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Sponsorship Proposal

PRT 466 – Spring 2016

Carolina Panthers & Duke Energy Sponsorship Proposal

Lynn Good Chief Executive Officer Duke Energy 526 S. Church St. Charlotte, NC 28202

Dear Mrs. Good,

The professional football team would like to invite Duke Energy to be an exclusive sponsor of our professional football organization. With a dedication to to the consumer and a desire to provide philanthropic support to address the needs vital to the health of their communities, Duke Energy is the type of company we are looking for to associate with our organization. Both the Carolina Panthers and Duke Energy proudly serve their communities through charitable giving, donations, and employee volunteerism in an effort to enhance their community. Our customer-first mentality helps us provide exceptional service to fans and produce innovative events and promotions targeted to the market. Due to our large fan base over a wide demographic, the Carolina Panthers have the ability to enhance and promote Duke Energy.

Attached, in the sponsorship proposal, you will find information regarding potential opportunities for promotional events, promotional signage, initiatives with charitable organizations, enhanced community education, and hospitality benefits. We believe that our organizations have similar goals and have outlined how we match up regarding our target markets, ability to produce successful events, and key core values.

The Carolina Panthers are excited to explore this potential sponsorship. As part of the proposal, we will provide Duke Energy with increased sales opportunities, increased brand awareness and exposure in the local community, opportunities for co-sponsorship, and ways to help raise money for charity.

Designed to meet the wants and needs of your organization, the Carolina Panthers organization has personalized this proposal for your company. We look forward to further discussing these opportunities with you.

Sincerely,

John Berger Director of Sponsor Sales and Services for the Carolina Panthers

Carolina Panthers & Duke Energy Sponsorship Proposal

National Football League (NFL) Overview The , Inc. owns and operates a football league in the United States and internationally. The company offers news, videos, teams, players, scores, schedules, stats, and standings; and online services, such as game rewind, field pass, game pass, and tools and widgets. It provides its services through online, radio, mobile, and TV. National Football League, Inc. was formerly known as American Professional Football Association and changed its name to National Football League, Inc. in June 1922. The company was founded in 1920 and is based in New York, New York. It has operations in Canada, China, France, Japan, Mexico, and the United Kingdom.

Brief History On June 24th, 1922, the American Professional Football Association changed its name to the National Football League. On May 19th, 1935, the NFL adopted Bert Bell's proposal to hold an annual draft of college players, to begin in 1936, with teams selecting in an inverse order of finish. In 1939, an NFL game was televised for the first time when NBC broadcast the Brooklyn Dodgers- game from to the approximately 1,000 television sets then in New York. On June 8th, 1966, Pete Rozelle announced the merger of the AFL and NFL. Under the agreement, the two leagues would combine to form an expanded league with 24 teams, to be increased to 26 in 1968 and to 28 by 1970 or soon thereafter. On January 15th, 1967, The Packers defeated the Chiefs 35-10 before 61,946 fans at the Los Angeles Memorial Coliseum in the first game between AFL and NFL teams, I. On September 21st, 1970, the ABC network televised a game of . ABC acquired the rights to televise 13 NFL regular-season Monday night games in 1970, 1971, and 1972. On January 16th, 2003, The NFL launched the NFL Network. The NFL Network will be the first television programming service fully dedicated to the NFL and the sport of football.

Carolina Panthers & Duke Energy Sponsorship Proposal

Carolina Panthers Overview The Carolina Panthers are a professional team in Charlotte, , who play in the NFC South division of the National Football League. is the owner/founder of the Carolina Panthers, Dave Gettleman is the , and the Head Coach is . In 1993, NFL owners unanimously selected the as the 29th NFL franchise and the first since 1976. The Carolina Panthers began play in their new stadium, Ericsson Stadium, in 1996 which would be renamed to the currently known Stadium in 2004. Since 1993, the Carolina Panthers have been champions of the NFC South division 4 times, won the NFC Championship 2 times, and they have appeared in the Super Bowl twice.

Brief History In 1993, NFL owners unanimously selected the Carolinas as the 29th NFL franchise and the first expansion team since 1976. In 1994, NFL Commissioner sloted the Carolina Panthers in the NFC West with the , , and . In 1996, The Carolina Panthers won the NFC West division title for the 1st time in the history of the organization. In 2002, the Carolina Panthers moved to the newly created NFC South with the Atlanta Falcons, New Orleans Saints and . In 2003, the Carolina Panthers won their first NFC South division title, their first NFC Championship, and made their first Super Bowl appearance in team history. In 2005 and 2008, the Carolina Panthers won their second and third NFC South division championships. The Carolina Panthers have been NFC South Champions for three consecutive years from 2013 to 2015. In 2015, the Carolina Panthers won the NFC Championship for the second time and made their second Super Bowl appearance in team history.

