OFFICIAL BRAND PARTNER
Corporate Brochure Table of Contents
1 Table of Contents 2 Foreword from GM Omar Pacha 3 Club Background 5 Stars in Numbers 7 Dundee Stars Attendance 8 Audience Demographics 10 Uniform Sponsorship 12 Player Sponsorship 13 Arena Advertising 14 Match Night Sponsor 15 Digital Sponsorship 16 Additional Opportunities 17 Gold Club Membership 18 Business Club 19 Contact/Partnership model Table of Contents
1 Table of Contents 2 Foreword from GM Omar Pacha 3 Club Background 5 Stars in Numbers 7 Dundee Stars Attendance 8 Audience Demographics 10 Uniform Sponsorship 12 Player Sponsorship 13 Arena Advertising 14 Match Night Sponsor 15 Digital Sponsorship 16 Additional Opportunities 17 Gold Club Membership 18 Business Club 19 Contact/Partnership model Foreword
As we enter the new season and our special 20th anniversary year, I am delighted to launch our 2021/22 commercial brochure. The past year has been incredibly dicult for businesses in all sectors and here at the Stars we are not immune from the economic pressures that the pandemic has brought.
I would like to give a massive thank you to our loyal sponsors and partners who, along with our incredible fanbase, allowed the Club to keep operating during an extremely challenging period and build towards a brighter future.
Despite the lack of hockey on the ice last season, we utilised the down-time to plan and strategise for the year ahead to ensure maximum competitiveness both on and o the ice.
I am delighted with the progressive strides the Club have taken over the last few years. Our growth has seen match night attendance rise significantly leading to a stronger presence for the Club across local and national media touchpoints.
This has greatly aided the sponsors and partners that we currently work closely with and I am positive you will see the benefits as you read through the brochure and understand how, as a Club, we can be of value to your own brand.
From a commercial standpoint, we work proactively with our sponsors and partners to ensure they reap maximum benefit from our relationship.
When working with the Dundee Stars, you work with a family Club that prides itself on a community-oriented approach. When a business becomes a sponsor or partner with the Stars, they become part of our journey and assimilate into the Stars family.
Looking ahead, I know that everyone is excited to get back to the Dundee Ice Arena in a safe and healthy environment and I certainly share that enthusiasm. As each day passes, it is a step closer to that first puck drop back on home ice.
Be a part of the Journey!
1 www.dundeestars.com 2 Foreword
As we enter the new season and our special 20th anniversary year, I am delighted to launch our 2021/22 commercial brochure. The past year has been incredibly dicult for businesses in all sectors and here at the Stars we are not immune from the economic pressures that the pandemic has brought.
I would like to give a massive thank you to our loyal sponsors and partners who, along with our incredible fanbase, allowed the Club to keep operating during an extremely challenging period and build towards a brighter future.
Despite the lack of hockey on the ice last season, we utilised the down-time to plan and strategise for the year ahead to ensure maximum competitiveness both on and o the ice.
I am delighted with the progressive strides the Club have taken over the last few years. Our growth has seen match night attendance rise significantly leading to a stronger presence for the Club across local and national media touchpoints.
This has greatly aided the sponsors and partners that we currently work closely with and I am positive you will see the benefits as you read through the brochure and understand how, as a Club, we can be of value to your own brand.
From a commercial standpoint, we work proactively with our sponsors and partners to ensure they reap maximum benefit from our relationship.
When working with the Dundee Stars, you work with a family Club that prides itself on a community-oriented approach. When a business becomes a sponsor or partner with the Stars, they become part of our journey and assimilate into the Stars family.
Looking ahead, I know that everyone is excited to get back to the Dundee Ice Arena in a safe and healthy environment and I certainly share that enthusiasm. As each day passes, it is a step closer to that first puck drop back on home ice.
