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Home , Glen Wesley, Kirk Muller, National Hockey League, Southeast Division (NHL)

Carolina Hurricanes Sponsorship Proposal

By: William Stephenson

Conrad Worley

Chad Friesen

Matt Messner

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Contents

Executive Summary ...... 3 Letter of Transmittal ...... 4 Company Information ...... 5 History of the Carolina Hurricanes ...... 7 Oakley Company Information ...... 8 History of Oakley ...... 9 Carolina Hurricanes 2013-14 ...... 10 Compatibility Oakley Company Information ...... 12 Carolina Hurricanes Target Market ...... 14 Oakley Target Market ...... 16 Carolina Hurricanes – Media Package ...... 18 Local Television ...... 18 National Television ...... 18 Carolina Hurricanes – Hospitality...... 20 Carolina Hurricanes – Promotional Activities ...... 22 Carolina Hurricanes – Sponsorship Signage ...... 23 Sponsorship Package ...... 27 Addendum ...... 29

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Executive Summary

A partnership between the Carolina Hurricanes and Oakley Inc. would provide both organizations with an advantageous relationship. The Carolina Hurricanes pride themselves on excellence within the National League. Contending for Championships, Players Safety, and providing the fans with a memorable game experience are all components that the Hurricanes strive to achieve. Oakley Inc. is a company that manufactures cutting High Definition Optics and revolutionary technologies into their products. A partnership between these two organizations would be mutually beneficial for both parties. The Hurricanes would have to opportunity to provide their players with the best safety products on the market while allowing their fans access to extreme sports apparel. This agreement with allow Oakley to access hockey markets across . We sincerely hope that Oakley Inc. will join the Carolina Hurricanes in bringing the back to Raleigh, .

Sponsor Compatibility:

Compatibility between the Carolina Hurricanes and Oakley Inc. can best be explained when observing the following areas:

Innovation and Technology- Continued innovation is essential for the success of any professional franchise. The Hurricanes and Oakley would both experience unprecedented change in the certain areas like markets, sales, and revenue.

Eye Protection- Proper eye protection is essential for player safety and the continued success of the Carolina Hurricanes. Oakley provides the best optical performance eyewear allowing the Hurricanes to further protect their athletes.

Excellence- The Carolina Hurricanes, as well as Oakley Inc., demand excellence in every aspect of the organization. A partnership between the Hurricanes and Oakley would allow the Hurricanes to have access to the most innovative products proven to perform in uncompromising environments.

Increased Awareness and Exposure:

An agreement between Oakley and the Hurricanes will allow Oakley Inc. access to developmental and community leagues in the Raleigh, Durham, and Chapel Hill area. This partnership would demonstrate that Oakley and the Hurricanes are focused on player safety throughout all leagues. Oakley has demonstrated their ability expand globally with 575 patients in 80 countries around the globe. Target markets for both organizations prove that demographics for both organizations are extremely compatible and demonstrate that a partnership would be mutually beneficial for both parties.

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Letter of Transmittal

Colin Baden President and Chief Executive Officer Oakley Inc. Headquarters 1 Icon Rd. Foothill Ranch, CA 92610

Dear Mr. Baden,

As a leading provider of athletic and military eyewear, apparel and gear in North America, maintaining 575 patents in 80 countries around the globe, Oakley Incorporated is a valuable asset to our country. Like the Carolina Hurricanes, your company has a rich tradition of service and dedication to its customers. That is why the Carolina Hurricanes Sponsorship Team would like to introduce to you, a proposal for Oakley Incorporated to sponsor the Carolina Hurricanes in the upcoming 2014 hockey season.

Put the excitement of the Carolina Hurricanes to work for your company. Being one of the only teams in the NHL to have a very family friendly atmosphere, a drive to find opportunities and solve them, and a drive to defy convention and invent more innovative and creative solutions. The Carolina Hurricanes are uniquely positioned to deliver the most user-friendly, one-stop shopping sponsorship imaginable.

