#41 BEST INDIVIDUAL SPONSOR FOLLOW UP REPORT ifea submission 2017 OVERVIEW INFORMATION INTRODUCTION AND DESCRIPTION OF MAIN EVENT The first Fiesta Bowl game was played in 1971 after much effort from a group of nine visionary business leaders who worked tirelessly to bring a post-season college football game to the state of Arizona. Since that time, the Fiesta Bowl organization has grown into much more than just one game.

The Fiesta Bowl’s vision is to be a world-class community organization that executes innovative experiences, drives economic growth and champions charitable causes, inspiring pride in all Arizonans. As a nonprofit organization, we believe in the importance of fostering a culture of community outreach and service. Based in Scottsdale, the Fiesta Bowl hosts a variety of local events each year, as well as two elite bowl games – the PlayStation® Fiesta Bowl and the Cactus Bowl. Together, these two events generate $170 million in economic impact for the State of Arizona.*

In 2014, the Fiesta Bowl became a part of the College Football Playoff along with five other storied Bowl Games, collectively “The New Year’s Six.” Each season, the Fiesta Bowl matchup is determined by an independent selection committee tasked with ranking the top 25 teams in the nation, placing the top four teams in designated Semifinal games and the remaining eight teams in the “Host Bowls.” The Fiesta Bowl is a College Football Playoff Semifinal game every three years, beginning this past year (2016) and again in 2019.

The Fiesta Bowl is played at University of Phoenix Stadium in Glendale, Arizona with a stadium capacity of 68,000+. Access to a pregame Fan Fest held outside of the stadium is included with all tickets and for an additional cost, fans may attend the VIP pregame party, “Stadium Club.” The 2016 game took place on Saturday, December 31 and featured a matchup between Ohio State University and Clemson University in front of a sell-out crowd of 71,279 fans.

* Economic Impact Study conducted in 2015-16 by Arizona State University W.P. Carey School of Business and Seidman Research Institute NAME OF SPONSOR: PLAYSTATION® Recognized as a global leader in interactive and digital entertainment, PlayStation® is a division of Sony Interactive Entertainment (SIE). The first PlayStation® was launched in Japan in 1994 and today is in its fourth generation, the PS4. The PlayStation® family of products and services now includes PlayStation® gaming consoles, virtual reality, the PlayStation® Store, PlayStation® Vue streaming services and several popular games created for the PlayStation® platform. Headquartered in San Mateo, California, SIE is a wholly-owned subsidiary of Sony Corporation and has regional headquarters in London and Tokyo. INTRODUCTION AND EFFECTIVENESS OF SPONSOR FOLLOW-UP REPORT PlayStation® became the title sponsor of the Fiesta Bowl game in 2016 with a two-year contract that extends through the 2017-18 football season. For the initial year of the partnership, PlayStation® utilized the partnership primarily to promote brand messaging with a focus on hardware products. Specific goals included increasing brand awareness with college football fans, interaction with students and college football fans, creating opportunities to generate media exposure and entertaining clients and staff.

Based on these goals, our partnership focused on three key pillars: stadium branding, gaming lounges set-up at various team and fan events, and hospitality. Several new pieces of signage were added to outdoor and indoor stadium fixtures, including a 100’ x 80’ banner cling on the external stadium wall, visible to the freeway traffic. Gaming lounges were set up at team hotels and media day and the Road to Greatness branded semi truck brought gaming to an outreach event and to the pregame Fan Fest. And PlayStation® executives were invited to events during game week and hosted a suite during the game in one of our most VIP locations, with access to the field for the post-game trophy ceremony.

In the weeks following the game, PlayStation®’s follow-up report was generated utilizing game photos and impressions data from event vendors and media monitoring services like TV Eyes and Cision. The format of PlayStation®’s follow-up report included a brief highlight video including key numbers with photos and video footage from the game along with a more in-depth printed document that detailed all facets of the sponsorship.

