promoting the sponsorship with Muscle Milk. Major media sources for the NHL Stanley Cup Playoffs include television, radio, and social media or other Internet sources. CytoSport and their main brand Muscle Milk® will be given the opportunity to reach a wide range of target markets through the NHL Stanley Cup Playoffs and the various media outlets that provide coverage. Main target markets reached by Stanley Cup Playoffs media include international hockey fans, NHL fans, students, and males 18-34.

Television • NBC and NBC Sports Network (NBCSN) carry the NHL Stanley Cup Playoffs in the . One 30-second commercial slot and one 1-minute commercial slot will be allotted during Stanley Cup Playoff television broadcast coverage for commercials promoting Muscle Milk®. CytoSport will have the opportunity to fill one of these slots with a commercial of their choice during each commercial break, for the entire duration of the playoffs. • All televised pregame and postgame press conferences with players and coaching staff will feature a 14 fl. oz. bottle of a Muscle Milk Ready-To-Drink product next to the player/coach and in plain view of the media and cameras. • Muscle Milk® will sponsor the “Inside the Net” camera and each replay utilizing this camera will feature a Muscle Milk® logo in the bottom right hand corner of the screen.

Internet • NHL.com features several pages with space for sponsor logos or advertisements. Each page will feature an ad or logo of the sponsor in the sidebar, background, or along the top/bottom. • NHL.com includes a section for video, which features game highlights, interviews, and news-related videos. For the duration of the playoffs each

18 video will feature a brief 15-second advertisement to be played at the start of the video.

Social Media • Both the NHL and Muscle Milk® utilize several social media sources. These sources include Twitter, Facebook, youtube, and Instagram. • These sources will be utilized to promote the sponsorship between the NHL and Muscle Milk by posting pictures, videos, ads, and other promotional material that highlights the relationship between the two organizations.

19 Hospitality and Promotional Activities

Muscle Milk® Billboards and Signage • Each team participating in the Stanley Cup Playoffs will feature four 5’ x 2’ Muscle Milk advertisements along the boards of each team’s respective rink. • Each team’s jumbotron will feature four sponsor advertisements that will correspond to the size available for each team’s jumbotron. • During the broadcast of each playoff game there will be a projection of the sponsor’s logo on the glass of the boards behind each net.

Promotional Kiosks/Booths • Each team’s arena will feature 2 Muscle Milk kiosks/booths located in the concession area of each arena • The promotional kiosks/booths will have dimensions of 6ft x 2.5ft x 7.5ft • These kiosks/booths will feature promotional material including product samples, t-shirts, and give-away sign-ups

Intermission • Each intermission period of the Stanley Cup Finals will feature Muscle Milk promotional activities such as t-shirt tosses and fan quizzes/games for promotional giveaways • The Zambonis used during each intermission period of the finals will be painted and detailed with a Muscle Milk paint scheme and logos.

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Hospitality • NHL will work with the two Stanley Cup Finals teams to offer suites to CytoSport and Muscle Milk executives and their guests for each game of the finals. • Suites will feature complimentary beverage and food service as well as promotional material for each team such as team apparel. • The NHL will allot 15-20 tickets for CytoSport employees at a discounted price for chosen games of the Stanley Cup Finals • Four VIP parking spaces will be reserved for CytoSport executives/employees for those games attended, along with complimentary regular parking for employees • Cytosport executives will be given the opportunity to meet with the crowned Stanley Cup champions, as well as being able to lift and pose with the Stanley Cup

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Impact Measurement

The National Hockey League is convinced that upon finalization of this mutually beneficial sponsorship, Muscle Milk Inc. will see a direct benefit to their company. Sponsorships are again on the rise, and marketers have called for new efforts by researchers to measure the business value of this form of marketing communications. Data capturing during and after the sponsorship campaign is incredibly valuable information for assessing the success of the sponsorship. A way we can measure the impact is to record how often Muscle Milk Inc. appears on advertisements, during games, or any other way of exposure. To get a direct idea of how much of an affect the Sponsorship has on Muscle Milk Inc. we can measure sales.

Measuring exposure to Media • The easiest source to measure Media exposure would be on Muscle Milks Inc. website. There could be direct correlations made by the amount of decrease or increase of visitors to the Muscle Milk Inc. website. • Commercials for the Stanley Cup Playoffs are not just limited to during the time the games are being played. There are many commercials during the day or even weeks leading up the final games. In addition, interviews and writings on the individual teams websites or mobile apps are an additional media source. Many of these Commercials could include a plug at the end bringing Muscle Milk Inc. to Consumers attention whether it is orally or visibly. To measure this exposure we can contact cable provider and get the commercial schedule for the playoffs. • We can assign members of the staff to be in charge of recording how many times Muscle Milk is mentioned or the logo is shown during the actual games.