Be a part of the Journey! www.dundeestars.com 1 www.dundeestars.com 2 Club Background
Stars compete in the highest level of UK ice hockey, the Elite Ice Hockey League
Highest attended professional indoor sports league in the UK
2.7 million TV views of EIHL live games and highlights show through league partner Freesports
Over 1 million fans attend EIHL games over the course of a season Stars in the League has an average attendance of over 3000 per game Community
Home games at the modern 2400-seater Dundee Ice Arena which is host to over 3000 events per year and an annual footfall of At the Dundee Stars, our aim is to be more than just an ice hockey 300,000 team, we drive a positive community ethos both on and o the ice. The ambition for the club is to promote good values and positive Over 50,000 fans attend Stars home games over the course of the messages to all Dundonians. season. Our Stars in the Community initiative, partnered by Carrick Management, visit over 3000 primary school aged pupils in the Stars have led the league in average attendance growth for the past Dundee and surrounding areas with the intention of emphasising three seasons - total growth of 41% over that period the message of a healthy lifestyle, the importance of education and being positive male role models in the community. Each season we Strong coverage from local and national press outlets distribute 3000 family passes, equating to around 12000 tickets over the course of the year. We have seen a steady increase in uptake of these free passes since 2016. Through this project we aim to remove barriers for families from disadvantaged backgrounds to attend our games and have an aordable night out at the Ice hockey.
3 4 Club Background
Stars compete in the highest level of UK ice hockey, the Elite Ice Hockey League
Highest attended professional indoor sports league in the UK
2.7 million TV views of EIHL live games and highlights show through league partner Freesports
Over 1 million fans attend EIHL games over the course of a season Stars in the League has an average attendance of over 3000 per game Community
Home games at the modern 2400-seater Dundee Ice Arena which is host to over 3000 events per year and an annual footfall of At the Dundee Stars, our aim is to be more than just an ice hockey 300,000 team, we drive a positive community ethos both on and o the ice. The ambition for the club is to promote good values and positive Over 50,000 fans attend Stars home games over the course of the messages to all Dundonians. season. Our Stars in the Community initiative, partnered by Carrick Management, visit over 3000 primary school aged pupils in the Stars have led the league in average attendance growth for the past Dundee and surrounding areas with the intention of emphasising three seasons - total growth of 41% over that period the message of a healthy lifestyle, the importance of education and being positive male role models in the community. Each season we Strong coverage from local and national press outlets distribute 3000 family passes, equating to around 12000 tickets over the course of the year. We have seen a steady increase in uptake of these free passes since 2016. Through this project we aim to remove barriers for families from disadvantaged backgrounds to attend our games and have an aordable night out at the Ice hockey.
3 4 Instagram
Teams Start Finish Increase Growth
Guildford 4,000 6,701 2,701 67.53% Dundee 3,300 4,967 1,667 550.51% Sheeld 18,600 22,800 4,200 22.58% Cardi 16,900 20,400 3,500 20.71% Manchester 9,200 11,000 1,800 19.57% Nottingham 14,900 17,600 2,700 18.12% Glasgow 12,200 14,400 2,200 18.03% Coventry 7,000 8,149 1,149 16.41% in Numbers Belfast 28,700 32,500 3,800 13.24% Fife 6,000 6,779 779 12.98%
The Stars have shown a great growth in all social media outlets. Digital Growth Twitter
