NHL-NHL__CHICAgO_BLACkHAwkS_FAN_DEMOgRAPHICS by yvtong

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									2010 - 11 CHICAGO BLACKHAWKS

SPONSORSHIP BROCHURE
TABLE OF CONTENTS
6DEMOGRAPHICS 7THE BENEFITS OF CORPORATE SPONSORSHIPS 8IN-ARENA BRANDING
10MEDIA 12PRINT 14BLACKHAWKS IN-ARENA PROMOTIONS 162009 - 10 PHOTO RECAP 18WEB
20EVENTS, YOUTH HOCKEY & CHARITIES 22RETAIL PROMOTIONS 24HOSPITALITY
26UNITED CENTER ADVERTISING 28CONTACT
                                                    NHL & CHICAgO BLACkHAwkS FAN DEMOgRAPHICS

                                                                                                                                                                                                                                    Average
                                                                                                                                                                                                                                      of all

                                                                  BLACkHAwkS FANS COMPARED                                                                                                                                           survey
                                                                                                                                                                                                                                  respondents
                                                                                                                                                                                                                                  (not just the

                                                                  TO OTHER CHICAgO SPORTS TEAMS                                                  Hawks             sox             cubs            bulls           bears
                                                                                                                                                                                                                                  sports fans)




                                                                    48.5%                                            58.7%          61.3%                                          67.5%          67.8%                         71.4%
                                                           MEN

                                                        AVERAGE     39.9     40.0                   40.6                                                             42.6           43.0                                         45.1
                                                            AGE

                                                        COLLEGE     15.6%                          21.3%             22.7%         23.2%                                           25.2%                                        32.4%
                                                      GRADUATES

                                                      HOUSEHOLD    $84,404                       $95,939         $96,474                         $98,342                         $105,063                                     $119,806
                                                         INCOME


                                                                    54.2%              55.4%                                       58.5%                                                           59.9%         59.9%          60.3%
                                                        MARRIED

                                                       CHILDREN    43.0%               44.2%                         46.1%          46.1%                           53.4%                                                       66.4%
                                                        AT HOME


                                                                                         SOURCE: Scarborough Research survey covering the one-year period between March 2008 and February 2009. Margin of error is +/- 2.3 percentage points.




                                                                  NHL FAN PROFILE COMPARISON
                                                                                                             nhl                         mlb                        nba                         nfl                    nascar


                                                                                         male               65.5%                        59.7%                     62.8%                       59.8%                        67.8%


                                                                                       adults
                                                                                         18-49              63.3%                        54.8%                     60.2%                       56.7%                        58.5%


                                                                                      average
                                                                                                             44.0                        47.1                        45.1                       46.5                        46.0
2010 - 11 CHICAgO BLACkHAwkS SPONSORSHIP BROCHURE




                                                                                          age



                                                                             some college
                                                                                  or more                   68.0%                        63.0%                     63.6%                       60.4%                        52.9%

                                                                                   Internet
                                                                                  Purchase                   63%                         57%                         57%                        56%                         52%
                                                                                (Past Year)


                                                                                        cable
                                                                                       modem                 34%                          31%                        31%                         31%                        28%


                                                                                        work
                                                                                     full-tIme              64.0%                        57.1%                      58.1%                      57.0%                        60.4%


                                                                                      average
                                                                                    household           $
                                                                                                         103,963                     $
                                                                                                                                      96,194                   $
                                                                                                                                                                 96,040                    $
                                                                                                                                                                                             94,475                     $
                                                                                                                                                                                                                         85,981
                                                                                       Income


                                                                                                                                                                         SOURCE: BASED ON GroupM MEDIA TARGET ANALYSIS




          6
  The Blackhawks had six participants in the 2010 Winter Olympics (Tomas Kopecky and Marian Hossa – Team Slovakia; Brent Seabrook, Duncan Keith and Jonathan Toews – Team Canada and Patrick Kane – Team USA).




The National Anthem is the best in professional sports.                   Vince Vaughn drops the ceremonial first puck. Blackhawks                                        Blackhawks Ambassadors:
                                                                       games are a destination for a lot of celebrities and the Chicago elite.             Denis Savard, Stan Mikita, Tony Esposito and Bobby Hull.




                                        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 HH income of $103,000.


                                                               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 about which the consumer is most passionate – Blackhawks Hockey.