As a premier sponsor you will receive:

- Signage (outdoor, arena and print) - Event marketing - Television advertising (network and local) - Print media coverage (newspapers and articles) - Internet coverage (Social Media: Facebook, Twittter, Instagram) - Hospitality opportunities (tickets, dinners, corporate suites, merchandise discounts) - Event promotions - In game promotions (lucky seat, 0 giveaway, etc)

Enclosed please find details of the sponsorship and participation opportunities for the 2014 season. Your involvement will make this year’s season even more memorable.

We appreciate your consideration and will contact you soon via phone.

Sincerely,

The Carolina Hurricanes Sponsorship Team Raleigh, North Carolina

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Carolina Hurricanes Company Information

The Carolina Hurricanes are a professional team based in Raleigh, North Carolina, USA. They are members of the Southeast of the Eastern Conference of the (NHL), and play their home games at the 18,680-seat PNC Arena.

Web Address: Telephone : http://hurricanes.nhl.com/index.html Main Office: (919) 467-7825 Ticketing: (919) 861-2323 or Email Address: (866) 645-2263 [email protected] PNC Arena: Mailing Address: Capacity: 18,680 Carolina Hurricanes Hockey Club PNC Arena Current League, Conference, Division 1400 Edwards Mill Road Affiliation: Raleigh, NC 27607 National Hockey League (NHL), Eastern Conference, Southeast Division Team Colors: Red, White, Black & Silver Future League, Conference, Division Affiliation (effective July 2013): National Hockey League (NHL), Eastern Conference, Atlantic Division

Current Chief Executive Current Executive Vice Officer/Owner/Governor: President/General Manager, PNC Arena: Peter Karmanos, Jr. Davin Olsen

Current President/General Manager: Current Vice President of Guest Relations, PNC Arena: Larry Perkins Current Executive Vice President/Assistant General Manager: Current Senior Vice President/General Jason Karmanos Counsel: William Traurig Current Executive Vice President/Chief Financial Officer: Current Senior Director of Mike Amendola Communications: Mike Sundheim

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Current Vice President of Current Vice President of Corporate Marketing/Executive Director, Kids ‘N Partnerships: Community Foundation: Jim Ballweg Doug Warf

Current Director of Merchandise: James Blitch

Current Vice President of Hockey Current Director of Defensemen Operations: Development:

Current : Current Director of Forwards Development: Current Assistant Coaches: Rod Brind’Amour, , Current : John MacLean

Current Goaltending Coach: Current Alternate Captains: ,

Current Television Rightsholder: Current Television Sideline Reporter/Host: Chantel McCabe Current Television Play by Play: John Forslund Current Radio Rightsholder: WCMC 99.9 FM The Fan Current Television Analyst: Tripp Tracy Current Radio Play by Play Announcer: Chuck Kaiton

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History of the Carolina Hurricanes

May 6, 1997: Owner Peter Karmanos announces the will move to Raleigh, NC, after playing in Greensboro, NC for their first two seasons.

March 24, 1998: Karmanos awarded Award for outstanding service to hockey in the

April 9, 1999: Hurricanes clinch first division title since moving to Raleigh

October 29, 1999: Hurricanes play their first game at brand new Raleigh Entertainment and Sports Arena against the Devils

April 3, 2002: Hurricanes break franchise’s all-time single season attendance record by drawing 635,868 fans for the 2001-02 regular season

May 28, 2002: Hurricanes win Game 6 of the Eastern Conference Finals 2-1 over the Maple Leafs to earn their first trip to the

September 19, 2002: RBC Centura agrees to a 20-year deal to rename the Entertainment and Sports Arena as the RBC Center

April 6, 2003: Hurricanes break franchise’s all-time single season attendance record for the second straight season, drawing 642,973 fans in 2002-03

June 26-27, 2004: Hurricanes host NHL Entry , drawing 15,672 fans on day 1 at the RBC Center, the biggest single day crowd in over a decade

June 19, 2006: Hurricanes defeat Oilers 3-1 in Game 7 of the Stanley Cup Finals to earn the franchise’s first Stanley Cup championship as well as the first championship for a major franchise in North Carolina