Facebook Teams Start Finish Increase Growth
Teams Start Finish Increase Growth Sheeld 39,100 42,400 3,300 8.44% Manchester 18,100 19,600 1,500 8.29% Dundee 12,815 17,232 4,417 34.47% Guildford 15,300 16,300 1,000 6.54% Sheeld 21,164 24,367 3,203 15.13% Nottingham 32,100 34,100 2,000 6.23% Guildford 6,396 6,960 564 8.82% Dundee 18,400 19,500 1,100 5.98% Glasgow 22,699 24,612 1,913 8.43% Belfast 51,100 53,900 2,800 5.48% Nottingham 17,025 18,303 1,278 7.51% Glasgow 31,200 32,800 1,600 5.13% Manchester 13,839 14,574 735 5.31% Cardi 47,100 49,300 2,200 4.67% Belfast 65,559 68,210 2,651 4.04% Coventry 23,900 24,900 1,000 4.18% Coventry 13,324 13,856 532 3.99% Fife 21,400 22,200 800 3.74% Cardi 27,742 28,701 959 3.46% Fife 15,872 16,418 546 3.44% Dundee Stars Youtube Page Overall Views: 1,430,000
5 6 Instagram
Teams Start Finish Increase Growth
Guildford 4,000 6,701 2,701 67.53% Dundee 3,300 4,967 1,667 550.51% Sheeld 18,600 22,800 4,200 22.58% Cardi 16,900 20,400 3,500 20.71% Manchester 9,200 11,000 1,800 19.57% Nottingham 14,900 17,600 2,700 18.12% Glasgow 12,200 14,400 2,200 18.03% Coventry 7,000 8,149 1,149 16.41% in Numbers Belfast 28,700 32,500 3,800 13.24% Fife 6,000 6,779 779 12.98%
The Stars have shown a great growth in all social media outlets. Digital Growth Twitter
Facebook Teams Start Finish Increase Growth
Teams Start Finish Increase Growth Sheeld 39,100 42,400 3,300 8.44% Manchester 18,100 19,600 1,500 8.29% Dundee 12,815 17,232 4,417 34.47% Guildford 15,300 16,300 1,000 6.54% Sheeld 21,164 24,367 3,203 15.13% Nottingham 32,100 34,100 2,000 6.23% Guildford 6,396 6,960 564 8.82% Dundee 18,400 19,500 1,100 5.98% Glasgow 22,699 24,612 1,913 8.43% Belfast 51,100 53,900 2,800 5.48% Nottingham 17,025 18,303 1,278 7.51% Glasgow 31,200 32,800 1,600 5.13% Manchester 13,839 14,574 735 5.31% Cardi 47,100 49,300 2,200 4.67% Belfast 65,559 68,210 2,651 4.04% Coventry 23,900 24,900 1,000 4.18% Coventry 13,324 13,856 532 3.99% Fife 21,400 22,200 800 3.74% Cardi 27,742 28,701 959 3.46% Fife 15,872 16,418 546 3.44% Dundee Stars Youtube Page Overall Views: 1,430,000
5 6 Dundee Stars Audience Attendance Demographics
The Dundee Stars are enjoying four consecutive years of growth on attendance. When attending a hockey game at the Dundee Ice arena, the club promotes the entertainment aspect which is one of the main reasons the clubs numbers have grown substantially from 2016-2017. With our robust planning, we firmly believe we can drive the attendance figures to increase further over the coming 5 seasons. 48% GENDER FEMALE 52% Dundee Stars Attendance Figure MALE 1600
1400
1200
1000
800 4.56% 12.03% 3% 10.62% + 65 UNDER 18’S 6% OTHER 55 - 64 600 KY 12.80% 7% AB 400 18 - 24
200 17.83% 13% 45 - 54 PH 0 AGE 2016-2017 2017-2018 2018-2019 2019-2020 RANGES POSTCODES 24.31% 25 - 34 71% DD Growing Club The Dundee Stars have not only registered the largest percentage of growth 17.85% 35 - 44 in the Elite League but also in all professional sports in Scotland.
7 68 Dundee Stars Audience Attendance Demographics
The Dundee Stars are enjoying four consecutive years of growth on attendance. When attending a hockey game at the Dundee Ice arena, the club promotes the entertainment aspect which is one of the main reasons the clubs numbers have grown substantially from 2016-2017. With our robust planning, we firmly believe we can drive the attendance figures to increase further over the coming 5 seasons. 48% GENDER FEMALE 52% Dundee Stars Attendance Figure MALE 1600
1400
1200
1000
800 4.56% 12.03% 3% 10.62% + 65 UNDER 18’S 6% OTHER 55 - 64 600 KY 12.80% 7% AB 400 18 - 24
200 17.83% 13% 45 - 54 PH 0 AGE 2016-2017 2017-2018 2018-2019 2019-2020 RANGES POSTCODES 24.31% 25 - 34 71% DD Growing Club The Dundee Stars have not only registered the largest percentage of growth 17.85% 35 - 44 in the Elite League but also in all professional sports in Scotland.