                       Sponsorship sends a message that your brand is strong and vibrant and that you are continuing to invest in it.
                                                    IN-ARENA BRANDINg




                                                         200 LEvEL LED BOARD ADvERTISINg
                                                         Located around the arena bowl on the 200 Level, 360 degree exclusive messages rotate
                                                         throughout each Blackhawks game during the in-game action. The LED signage makes for
                                                         a great complement to all scoreboard features, public address announcements and on-ice
                                                         promotions. Generate fan curiosity with a customized text or animated LED message.
2010 - 11 CHICAgO BLACkHAwkS SPONSORSHIP BROCHURE




                                                         DASHERBOARDS
                                                         40 dasherboards (sold in pairs) surround the ice surface. Each dasherboard measures
                                                         3’ x 11’ and rotates throughout the season with one dasherboard on camera-side and the
                                                         other dasherboard on non-camera side. Dasherboards receive over two hours of television
                                                         visibility during home TV broadcasts and secondary coverage in local and national
                                                         newspapers, magazines and television broadcasts.
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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 draws the attention of a captive seating bowl audience. 1 Sponsorship of pre-game warm-ups and starting lineups allows your brand to be
intertwined with the Blackhawks roster. 2 In-game messaging allows your company to reach a captive audience in an emotional environment.
Complemented with a game card can help increase retail traffic. 3 A TV timeout feature gives your company the opportunity to entertain our
fans with a hockey themed segment and allows your company to deliver a clean and uncluttered message. 4 Promoting a “once in a lifetime”
experience allows your company to help drive retail traffic and advertise your key brands. 5 An intermission feature entertains the fans before the
players hit the ice and helps your company build brand relevance among an upscale, affluent audience.
                                                                                                        BLACkHAwkS Tv
                                                                                                        Become a sponsor of Blackhawks TV and integrate your brand with
                                                                                                        behind-the-scenes footage only found at www.chicagoblackhawks.
                                                                                                        com and within each Blackhawks TV episode.

                                                                                                            Complement in-arena sponsorship elements with a commercial
                                                                                                            schedule during Blackhawks TV episodes.

                                                                                                            Product placement opportunities during Blackhawks TV
                                                                                                            broadcasts.

                                                                                                            In-house production capabilities for sponsor commercials.

                                                    MEDIA                                                   Projected to create six 30-minute Blackhawks TV episodes for
                                                                                                            the 2010 - 11 season.
2010 - 11 CHICAgO BLACkHAwkS SPONSORSHIP BROCHURE




                                                            vIRTUAL SIgNAgE ADvERTISINg
                                                            Cutting edge technology that allows your brand to stand out during all home games
                                                            broadcasted on Comcast SportsNet Chicago. This fresh, new and original messaging can
                                                            be changed on short notice and home playoff games on Comcast SportsNet are included
                                                            at no additional charge with a full season purchase.
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RADIO ADvERTISINg
All Blackhawks home and away games (82 total + playoffs) are broadcasted on the Blackhawks flagship
radio station, WGN 720 AM.

   Blackhawks play-by-play creates a positive, foreground environment to ensure top-of-mind
   awareness for your products or services.

   The Blackhawks move to WGN Radio, “The Voice of Chicago,” loudly states that the Blackhawks
   have regained their rightful place in the hearts of Chicagoans as a hometown favorite.

   An on-going campaign for the entire season will translate into stronger recall.

   Expand trade area by complementing an in-arena sponsorship with a Blackhawks radio sponsorship.
                                                    PRINT




                                                        CONCOURSE BANNER ADvERTISINg                                     PROgRAM FULL PAgE AD
                                                        Reach thousands of fans with logo placement                      Full page, 4-color advertisement promoting your
                                                        on 8’ x 12’ large format vinyl banners.                          products and their association with the Blackhawks.
2010 - 11 CHICAgO BLACkHAwkS SPONSORSHIP BROCHURE




                                                        POCkET SCHEDULES
                                                        Become an exclusive advertiser on the back panel of thousands of schedules
                                                        that are distributed throughout the Chicagoland area.




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BLACkHAwkS MAgAzINE
Blackhawks Magazine contains in-depth features on Blackhawks players and coaches
as well as other fascinating aspects of Blackhawks tradition. Blackhawks Magazine
and its gameday insert form an effective combination of the visually entertaining
features and up-to-the-moment statistics that Blackhawks fans want.
                                                    BLACkHAwkS IN-ARENA PROMOTIONS
                                                      In-arena promotions are second to none when it comes to interaction
                                                      between a brand and Blackhawks fans. Booth displays, game day
                                                      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.