2006-2007: Hurricanes break the franchise’s single season attendance record by hosting 721,861 fans for the 2006-07 regular season

October 4, 2010: Hurricanes become the first NHL team to play in Russia in over 20 years as they take on SKA St. Petersburg in an

January 28-30, 2011: Hurricanes host NHL All-Star Weekend

June 22. 2011: wins the Calder as Rookie of the Year, a first in Hurricanes history

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Oakley Company Information

Oakley Inc. is a sport and life style brand focused on constructing a legacy of innovative optical technology and high performance apparel for many extreme sports. Based in Foothill Ranch, , Oakley makes sport equipment including sunglasses, sports visors, and ski goggles, as well as watches, clothing, bags, backpacks, shoes, prescription glasses, football and hockey eyewear, golf gear and other accessories. Oakley currently holds more than 600 patents for eyewear, materials and performance gear.

Web Address: Current President: http://www.oakley.com Colin Baden

Email Address: Current Chief Financial Officer/Principal [email protected] Accounting Officer: Richard J. Shields Headquarters: 1 Icon Current Vice President of Operations: Foothill Ranch, CA 92610 Jon Krause

Telephone Number: Current Vice President of Global (800) 403-7449 or (949) 951-0991 Marketing and Brand Development: Scott Bowers Fax Number: (949) 454-1071 Current Vice President of Manufacturing and Sourcing: Founded: Kent Lane 1975 by Jim Jannard

Product Categories: NHL Athletes Currently Wearing Oakley Sunglasses, Prescription Eyewear, Goggles, Visors: Electronics, Apparel, Footwear, , , , Accessories, Watches , , , , , Alex Ovechkin, Optics Brand Portfolio: , , Stephane Eye Safety Systems, Fox, Oliver Peoples Robidas, , Teemu Selanne Retail Platforms: Bright Eyes Sunglasses, Oakley Stores, Oakley Vaults, The Optical Shop of Aspen

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History of Oakley

1975: Founded by Jim Jannard

1980: Oakley releases the O Frame MX; it becomes a mainstay in Motocross Racing for 17 years

1984: Oakley releases the Eyeshades which brought sunglasses from an accessory to an important piece of equipment

1986: Greg LeMond wears Oakley Eyeshades while becoming the first American to win the Tour de France

1995: Oakley becomes a publicly traded company through an IPO that raises $230 million

Early 1997: Oakley opens its new, $35 million headquarters in Foothill Ranch, CA

June 1997: Oakley acquires One Xcel, Inc., maker of distortion free face shield used in the National Hockey League

2000: Tom Cruise wears a pair of Oakley X Metals in the opening scenes of Mission: Impossible 2

2009: wears an Oakley visor while playing for the Carolina Hurricanes in the

2009: Stanley Cup

January 30, 2011: Jeff Skinner wears his Oakley visor while representing the Carolina Hurricanes in the 2011 NHL All-Star Game

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Carolina Hurricanes 2013-14 Season

Description

 Venue: PNC Arena  Location: Raleigh, NC  Dates: o 2-5 preseason home games from mid-September through early October o 41 regular season home games from early October through mid-April o Up to 16 playoff home games from mid-April through mid- June  Times: Vary based on day of game

Staffing

 Raleigh Police (20): will be in and around PNC Arena to help control traffic into and out of the arena as well as the crowd in the parking lot and inside the arena.  Event Staff/Volunteers (250): will be directing traffic in the parking lot, guiding people through security, helping guests find their seats, selling concessions, and handling any guest problems or complaints.  Interns (10): will be helping coordinate entertainment for between periods and television breaks, as well as any of the duties listed above.

Past Average Attendance

 2011-12: 16,042  2010-11: 16,415  2009-10: 15,240

Audience Profile

The Carolina Hurricanes draw a diverse crowd. From college students to multi- generational families, people of all ages come to watch the Hurricanes play. With only 11% of the Carolina Hurricanes guests earning below $25,000 per year, this is a crowd that is willing to splurge on merchandise of all kinds to show their allegiance to their team.