7 68 Uniform Sponsorship
Jersey Branding Make your brand stand out through an advertising patch on our jerseys. This package places your branding on home, away and alternative jerseys for the duration of the season. On top of game-worn player jerseys, your branding will be placed on all fan replicas!
Twitter Helmet Sponsor Be one of two brands on our player’s helmets making your brand visible at games both home and away. One of these packages will give you the opportunity to be highly visible on this key piece of equipment!
Shorts Sponsor Your brand can appear on the front or back of our players shorts for the season. Players will sport your branding at all games, both home and away!
Socks Sponsor As our Sock Sponsor, your brand will be clearly visible with exclusive presence on all player socks!
9 10 Uniform Sponsorship
Jersey Branding Make your brand stand out through an advertising patch on our jerseys. This package places your branding on home, away and alternative jerseys for the duration of the season. On top of game-worn player jerseys, your branding will be placed on all fan replicas!
Twitter Helmet Sponsor Be one of two brands on our player’s helmets making your brand visible at games both home and away. One of these packages will give you the opportunity to be highly visible on this key piece of equipment!
Shorts Sponsor Your brand can appear on the front or back of our players shorts for the season. Players will sport your branding at all games, both home and away!
Socks Sponsor As our Sock Sponsor, your brand will be clearly visible with exclusive presence on all player socks!
9 10 Instagram
Warm Up Jersey Sponsorship Player This exclusive package allows your brand to create a bespoke, exclusive jersey that will be sported by the players during every warm up. We will work with you to create a jersey Sponsorship that fits your needs. The jersey can feature your corporate colours and will include your brand message along with our principle partner. The package also entitles you to three signed warm up jerseys! Player Sponsorship Sponsorship Align your your brand brand with with your your favourite favourite Stars playerStars andplayer receive and the receive following the following corporate benefits: benefits:
Branding on on your your sponsored sponsored player’s player’s home homeand away and jersey away jersey Logo on on your your sponsored sponsored player’s player’s profile profile on club on website club website Logo next next to to your your sponsored sponsored player player on the on big the screen big pre-matchscreen pre-match Twitter In-game corporate corporate message’s message’s each each time your time player your is player involved is ininvolved a key moment in a key moment Meet your your sponsored sponsored player player and received and received a signed a game-wornsigned game-worn jersey jersey
Player Stick Sponsorship Sponsor your your favourite favourite player’s player’s stick andstick receive and receive the following the following corporate corporatebenefits: benefits:
Logo on on the the profile profile page page of your of your sponsored sponsored player as player stick sponsoras stick sponsor Meet your your sponsored sponsored player player and receive and receive a signed a signedgame-used game-used stick stick
11 126 Instagram
Warm Up Jersey Sponsorship Player This exclusive package allows your brand to create a bespoke, exclusive jersey that will be sported by the players during every warm up. We will work with you to create a jersey Sponsorship that fits your needs. The jersey can feature your corporate colours and will include your brand message along with our principle partner. The package also entitles you to three signed warm up jerseys! Player Sponsorship Sponsorship Align your your brand brand with with your your favourite favourite Stars playerStars andplayer receive and the receive following the following corporate benefits: benefits:
Branding on on your your sponsored sponsored player’s player’s home homeand away and jersey away jersey Logo on on your your sponsored sponsored player’s player’s profile profile on club on website club website Logo next next to to your your sponsored sponsored player player on the on big the screen big pre-matchscreen pre-match Twitter In-game corporate corporate message’s message’s each each time your time player your is player involved is ininvolved a key moment in a key moment Meet your your sponsored sponsored player player and received and received a signed a game-wornsigned game-worn jersey jersey
Player Stick Sponsorship Sponsor your your favourite favourite player’s player’s stick andstick receive and receive the following the following corporate corporatebenefits: benefits:
Logo on on the the profile profile page page of your of your sponsored sponsored player as player stick sponsoras stick sponsor Meet your your sponsored sponsored player player and receive and receive a signed a signedgame-used game-used stick stick
11 126 Arena Advertising
On-Ice Advertising Board Match Night Take your brand right into the action with an on-ice advertising board. Boards are present at all Stars home games, as well as events that are hosted by Dundee Ice Arena Sponsorship throughout the year ensuring maximum exposure, 365 days of the year!
