2015-16 chicago blackhawks sponsorship...

2 0 1 5 - 1 6 C H I C A G O B L A C K H A W K S

SPONSORSHIP OPPORTUNITIES

WELL, CHICAGO. THAT’S THREE CUPS IN SIX SEASONS. I’D SAY YOU HAVE A DYNASTY. AND YOU GREAT FANS DESERVE IT.

Gary Bettman | NHL Commissioner | June 15, 2015

TABLE OF CONTENTS3 THE BENEFITS OF CORPORATE SPONSORSHIP6 CHICAGO BLACKHAWKS FANS AND TEAM FACTS8 IN-ARENA BRANDING9 SCOREBOARD FEATURES10 BLACKHAWKS IN-ARENA & OUT-OF-ARENA PROMOTIONS12 VIRTUAL SIGNAGE13 BLACKHAWKS TV14 RADIO15 PRINT16 WEBSITE & MOBILE17 SOCIAL MEDIA18 CHICAGO BLACKHAWKS SPECIAL EVENTS20 CHICAGO BLACKHAWKS CHARITIES & YOUTH HOCKEY21 RETAIL PROMOTIONS & ON-PREMISE ACTIVATION22 RETAIL PROMOTION OPPORTUNITIES23 HOSPITALITY24 CHICAGO BLACKHAWKS EXPERIENCES25 STANLEY CUP PLAYOFFS26 UNITED CENTER ADVERTISING

THE BENEFITS OF CORPORATE SPONSORSHIP

Associate your brand with one of the most popular and recognizable logos in sports.

Reach an upscale, affluent audience with an average annual household income of over $77,000.

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 that the consumer is most passionate about: Blackhawks hockey.

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

32 0 1 5 - 1 6 C H I C A G O B L A C K H A W K S S P O N S O R S H I P O P P O R T U N I T I E S

THE CHICAGO BLACKHAWKS HAVE 15.7 MILLION FANS,

#1 IN THE NHL AMONG U.S. FANSSource: Repucom SponsorLink US, November 2014

AT

TE

ND

AN

CE

PE

R G

AM

E

NHL SEASON


46$64,000$211,000

31%

40%

50% 13%

44.8 43.3$77,000 $95,000

$219,000 $256,000

35% 42%

36% 42%

AT THE GATE

CHICAGO BLACKHAWKS FAN PROFILE

2007 2015

Source: SportsBusiness Journal archives

Source: Nielsen Scarborough Chicago Release R1, 2015

PERCENTAGE OF WOMEN IN THE CHICAGO MARKET THAT ARE BLACKHAWKS FANS

Source: Nielsen Scarborough Chicago Release R1, 2007 & 2015

INCREASE IN BLACKHAWKS STORE SALES OF FEMALE-RELATED MERCHANDISE OVER THE 2013-14 SEASON

35% OF THE MICHIGAN AVENUE BLACKHAWKS STORE INVENTORY IS DEDICATED TO WOMEN, COMPARED TO 9% PREVIOUSLY

05-06 06-07 07-08 08-09 09-10 10-11 11-12 12-13 13-14 14-15

BLACKHAWKS 21,769

17,37316,954

13,319

NHL

RANKED #1 IN NHL ATTENDANCE THE PAST SEVEN SEASONS

ATTENDEESFANSCHICAGO

% OF DMA

MEDIAN AGE

MEDIAN HHI

MEDIAN HOME VALUE

COLLEGE GRAD +

1+ CHILDREN IN HHLD

6% 39%

240%


Source: Nielsen Scarborough Local Market Studies R1, 2015

Through the 2014-15 NHL Postseason

WIN RANKINGS FROM 2008-09 TO 2014-15

PITTSBURGH CHICAGO CHICAGO

VANCOUVER VANCOUVER NY RANGERS

CHICAGO BOSTON PITTSBURGH

BOSTON PITTSBURGH VANCOUVER

1. 1. 1.

5. 5. 5.

2. 2. 2.

4. 4. 4.