Carolina Panthers & Duke Energy Sponsorship Proposal

Bank of America Stadium Venue is located in , NC. Its’ features include: 75,412-seat, open-air, natural grass stadium. Stadium facade that features many unique elements such as: o massive arches and towers at the entries clad in building materials that accent the team colors of black, silver and Panthers blue. Interior designed to provide a generous ratio of concession and restroom facilities among wide and tall concourses. Wide seats with individual cup and program holders. State-of-the-art technology to enhance the fan experience: o Distributed antenna system to improve cellular service throughout the stadium, o State-of-the-art sound, video and scoreboard systems, o Four escalator bays that whisk fans to the upper levels, o High-definition video boards above each end zone, o Vibrant ribbon boards encircling the entire bowl at the club and upper levels, o A high-efficiency, high-octave distributed sound system throughout the bowl. Redone in 2015, the facility's 153 suites now feature: o Three rows of seating, o Fully retractable windows, o Radiant heat and more televisions.

Carolina Panthers & Duke Energy Sponsorship Proposal

Promotional Events Harris Teeter Second Half Sack Select the Panthers player that you think will sack the opposing during the second half of any game. One entry will be chosen prior to every game. If the player selected gets a sack, the customer could win a $500 Harris Teeter gift card. Contest open to residents of North and .

Krispy Kreme Sweet Victory When the Panthers win, you win! The Monday after a Panthers victory, buy a dozen original glazed doughnuts for $3.99 at Krispy Kreme stores in North and South Carolina.

Papa John’s Pizza Specials Score discounted Papa John's pizza when the Panthers score 20 or more points. Go online to papajohns.com the next day and enter the promo code: PANTHERS20 to get 50 percent off your online order at regular menu price. And every day get the Papa John’s Carolina Panthers special - two large, two- topping pizzas for $7.77 each. Use the promo code: PANTHERS777.

Weekend Warrior Tournament The Carolina Panthers will host the 13th annual Miller Lite Weekend Warrior Flag Football Tournament on April 16-17 at Bank of America Stadium and the team's practice fields. The two-day, non-contact tournament is for ages 21 and older and features four skill divisions: Weekend Warrior, Couch Potato, 35 & Over and Co-Ed. All tournament proceeds will benefit the USO of North Carolina. The tournament has sold out every year.

Carolina Panthers & Duke Energy Sponsorship Proposal

Audience Profile NFL Demographics (2015) 20,438,000 fans attended an NFL game. Fan attendance by gender, 62.9% males and 37.1% females. Fan attendance by most popular age group, 34.6% between the ages of 18 and 34. Highest percentage of fan attendance based on household income, 37.9% with the household income range of $50,000-$99,999. The South was the highest geographic region in fan attendance with 36.4%. 19,840,000 fans who attended an NFL game used a smartphone or tablet while 57.2% used their smartphone/tablet for activities related to the game they were attending.

Carolina Panthers Attendance Statistics (2015) 592,454 fans attended a Carolina Panthers game at Bank of America Stadium (8 games). Carolina Panthers had an average fan attendance of 74,056 fans per game which exceeds their stadium seating capacity of 73,778. The Carolina Panthers were ranked 7th out of 32 NFL teams in total fan attendance.

Carolina Panthers & Duke Energy Sponsorship Proposal

Media Coverage News Coverage The Carolina Panthers receive news coverage from the following television stations and radio networks:

ESPN CBSSports Fox

WSOC-TV WCCB-TV WCNC-TV

Time Warner Cable Sports Channel NBC Sports

Carolina Panthers Radio Network – Over 50 radio stations that broadcasts throughout N.C., S.C., Ga., Va.

Social Media Facebook à 2.28 million followers Twitter à1.36 million followers Instagram à1.1 million followers Google Plus à 601k followers Foursquare à18k followers Pinterest à 5.4k followers Carolina Panthers Mobile App à 100k android download

Carolina Panthers & Duke Energy Sponsorship Proposal

Celebrity Fans The Carolina Panthers have a variety of celebrity fans that are loyal to them which helps the Carolina Panthers build social communities, capital and influence among the public. These celebrity fans help the Carolina Panthers reach a wide range of demographics and generate connections with new fans.