Measuring Sales • To get an accurate Idea of how the sponsorship benefited Muscle Milk we can compare previous year sales to sales during the Stanley Cup Playoffs to sales following the Playoffs. • Market research can be performed to see how much percent of the market Muscle Milk owns in comparison to other Protein Supplement brands. If Muscle Milk proves to own a lot of the market it could very well be a beneficially idea to continue the sponsorship through the following years regular season. • Muscle Milk can be sold around local public arenas of the Stanley Cup Participating teams to collect the data of how many fans are influenced by the commercials they see watching their favorite teams play the night before.

22 Measuring Performance • As part of hospitality to our mutual sponsorship we will provide Muscle Milk in the locker room for the athletes and trainers. We will collect surveys on feedback from players on their consumption of Muscle Milk. • Proteins are the building block of muscle tissue. We will see through our sponsorship the increase in speed, endurance and stamina of the athletes by providing plenty of high quality protein at their disposal.

Conclusion After all the observations, data, and surveys are collected a team of experts will analyze the findings and help us reach a decision of the effectiveness of our sponsorship. With the analysis of all the gathered data, we can see how much of an impact the sponsorship had on both the National Hockey League Stanley Cup Playoffs and Muscle Milk INC.

23 Sponsorship Package

Total Sponsorship Value = $1,500,000

Media

• Televised Commercials (50): $125,000 • Internet Advertisements (150): $225,000 • Social Media Advertisements (100): $100,000

Total = $450,000

Promotional Materials

• Kiosks/Booths (4): $38,000 • Kiosk materials (samples, apparel, coupons, etc.): $30,000 • T-shirt tosses: $10,000 • Zamboni paint/detail (2): $22,500

Total = $100,500

Signage • Jumbotron advertisements (8): $100,000 • Rink board advertisements (8): $75,000 • Glass projection advertisements (4): $80,000

Total = $255,000

Total Cost of Sponsorship for CytoSport, Inc. = $805,500

24 Outlined below is what the National Hockey League is offering CytoSport, Inc. for the Stanley Cup Playoffs sponsorship package. The sponsorship package includes increased sales opportunities, product trial and sampling opportunities, media coverage and exposure, on-site signage, hospitality and promotion opportunities, as well as co-sponsor opportunities. This sponsorship package is valid for the duration of the Stanley Cup Playoffs with the option to renew for the next season.

Increased Sales Opportunities

• CytoSport will be given the opportunity to sell their products at NHL team venues • NHL.com will sell exclusive CytoSport products • CytoSport will be given the opportunity to reach a wide audience through the various media outlets utilized by NHL

Product Trial and Sampling Opportunities

• Muscle Milk ® kiosks/booths will offer product samples, apparel, coupons, etc. • T-Shirt toss during intermission • Fan interaction giveaways during intermission

Media Coverage and Exposure

• Television o Commercial slots for 1-minute or 30-second Muscle Milk® commercials during breaks in broadcast coverage of Stanley Cup Finals o CytoSport product placement in televised pre-game/post-game press conferences o Muscle Milk® sponsored “Inside the Net” camera for in-game replays o Projected Muscle Milk® advertisement behind each goal during televised games • Internet o Ad-space on all pages of NHL.com o Slot for 15-30 second advertisement before all videos hosted on NHL.com • Social Media o Rights for posting of videos, pictures, advertisements, and other promotional material on each organization’s respective social media outlets (twitter, facebook, youtube, etc.)

On-site Signage

• Four 5’ x 2’ rink side board advertisements

25 • Eight total (4 per arena) jumbotron advertisements sized according to arena’s jumbotron • Four total (2 per arena) CytoSport 6ft x 2.5ft x 7.5ft kiosks • Two Zambonis with Muscle Milk® paint/detail

Direct Customer Hospitality and Promotion Opportunities

• Hospitality o Reserved suites with complimentary food and beverage for CytoSport employees o Additional discounted tickets to Finals’ games o Complimentary parking (VIP and regular lots) o Opportunity to meet with players and staff of Stanley Cup Finals’ teams o Opportunity to hoist coveted Stanley Cup • Promotion o Opportunity for fans and spectators to purchase CytoSport products at all Stanley Cup Finals games o Coupon giveaway to fans in attendance

Co-Sponsor Opportunities

This sponsorship package also offers the opportunity for CytoSport to connect and be associated with other sponsors of the NHL and Stanley Cup Finals. Some sponsors of the NHL and Stanley Cup Finals include:

• Bridgestone • Cisco • EA Sports • Coors Light • Enterprise • Lay’s • Pepsi • Reebok • Gatorade • Honda • Geico • McDonalds • Verizon • Discover • Tim Hortons

26 Addendum

Additional branding examples:

27 Citations www.nhl.com www.cytosport.com www.musclemilk.com http://www.bevnet.com/magazine/issue/2010/pumpe d-up-muscle-milk http://life.familyeducation.com/protein/foods/48678.h tml http://www.sbrnet.com.prox.lib.ncsu.edu/research.asp ?subrid=726

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