On-Ice Branding Take in the action from our premium balcony seating which is perfect for This exclusive package allows you to place your branding directly on the ice! By being entertaining clients, a sta night out or an evening with friends and family! involved with the on-ice action, your brand will be clearly visible to fans both in the arena Our match-night sponsorship package has the following benefits: and watching from home! Personal suite that is available an hour before face o until an hour post-match. Drinks package that includes two boxes of beer and 2 bottles of wine. Pay bar available for further beverages. Premium balcony seating to watch the action and live game streamed into the suite too. Corporate announcements throughout the evening as match sponsor. Your logo or business name to appear on the big screen and on our live stream and highlight shows. A selection of pies, savouries and cakes served at the end of the first period along with tea and co ee. Opportunity to present MOM post-match on ice Opportunity to meet players post-match.
14 Arena Advertising
On-Ice Advertising Board Match Night Take your brand right into the action with an on-ice advertising board. Boards are present at all Stars home games, as well as events that are hosted by Dundee Ice Arena Sponsorship throughout the year ensuring maximum exposure, 365 days of the year!
On-Ice Branding Take in the action from our premium balcony seating which is perfect for This exclusive package allows you to place your branding directly on the ice! By being entertaining clients, a sta night out or an evening with friends and family! involved with the on-ice action, your brand will be clearly visible to fans both in the arena Our match-night sponsorship package has the following benefits: and watching from home! Personal suite that is available an hour before face o until an hour post-match. Drinks package that includes two boxes of beer and 2 bottles of wine. Pay bar available for further beverages. Premium balcony seating to watch the action and live game streamed into the suite too. Corporate announcements throughout the evening as match sponsor. Your logo or business name to appear on the big screen and on our live stream and highlight shows. A selection of pies, savouries and cakes served at the end of the first period along with tea and co ee. Opportunity to present MOM post-match on ice Opportunity to meet players post-match.
14 Instagram
On the Bench Sponsorship This package will be open for the public but also open exclusively to businesses Additional that desire to reserve ahead of time. A full access to watch the warm-up on the bench with a quick talk from the Head Opportunities Coach regarding expectations of the night prior to the game. A brand-new exciting package to get closer to the action!
Puck Sponsor Digital Be the ocial puck sponsor for the season and gain a corporate announcement each time the puck leaves the ice! You will also receive a game puck in a presentation box to commemorate your sponsorship of the match night puck Sponsorship over the course of the season! Digital Sponsorship Home Shirt O The Back Sponsor Twitter Stars TV Sponsorship This package gives your company the sole naming rights of our Home Shirt This premium package allows your brand to be the O the Back match-night draw! You will gain social media recognition in the sole sponsor of our famous Stars TV production! With lead up to match night and have your branding on each ticket that is over 400,000 views across its dierent outlets over purchased! You will also benefit from corporate announcements on game the season, this platform gives your brand the night through any SOTB-related messages! The package covers both opportunity to reach a significant audience! You will in-game SOTB throughout the season and our virtual version online in the gain advertising through the Dundee Stars Live Show, summer months! post and pre-match interviews, Stars Talk and any promotional content! Stars Announcements Opportunities are available to align your brand to the following match-night Social Media Sponsorship announcements: Opportunities are available to align your brand to the following social media initiatives: POWER PENALTY ICING CHUCK- Stars Starting Six PLAY KILL CALLS A-PUCK Stars Goal of the Month Stars Save of the Month Stats of the Week Away Shirt O The Back Sponsor
155 166 Instagram
On the Bench Sponsorship This package will be open for the public but also open exclusively to businesses Additional that desire to reserve ahead of time. A full access to watch the warm-up on the bench with a quick talk from the Head Opportunities Coach regarding expectations of the night prior to the game. A brand-new exciting package to get closer to the action!
