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 area on the back of Chicago Blackhawks pocket schedules. 16 WEBSITE & MOBILE
Blackhawks fans from Chicago and around the world receive the most up-to-date news, stats and schedules 24 hours a day on the official Blackhawks website. Fans may also purchase tickets, enjoy special promotions and interact with players and coaches, all at chicagoblackhawks.com.
INTERNET SITES VISITED IN THE PAST MONTH BLACKHAWKS FANS CHICAGO POPULATION
FACEBOOK YOUTUBE TWITTER 56% 52% 21% 51% 41% 10%
source: Scarborough Chicago Release 2, 2012
CHICAGOBLACKHAWKS.COM Website advertisers can sponsor an entire section of the website, purchase high-impact website banners or use content integration to provide affinity and effective multi-messaging to a targeted audience.
BLACKHAWKS RED & WHITE MOBILE APPLICATIONS EMAIL NEWSLETTER Get the latest Blackhawks news, features, photos, scores OVER 30,000 SUBSCRIBERS and more with Blackhawks mobile applications for Android, The weekly email newsletter allows sponsors to reach Blackhawks fans Blackberry, iPhone and iPad. Logo placement is available in where they live and work. Place your branding message into our popular most app sections, as well as through clickable ad placements. weekly newsletter, alongside news, contests and other exciting content. 17 SOCIAL MEDIA
Social media provides sponsors the opportunity to reach fans faster, at a higher frequency and in higher numbers than ever before.
SOCIAL MEDIA INTEGRATION Reaching fans through social media (complemented by website and in-arena elements) to promote a sweepstakes or launch a new initiative gives a sponsor consistent and multifaceted exposure to Blackhawks fans.
TWITTER OVER 418,000 FOLLOWERS Let our award-winning Twitter feed, @NHLBlackhawks, alert thousands of fans about your upcoming event or promotion.
FACEBOOK OVER 1,365,000 FANS Speak directly to one of the NHL’s largest social media databases through the Blackhawks’ official Facebook page. Marketing solutions can be customized to hit a variety of demographics in a growing and active fan base. 18 CHICAGO BLACKHAWKS SPECIAL EVENTS
SOLD-OUT EVENT
BLACKHAWKS CONVENTION Help celebrate the rich history and tradition of one of the Original Six NHL franchises by becoming a sponsor of the Blackhawks Convention each summer. The Convention provides an environment for your products or services to create a dialogue with consumers as they roam the Convention floor and meet Blackhawks legends such as Stan Mikita and current superstars, including Patrick Kane, Niklas Hjalmarsson and Marian Hossa. 19
TRAINING CAMP FESTIVAL Kick off the season in style by becoming a sponsor of the Blackhawks Training Camp Festival held each September. Your brand will be showcased in front of thousands of die-hard Blackhawks fans as they participate in a 5K run/walk/skate, indoor and outdoor interactive games and a public Blackhawks practice.
ILLINOIS HIGH SCHOOL HOCKEY CHAMPIONSHIPS Support youth hockey in the community while reaching youth and families at the Illinois High School Hockey Championships, held at the United Center. 20 CHICAGO BLACKHAWKS CHARITIES
Tap into the loyalty and passion of the Blackhawks fanbase and associate your business with an on- or off-ice Blackhawks community initiative.
FOUR FEATHERS GOLF INVITATIONAL Aligning with Chicago Blackhawks Charities offers corporate sponsors the valuable opportunity to associate their brand with a top-flight charitable organization while helping to improve lives in the community.
YOUTH HOCKEY PROGRAMS
Chicago Blackhawks Youth Hockey initiatives teach the most effective skill development techniques available to young players today.
MINORHAWKS YOUTH HOCKEY PARTICIPATION
5,000
4,000
3,000
2,000
1,000
2009-10 2010-11 2011-12 2012-13 source: Chicago Blackhawks Youth Hockey Department 21 RETAIL PROMOTIONS & ON-PREMISE ACTIVATION
RETAIL PROMOTIONS The Blackhawks offer a wide variety of customized retail promotions that focus on increasing store traffic and incremental product sales, and producing measurable results. Leverage player appearances, team merchandise, road trips or a VIP experience as incentives for your consumers.
LOGO RIGHTS Co-brand with the Blackhawks logo and marks to help build brand awareness, differentiate from the competition and reinforce your association with one of the most popular teams in sports.
“VIEW FROM THE PENALTY BOX” SWEEPSTAKES A season-long in-store sweepstakes promotion gives fans the unique opportunity to watch warm-ups from the penalty box during Blackhawks games. 22 RETAILRETAIL PROMOTIONS PROMOTION & ON OPPORTUNITIES PREMISE ACTIVATION
COLDWELL BANKER, FERRARA CANDY COMPANY AND MCDONALD’S IN-GAME PROMOTION CARDS Help drive retail traffic and increase select product sales.