                                                               gAME DAy gIvEAwAyS
                                                               Game day giveaways provide immediate gratification with fans when they receive
                                                               their high quality giveaway item. Sponsors receive a consistent radio & TV drop
2010 - 11 CHICAgO BLACkHAwkS SPONSORSHIP BROCHURE




                                                               schedule and also receive exposure via the internet, publications, print and in-
                                                               arena mentions.



                                                      GAME DAY GIVEAWAY PROMOTIONAL SUPPORT
                                                      TELEvISION DROP-INS
                                                      Sponsor will receive one promotional announcement during each of the three games preceding
                                                      the giveaway on Comcast SportsNet or WGN TV’s in-game broadcasts of the Blackhawks.


                                                      RADIO DROP-INS
                                                      Sponsor will receive one announcer drop-in during each of the three games preceding the
                                                      giveaway on the Blackhawk Radio Network, WGN 720 AM.


                                                      INTERNET/PUBLICATIONS
                                                      Sponsor’s giveaway will be highlighted in all Blackhawk publications, including:
                                                         Blackhawks Magazine game program
                                                         Pocket schedules
                                                         chicagoblackhawks.com
                                                         Facebook & Twitter


                                                      PUBLIC ADDRESS ANNOUNCEMENTS
                                                      In-arena promotion of the sponsor giveaway will begin with 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 during each of the three home games
                                                      prior to the giveaway on the United Center outdoor matrix boards.




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2010 - 11 PROMOTIONS & gIvEAwAyS
[above] Various high quality Blackhawks and sponsor branded giveaway items.
[below left] Kia on-ice drive [below center] Merkt’s cheese spread & burger distribution.
[below rIght] Four Seasons Heating & Air Conditioning sweepstakes promotion shoot the puck board.
                                                    46.9 mIllIon websIte Page vIews


                                                    wEB
                                                    Blackhawks fans from Chicago
                                                    and around the world receive the
                                                    most up-to-date news, stats, and
                                                    schedules 24 hours a day at the
                                                    official Blackhawks website. Fans
                                                    can also purchase tickets, enjoy
                                                    special promotions, and interact
                                                    with players and coaches, all at
                                                    www.chicagoblackhawks.com.
                                                    Website advertisers can sponsor
                                                    an entire section of the website,
                                                    purchase high impact web banners
                                                    or use content integration to
                                                    provide affinity and effective multi-
                                                    messaging to a targeted audience.
2010 - 11 CHICAgO BLACkHAwkS SPONSORSHIP BROCHURE




                                                    RED & wHITE wEEkLy
                                                    E-MAIL NEwSLETTER
                                                    The weekly e-mail newsletter allows sponsors
                                                    to reach Blackhawk fans where they live and
                                                    work. Place your branding message into our
                                                    popular weekly newsletter alongside the
                                                    news, contests, and other exciting content.
                                                    Currently, the Blackhawks’ e-mail newsletter
                                                    has over 25,000 subscribers.




                                                    BLACkHAwkS MOBILE
                                                    Get into one of the newest and most relevant
                                                    technologies available: mobile marketing.
                                                    Whether it’s a real-time voting campaign,
                                                    a text-to-win sweepstakes or receiving a
                                                    co-branded message, Blackhawks Mobile
                                                    can create a unique campaign for your
                                                    product or brand.

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throughout the 2009-10 season

                  CHICAGO BLACKHAWKS ONLINE
                  wEBSITE FACT & FIgURES
                  2009-10 SEASON (OCTOBER – APRIL)
                  Home page web traffic:
                  16,305,755
                  Total website page views:
                  46,910,043
                  Blackhawks TV section page views & video starts:
                  11,715,720
                  Fan Zone section page views:
                  1,119,900
                  Roster section page views:
                  1,132,808
                  Schedule section page views:
                  1,017,700
                  News section page views:
                  1,698,577

                  Source: chicagoblackhawks.com on-line provider, Omnipure, 2009




                                                                                   2010 - 11 CHICAgO BLACkHAwkS SPONSORSHIP BROCHURE
                  TwITTER
                  Let our award-winning Twitter feed share your
                  messages with our fans. Voted “Best Brand Use
                  of Twitter,” by Mashable.com’s Open Web Awards,
                  @NHLBlackhawks will alert our thousands of fans
                  about your upcoming event or promotion.




                  FACEBOOk
                  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.

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                                                    EvENTS, yOUTH HOCkEy & CHARITIES
                                                       Tap into the loyalty and passion of the Blackhawks fan base and associate
                                                       your business with a Blackhawks on-ice or off-ice initiative.