INTRODUCTION AND EFFECTIVENESS OF SPONSOR FOLLOW-UP REPORT (CONTUNUED) Having a professional follow-up presentation for PlayStation® was important for several reasons. PlayStation® has numerous requests for sponsorship and marketing dollars so it was essential for us to show a positive return on investment. With an initial sponsorship term of just two years, it was important to show immediate results to put the Fiesta Bowl in the best possible position to retain the sponsorship in the future. Additionally, due to the timing of the game around the holidays, many Executives were not able to travel to the game or only came for a short period. The follow-up report allowed us to show those individuals the robust activation plan that we executed for PlayStation® and get a feel for the passionate fans who were exposed to their brand and products through the sponsorship.

Follow-up reports have become an important tool not only in communicating with our corporate partners, but also internally as a historical reference and audit of our capabilities and ability to deliver results. Since we began generating comprehensive recap reports three years ago, multiple departments have referred back to the data at various times during the year to verify performance and operations. The Corporate Partnerships staff utilizes the data in creating new business proposals and activation summaries for existing partners, the graphics department will refer back to signage and logo samples, and the events staff will verify attendance and site set-up. This report will serve as an important tool as we expand on the sponsorship for this year’s upcoming game and allow us to compare results for better insights.

PlayStation and the Fiesta Bowl - Partnership Highlights

Partnership Announcement Key Activation November 15, 2016 • Team Hotel Gaming Lounges • Inclusion with Team Outreach Game Date (Special Olympics Event) December 31, 2016 • Media Day Gaming area Match-up • Expanded Signage Plan Ohio State vs. Clemson Promotional Campaign Fans & Viewership 10,368,635 Total Impressions 71,279 Game Attendance Earned Media 35,000+ Pregame Party Attendance 57,333 Total Mentions 9.3 ESPN Rating 137,098,285,402 Impressions 11,015,271 households $414,830,312 Value 18,395,687 P2+ PlayStation Fiesta Bowl • Saturday, December 31st, 2016 • University of Phoenix Stadium • Clemson 31 – Ohio State 0 • 71,279 Attendance • TV Broadcast: ESPN • 9.3 Rating , 11,015,271 Total Households • 18,395,687 P2+ • Radio Broadcast: ESPN affiliate stations

Title Sponsor • Logo integrated with game logo • Name/logo inclusion on all promotional material, advertising and materials referencing game • Category exclusivity: Video game platforms, peripherals and video games Earned Media: November 15 – January 5 • Partnership Announcement: November 15 • Team Selection: December 4 • Team Arrivals: December 26 • Game Date: December 31 • Total Earned Media Value: $414,830,312 • Ten (10) mentions, local media ($75,600 value) • 57,323 mentions, national media ($414,754,712 value)

Clemson Team Outreach • Eight (8) total mentions • $16,000 media value

Ohio State Team Outreach • Ten (10) total mentions • $51,000 media value

Sources: TV Eyes, Cision Promotional Plan • December 5 – 31, “Game Campaign” December 22 - 31 • • 131 spots delivered on KPHO, KTVK, KNVX, KSAZ, and Cox Interconnect (ESPN) • Featured Programs: Bowl Games, CBS News, Army-Navy Game, NFL Game, Fox News, PAC 12 Championship, Big 10 Championship • Radio • 67 spots, 310,593 impressions • Top indexing local stations • Digital Display • Programmatic digital display ad buys • Phoenix DMA • Republic Media Desktop and Mobile • Phoenix Business Journal E-Newsletter Promotional Plan • Digital Billboards • December 5 – January 1 • Ten (10) locations throughout valley • 260,960 spots and 975,800 impressions

Flight Dates: Dec 5 – Dec 23

Flight Dates: Dec 24 – Dec 31

Flight Dates: January 1 Promotional Plan • Airport Digital Network • December 4 – December 31 • Forty-six (46) digital screens in Baggage Claim areas of Sky Harbor International Airport • 797,160 spots and 1,849,800 impressions • Phoenix Business Journal • 24,000 impressions • E-newsletter Leaderboard • Republic Media • Mobile and desktop • ROS banner ads • 593,190 total impressions Game Week Events • Team Hotel Gaming Lounges • Scottsdale Plaza Resort & Scottsdale Fairmont Princess • December 26 – January 1 • Gaming Consoles • Virtual Reality stations