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Inventory of Assets/Benefits

 Advertising on local and national television  Advertising in Raleigh’s local newspaper  Oakley logo featured on all Carolina Hurricanes internet advertising  Oakley ads on all Carolina Hurricanes social media outlets  Access to private practices with autograph sessions  Access to two Corporate Sponsor Suites  Access to the annual Corporate Sponsors Dinner  Discounts on all merchandise sold at The Eye  Discounts at select hotels  Oakley Favorite Fan Contest  Option of one (1) in-game promotion sponsored by Oakley  Off-site Billboards  On-site, Outdoor Banners  Concourse Banners  Dasher Board Ads  Oakley logo embedded within the Line on the ice  Oakley logo on the front of each game’s Program  Oakley logo on the Game Day Lineup Card  Oakley logo on the Carolina Hurricanes Pocket Schedule

Capabilities & Past Experience in Producing Event

The Carolina Hurricanes moved to Raleigh, North Carolina for the 1999-2000 season, making the 2013-14 season their 14th in PNC Arena. While other Southeastern U.S. based teams have been forced to relocate, the Hurricanes are thriving in the community based on their long history of putting on high quality events that keep fans enthusiastic, engaged and coming back for more.

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Compatibility Oakley Company Information

Sponsor Compatibility:

As members of the National Hockey League, the Carolina Hurricanes pride themselves on providing ticketholders and fans with the best hockey experience in the southeastern United States. In 2006, the Hurricanes won the coveted Stanley Cup, and most recently the organization signed top players such as Jordan Staal and , proving that championships and championship caliber players are vital to the team’s success. However, this success can become hampered without proper protective gear for Hurricanes players, and revolutionary advancements in apparel for Carolina Hurricanes fans. Oakley Inc. is company that provides optimum protective lenses for athletes. Their Hockey Visors combine High Definition fiber optics, Polaric Ellipsoid Geometry, and Plutonite® Lens material creating a shatter-proof visor that protects the skater against any on-coming objects. Oakley also manufactures extreme sports products that are superior in quality and innovation, redefining the limits of possibility. An agreement between the Hurricanes and Oakley Inc. would allow the Hurricanes to access essential safety products for their athletes, while providing their fans with the highest quality products. Oakley would benefit though a partnership with a professional sports franchise that expands across North America. A partnership would allow their organization to tap into yet another extremes sports market. Listed below are specific compatibilities illustrating why a sponsorship between Oakley Inc. and the Carolina Hurricanes would be beneficial to both parties:

Innovation and Technology

The Carolina Hurricanes are a dedicated NHL franchise competing for playoff berths and an opportunity to hoist Lord Stanley’s Cup each season. Professional athletes playing for the Hurricanes need equipment that is top of the line and unparalleled to their competitors. Oakley Inc. prides itself on state-of-the-art research and engineering in order to produce inventions for the world’s top athletes to use. Both organizations would benefit in a sponsorship deal through use of innovative products and technologies.

Safety

A professional hockey team breaks an average of 24-36 hockey sticks in a season making safety a premium concern for any NHL team. The Carolina Hurricanes believe that providing their players with the best eyewear will reduce injuries and elevate the teams overall performance. Optical protection is one of the cornerstones of the Oakley Inc. organization. An agreement between the Carolina Hurricanes and Oakley would allow the company to become the first full team sponsor of optical technologies within the National Hockey League. 12

Excellence

The Carolina Hurricanes are focused on winning the Stanley Cup every season. The goal of the organization is to compete at the highest level providing fans with the best hockey experience not only in the Carolinas, but throughout the southeast. Excellence is one of the main foundations of any professional sports franchise, and the Hurricane+s’ demand excellence with each of their agreements to ensure that their athletes, their investments, are protected. Oakley measures up to that performance standard since Oakley’s Eye Safety systems are developed for the United States Military and Firefighting markets where the environments are violent and uncompromising. Every product that Oakley Inc. manufactures exudes excellence and high quality performance.

Strategic Congruency:

Strategic congruency is a vital part of any sponsorship package. Below are two reasons why a agreement between the Carolina Hurricanes and Oakley Inc. would be beneficial to both parties.