                                                              yOUTH HOCkEy CAMPS
                                                              Chicago Blackhawks Youth Hockey Camps provide youth throughout Illinois the
                                                              opportunity to participate in camps. A current Blackhawks player will appear as a
                                                              featured coach at every camp. The custom camps teach the most effective individual
                                                              skill development techniques available to young players today. With outstanding training
                                                              resources, including experts in fitness, nutrition, injury prevention, and mental focus,
                                                              Blackhawks Youth Hockey Camps offer an invaluable experience to all participants.
2010 - 11 CHICAgO BLACkHAwkS SPONSORSHIP BROCHURE




                                                              CHICAgO BLACkHAwkS CHARITIES
                                                              Aligning with Chicago Blackhawks Charities offers corporate sponsors the invaluable
                                                              opportunity to associate their brand with a top flight charitable organization while helping
                                                              to improve lives in the community.




                                                              TRAININg CAMP FESTIvAL
                                                              Kick off the season in style by becoming a sponsor of the third annual
                                                              Blackhawks Training Camp Festival. Get your brand in front of thousands of
                                                              die hard Blackhawks fans as they participate in a 5K run/walk/skate, street
                                                              hockey tournament, interactive games and a public Blackhawks practice.




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BLACkHAwkS CONvENTION
Help celebrate the rich history and tradition with one of the Original Six NHL franchises by
becoming a sponsor of the Blackhawks Convention. The convention provides an environment for
your products or services to create a dialogue with consumers as they roam the convention floor
meeting Blackhawk legends like Stan Mikita, Bobby Hull, Tony Esposito and current superstars like
Patrick Kane and Jonathan Toews.
                                                    RETAIL PROMOTIONS
                                                       The Blackhawks offer a wide variety of retail promotions that focus on
                                                       increasing store traffic and incremental product sales. Leverage player
                                                       appearances, team merchandise, road trips, or a customized ticket
                                                       promotion as incentives for your consumers. Internal promotions are also
                                                       ideal for reinforcing your customer base and boosting employee morale.
                                                       We will work with you to develop a promotion that will suit your needs and
                                                       produce measurable results.




                                                              2010 CHICAgO AUTO SHOw
                                                              Chevy created a personalized Blackhawks Camaro to help leverage their association with
                                                              the Blackhawks and one of their top selling vehicles, the 2010 Camaro. To help with lead
                                                              generation, Chevy ran a 4 month sweepstakes promo for a chance to win the vehicle. Over
                                                              20,000 registered for the car alone at the 2010 Auto Show and another 30,000 registered
                                                              on-line at chicagoblackhawks.com and ChevyDrivesChicago.com.
2010 - 11 CHICAgO BLACkHAwkS SPONSORSHIP BROCHURE




                                                              kIMBERLy-CLARk “MAkE yOUR kID A CAPTAIN” SwEEPSTAkES
                                                              Each Blackhawks home game, one lucky boy or girl received the opportunity to watch
                                                              warm-ups from the player bench and received other great prizes via a season long in-store
                                                              sweepstakes promotion with Kimberly-Clark and Jewel Food Stores.




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RETAIL PROMOTION OPPORTUNITIES
1 Connie’s Pizza, Dunkin Donuts, Ferrara Pan and McDonald’s in-game promotion cards.
2 Gerber Collision & Glass promotion using the Blackhawks brand.
3 Dominick’s/Jay’s/Bud Light VIP experience sweepstakes promotion. 4 Culver’s “Kid of the Game” promotion.
5 Goodwill “Go with the Team” Sweepstakes promotion. 6 Palermo’s Pizza “Favorite Player” Sweepstakes promotion.
                                                    HOSPITALITy
                                                       The Blackhawks offer first-class hospitality at the United Center’s clubs
                                                       and banquet facilities, each with a different feel, and each ideally suited
                                                       for many types of events. From the Stadium Club to the Skyline Room to
                                                       our Executive Suites, all of our facilities are available for corporate events
                                                       ranging from awards dinners to all-day seminars.




                                                              BANqUET FACILITIES
                                                              A perfect venue for an all inclusive, pre-game reception business gathering.
                                                              Accommodations for up to 200 people and opens 90 minutes prior to face off.
2010 - 11 CHICAgO BLACkHAwkS SPONSORSHIP BROCHURE




                                                              THE kETEL ONE CLUB & CHICAgO STADIUM CLUB
                                                              These restaurants provide a memorable dining experience for your key customers and
                                                              prospects. Their exceptional food and service simplifies your pre-game dining needs.