Stephen Curry - Professional Player

Will Smith - Actor – Fashion Model & Actress

Sean “Diddy” Combs – Rapper & Producer John Isner – Professional Tennis Player

Carolina Panthers & Duke Energy Sponsorship Proposal

Brand Alignment Organizational Compatibility Both the Carolina Panthers and Duke Energy are customer-oriented organizations as their success is dependent on the ability to earn the trust and confidence of millions of fans or stakeholders. With a commitment to ethics, diversity, and inclusion, Duke Energy’s organizational beliefs align with the Carolina Panthers mission to create and sustain relationships built around honesty and integrity while uniting a diverse fan base across the nation through cheering on the Carolina Panthers. Duke Energy’s pursuit to attract businesses, help create jobs, and support and strengthen community vitality in the regions it serves coincide with the Carolina Panthers programs and partnerships that create measurable and sustainable change in the Carolinas. Furthermore, Duke Energy’s core values of Community, Youth, Philanthropy, Education, and Appreciation are congruent to the values and beliefs of the Carolina Panthers organization.

Carolina Panthers & Duke Energy Sponsorship Proposal

Community Charlotte, North Carolina is the and headquarters of the Carolina Panthers and Duke Energy and both proudly serve their communities through charitable giving, donations, and employee volunteerism in an effort to enhance their community. The Carolina Panthers aim to enhance the community by building new facilities, like football fields, for local low-income schools and providing fundraising opportunities for local groups to raise money by working events at Bank of America Stadium. Duke Energy believes that volunteerism is an integral part of their commitment to the communities where they live and serve so, they promote employee volunteerism through their Duke Energy In Action program. Some of the ways their employees make a difference through the Duke Energy In Action program are the Season4Giving program which provides opportunities for employees to support low-income charities, veteran’s assistance groups, and energy assistance nonprofits and the Hours4Good program which consists of employees volunteering their time while helping nonprofit organizations that are important to them. At the same time, employees earn matching cash donations from Duke Energy for their volunteer hours that can go to the nonprofit of their choice. Also, Duke Energy and the Carolina Panthers are committed to the online community too through social media.

Youth Duke Energy and the Carolina Panthers both share the goal of making the next generation the most active and healthy. The Carolina Panthers participate in the Play 60 initiative - a national youth health and fitness campaign focused on increasing the wellness of young fans by encouraging them to be active for at least 60 minutes a day. This promotion of an active lifestyle matches the mission of Duke Energy’s Children’s Museum which encourages kids to climb, crawl, explore and learn about themselves and the world around them.

Carolina Panthers & Duke Energy Sponsorship Proposal

Philanthropy Philanthropy is a major aspect of Duke Energy and the Carolina Panthers because both organizations provide philanthropic support to address the needs vital to the health of their communities. Annually, the Carolina Panthers donate over $30,000 in scholarships to student- athletes and over $1 million through their grant programs which consists of equipment grants that provide new equipment for youth and high school football programs, field grants that provide neighborhood-based organizations and high schools in low to moderate income areas with financial and technical assistance to improve the quality, safety, and accessibility of football fields, and community grants that address the educational, athletic and human services needs of communities throughout North and South Carolina. Annually, the Duke Energy Foundation funds more than $25 million in charitable grants, with a focus on education, environment, economic and workforce development and community impact.

Education Education is a central focus of Duke Energy and the Carolina Panthers because developing and fostering strong educational programs can positively change a community’s economic and workforce development. The Carolina Panthers work directly with community partners to promote the personal growth of students across North and South Carolina and enrich their academic experiences through a variety of programs. The Duke Energy Foundation provides strategic funding to nonprofit organizations that support education in our regions, as well as to institutions of higher education that train our future workforce. Duke Energy also provides merit- based scholarship programs for dependents of employees and retirees on an annual basis.

Carolina Panthers & Duke Energy Sponsorship Proposal

Appreciation The Carolina Panthers and Duke Energy are dedicated to honoring our service men and women. The Panthers and USO of North Carolina (USO-NC), the team's military partner, work to create opportunities and experiences for our region's troops and provide them with a genuine sense of appreciation and gratitude for their commitment to our country. It is impossible to fully repay the troops for the sacrifices they make on our behalf, but the Panthers and USO-NC are committed to that effort. Duke Energy provides veterans with job opportunities and invites them to be part of a team that values and honors their current or former military service. Duke Energy believes that the knowledge and skills veterans gain in the military translates well to a rewarding career with Duke Energy.

Target Markets The Carolina Panthers target middle and upper class families as well as single men and women in the age groups of 18-34 and 35-49. The Carolina Panthers will begin to target the kid market in 2016 through via a new Nickelodeon show. The Panthers host pregame activities that are free and fun for the entire family. Once inside Bank of America stadium, there are a wide variety of activities that entice all age groups. Duke Energy targets families of all household income as well as single men and women over the age of 18 as they supply and deliver energy to approximately 7.3 million U.S. customers. Duke Energy’s’ target market matches with the Carolina Panthers target market in the following areas: • Middle class families • Upper class families • Single men in the age groups of 18-34 and 35-49 • Single women in the age groups of 18-34 and 35-49.