322 73 390

309 44 343

317 54 366

309 44 353

RANK RANK RANKTEAM TEAM TEAMWINS WINS WINS

REGULAR-SEASON WINS POSTSEASON WINS TOTAL WINS

SAN JOSE LOS ANGELES BOSTON3. 3. 3.312 45 363

Source: Nielsen Scarborough Local Market Studies R1, 2015

LARGEST HOME MARKET NHL FAN BASE

3.72.73

2.49

2.191.89

FASTEST-GROWING PRO SPORTS FAN BASES, 2007-15

449%

265%

129%

83%

81%

70%

Located around the arena bowl on the lower level, 360-degree exclusive messaging rotates throughout each Blackhawks game during game action. The LED signage provides a great complement to all scoreboard features, public address

announcements and on-ice promotions.

Dasherboards surround the ice surface and reach a sold-out United Center crowd (over 21,769 fans/game) while receiving an average of 12 minutes of television visibility during each broadcast. With Chicago Blackhawks television ratings up over

240 percent from the 2008-09 season, dasherboards add an impactful element to your marketing mix.


IN-ARENA BRANDING

LOWER LEVEL LED BOARD ADVERTISING

DASHERBOARDS

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 draw the attention of a captive audience.

Sponsorship of four of the eight LED panels of the main scoreboard provides continuous messaging throughout game action.

An interactive TV timeout feature gives your company the opportunity to entertain fans and reach them in numerous ways.

In-game messaging allows your company to reach a captive audience in an emotional environment (in conjunction with a game card to encourage retail traffic).

GAME TIME EXPOSURE

MULTI-PLATFORM COMMUNICATION

BREAK IN THE ACTION EXPOSURE


SCOREBOARD FEATURES

If the Happy Cola® Gummi Candy wins the scoreboard race on 5/3/2015 vs. Minnesota, you win one FREE 5 oz. bag of Happy Cola® Gummi Candy at Walgreens! If the Happy Cola® Gummi Candy wins today, bring this coupon to the nearest Walgreens store, for your free bag of Happy Cola® Gummi Candy!

Offer Expires: 5/31/2015See details on back

TELEVISION ANNOUNCEMENTS

Sponsor will receive one in-game promotional announcement during each of the three games preceding the giveaway on Comcast SportsNet or WGN-TV’s Blackhawks broadcasts.

RADIO ANNOUNCEMENTS

Sponsor will receive one live promotional announcement during each of the three games preceding the giveaway on the Blackhawks WGN Radio network.

INTERNET/PUBLICATIONS

Sponsor’s giveaway will be highlighted in all Blackhawks digital media and publications, including:• Blackhawks Magazine game program• Pocket schedules• chicagoblackhawks.com• Facebook and Twitter

PUBLIC ADDRESS ANNOUNCEMENTS

In-arena promotion of the sponsor giveaway will include one public address mention during each of the three home games preceding the giveaway.

SCOREBOARD ANNOUNCEMENTS

Sponsor giveaway will be promoted on our video scoreboard once during each of the three home games prior to the giveaway.

OUTDOOR MARQUEE SIGNS

Sponsor giveaway will be promoted on a rotating basis prior to the giveaway on the United Center’s outdoor LED panels.


In-arena and out-of-arena promotions are second to none when it comes to interaction between a brand and Blackhawks fans. Booth displays, gameday 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 directly promote their brand in an interactive, fan-friendly way.

BLACKHAWKS IN-ARENA & OUT-OF-ARENA PROMOTIONS

Gameday giveaways provide immediate gratification for fans when they receive their high-quality giveaway item. Sponsors receive a gameday giveaway promotional campaign which includes the following support:

GAMEDAY GIVEAWAYS

GAMEDAY GIVEAWAY PROMOTIONAL SUPPORT


Opportunity to capture data, showcase product or provide special offers during pregame and intermissions.

A sponsor’s brand can be integrated into the lively and fun Blackhawks game intermissions.

An intermission feature entertains fans before the players hit the ice and helps your company build brand relevance among an upscale, affluent audience.

