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Partnership Opportunities ABOUT CONNECTICUT OPEN PRESENTED by UNITED TECHNOLOGIES 2014 General Partnership Opportunities ABOUT CONNECTICUT OPEN PRESENTED BY UNITED TECHNOLOGIES 2014 Tournament Snapshot DATES: August 15 – 23, 2014 LOCATION: Connecticut Tennis Center at Yale New Haven, Connecticut PRIZE MONEY: $710,000 PLAYER FIELD: Depth of players always includes veterans and rising stars - - in 2013 35 countries were represented. The list of Connecticut 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. DEFENDING SINGLES CHAMPION: Simona Halep (ROU), World #3 DEFENDING DOUBLES CHAMPIONS: Sania Mirza (IND) and Jie Zheng (CHN) ATTENDANCE: 46,000 – of the 39 WTA women’s only tournaments in the world, New Haven Open at Yale is the fourth best attended.* Simona Halep 2013 Champion and TELEVISION Domestic TV – 16 hours combined ESPN2 (8), Tennis Channel (8) WTA’s 2013 Most Improved Player COVERAGE:** Global TV – 160 countries on six continents for 1000+ hours *WTA attendance figure **Ongoing but negotiated through 2014 2 ABOUT CONNECTICUT OPEN PRESENTED BY UNITED TECHNOLOGIES Tournament At-a-Glance • Formerly Pilot Pen Tennis presented by Schick, Connecticut Open presented by United Technologies is a women’s professional tennis event on the worldwide WTA tour and the culmination of Emirates Airline US Open Series leading into the US Open. • Scheduled the week prior to the US Open and enjoys the halo effect of international news coverage. • 2013 player field featured players from 35 different countries and more than half of the world’s top 50 players, including four of the top 10. • Domestic and international TV telecasts on ESPN2, Tennis Channel, and networks in 160 countries. • Tournament marketing and PR initiatives valued at over $1.5M. • Major sponsors include leading corporations and institutions such as United Technologies, Aetna, American Express, Yale New Haven Health System, Yale University and regional bank First Niagara. • 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. 3 ABOUT CONNECTICUT OPEN PRESENTED BY UNITED TECHNOLOGIES Heart of the Tournament Much more than a tennis tournament, the Connecticut Open is a leading example of leveraging a large scale international sporting event to impact the community in a healthy, active, and positive way, especially among youth. It is not just 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. Now owned by the State of Connecticut and newly minted as a not-for-profit 501c3, the tournament has always existed to give back to the community. Since 1998, outreach programs have fed thousands of inner city youth into affordable year-round Parks & Rec tennis programs as well as competitive programs such as Jr. Team Tennis (JTT). Tournament leadership efforts also led to the creation of a separate 501c3, New Haven Youth Tennis & Education, which is now called New HYTEs whose tagline is: "using tennis and education to help kids reach the top.” The tournament has made a major impact on this region for many years and generates millions of dollars in regional economic impact alongside its efforts to enhance the community. 4 ABOUT CONNECTICUT OPEN PRESENTED BY UNITED TECHNOLOGIES Sponsors Making a Difference • AMERICAN EXPRESS – In association with the USTA’s Fresh Courts initiative, American Express and the Connecticut Open transformed McClain Park, a downtrodden, abandoned New Haven park, into a safe and reliable place for neighborhood kids to play tennis, baseball and enjoy the playground. World number 28, Andrea Petkovic, led a free clinic for local Boys & Girls Club youth. • EMIRATES AIRLINE – US Open Series Title sponsor Emirates Airline activated a racquet return program and an on-site tennis clinic for NewHYTEs (New Haven Youth Tennis & Education). Emirates has also made annual cash and equipment donations to New Haven inner city programs. • FIRST NIAGARA – First Niagara donated new racquets and tennis equipment to 300+ elementary school children who participated in the tournament’s annual Free Lesson clinic. In 2013, together with the Governor’s Prevention Partnership on mentoring, the bank emphasized the importance of mentoring prior to a free tennis clinic. That same year, the bank and Connecticut Open presented a youth clinic In Newtown to advance healing and recovery for the children. American Express Fresh Courts Emirates Airline racquet return. First Niagara Free Lesson. initiative in New Haven. 5 ABOUT CONNECTICUT OPEN PRESENTED BY UNITED TECHNOLOGIES Sponsors Making a Difference YALE UNIVERSITY The Office of Investments presents an annual two-day fundraising event that includes a Round-Robin tennis event on tournament grounds followed by dinner overlooking Stadium Court. This event generates funding for Yale’s community based activities, such as: • The funding of five charter schools serving 1,400+ students • Training for 150 Teach for America CT public school teachers • “Science Pathways” engage students K-12 in math, science, and engineering YALE-NEW HAVEN HEALTH SYSTEM Serve Love is an annual silent auction fundraiser held in a suite overlooking Stadium Court that raises money to benefit worthy causes such as: Yale University fundraiser. • Juvenile Diabetes Research Foundation, • Dorothy Adler Geriatric Assessment Center AETNA Aetna Symposium is an annual panel discussion for up to 100 high school female athletes and their coaches held in a suite overlooking Stadium Court. Themes focus on presenting girls with positive messaging around being young women in sports: • 40th Anniversary of Title IX and what it means to today’s young athletes; a • “what’s your healthy?”: finding my balance – focused on a balanced approach to sports and lifestyle – mental, physical and emotional well- being High school aged student athletes listen to a panel at the Aetna Symposium. 6 ABOUT CONNECTICUT OPEN PRESENTED BY UNITED TECHNOLOGIES Year-Round Community Outreach Programs YEAR-ROUND CONNECTICUT OPEN PROGRAMS & EVENTS • Family Classic parent/child tournament (March-August) • Free Lesson/New Haven Public Schools Clinic (April/May) • Summer Youth Clinic (July) NewHYTEs • Aetna Kids Day (Tournament Week) • TEaM (Tennis Education and Mentoring) - • Girl Scout/Boy Scout Days (Tournament Week) After school tennis, education, and • Latino Day (Tournament Week) mentoring program (Year-round) • Perfect Match (Tournament Week) • Parks & Rec Affordable Lessons (Year- round) • USTA Junior Team Tennis (Year-round) • Tennis in the Neighborhood (July/August) 7 ABOUT CONNECTICUT OPEN PRESENTED BY UNITED TECHNOLOGIES Spectator Demographics CONNECTICUT 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 HHI of $250k+; 4% have 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 8 ABOUT CONNECTICUT OPEN PRESENTED BY UNITED TECHNOLOGIES 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 160 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. 9 ABOUT CONNECTICUT OPEN PRESENTED BY UNITED TECHNOLOGIES Marketing MARKETING INCLUSION – In 2013 the Connecticut 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 Connecticut Open presented Approximate Estimated Media Markets by United Technologies 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 10 ABOUT CONNECTICUT OPEN PRESENTED BY UNITED TECHNOLOGIES Marketing A fully integrated marketing plan supports outreach to NYC commuters, Connecticut families, and hard core tennis fans via print, digital, social, out of home, direct mail and radio. YouTube Metro North The New York Times Platform Poster Newsletter Twitter Billboards 11 ABOUT CONNECTICUT OPEN PRESENTED BY UNITED TECHNOLOGIES Marketing – PR/Media Coverage
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