New World-Class Ballpark - General Sports Alliances

A Monumental Opportunity
The Washington Nationals
TABLE OF CONTENTS
Overview
Game Plan
New Ballpark & Signage
Media, Print & Promotions
THE NATION’S CAPITAL - OUR HOME TOWN
8th Largest DMA in the United States
5.4 million residents in the region
15.4 million visitors and tourism continues to grow
DC area has the highest median household income
among major metropolitan regions in the United States
Government accounts for one-quarter of the area’s jobs
Internet usage among the highest in the country
BASEBALL IN THE NATION’S CAPITAL
Continuing DC’s tradition of creating memorials and
monuments to celebrate people, events and now,
America’s love of baseball
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Washington Monument
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Lincoln Memorial
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Jefferson Memorial
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WWII Memorial
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Franklin Delano Roosevelt Memorial
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Korean War Veterans Memorial
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Vietnam Veterans Memorial
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Nationals’ New Ballpark
OUR STORY
The Past – In 2005 the Nationals roared onto the Washington sports
scene surpassing all expectations with the incredible performance on
the field and 2.7 million fans in the Ballpark.
The Present – Locally owned and operated by the Lerner Family and
led by team President Stan Kasten presiding as the architect of the
franchise, the team is positioned for long-term success.
The Future – The Nationals will be moving into a new state-of-the-art
ballpark in the spring of 2008. The new ballpark will be a world-class
facility with all the conveniences of modern technology, and a
showplace for the Nation’s Capital.
WHO WE ARE
Columbus
Clippers (AAA)
Harrisburg
Senators (AA)
Potomac
Nationals (A)
Vermont
Lake Monsters (A)
Hagerstown
Suns (A)
OUR FANS
Washington Nationals
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64% - Male, 36% - Female
66% - Adults age 35 or older
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72% - Household income of $75K or more
57% - Household income of $100K or more
60% - Home valued at over $350,000
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Over 40% of Nationals season ticket holders have
a net worth of over $1.2 million
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80% - Some college education or more
27% - Post-graduate degree
Source: Scarb orough Research 2007, Release 1
BASEBALL IS AMERICA’S PASTIME
Baseball evokes more nostalgia among Americans than
any other sport
With almost 80 million fans turning out for games in 2006,
MLB has more attendees than the NHL, NFL and NBA
combined.
The Nationals attendance outnumbers the combined
attendance of the Washington Redskins, Washington
Wizards and Washington Capitals
INTERNATIONAL FAN FAVORITES
Baseball is globaland the Nation’s Capital is multi-cultural:
MLB is televised in over 13 languages and 223
countries around the globe
27.4% of MLB players are from outside the United
States (in 2006)
Manny Acta, Nationals Manager, hails from the
Dominican Republic and is currently the youngest
manager in the major leagues.
Baseball: drawing an international fan base
COMMUNITY COMMITMENT
Core Values
Health & Fitness
Education
Youth Baseball and Softball
Key Programs and Fundraisers
Gala Ball benefiting the Nationals Dream Foundation
Golf Tournament benefiting the Nationals Dream Foundation
Military Value Plan
MVP Field Trip (Most Valuable Pupil)
Children’s Hospital
Nationals’ Baseball Academy
Environmentally Focused
First stadium to be certified under the U.S. Green Building Council’s
Leadership in Energy and Environmental Design (LEED)
GAME PLAN
TEAM WORK
IN GREAT COMPANY
CORPORATE PARTNERSHIPS OVERVIEW
The Nationals have developed a three-tiered sponsorship strategy
Ballpark Naming Rights Sponsor
Founding Partners (8)
Traditional Sponsors
FOUNDING PARTNERS
CATEGORY EXCLUSIVITY: Founding partners will receive exclusivity within their partnership category and official
team partner designation
SIGNAGE: Each of the founding partners will receive periods of exclusivity throughout the nine-inning baseball game,
creating the appearance of “owning the ballpark.” During those periods of exclusivity, each partner will be the only
advertiser displayed on the following electronic and rotational signage:
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773 linear feet of LED on the mezzanine fascia
Home plate and first and third baseline rotational
Out-of-town scoreboard (13’x13’ LED sign)
CORPORATE PARTNERSHIPS OVERVIEW
FOUNDING PARTNERS (continued)
PERMANENT SIGNAGE: In addition, each Founding Partner will also receive (3) permanent signage locations
throughout the ballpark, to include the following:
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Outfield wall or scoreboard
Garage spectacular
Branded activation area within the ballpark.
ADDITIONAL ADVERTISING ELEMENTS INCLUDE:
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Radio
Print publications
Promotions
Community Relations
Retail activation
Tickets & hospitality
Founding partnerships start at $1.5 million per year,
5, 7 or 10 year term
CORPORATE PARTNERSHIPS OVERVIEW
TRADITIONAL SPONSORSHIPS
In addition to the (8) Founding Partners and Naming Rights Sponsor, the Nationals will customize traditional
(non-exclusive) sponsorship packages utilizing various combinations of the inventory elements listed below:
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Ballpark signage
Radio
Print publications
Promotions
Community Relations
Retail activation
Tickets & hospitality
NEW WORLD CLASS BALLPARK
In the spring of 2008, the Washington Nationals Ballpark will celebrate its inaugural season.
And a new era in DC baseball will have officially begun.