CONCOURSE DISPLAYS

ON-ICE PROMOTIONS

INTERMISSION ENGAGEMENT


VIRTUAL SIGNAGE

Cutting-edge technology allows your brand to stand out during all home game broadcasts on Comcast SportsNet Chicago or WGN-TV Channel 9. This fresh and original messaging can be changed on short notice. Chicago Blackhawks television ratings are up 89 percent from the 2009-10 Stanley Cup

season, providing incredible exposure for your brand through virtual signage.

VIRTUAL SIGNAGE ADVERTISING

AN AVERAGE OF 160,000 FANS PER GAME WATCHED CHICAGO BLACKHAWKS TELEVISION BROADCASTS IN THE 2014-15 REGULAR SEASON AS COMCAST SPORTSNET AND

WGN TELEVISION AVERAGED A 4.6 HH COMBINED RATING.

Become a part of Emmy Award-winning Blackhawks TV and integrate your brand with behind-the-scenes footage only found at chicagoblackhawks.com.

Show your product while entertaining fans during a Blackhawks TV segment.

Blackhawks TV can produce a commercial to use not only with your Chicago Blackhawks assets, but also in your company’s media and digital advertising buys.


BLACKHAWKS TV

BLACKHAWKS TV SEGMENT

TELEVISION COMMERCIAL

Complement in-arena sponsorship elements with a commercial.

Product placement opportunities during Blackhawks TV vignettes.

In-house production capabilities for sponsor commercials to be shown throughout

the Chicagoland area.

• All Blackhawks home and away games (82 total plus playoffs) are broadcast on the Blackhawks’ flagship radio station, WGN AM-720.

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

• An ongoing campaign for the entire season will translate into stronger recall.

• The Blackhawks can record and provide a Blackhawks radio personality to produce your commercials.

• Expand trade area by complementing an in-arena sponsorship with a Blackhawks radio sponsorship on WGN’s 50,000-watt signal.

• Chicago Blackhawks radio reaches an average cume audience of 1.86 million fans 18+ according to The Media Audit.


RADIO

Showcase your brand in print and on the scoreboard during Chicago Blackhawks games.

Be seen throughout the Chicagoland area on the back of Chicago Blackhawks pocket schedules.

Full-page, four-color advertisement promoting your products and their association with the Blackhawks.

LUCKY PROGRAM

POCKET SCHEDULES

BLACKHAWKS MAGAZINE PROGRAM AD


PRINT

OVER 9 MILLION UNIQUE YEARLY VISITORS Website advertisers can sponsor an entire section of the website, purchase high-impact website banners or use

content integration to provide affinity and effective multi-messaging to a targeted audience.

OVER 22,000 SUBSCRIBERS

The gameday email newsletter communicates content and details about that night’s game. Own Blackhawks Gameday

with your company’s logo and a web banner included in each issue.

OVER 31,000 SUBSCRIBERS

The weekly email newsletter allows sponsors to reach Blackhawks fans where they live and work. Place your branded message into our popular weekly newsletter, alongside news, contests and other exciting content.

Blackhawks fans from Chicago and around the world receive the most up-to-date news, stats and schedules 24 hours a day across the Blackhawks’ official digital platforms. Fans may also purchase tickets, enjoy special promotions and enjoy all-access Blackhawks TV video content.

Reach the most passionate and engaged Blackhawks fans via the Blackhawks mobile applications for Android, iPhone and iPad. Logo placement is available in most app sections, as well as through clickable ad placements.

BLACKHAWKS MOBILE APPLICATION

CHICAGOBLACKHAWKS.COM GAMEDAY EMAIL NEWSLETTERRED & WHITE EMAIL NEWSLETTER


482,000 INSTALLS DURING THE REGULAR SEASON

CLOSE TO 100 MILLION PAGE VIEWS DURING THE REGULAR SEASON, COMPARED TO 36 MILLION FOR OUR WEBSITE

MORE THAN 2 MILLION UNIQUE VISITORS DURING THE REGULAR SEASON

UNIQUE VISITORS CLICK ON 14 TIMES AS MANY PAGES ON OUR APP THAN ON CHICAGOBLACKHAWKS.COM

WEBSITE & MOBILE

Social media provides sponsors the opportunity to reach fans faster, at a higher frequency and in higher numbers than ever before.