Image Expansion

The opportunity for the Carolina Hurricanes and Oakley Inc. to expand their images is paramount to continued growth of both organizations. The Hurricanes believe that grassroots marketing is essential to the future success of the franchise. Since the organization moved from Hartford to Raleigh there has been an explosion in youth and community involvement. A partnership between Oakley and the Hurricanes will allow Oakley Inc. access to developmental and community leagues in the area. This partnership would demonstrate that Oakley and the Hurricanes are focused on player safety, not only in the professional leagues but all leagues. Oakley would allow the Hurricanes to further expand their image throughout North America. Oakley has demonstrated their ability expand globally with 575 patients in 80 countries around the globe. The Carolina Hurricanes would be the first professional franchise completely sponsored by Oakley Inc. They would have access to the most innovative optical technologies, and become a global icon for protective eyewear in the hockey market.

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Carolina Hurricanes Target Market

The Carolina Hurricanes are always trying to reach out to their target markets in addition to gaining new ones. The following tables represent the demographics and psychographics of the target markets of the Carolina Hurricanes.

The Carolina Hurricanes primary target market is Caucasian males between the ages of 20 and 40 and make at least $25,000 a year.

Demographics:

Attendance by Gender (2011) Gender

100% 33% 67%

0%

Women Men

Attendance by Age (2011) Age

27% 30% 24% 17% 17% 20% 15%

10%

0% 18-24 25-34 35-44 45-54 55-65+

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Income of attendees (in thousands) Income

35% 33% 40% 21% 20% 11% Income

0% >25 25-50 50-75 75 +

Psychographics:

- Many NHL attendees are very tech savvy: They utilize all of the “hot” tech gear in every aspect of their lives

- They utilize internet, email and social media to communicate regularly

- They are of average intelligence and athleticism

- They enjoy action sports

http://www.gfkmri.com/PDF/GfKMRIPsychographicSourcebook.pdf

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Oakley Target Market

Oakley sells a number of different athletic products. Sunglasses, clothing, watches, shoes/sandals, goggles, football and hockey eye wear, and prescription glasses are the main products that are sold in retail stores, as well as online.

-As Oakley sells a number of different products they have a wide target market. The majorities of their consumers have an active lifestyle.

- Oakley is positioned as an upmarket, premium sports brand, focusing on innovative technology and design, especially created for sporting activities.

- Oakley’s target markets are mainly men, aged 15-44, middle to upper class with an average income of $50,000 and up and went to college. Psychographics:

- Athletic lifestyle

- Enjoy high quality eyewear

- Have a large income

- Live on the edge of their life - http://ehis.ebscohost.com/ehost/pdfviewer/pdfviewer?sid=adcf8cf1-5fab-4a84-8dbd- bea28992f5e9%40sessionmgr104&vid=5&hid=106

Usage: Broken into three respective groups: Usage 50% 40% 40% 35% 30% 25% 20% 10% 0% Sport Fashion Traditional

-

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Usage Breakdown:

- Sport: All participants of sport (players, coaches, trainers, etc.) o Wear for appeal and protection (visors, etc.)

- Fashion: People who wear Oakley for their design and overall appearance o Wear for appearance and “wow” factor of the “O”

- Traditional: Emergency Service workers and Military (Fire, Police, EMS, Military) o Utilize eyewear for quality, durability and overall protection

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Carolina Hurricanes – Media Package

Providing top-tier media coverage of the Carolina Hurricanes is a key goal in the success and growth of this organization. Media coverage is also essential to providing visual advertising for our sponsors. As the sponsor for this year’s event, Oakley would be extensively promoted through various media outlets.

Local Television The Carolina Hurricanes will be advertised on local television, including mention of Oakley as the sponsor, as well as logo placement within the advertisement.

Local news (morning and evening) channels will provide local coverage of the Carolina Hurricanes, including pre-game coverage, post-game coverage, fan events, and other Hurricanes news. Again, Oakley will be visible within the media. The following local stations cover the Carolina Hurricanes:

WRAL Raleigh: News Channel 3 WNCN Raleigh: News Channel 6 WTVD Raleigh: News Channel 9 WRAZ Raleigh: News Channel 13 NWS14 Carolina: News Channel 14 FSCR Carolinas: Sports Channel 50

If Oakley representatives wish to contact these outlets to discuss any additional marketing within local networks, they may reference their contact information in the addendum at the end of this proposal.

