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2014 Partnership Opportunities About New Haven Open at Yale

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2014 Partnership Opportunities About New Haven Open at Yale 2014 PARTNERSHIP OPPORTUNITIES ABOUT NEW HAVEN OPEN AT YALE At-a-Glance TOURNAMENT PHILOSOPHY: Much more than a tennis tournament, the New Haven Open at Yale is a leading example of leveraging an international sporting event to generate regional economic activity and to impact the community in a healthy, active, and positive way, especially among youth. The tournament is a not-for-profit 501c3 that supports corporate philanthropy and volunteerism. • Women’s professional tennis event on worldwide WTA and culmination of Emirates Airline US Open Series leading into the US Open. • Enthusiastically owned by the State of Connecticut and has generated hundreds of millions of dollars in economic impact to the region since 1998, including significant job creation and tax revenues. • 2013 player field featured players from 35 different countries and more than half of the top 25 players in the world, including four of the top 10. • Fourth best attended women’s-only WTA event in the world with 1.2M fans having attended since 1998. • Scheduled the week prior to the US Open and enjoys the halo effect of international news coverage. • Domestic and international TV telecasts on ESPN2, Tennis Channel and networks in 160 countries. • Tournament marketing initiatives valued at over $1M. • Major sponsors include leading corporations and institutions such as Aetna, American Express, Yale New Haven Health System, Yale University and regional bank First Niagara. 2 ABOUT NEW HAVEN OPEN AT YALE 2014 Tournament Snapshot DATES: August 15 – 23, 2014 LOCATION: Connecticut Tennis Center at Yale New Haven, Connecticut PRIZE MONEY: $690,000 PLAYER FIELD: The list of New Haven Open past champions reads like a “Who’s Who” of women’s professional tennis: Steffi Graf, Venus Williams, Jennifer Capriati, Lindsay Davenport, Justine Henin, Caroline Wozniacki, and Petra Kvitova. In 2013, players came to New Haven from 35 countries. DEFENDING SINGLES CHAMPION: Simona Halep (ROU), World #11 DEFENDING DOUBLES CHAMPIONS: Sania Mirza (IND) and Jie Zheng (CHN) ATTENDANCE: 46,000 - of the 39 WTA global women’s only events, New Haven Open at Yale is the fourth best attended in the world.* 2013 Champion and WTA Most Improved Player TELEVISION Domestic TV – ESPN2 (8 hours), Tennis Channel (8 hours) Simona Halep COVERAGE: Global TV – 160 countries on six continents for 100+ hours** *WTA attendance figures **WTA TV 2013 3 ABOUT NEW HAVEN OPEN AT YALE Tournament Philosophy and Year-Round Community Outreach Much more than a tennis tournament, the 501c3 New Haven Open at Yale is committed to leveraging the power of professional tennis to build interest and participation at the community level. It is not about creating tennis players, it’s about providing opportunities for youth that will improve their lives and give them a chance to become confident, successful adults. The tournament also closely partners with 501c3 New HYTEs, “Helping kids reach the top through tennis and education.” YEAR-ROUND NEW HAVEN OPEN PROGRAMS & EVENTS New HYTEs • Family Classic parent/child tournament (March - August) • TEaM – After school tennis, education, and mentoring • Free Lesson/New Haven Public Schools Clinic (April/May) program (Year-round) • Summer Community Clinic (July) • Parks & Rec Affordable Lessons (Year-round) • Aetna Kids Day (Tournament Week) • USTA Junior Team Tennis (Year-round) • Girl Scout/Boy Scout Days (Tournament Week) • Tennis in the Neighborhood (July/August) • Latino Day (Tournament Week) • Perfect Match (Tournament Week) 4 ABOUT NEW HAVEN OPEN AT YALE Year-Round Community Outreach Sponsors may demonstrate their commitment to philanthropy and volunteerism by joining New Haven Open in its efforts to impact the local community. Examples of established initiatives include: • PERFECT MATCH – Sponsors may host 20-30 kids from a local community youth organization for a session of tennis with tickets provided by New Haven Open. • NEW HAVEN OPEN SALUTES VETERANS AND HEROES/MILITARY APPRECIATION – To align with a commitment to U.S. Veterans, sponsors may participate in New Haven Open’s Military Appreciation Night. In addition to ticket discounts for heroes and their families, sponsors may add their own salute e.g., underwriting a hospitality suite for vets. • BREAST CANCER AWARENESS TO BENEFIT THE BREAST CENTER AT SMILOW CANCER HOSPITAL – In recent years, the tournament has auctioned pink treadmills autographed by WTA players, conducted an auction of paintings featuring Caroline Wozniacki and golfer Rory McIlroy, and encouraged fans to contribute by logging miles on the treadmill. The Yale-New Haven Hospital Mammogram Van heightens awareness with free on-site screenings. • YALE NEW HAVEN HOSPITAL – YNHH holds an annual fundraiser “Serve Love” in a tournament suite to benefit charitable organizations such Juvenile Diabetes Research Funding and the Dorothy Adler Geriatric Assessment Center at Yale-New Haven Hospital. 