COCA-COLA MCDONALD’S BLACKHAWKS ACTIVATION AT RETAIL OUTLETS BREAKFAST MEAL DEAL End cap displays help drive incremental sales McDonald’s created in-store awareness for new breakfast offerings with a Blackhawks and enhance retailer relationships. Breakfast Meal Deal in Chicagoland and Northwest Indiana McDonald’s locations.
CHICAGO BLACKHAWKS PLAYER APPEARANCES A Blackhawks player appearance can help kick off a sweepstakes promotion or give a sponsor’s products or services exposure to Blackhawks fans. 23 HOSPITALITY
The Blackhawks offer first-class hospitality at the United Center’s clubs and banquet facilities, each with a different feel and ideally suited for many types of events.
BANQUET PARTIES A perfect venue for an all-inclusive, pregame reception for up to 100 guests. The Blackhawks can provide a former player or a Blackhawks ambassador for autographs and photos.
THE KETEL ONE CLUB & CHICAGO STADIUM CLUB These restaurants provide a memorable dining experience for your key customers and prospects. Exceptional food and service simplifies your pregame dining needs.
GAMEDAY RENTAL SUITES Our 20-, 40-, or 80-person gameday rental suites provide exquisite panoramic views of the United Center and can be rented on a per-event basis. The all-inclusive packages provide memorable, turn-key and easy corporate entertaining. 24 CHICAGO BLACKHAWKS EXPERIENCES
SPONSOR VIP SKATES Provide your clients (or your clients’ children) with a once-in-a-lifetime experience skating on the United Center ice as part of a private practice prior to a Blackhawks game or on a non-gameday. Receive expert coaching by a Blackhawks coach or a member of the Blackhawk Alumni Association.
SEASON & GROUP TICKETS Season tickets provide a great entertainment vehicle for catering to key clients and employees. Preferred seating locations are available for corporate sponsors. A group ticket package allows you to bring your employees or key clients to select Blackhawks games without having to commit to the full season.
VIP EXPERIENCES Receive VIP credentials and meet with the head coach to discuss the game minutes before faceoff, sit in the exclusive seats between the player benches, or watch the Chicago Blackhawks warm up from their bench. 25 STANLEY CUP PLAYOFFS
While your guests enjoy attending the exciting playoff games, your brand will receive website, in-arena, television and radio exposure as the Chicago Blackhawks pursue the coveted Stanley Cup.
RALLY TOWELS Chicago Blackhawks fans use their playoff rally towels to cheer on the team at games and then display their souvenirs at home or work.
SCOREBOARD EXPOSURE Reach a passionate and spirited playoff audience during an intermission through branding or showcasing one of your commercials.
PLAYOFF SWEEPSTAKES Reach fans through the Chicago Blackhawks home page or in person at the playoff games to promote your brand, special offers or a playoff sweepstakes. 26 UNITED CENTER ADVERTISING
The United Center is one of the premier sports and entertainment facilities in the country, which hosts a wide range of events that target every demographic. Put your company name in lights and expose your brand to over 2.5 million visitors each year.
300 LEVEL LED BOARD ADVERTISING The United Center 300 Level LED board offers high impact, flexible messaging at all Blackhawks and Bulls games.
LED STATIC SIGN 125’ LED TEXT MESSAGING 840’ LED MESSAGING Measures 2’ x 17’ and can rotate between games. Text messaging on two 125’ areas. Exclusive sponsor animation advertising that dominates the in-arena bowl area.
“ALL-WORLD” LED MESSAGING “All-World” advertising synchronizes the upper and lower LED boards and the upper and lower LED scoreboard rings to ensure maximum impact with fans. CONCOURSE SIGNAGE Concourse signs are 27 backlit and displayed during each event held at the United Center.
OUTDOOR MARQUEE SIGNAGE The two United Center marquee signs welcome fans to the United Center 24 hours a day, 365 days a year.
THEATER BOX NAMING RIGHTS The Theater Box area is a high-end, exclusive area that caters to an upscale, affluent demographic for all Blackhawks and Bulls games. The area consists of 34 boxes, four seats per box, and an all-inclusive food and beverage package for each game.
CONTACT
CHICAGO BLACKHAWKS CONTACT INFORMATION MAILING ADDRESS WEBSITE URL To become a member of the Chicago Blackhawks Corporate Sponsorships family, Chicago Blackhawk Hockey Team, Inc. chicagoblackhawks.com please call 312-455-7000. 1901 West Madison Street Chicago, IL 60612