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Sponsorship Opportunities 2 2013 - 2014 CHICAGO BLACKHAWKS SPONSORSHIP OPPORTUNITIES 2 TABLE OF CONTENTS 3 THE BENEFITS OF CORPORATE SPONSORSHIPS 4 #STANLEYCUPCHAMPIONS 6 AT THE GATE & FAN PROFILE COMPARISON 7 SCARBOROUGH RESEARCH 8 IN-ARENA BRANDING 9 SCOREBOARD FEATURES 10 BLACKHAWKS IN-ARENA & OUT-OF-ARENA PROMOTIONS 12 VIRTUAL SIGNAGE 13 BLACKHAWKS TV 14 RADIO 15 PRINT 16 WEBSITE & MOBILE 17 SOCIAL MEDIA 18 CHICAGO BLACKHAWKS SPECIAL EVENTS 20 CHICAGO BLACKHAWKS CHARITIES & YOUTH HOCKEY PROGRAMS 21 RETAIL PROMOTIONS & ON-PREMISE ACTIVATION 22 RETAIL PROMOTION OPPORTUNITIES 23 HOSPITALITY 24 CHICAGO BLACKHAWKS EXPERIENCES 25 STANLEY CUP PLAYOFFS 26 UNITED CENTER ADVERTISING 3 THE BENEFITS OF CORPORATE SPONSORSHIPS Associate your brand with one of the most popular and recognizable logos in sports. Reach an upscale, affluent audience with an average annual household income of over $80,000. Highest income per capita of all major sports leagues. Consistent advertising campaign covering Q1 and Q4 (October – April). Turn-key, impactful programs customized to meet your goals and objectives. Provides a great platform to connect with consumers during their leisure time. Immerse your brand in an environment that the consumer is most passionate about: Blackhawks hockey. Sponsorship sends a message that your brand is strong and vibrant and that you are continuing to invest in it. 4 #STANLEYCUPCHAMPIONS The Chicago Blackhawks 2013 Stanley Cup Championship run was widely celebrated on Twitter, where real-time messages of congratulations poured in from all over. Media personalities, athletes and politicians expressed their admiration for the team’s last-gasp victory including President Obama, who will host his hometown hockey team at the White House for a second time during his term. Barack Obama @BarackObama Congrats, @NHLBlackhawks. Thanks for bringing the Stanley Cup back to Chicago. Stephen Harper @pmharper The Stanley Cup is the greatest trophy in sports & the hardest to win. Congrats to the Blackhawks, the deserving champions #becauseitsthecup Larry King @kingsthings I’ve never seen a comeback late in the game like the one put on by the @NHLBlackhawks last night in Boston Congrats to 88pkane and the Chicago Blackhawks on winning the Stanley Cup #WhatAFeeling #NothingLikeIt LEBRON JAMES @KINGJAMES Phil Jackson @PhilJackson11 AAHH, what a finish for the Blackhawks. Congrats! Didn’t they show great heart in that comeback effort? Great series. 5 6 AT THE GATE RANKED #1 IN NHL ATTENDANCE THE PAST FIVE SEASONS ATTENDANCE PER GAME 25,000 21,728 20,000 17,724 NHL 16,954 BLACKHAWKS 15,000 13,319 10,000 2005 - 06 2006 - 07 2007 - 08 2008 - 09 2009 - 10 2010 - 11 2011 - 12 2012 - 13 NHL SEASON source: SportsBusiness Journal archives SCARBOROUGH RESEARCH CHICAGO BLACKHAWKS FAN PROFILE COMPARISON BLACKHAWKS BEARS BULLS CUBS WHITE SOX ATTENDED % COLLEGE 66.2 63.5% 61.3% 65.2% 62.1% MEDIAN $ HHI 80,000 $73,000 $70,000 $76,000 $69,000 MEDIAN $ HOME VALUE 220,000 $219,000 $217,000 $219,000 $212,000 MEDIAN AGE 43.9 45.2 44.1 46.2 44.4 AGES % 18-34 33 30% 31% 29% 31% SMALL BUSINESS % OWNER/SELF EMPLOYED 14 11% 12% 12% 11% WHITE % COLLAR 49 45% 45% 48% 45% BLUE % COLLAR 24 22% 24% 22% 23% source: Scarborough Chicago Release 2, 2012 7 SCARBOROUGH RESEARCH FASTEST GROWING PRO SPORTS FAN BASES, 2007-12 100% 200% 300% 400% CHICAGO % BLACKHAWKS 340 WASHINGTON % CAPITALS 141 BOSTON % CELTICS 132 BOSTON % BRUINS 123 TAMPA BAY % R AYS 100 SOURCE: Scarborough Local Market Studies R2, 2007-12 SCARBOROUGH RESEARCH LARGEST HOME MARKET NHL FAN BASES 1 MILLION 2 MILLION 3 MILLION CHICAGO BLACKHAWKS 2.6 BOSTON BRUINS 2.2 NEW YORK RANGERS 2.0 PHILADELPHIA FLYERS 1.9 DETROIT RED WINGS 1.8 LOS ANGELES KINGS 1.5 NEW JERSEY DEVILS 1.4 PITTSBURGH PENGUINS 1.3 WASHINGTON CAPITALS 1.2 SAN JOSE SHARKS 1.1 SOURCE: Scarborough Local Market Studies R2, 2012 8 IN-ARENA BRANDING 200 LEVEL LED BOARD ADVERTISING Located around the arena bowl on the 200 Level, 360-degree exclusive messaging rotates throughout each Blackhawks game during game action. The LED signage provides a great complement to all scoreboard features, public address announcements and on-ice promotions. DASHERBOARDS Dasherboards surround the ice surface and reach a sold-out United Center crowd (over 21,775 fans/game) while receiving an average of 12 minutes of television visibility during each broadcast. With Chicago Blackhawks television ratings up over 325 percent from the 2008-09 season, dasherboards add an impactful element to your marketing mix. 9 SCOREBOARD FEATURES Entertain fans and incorporate your brand and message during a break in the action. Bring your brand to life with high-impact motion graphics that draw the attention of a captive audience. GAME-TIME EXPOSURE Sponsorship of four of the eight LED panels of the main scoreboard provides continuous messaging throughout game action. MULTI-PLATFORM COMMUNICATION An interactive TV timeout feature gives your company the opportunity to entertain fans and reach them in numerous ways. BREAK IN THE ACTION EXPOSURE In-game messaging allows your company to reach a captive audience in an emotional environment (in conjunction with a game card to encourage retail traffic). 