5 ABOUT NEW HAVEN OPEN AT YALE Sponsors Making a Difference AMERICAN EXPRESS – In August of 2012 the New Haven Open and American Express unveiled refurbished tennis courts at McClain Park in New Haven as part of Amex’s Fresh Courts partnership with the USTA, designed to support local tennis in communities across the U.S. After the ribbon cutting, former top-10 ranked WTA star Andrea Petkovic hosted a free clinic for local youth from the New Haven Boys’ and Girls’ Club. EMIRATES AIRLINE – In 2012 and 2013 US Open Series title sponsor Emirates Airline activated a racquet return program and an on-site tennis clinic for New HYTEs. In 2013 New HYTEs received a $15,000 cash and equipment contribution from Emirates. AETNA (TOURNAMENT WEEK) – The Aetna FitZone continued to promote a healthy lifestyle with interactive games and tennis activities, including the use of 10 and Under Tennis, “equipment sized just right for kids.” FIRST NIAGARA – In 2011-2013, First Niagara entitled an annual Spring tennis clinic for 300+ children from New Haven Elementary schools who received new racquets and tennis equipment for their schools. The annual Summer clinic provided a similar focus with each event hosted by WTA players including Bethanie Mattek-Sands and Christina McHale. The 2013 clinic was held for the kids in Newtown, using tennis as a powerful healing tool. 6 ABOUT NEW HAVEN OPEN AT YALE Spectator Demographics NEW HAVEN OPEN FANS ARE MATURE, AFFLUENT, AND WELL EDUCATED. • Spectators are 60% female; 30-64 years old. • Over 50% of spectators have an average household income (HHI) of $143,500; 12% have an HHI of $250k+; 4% have an HHI of $500k+. • 90% of spectators have attended and/or graduated college – or higher. • In 2013, fans traveled from 28 states and internationally, with the majority attending from affluent Connecticut suburbs and NYC commuter towns, especially New Haven and Fairfield Counties. *Source: The George Washington University, Economic Impact Analysis, 2009 7 ABOUT NEW HAVEN OPEN AT YALE Domestic and International Television Coverage • ESPN2 holds the domestic television rights to the tournament with a live telecast from the quarterfinals through finals – providing eight (8) hours of audience exposure. • Tennis Channel will telecast the 2013 tournament for eight (8) hours • Internationally, the tournament’s global feed offers exposure in 159 countries on six continents.* • A sampling of countries and regions includes China, Japan, India, Australia, Brazil, United Kingdom, Canada, Germany, France, Spain, Israel, and the Middle East and Africa.** *Source: WTA TV, 2013 **Full list available upon request. 8 ABOUT NEW HAVEN OPEN AT YALE Marketing MARKETING INCLUSION – In 2013 the New Haven Open limited all tickets sales to the lower box ring, thus bringing all fans closer to the action and centralizing buzz and electricity within the stadium. The tournament’s marketing strategy centered around a more energized stadium, enhanced advertising, and robust social media. EXECUTIVE SUMMARY OF 2013 CAMPAIGN New Haven Open at Yale Approximate Estimated Media Markets Impressions Value Advertising and Collateral Min 14MM* $1MM+* Statewide and regional markets including: New Haven, Hartford, Stamford, Bridgeport and NYC Public Relations 500-750MM** - Regional, National, and International Media Outlets Emirates Airline 350MM $3.5MM* Atlanta, Cincinnati, LA, NY, Raleigh-Durham, San Diego, San Francisco, Houston, US Open Series Philadelphia and Miami Marketing Campaign* *2012 Media Plan/2013 numbers in process **Source: Google News, Compete.com, Meltwater 2012 9 ABOUT NEW HAVEN OPEN AT YALE Marketing A fully integrated marketing plan supported outreach to NYC commuters, Connecticut families, and hard core tennis fans via print, digital, social, out of home, direct mail and radio. Ticket Brochure YouTube Metro North The New York Times Platform Poster Newsletter Twitter Billboards 10 ABOUT NEW HAVEN OPEN AT YALE Marketing – PR/Media Coverage The tournament generates substantial media coverage annually throughout Connecticut, the region, the U.S. and the world. In 2013, global coverage included sports news coverage on China’s CCTV and feature stories in Nikkei.com, Japan’s Wall Street Journal (3M+ audience), and Dainik Jagran, India’s largest newspaper (16M+ audience). 11 PARTNERSHIP OPPORTUNITIES Align Your Brand with Industry Leaders 12 PARTNERSHIP OPPORTUNITIES Tournament Assets Whether you're looking to promote your brand, engage consumers or entertain VIPs, the New Haven Open at Yale provides service-oriented sponsorship activation to help support your company's objectives and position
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