National Television Several of the Carolina Hurricanes hockey games will be aired on NBC Network nationwide or NHL Network. Areas that will be subject to include the Raleigh-Durham area in which will be broadcasting the game. Oakley will have several options for visual advertising during the broadcast of the games:

Commercials: Oakley commercial of choice to run each commercial break; approximately fifteen (15) times a game. Once before and after the game, three times throughout each period, and twice during each intermission.

1st Intermission Sponsor: Oakley will be the primary sponsor of the 1st intermission break. An Oakley logo will be displayed on the screen with statistical

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graphics showing team and player season statistics prior to intermission commentary.

Newspaper In the News and Observer Sports Section, there will be news articles about the Carolina Hurricanes everyday between a 1/4 page ad to full page throughout the entirety of the Carolina Hurricanes season. Oakley will submit an ad of choice, which can feature product prices, events, or visual advertising.

Journalists from the News and Observer, as well as away team news outlets, such as Post-Gazette, Triangle Business Journal, and Associated Press will be attending the Hurricanes games and can incorporate Oakley into their journals.

Internet The internet is an essential component to marketing sponsors of the Carolina Hurricanes. The growth and popularity internet usage and technology increasing, incorporating Oakley into the online marketing is beneficial to both organizations.

Banner & Pop-Up Ads (Oakley logo featured on Carolina Hurricanes ads) - Hurricanes.NHL.com (Game information available through advertisements) - FoxSportsCarolinas.com - NewsObserver.com (Raleigh’s News and Observer Online)

Links to Oakley websites - On all online ads, there will be a link to the Oakley website, via clicking on the Oakley logo.

Social Networking - Facebook: Oakley ads links to fans who visit the Carolina Hurricanes Fan Page (on right side bar of Facebook page) - Twitter: Carolina Hurricanes Twitter account will link to Oakley online, as well as tweets promoting Oakley and with links to Oakley’s website. Carolina Hurricanes will retweet fans that send in pictures of themselves with Oakley Sunglasses and #EyeOfTheCanes. -Instagram: Carolina Hurricanes Instagram will include pictures of Hurricanes Players in various places, such as on the team plane, bus, locker room, wearing Oakley sunglasses

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Carolina Hurricanes – Hospitality

Accommodating the Carolina Hurricanes sponsors is a priority, and providing our sponsors the best treatment is vital for their assistance to our goal of winning the Stanley Cup. As a sponsor of the Carolina Hurricanes, Oakley will be given a variety of special treatments.

Event Tickets: Oakley board of directors (9 members) and corporate sponsor staff (4 members) will all receive complimentary admission to the following events:

Practice Sessions: Entry to two (2) sessions that are closed to the public, as well as entry to all public practices.

Autograph Sessions: Following two (2) private practice sessions, an autograph session will be held for corporate sponsors.

Corporate Sponsors Suites: Corporate sponsors will be granted access to the corporate sponsor’s suites within the arena. The suites are located on the arena club level of PNC Arena. Oakley will receive two suites each game, for a total of twenty (20) tickets. Amenities include:

- Two flat screen television sets - Private Restroom - VIP parking passes and entrances - Stormy or Ron the Ref visit during hockey games, with advance notice - Customized food and beverage menu, with advance ordering - Concierge service to cater your needs - Glass partition separating arena bowl seats from lounge areas

B: Oakley Premium Suites

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Corporate Sponsors Dinner - Each year, the Carolina Hurricanes host a dinner for all corporate sponsors (approx. 20 companies). - The black- dinner will be held in the PNC Arena Club Restaurant on Friday March 22nd - Player and coach appearances subject to availability. - Dinner will be a four-course catered meal as well as an open full service bar. - The event will also include networking materials (catalog of contacts and sponsors) - Live music, Stormy and Storm Squad and gift bags for all attendees.