$611 million state-of-the-art ballpark
Situated in Southeast Washington between the Navy Yard
and the banks of the Anacostia River
Located less than 1 mile from the US Capitol
Inspired by traditional charm of baseball stadiums and the
rich historical themes of DC
Navy Yard Metro station located one block from ballpark
NEW WORLD CLASS BALLPARK
State-of-the-art technology
Scoreboard will feature a 5000 sq. ft. HDTV-quality video
41,000 seats with spectacular, unobstructed views
3 levels of premium seating/club seats
66 luxury suites plus 10 party suites
Need Updated shot from HOK
Variety of public/private restaurants
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Presidents Club
Nationals Club
Stars and Stripes Club
Center Field restaurant (open to the public)
Cherry blossoms will line the back boundaries
of the park
SIGNAGE
Outfield Wall (7’x32’, vinyl adhesive applied)
LED fascia (half inning, 773 linear feet - 1st and 3rd baseline)
LED circular ribbon (half inning, 190’ linear feet - centerfield restaurant)
Home plate rotational (half inning)
First and third baseline rotational (half inning)
In-game feature (Supported on scoreboard and LED)
In-game replays (featured on the scoreboard)
Out-of-town LED scoreboard (half inning, 13’x13’ static ad)
Garage wall spectacular at main entry plaza (approximately 18’x 30’)
Outfield wall at Spring Training (7’x32’, vinyl adhesive applied)
Press conference backdrop (presenting or co-sponsored)
Concourse signage (columns, dioramas or Arena Media Networks)
SIGNAGE
Home plate rotational signage is the “Brand Slam” of baseball signage, generating
over $850,000 worth of TV advertising values per half-inning rotation, per season.
Home plate rotational
First base rotational
Third base rotational
Source: Repucom America, June 2007
SIGNAGE
Scoreboard
Centerfield LED
LED Fascia
Outfield wall
Out-of-town scoreboard
SIGNAGE
Garage wall spectacular
CONCOURSE BRANDING OPPORTUNITIES
Concourse columns
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8’ tall x 4’ wide oval poles
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(2) 3’ tall x 4’6” ad panels which face the
concourse footprint
AD
HERE
CONCOURSE BRANDING OPPORTUNITIES
Arena Media Networks
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(30) screens strategically located throughout the ballpark
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:30 spot runs once every 10 minutes, for nearly 4 hours per game
Arena Media Networks
Concourse dioramas
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4’x 6’ internally lit signs
Press conference backdrop
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Sponsor logo repeated on backdrop
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Back drop used for all Nationals
press conferences
NATIONALS TELEVISION
Market penetration of approximately 5 million TV households
in the mid-Atlantic region.
MASN televises over 150 live Nationals games every season,
as well as the official post-game show, "Nationals Classics,"
and re-broadcasts of the most recent Nats matchups.
My20 will broadcast 30 over-the-air telecasts
Source: Nielsen
NATIONALS RADIO
50,000 watt powerhouse can be heard up and down
the East Coast on a clear night. 3WT will carry
all 162 regular season radio broadcasts, Spring Training
(10 games) and postseason Play.
Radio Network reaches the following markets:
Washington,DC
Norfolk, VA
Richmond, VA
Martinsburg, WV
Frederick, MD
Charlottesville, VA
Roanoke/Lynchburg, VA
Leesburg, VA
Brunswick, MD
Pre-game shows will offer analysis and interviews with
newsmakers from the team.
New post-game call-in show and weekly features
on the team.
PRINT
Play Ball!
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5”x8” playbill style game program
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Distributed FREE to 15,000 fans per game
(1.2 million per season)
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Receive one full page, full color ad
in each game program
Game Day Magazine
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8 1/2” x 11” souvenir magazine
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75,000 circulation per season
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Receive receive one full page, full color ad
in each game program
PRINT
Season ticket mailing inserts
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Opportunity to place marketing collateral into season ticket mailings
Over 12,500 accounts
Pocket schedules
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Includes game, ticket and promotional information
Distributed throughout the greater DC area
Receive full color ad panel on 500,000 pocket schedules
Media Guide
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Contains team and media information
Distributed throughout the league and available to fans (approximate distribution of 20,000)
Receive receive one full page, full color ad
Yearbook
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Commemorates team and inaugural season at the new ballpark
Sold in the ballpark (approximately 20,000)
Receive receive one full page, full color ad
PREMIUM GIVEAWAY
Premium giveaway night
• Hats
• T-shirts
• Bobbleheads
Nationals will provide promotional support
valued at $50,000
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Print
Radio
In-stadium
Website
COMMUNITY RELATIONS
Washington Nationals Dream Foundation community fundraisers:
• Golf Tournament
• Diamond Gala Ball
Nationals player appearances
JEFFERSON SUITE
FEATURES
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Eclectic in-suite catering service
Private suite restroom
Kitchenette featuring wet bar and range
Insulated retractable glass wall
16-20 seats (pending suite location)
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Wireless internet
In-game concierge service
Access to Stars and Stripes Club Lounge
HDTV monitors (1 interior, 1 exterior)
TICKETS AND HOSPITALITY
Presidents Club season tickets
PNC Diamond Club season tickets
Traditional season tickets
Party suite nights
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Hospitality in party suites
Sponsor VIP trip
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Trip for four (4) to travel to see the Nationals
play at Spring Training or regular season road game
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Travel, hotel accommodations, meals, entertainment
and game tickets provided
Opportunity to throw out the first pitch
THE FUTURE IS BRIGHT
New World-Class Ballpark
Dynamic Management Team
Manny Acta & Jim Bowden
Manager
GM
Young Talented Players
Ryan Zimmerman
Chad Cordero
Seasoned Sports Executives
Stan Kasten
President