Game Week Events: Media Day • Thursday, December 29 • JW Marriott Scottsdale Camelback Inn • 483 Credentialed Media • PlayStation Gaming Corner Game Week Events • Clemson Team Outreach Event • Wednesday, December 28 • Scottsdale Community College • Special Olympics of Arizona • PlayStation Gaming Truck included as station for unified athletes event Hospitality • PlayStation Fiesta Bowl Kickoff Dinner • VIP Dinner for Coaching Staff, Athletic Directors, Conference Commissioners and PlayStation Executives • Thursday, December 28, Dominick’s Steakhouse • John & Elaine Koller • PlayStation Fiesta Bowl Game • Loft 304: twenty-person suite, including pregame party tickets and parking passes • Fifty (50) Club Level tickets • Fifty (50) APS Fiesta Bowl Stadium Club VIP Pregame Party tickets • One (1) bus parking pass with dedicated parking in bus drop-off zone Fan Fest at PlayStation Fiesta Bowl • Saturday, December 31, 2016 • 11:30 am – 4:30 pm • Fiesta Bowl Fan Fest • University of Phoenix Stadium, Great Lawn • Attendance: 35,000+

On-Site Exposure • 100 x 50 space for branded Gaming Trailer • Logo inclusion on select signage • Jumbotron wraps • Stage wrap

In-Game Elements • Executive inclusion in Pregame Coin toss • Eric Lempel • Fiesta Bowl Executive Director • Fiesta Bowl Chairman of the Board • One (1) Welcome message • Played prior to team intros • Four (4) :30 second videos • Each Quarter • Two (2) added value in place of in- game promotion • Ribbon Board digital signage • PS4 and Virtual Reality Creative LED Ribbon Board Signage • Exclusive rotation during 30 minute pregame ceremony • 24:10 minutes in-game exposure • Exclusive rotation during post- game trophy presentation Post-Game Trophy Presentation • Emcee: Rece Davis, ESPN • Fiesta Bowl Executive Director • Fiesta Bowl Chairman of the Board • Eric Lempel • Clemson Head Coach Dabo Swinney • Clemson Athletic Director Dan Radakovich • ACC Conference Commissioner John Swofford • Offensive MVP: Deshaun Watson • Defensive MVP: Clelin Ferrell

Stadium Signage: Interior • Field Logos – centerfield and 25-yard lines • Super Column Wraps (North and South) • B-Red / C-Red Walls • Tunnel Covers • North Tunnel Interior • Locker Room Door Wraps • Field Level: Field Wall and Goal Post Wraps • Miscellaneous: Player jersey logos, Chain Crew, Media Vests

Stadium Signage: Exterior • West Stadium Cling (85’ x 100’) • North Stadium Banner (55’ x 30’) • Twelve (12) Column Wraps • Along 95th Avenue • Entrance Signage • Westgate Signage • Dec 15 – Jan 3 • Two (2) Team Bus wraps Game Program • 9,000 copies • Distributed in suites and sold at merchandise stands • One (1) full-page ad • President’s Welcome Letter • Logo inclusion on Special Thanks page Digital • Homepage Header Rotating Leaderboard • PlayStation Fiesta Bowl game page skin • Final Instructions Email (4,551 recipients) • Thank you for Attending Email (4,488 recipients) • FiestaBowl.org had 470,609 visitors in the month of December with 1,221,426 page views Social Media • 217 Total Posts • Facebook: 76 • Twitter: 70 • Instagram: 58 posts, 25 stories • Snapchat: 10 posts, 3 filters (145 uses) • 3,396,629 Total Impressions • Facebook: 1,321,059 • Twitter: 1,899,319 • Instagram: 139,101+ • Snapchat filter: 36,933 • 203,384 Total Engagements • Facebook: 87,189 • Twitter: 104,617 • Instagram: 11,578+ National Bank of Arizona Fiesta Bowl Parade • Saturday, December 31 • Two-hour parade through Central Phoenix • 92 entries • 2,279 grandstand tickets • 100,000+ spectators along route • Broadcast live on KTVK Channel 3 • 3.6 rating • PlayStation Fiesta Bowl Float Pod • Lead banner signage • Live broadcast inclusion • One (1) full-page ad, Parade Guide • Fifty (50) grandstand tickets • Twenty (20) VIP Parking Passes • Twenty (20) parade breakfast invitations