Other Hospitality Benefits

Merchandise Discounts: 15% off of all merchandise from The Eye

Hotel Discounts: NHL Partners rate at the following hotels: Candlewood Suites, Residence Inn Marriott, Fairfield Inn & Suites Marriott, Courtyard Marriott

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Carolina Hurricanes – Promotional Activities

Full Season Promotion

Oakley Favorite Fan: Fans fill out survey for Oakley at promotional kiosk located outside section 109, one (1) fan will with $1000 gift card to use for Oakley products.

In-Game Promotion

Oakley will have the option of:

Oakley #EyeOfTheCanes: At the second commercial break during the third period the Carolina Hurricanes will display a picture of a Fan or Fans wearing Oakley products tweeted using the hashtag #EyeOfTheCanes on the JumboTron. Carolina Hurricanes will advertise this promotion during warmups and at the first commercial break during the first period.

Oakley T-Shirt Toss: Carolina Hurricanes T-Shirts, featuring the Oakley logo on the back of the shirt, will be launched into the crowds at the arena during television timeouts.

Oakley Future Stars Game/Shootout: Raleigh Youth Hockey Association players will play a four (4) minute scrimmage during the first intermission and a 3 on 3 shootout during the second intermission, while wearing jersey’s with the Oakley logo on the front and the Oakley Name on the back.

Oakley Kid Captain: A Raleigh Youth Hockey Association player will be chosen for each home to skate on the ice with the Carolina Hurricanes starting lineup and stand during the national anthem.

Oakley Sunglass Giveaway: While wearing Oakley ice hockey visors, participants will compete is an on-ice shooting challenge in which they shoot ten (10) pucks at the net from the blue line. Participant with the most goals wins a free pair of Oakley Sunglasses.

Oakley 0 Goal Giveaway: Every game the Carolina Hurricanes have zero goals against, Oakley will have a 10% discount the following day. This will be offered every game, but discounts will only occur about 6-10 games each season.

Oakley Promotional Video: At the third commercial break during the third period, a 30 second promotional video will be broadcasted on the JumboTron and on FSN Carolinas broadcast. The video will be a compilation of pictures or videos of Carolina Hurricanes players and staff wearing Oakley visor’s during Carolina Hurricanes hockey games and Oakley shades while conducting dry land training in their locker room or on a track running sprints. Promotional video will explain Oakley’s importance to the team and thank them for their support as sponsors for the Carolina Hurricanes.

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Carolina Hurricanes – Sponsorship Signage

Signage featuring the Carolina Hurricanes logo, with the exception of Carolina Hurricanes merchandise, will feature a version of the Oakley logo.

Outdoor Signage

Billboards: Four (4) full Carolina Hurricanes billboards (14’ x 48’), with Oakley logo

Light Pole Banners: 6’x 3’ light pole signs on every 2nd light pole (27) in the arena parking lots, along Peter Karmanos Jr. Dr. and E. Stephen Stroud Way; half of the banners will be Oakley logo and other half being Carolina Hurricanes primary logo

Arena Signage (at the arena, within the seating area)

Blue Line Logo: selected Oakley logo will be painted on blue line closest to Hurricanes home bench. Reference C in addendum

Dasher Board Ads: Four (4) 4’x 8 dasher board signs, One (1) behind each net, One (1) located at home and away benches closest to blue line

Concourse Banners: Four (4) 6’x 12’ Oakley banners hanging from arena concourse ceiling

Print Signage

Program Guides: Carolina Hurricanes programs will be available for purchase by fans for $10 each, and will feature the Oakley logo on the front page, as well as a full page ad.

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Game Lineups: Game rosters and statistics will be available to fans free of charge. It will be printed on one full size sheet of card stock paper, in black and white, and will feature the Oakley logo in the top right corner

Pocket Schedule: Full Carolina Hurricanes schedule 3.5” x 9” with Oakley logo placed on front

Co-Sponsors: The Carolina Hurricanes have a total of 90 co-sponsors. Some of these include: - SAS - Chevrolet - United States Air Force - NC Department of Transportation

These sponsors can benefit from the interaction between Oakley and the Hurricanes and can help extend Oakley’s product line and allow Oakley to extend their span of control and reach out to other possible new target markets through these other companies.