Carolina Panthers & Duke Energy Sponsorship Proposal

Sponsorship Package Increased Brand Awareness • Advertisement in game day program. • Logo featured on Carolina Panthers website. • Jumbotron “energize the crowd” noise meter promotion. • Ribbon-board signage. • Duke Energy free t-shirts to first 10,000 fans.

Duke Energy will receive free advertising through the fans wearing the free t-shirts in their local communities after the game. The ribbon board signage, a logo feature on the Carolina Panthers website, and the “energize the crowd” noise meter on the Jumbotron will increase brand awareness.

Increase Sales Opportunities • Duke Energy booth where fans can sign up to receive coupon for energy-efficient light bulbs. • Coupon on the back of the ticket where customers receive a discount on per kWh usage after the first 350 kWh per month. • Promotional flyer in the suites stating Duke Energy’s industrial, commercial, and residential rates.

The coupons on the back of the tickets will influence customers to use Duke Energy in order to receive a discount. Duke Energy will gain new market data when fans sign up at the booth for the coupon. Potential new customers from flyers placed in the suites where executives of corporations usually sit.

Carolina Panthers & Duke Energy Sponsorship Proposal

Charitable Opportunities • Carolina Panthers can host a Duke Energy Punt, Pass, and Kick contest for kids ages 6-15 with the winner’s school receives an equipment grant. • Duke Energy volunteer opportunities. • Duke Energy can be the official sponsor of the annual Christmas tree lighting celebration. • Duke Energy can be an an official sponsor of Military Day at Training Camp. • Duke Energy can partner with the Carolina Panthers to donate energy efficient light bulbs to schools.

To show our support for the Duke Energy In Action program, the Carolina Panthers will reserve six volunteer slots for Duke Energy employees to work events for a non-profit at Bank of America Stadium. At the same time, the Carolina Panthers will match the amount of cash donations the volunteers earn for the nonprofit of their choice. Duke Energy will be an official sponsor of the Carolina Panthers Play 60 initiative which will involve the Punt, Pass, and Kick contest.

Customer Hospitality • Duke Energy headquarters will receive: o 4 Champions Village passes, o 4 VIP passes to the Gridiron Club, o 2 Lot 1 parking passes. • Duke Energy employees will receive discounted tickets and parking. • Promotion on the Carolina Panthers website for Duke Energy customers to win season tickets.

Annually, The Carolina Panthers will select one Duke Energy customer to receive season tickets for that season. Along with the VIP passes and parking passes, Duke Energy will receive the opportunity to entertain clients and friends during a two-hour pregame in the Champions Village.

Total Package Value: $625,000

Duke Energy’s Investment: $550,000

Carolina Panthers & Duke Energy Sponsorship Proposal

Impact Measurement Brand Awareness Through co-sponsorships, promotions, signage and the additional opportunities for brand exposure through sponsorship, it is important to determine how aware Carolina Panther fans are of Duke Energy as a sponsor. To measure the impact of a sponsorship with the Carolina Panthers, the following means will be implemented: • Look for fans in the local community wearing the Duke Energy t-shirt. • Look on social media sites for fans posting pictures wearing the Duke Energy t-shirt. • Look at the of social media mentions related to Duke Energy on Carolina Panthers media sites before and after the sponsorship. • Note the number of times Duke Energy is mentioned in the media in connection with the Carolina Panthers. • Conduct fan surveys at the end of each game to determine the fan awareness of Duke Energy as a sponsor.

Sales Duke Energy will see an increase in new customers, sales, and customer database information. To measure the impact on sales resulting from a sponsorship with the Carolina Panthers, the following means will be implemented: • Track the amount of new customers in industrial, commercial, and residential housing. • Measure the number of coupons redeemed for discounts based on wattage usage. • Compile data and charts on the number of fans that register at the Duke Energy booth during Carolina Panthers games.

Charity With a dedication to providing philanthropic support to address the needs vital to the health of their communities, we will measure the charitable impact of a sponsorship with the Carolina Panthers using the following means: • Media exposure as the official sponsor of the annual Christmas tree lighting celebration. • Media exposure of the co-sponsorship of Military Day event. • Media exposure of the co-sponsorship of the Carolina Panthers Play 60 day which will involve the Punt, Pass, and Kick contest. • Determine the amount of money raised for non-profits from the Carolina Panthers matching the amount of cash donations the Duke Energy volunteers earn. • Determine the amount of money raised for charitable organizations through events as a sponsor of the Carolina Panthers.