Puck Sponsor Digital Be the ocial puck sponsor for the season and gain a corporate announcement each time the puck leaves the ice! You will also receive a game puck in a presentation box to commemorate your sponsorship of the match night puck Sponsorship over the course of the season! Digital Sponsorship Home Shirt O The Back Sponsor Twitter Stars TV Sponsorship This package gives your company the sole naming rights of our Home Shirt This premium package allows your brand to be the O the Back match-night draw! You will gain social media recognition in the sole sponsor of our famous Stars TV production! With lead up to match night and have your branding on each ticket that is over 400,000 views across its dierent outlets over purchased! You will also benefit from corporate announcements on game the season, this platform gives your brand the night through any SOTB-related messages! The package covers both opportunity to reach a significant audience! You will in-game SOTB throughout the season and our virtual version online in the gain advertising through the Dundee Stars Live Show, summer months! post and pre-match interviews, Stars Talk and any promotional content! Stars Announcements Opportunities are available to align your brand to the following match-night Social Media Sponsorship announcements: Opportunities are available to align your brand to the following social media initiatives: POWER PENALTY ICING CHUCK- Stars Starting Six PLAY KILL CALLS A-PUCK Stars Goal of the Month Stars Save of the Month Stats of the Week Away Shirt O The Back Sponsor
155 166 Instagram Gold Club Business Membership Club
O cial Gold Membership Partner This exciting new initative will be brought to life for the beginning of the The Aim of the club is to continue and further strengthen the support the fans 2021/22 season! give to the Kitmart Dundee Stars. Another aim was to allow the club and sport to grow further in the city of Dundee and surrounding areas, building the best team All sponsors and partners will be included into our new Business Club as possible for season 2021/22 part of their deals.
The initial response has been great. The package allows you to be the first We hope to host monthly meetings and get togethers for sponsors and partner ever for this club, that has seen a great response from our fan base. partners.
This sponsorship package is to obtain the ocial naming rights of the prestigious More information will be available once this initative comes to fruition. group that was created just this past season!
175 6 Instagram Gold Club Business Membership Club
O cial Gold Membership Partner This exciting new initative will be brought to life for the beginning of the The Aim of the club is to continue and further strengthen the support the fans 2021/22 season! give to the Kitmart Dundee Stars. Another aim was to allow the club and sport to grow further in the city of Dundee and surrounding areas, building the best team All sponsors and partners will be included into our new Business Club as possible for season 2021/22 part of their deals.
The initial response has been great. The package allows you to be the first We hope to host monthly meetings and get togethers for sponsors and partner ever for this club, that has seen a great response from our fan base. partners.
This sponsorship package is to obtain the ocial naming rights of the prestigious More information will be available once this initative comes to fruition. group that was created just this past season!
175 6 Principal Partnership Model
Principal Partner
Community Partner Contractor Partner
Official Education Partner Charity Partner
Security Partners
For more information please contact:
[email protected] More sponsors available at dundeestars.com
19 Principal Partnership Model
Principal Partner
Community Partner Contractor Partner
Official Education Partner Charity Partner
Security Partners
For more information please contact: [email protected] More sponsors available at dundeestars.com
19 www.dundeestars.com