                                                              gAMEDAy RENTAL SUITES
                                                              Our 20, 40, or 80 person Game Day Rental Suites provide exquisite panoramic views of
                                                              the United Center and can be rented on a per event basis. The all-inclusive packages make
                                                              corporate entertaining memorable, turn-key and easy.
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SPONSOR vIP SkATES
Provide your clients 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-game day. Receive expert coaching by a
Blackhawks coach or a member of the Blackhawks alumni association. Includes: Blackhawks jerseys,
NHL helmets, sticks and gloves.




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
company or key clients out to a Blackhawks game. Our turn-key group outings include a block of tickets
and scoreboard recognition. Food vouchers are also available as part of your group package.
                                                    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 2,500,000 visitors each year.


                                                       300 LEVEL LED BOARD ADVERTISING                               6. maIn scoreboard led sIgns
                                                                                                                     There are a total of 12 LED advertising panels (6 on
                                                       The United Center 300 Level LED board offers our              the upper ring, 6 on the lower ring) located on main
                                                       partners great flexibility by offering “static” locations,    scoreboard.
                                                       840’ messaging and rotating 125’ static messaging,
                                                       which are displayed at all Bulls and Blackhawks               Sign Type (Size)
                                                       home games, along with other United Center events             Upper LED ring signs (3’ x 18’)
                                                       depending on the particular requirements of                   Lower LED ring signs (3’ x 12’7”)
                                                       each event.
                                                                                                                     7. outdoor marquee sIgnage
                                                       1. statIc sIgn                                                The two United Center marquee signs welcome fans to
                                                       Static signs measure 2’ x 17’ and are visible for all Bulls   the United Center 24 hours a day, 365 days a year.
                                                       and Blackhawks home games.
                                                                                                                     Advertising Panel Size (2’6” x 17’6”)
                                                       UNITED CENTER
                                                                                                                     8. entItlement areas
                                                       “VALUE ADDED” PACKAGES                                        Own a piece of the United Center by branding a specific
                                                       2. 125’ text messagIng                                        area and differentiate from the competition with a clean
                                                       United Center partners will be bonused text messages          and uncluttered message.
2010 - 11 CHICAgO BLACkHAwkS SPONSORSHIP BROCHURE




                                                       on two 125’ messaging areas on the 300 Level LED
                                                       Board, at no charge, with a United Center advertising         9. theater box namIng rIghts
                                                       purchase.                                                     Naming rights of the Theater Box area is currently
                                                                                                                     available. The Theater Box area is a high end, exclusive
                                                       3. 840’ messagIng                                             area that caters to an upscale, affluent demographic for
                                                       United Center partners will be bonused 840’ messaging         all Blackhawks and Bulls games. The area consists of
                                                       on the 300 Level LED Board, at no charge, with a              32 boxes, 4 seats per box and an all-inclusive food and
                                                       United Center advertising purchase.                           beverage package for each game.

                                                       4. “all-world” led messagIng
                                                       “All-World” advertising synchronizes the upper and
                                                       lower LED boards and the upper and lower scoreboard
                                                       rings to insure maximum impact with the fans. One
                                                       minute of “All-World” LED advertising will be
                                                       bonused to each partner that reaches a certain United
                                                       Center inventory spending level.

                                                       5. concourse sIgnage
                                                       Concourse signs are back-lit and displayed during each
                                                       event held at the United Center. The home of the Bulls
                                                       and Blackhawks also hosts such events as the circus, ice
                                                       shows, major concert events, college basketball games
                                                       and much more. We plan on welcoming over 2,500,000
                                                       visitors to approximately 175 events planned for the
                                                       United Center each year.

                                                       Sign (Size)
                                                       Extra Large (18’ x 12’) | 300-Level Large (6’ x 27’) |
                                                       Large (12’ x 9’) | Medium (6’ x 9’) | Small (3’7” x 5’3”)

                                                       Concourse Signage Volume Discounts
                                                          Purchase 4-7 signs and receive a 10% discount.
                                                          Purchase 8 or more signs and receive a
                                                          20% discount.




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                                                    CONTACT
                                                      CHICAgO BLACkHAwkS CONTACT INFORMATION
                                                      To become a member of the Chicago Blackhawks Corporate
                                                      Sponsorship family, please call 312.455.7000.



                                                      MAILINg ADDRESS
                                                      Chicago Blackhawk Hockey Team, Inc.
                                                      1901 West Madison Street
                                                      Chicago, IL 60612



                                                      wEBSITE ADDRESS
                                                      www.chicagoblackhawks.com



                                                      MAIN OFFICE PHONE NUMBER
                                                      312.455.7000
2010 - 11 CHICAgO BLACkHAwkS SPONSORSHIP BROCHURE




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