All companies listed in D in addendum

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Carolina Hurricanes – Impact Measure

The Carolina Hurricanes understands that Oakley will need a detailed report of how well their sponsorship impacted their business through the use of advertisement of the Carolina Hurricanes. Our team has come up with several avenues in which measurement of impact will take place. We welcome Oakley to engage any of their own measures as well.

Measuring Sales

Our team will conduct sales and revenue analysis on both Oakley and the Carolina Hurricanes as a whole before the season starts, during and one month after the season ends to gain an understanding about the sales impact of the Oakley sponsorship with the Carolina Hurricanes. Sales figures will be compared to previous Carolina Hurricanes seasons.

Measuring Promotional Material

Located on the Carolina Hurricanes concourse, immediate after fans pass security to enter PNC Arena, will be our staff handing out scratch off cards to all entering fans. These cards will be similar to lottery tickets in order to maximize giveaways while reducing the amount of material Oakley has to spend on promotions. This will enable the Carolina Hurricanes and Oakley to discover who takes advantage of this promotion from those who attend each home game.

- Every card gets a $5 coupon redeemable on Oakley products

- One in every 500 wins a $100 coupon redeemable on Oakley products

Reference ticket in section A of addendum

Measuring Media Exposure

- One of our team members will be responsible for watching each Carolina Hurricanes televised home game and taking notes on how many times the Oakley logo appears at the PNC Arena and on the ice surface.

- The team member will also be responsible for timing the length of how long the viewer is able to see the Oakley logo throughout each Carolina Hurricanes televised home game. This also applies to all local television highlights and any highlights shown on national television, such as ESPN, CBC and NHL Network.

- One of our team members will be responsible for counting the amount of television commercials and other media exposure Oakley receives on local radio and newspaper spots. If 99.9 The Fan were to mention Oakley as a proud sponsor of the Carolina Hurricanes, this would be counted. As well as if their is a picture of the Oakley logo in the background of a picture produced in the News and Observer.

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- We utilize the Nielsen TV ratings system as a means of comparing viewership statistics from games from previous seasons to the current Carolina Hurricanes season.

- We analyze the traffic on the Carolina Hurricanes website, Facebook site and Twitter site and count the number of times consumers click on the Oakley advertisement situated on each site.

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Sponsorship Package

Product Trial and Sampling Opportunities

Oakley #EyeOfTheCanes Valued at $1,000 Oakley T-Shirt Toss $4,200 Oakley Future Stars Game/Shootout Valued at $1,250 Oakley Kid Captain Valued at $800 Oakley Sunglass Giveaway $2,000 Oakley 0 Goal Giveaway Valued at $6,000

Total $,15,250

Media Coverage and Exposure

Local Television News Coverage Valued at $100,000 Commercials (15) $410,000 National Media Coverage Valued at $200,000 Commercials (10) $150,000 Newspaper Advertisements $60,000 Website Ads (Hurricanes, NBC, NHL, News & Observer) $20,000 Social Media Ads $5,000

Total $945,000

Oakley / Carolina Hurricanes Signage

Billboards (4) $8,000 Light Pole Banners (27) $6,500 Blue Line Logo $10,000 Dasher Board Ads (4) $8,000 Concourse Banners (4) $2,500 Program Guides (40,000 ads) $20,000 Game Lineups $17,250 Pocket Schedule $15,000

Total $87,250

Hospitality Value

Practice Sessions Valued at $65 27

Autographs Sessions Valued at $260 Corporate Sponsors Dinner $700 Corporate Sponsors Suites $31,500 Merchandise Discounts $200 Hotel Discounts $1,000

Total $33,725

Total Sponsorship Package Value $1,081,225

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Addendum

A. Carolina Hurricanes Scratch Off Ticket

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B. Oakley Premium Suites

C. Carolina Hurricanes Blue Line Logo

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D. Co-Sponsors

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