Reaching fans through social media (complemented by website and in-arena elements) to promote a sweepstakes or launch a new initiative gives a sponsor consistent and multifaceted exposure to Blackhawks fans.

SOCIAL MEDIA INTEGRATION

OVER 1,000,000 FOLLOWERS Let our award-winning Twitter feed,

@NHLBlackhawks, alert thousands of fans about your upcoming event or promotion.

OVER 650,000 FANS

Connect with an engaging demographic of fans with photo-based graphics through the Blackhawks’ official

Instagram account.

OVER 2,775,000 FANS

Speak directly to one of the NHL’s largest social media fan bases through the Blackhawks’ official Facebook page.

Marketing solutions can be customized to hit a variety of demographics in a growing and active fan base.

TWITTER INSTAGRAMFACEBOOK


SOCIAL MEDIAIN THE LAST 30 DAYS, COMPARED TO THE CHICAGO DMA, CHICAGO BLACKHAWKS FANS ARE:

MORE LIKELY TO VISIT MORE LIKELY TO VISIT MORE LIKELY TO VISIT MORE LIKELY TO VISIT MORE LIKELY TO VISIT MORE LIKELY TO VISIT

5% 17% 11% 12% 16% 32%

Source: Scarborough Chicago R2, 2014

Help celebrate the rich history and tradition of one of the Original Six NHL franchises by becoming a sponsor of the Blackhawks Convention each summer. The Convention provides an environment for your products or services to create a dialogue with consumers as they roam the Convention floor and meet Blackhawks

legends such as Bobby Hull and Tony Esposito, in addition to current superstars, including Brent Seabrook, Marian Hossa and Jonathan Toews.

SOLD-OUT EVENT

BLACKHAWKS CONVENTION


CHICAGO BLACKHAWKS SPECIAL EVENTS

Kick off the season in style by becoming a sponsor of the sold-out Blackhawks Training Camp Festival held each September. Your brand will be showcased in front of thousands of die-hard fans as they watch

Chicago Blackhawks players vie for a spot on the team.

Support youth hockey in the community while reaching youth and families at the Illinois High School Hockey Championships, held at the United Center.

TRAINING CAMP FESTIVAL

ILLINOIS HIGH SCHOOL HOCKEY CHAMPIONSHIPS


F E S T I V A L 2 0 1 5

Aligning with Chicago Blackhawks Charities offers corporate sponsors the valuable

opportunity to associate their brand with a top-flight charitable organization while helping to

improve lives in the community.

Entice fans to give back to the community through supporting your products and services.

Tap into the loyalty and passion of the Blackhawks fan base and associate your business with an on- or off-ice Blackhawks community initiative.

Chicago Blackhawks Youth Hockey initiatives teach the most effective skill development techniques available to young players today.

FOUR FEATHERS GOLF INVITATIONAL

RETAIL PROMOTIONS


CHICAGO BLACKHAWKS CHARITIES

YOUTH HOCKEY PROGRAMSMINORHAWKS YOUTH HOCKEY PARTICIPATION

09-10 10-11

1,000

2,000

3,000

4,000

5,000

11-12 12-13 13-14 14-15

5,500


RETAIL PROMOTIONS & ON-PREMISE ACTIVATION

The Blackhawks offer a wide variety of customized retail promotions that focus on increasing store traffic and incremental product sales, and producing measurable results. Leverage player appearances, team merchandise, road trips or a VIP

experience as incentives for your consumers.

Co-brand with the Blackhawks logo and marks to help build brand awareness, differentiate from the competition and reinforce your association with one of the most popular teams in sports.

RETAIL PROMOTIONS

LOGO RIGHTS

A Blackhawks player appearance can help kick off a sweepstakes promotion or give a sponsor’s products or services exposure to Blackhawks fans.