10 BLACKHAWKS IN-ARENA & OUT-OF-ARENA PROMOTIONS In-arena and out-of-arena promotions are second to none when it comes to interaction between a brand and Blackhawks fans. Booth displays, gameday giveaways and fan participation games, each with a unique hockey-related theme, entertain fans during breaks in the action and give corporations the chance to interactively and directly promote their brand in a fan-friendly way. GAMEDAY GIVEAWAYS Gameday giveaways provide immediate gratification for fans when they receive their high-quality giveaway item. Sponsors receive a gameday giveaway promotional campaign which includes the following support: GAMEDAY GIVEAWAY PROMOTIONAL SUPPORT TELEVISION ANNOUNCEMENTS Sponsor will receive one in-game promotional announcement during each of the three games preceding the giveaway on Comcast SportsNet or WGN-TV’s Blackhawks broadcasts. RADIO ANNOUNCEMENTS Sponsor will receive one live promotional announcement during each of the three games preceding the giveaway on the Blackhawks Radio Network, WGN Radio AM-720. INTERNET/PUBLICATIONS Sponsor’s giveaway will be highlighted in all Blackhawks digital media and publications, including: Blackhawks Magazine game program Pocket schedules chicagoblackhawks.com Facebook and Twitter PUBLIC ADDRESS ANNOUNCEMENTS In-arena promotion of the sponsor giveaway will include one public address mention per home game during each of the three games preceding the giveaway. SCOREBOARD ANNOUNCEMENTS Sponsor giveaway will be promoted on our video scoreboard once every home game during each of the three games prior to the giveaway. OUTDOOR MARQUEE SIGNS Sponsor giveaway will be promoted on a rotating basis prior to the giveaway on the United Center’s outdoor matrix boards. 11 CONCOURSE DISPLAYS Opportunity to capture data, showcase product or provide special offers during pregame and intermissions. ON-ICE PROMOTIONS A sponsor’s brand can be integrated into the lively and fun Blackhawks game intermissions. INTERMISSION ENGAGEMENT An intermission feature entertains fans before the players hit the ice and helps your company build brand relevance among an upscale, affluent audience. 12 VIRTUAL SIGNAGE COMCAST SPORTSNET REGULAR SEASON TELEVISION RATINGS 2012-13 5.38 % % 2011-12 3.10 2010-11 2.78 73 754 2009-10 2.44 INCREASE OVER LAST INCREASE FROM 2008-09 1.26 SEASON’S REGULAR- THE 2007-08 SEASON RATINGS. REGULAR SEASON 2007-08 .63 VIRTUAL SIGNAGE ADVERTISING Cutting-edge technology allows your brand to stand out during all home game broadcasts on Comcast SportsNet Chicago or WGN-TV Channel 9. This fresh and original messaging can be changed on short notice. Chicago Blackhawks television ratings are up 120 percent from the 2009-10 Stanley Cup season, providing incredible exposure for your brand with virtual signage. 13 BLACKHAWKS TV Become a part of Blackhawks TV and integrate your brand with behind-the-scenes footage only found at chicagoblackhawks.com. Blackhawks TV has won three Emmy Awards! Complement in-arena sponsorship elements with a commercial. Product placement opportunities during Blackhawks TV vignettes. In-house production capabilities for sponsor commercials. BLACKHAWKS TV SEGMENT Show your product during a Blackhawks TV segment. TELEVISION COMMERCIAL Blackhawks TV can produce a commercial to use not only with your Chicago Blackhawks assets, but also in your company’s media and digital advertising buys. 14 RADIO All Blackhawks home and away games (82 total + playoffs) are broadcast on the Blackhawks’ flagship radio station, WGN AM-720. Blackhawks play-by-play creates a positive foreground environment to ensure top-of-mind awareness for your products or services. The Blackhawks can record and provide a Blackhawks radio personality to produce your commercials. An ongoing campaign for the entire season will translate into stronger recall. Expand trade area by complementing an in-arena sponsorship with a Blackhawks radio sponsorship on WGN’s 50,000-watt signal. Chicago Blackhawks radio reaches an average of 215,812 fans ages 18 and over per game, including 80,573 ages 25-54. 15 PRINT LUCKY PROGRAM Showcase your brand in print and on the scoreboard during Chicago Blackhawks games. BLACKHAWKS MAGAZINE PROGRAM AD Full-page, four-color advertisement promoting your products and their association with the Blackhawks. POCKET SCHEDULES Be seen throughout the Chicagoland
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