RETAIL PROMOTION OPPORTUNITIES

COLDWELL BANKER, HARIBO, MCDONALD’S, HORSESHOE CASINO & JEWEL-OSCO

Help drive retail traffic and increase select product sales.

IN-GAME PROMOTION CARDS

Leverage logo rights to build attention-getting campaigns to generate leads and awareness of your products and services.

ACTIVATION AT RETAIL LOCATIONS

Use branded shelf talkers to create product differentiation and engage consumers in a cluttered retail environment.

STANDING OUT IN A CROWDED CONSUMER AREA CHICAGO BLACKHAWKS PLAYER APPEARANCES

The Blackhawks offer first-class hospitality at the United Center’s clubs and banquet facilities, each with a different feel and ideally suited for many types of events.

A perfect venue for an all-inclusive, pregame reception for up to 100 guests. The Blackhawks can provide a former player or a Blackhawks ambassador for autographs and photos.

Provide a memorable dining experience for your key customers and prospects at the United Center. Exceptional food and service simplifies your pregame dining needs.

Our 20-, 40- or 80-person gameday rental suites provide exquisite panoramic views of the United Center and can be rented on a per-event basis. The all-inclusive packages provide memorable, turn-key and easy corporate entertaining.

BANQUET PARTIES

KETEL ONE CLUB & CHICAGO STADIUM CLUB

GAMEDAY RENTAL SUITES


HOSPITALITY

Provide your clients (or your clients’ children) 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-gameday. Receive expert coaching by a Blackhawks coach or a member of the Blackhawk Alumni Association.

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 employees or key clients to select Blackhawks games without having to commit to the full season.

Receive VIP credentials and meet with the head coach to discuss the game minutes before faceoff, sit in the exclusive seats between the player benches, or watch the Chicago Blackhawks warm up from their bench.

SPONSOR VIP SKATES

SEASON & GROUP TICKETS

VIP EXPERIENCES


CHICAGO BLACKHAWKS EXPERIENCES

While your guests enjoy attending the exciting playoff games, your brand will receive website, in-arena, television and radio exposure as the Chicago Blackhawks pursue the coveted Stanley Cup.

Chicago Blackhawks fans use their playoff rally towels to cheer on the team at games and then display their souvenirs at home or work.

Reach a passionate and spirited playoff audience during an intermission through branding or showcasing one of your commercials.

Reach fans through the Chicago Blackhawks home page or in person at the playoff games to promote your brand, special offers or a playoff sweepstakes.

RALLY TOWELS

SCOREBOARD EXPOSURE

PLAYOFF SWEEPSTAKES


STANLEY CUP PLAYOFFS

The United Center is one of the premier sports and entertainment facilities in the country, and hosts a wide range of events that target every demographic. Put your company name in lights and expose your brand to over 2.5 million visitors each year.

Illuminated sponsor animation advertising that dominates the in-arena bowl area.

“All-World” advertising synchronizes the upper, middle and lower LED boards and the upper and lower LED scoreboard rings to ensure maximum impact with fans.

UPPER LEVEL LED

“ALL-WORLD” LED MESSAGING


UNITED CENTER ADVERTISING

Promote your products or services through brilliant LED (video or static) exposure to United Center attendees as well as those traveling past one of the largest

indoor arenas in North America.

Concourse signs are backlit and displayed during each event held at the United Center.

The two United Center marquee signs welcome fans to the United Center 24 hours a day, 365 days a year.

EXTERIOR RIBBON DISPLAYS

CONCOURSE SIGNAGE

OUTDOOR MARQUEE SIGNAGE

Your lustrous LED (video or static) branding will be intertwined with the façade of the vast United Center on a rotating basis, reaching consumers day and night.

EXTERIOR WINDOW DISPLAYS


To become a member of the Chicago Blackhawks Corporate Sponsorships

family, please call 312-455-7000

Chicago Blackhawk Hockey Team, Inc.1901 W. Madison Street

Chicago, IL 60612CHICAGOBLACKHAWKS.COM

2015-16 chicago blackhawks sponsorship...

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