Sponsorship Brochure

Transcription

2013-2014
DALLAS MAVERICKS
sponsorshipoverview
THE DALLAS MAVERICKS are not just another professional sports team in the Dallas
area. By partnering with the Mavs you gain a 360-degree activation engine that works to connect
your business with our fans. Activation occurs beyond just game nights and signage as it may
be fully integrated into hospitality, community events, digital advertising, radio and television
broadcasts to create unique ways of reaching potential customers.
Building a relationship with the Mavs means your company will reach customers in ways other
marketing entities cannot. The team attracts fans from various walks of life throughout DFW who
connect with the team on different levels. When fans arrive at American Airlines Center on game
nights, they experience a total entertainment package and as a corporate partner, your company
could be a part of every Mavs fan’s 2013-2014 experience.
CONTENTS
PAGE 1
FAN DEMOGRAPHICS
2
AMERICAN AIRLINES CENTER
4
HOSPITALITY
8
BUILDING INVENTORY
9
GAME DAY SIGNAGE
10
DIGITAL ADVERTISING
12
BROADCAST 14
PRINT
16
DANCERS & MANIAACS
18
MAVS MAN & CHAMP
19
EVENTS & SPECIAL PROGRAMS
20
CASE STUDY
24
dallasmavericks
SPONSORSHIP OVERVIEW
FAN DEMOGR APHICS
“There are 2.41 million Dallas Mavericks
Fans who live within 75 miles of Dallas For t
Wor th and 460,000 of those fans regularly
at tended Mavs home games in 2012-2013.
Overall, Mavs Fans and At tendees are
family oriented, younger, have slightly
higher incomes, and are bet ter educated
than the general population in DFW.”
Scarborough Sports Marketing, May 2013
PAGE 2
dallasmavericks
ETHNICITY
GENDER
white
54%
hispanic
24%
african american
16%
other
6%
mavs fans
59% men
41% women
mavs attendees
63% men
37% women
AGE
64%
of Mavs Fans are adults between ages 25 and 54
KIDS
45%
of Mavs Fans and
Attendees have
at least one child
17%
EDUCATION
INCOME
28%
49%
27%
of Mavs Fans and
of Mavs Attendees hold college
degrees compared to 16% of Dallas general market adults
46%
$100k+
of Mavs Fans and
of Mavs Attendees have household
incomes of
compared to 24% of Dallas general market adults
HOME VALUE
37%
43%
$150k+
of Mavs Fans and
of Mavs Attendees carry
household values of
dallasmavericks
PAGE 3
AMERICAN AIRLINES CENTER
With almost 2,500,000 patrons passing
through its doors each year,v American
Airlines Center is home to some of the world’s
best events and is the 3rd busiest venue in
the United States. In 2012-2013, the average
attendance for a Mavs game was 20,381.
With this many eyes available - building
signage, promotions, and the AT&T Plaza are
not just hot pieces of inventory during Mavs
games, but can transcend audiences outside
of basketball games.
PAGE 4
dallasmavericks
did you know?
65% of Mavs At tendees hold white collar occupations
dallasmavericks
PAGE 5
SCOREBOARD UNDERBELLY
Scoreboard Underbelly Signage offers both
in-venue and television exposure. Prominent
scoreboard underbelly signage spans nearly
30’ and is present for all events during which
the Center Hung scoreboard is in use.
PAGE 6
dallasmavericks
MIRRUS DIGITAL SIGNAGE
The Mirrus Digital Network provides
companies with the platform to deliver their
product or brand message to their target
audience. It also allows for products to be
promoted during the time of day in which
they are most likely to be purchased by
consumers, and the content management
system measures how many patrons were
engaged during the adver tising period and
has the ability to be gender specif ic.
dallasmavericks
PAGE 7
HOSPITALITY
Entertain clients, host a special event, or attend
a Mavs game with friends and family in the
comfort of your very own suite. With all different
sizes of suites and menu options there is sure to
be a season package or nightly suite rental to
match your needs.
In 2013-2014, the American Airlines Center is
launching the all new theatre box – where fans
can enjoy first class amenities in a membersonly all-inclusive atmosphere. The theatre box
creates a new dimension for entertainment
and service at all Mavs home games that will
go unmatched in the hospitality market.
PAGE 8
dallasmavericks
BUILDING INVENTORY
AT&T Plaza
Vent Stack Signage
Parking Garage Signage
Concourse Signage
Static Restroom Signage
Static Fascia Signage
Tunnel Signage
HD Spectacular
Themed Rotunda or Lobby
Lounge Area Naming Rights
dallasmavericks
PAGE 9
GAME DAY SIGNAGE
did you know?
PAGE 10
dallasmavericks
HD Board & 360 Rings
HD Endzone
Scoreboards
Promotional Blimps
Full 360 Rings
Matrix Boards
Courtside LED
Signage
Hoop LED
Signage
Pole Pad Signage
Of all NBA markets, Dallas-Fort Worth ranks
4th in overall interest in the NBA.
Scarborough Sports Marketing, 2013
dallasmavericks
PAGE 11
DIGITAL ADVERTISING
In 2013-2014, Mavs.com will be completely revamped creating a cleaner,
sleeker, more user friendly interface where our partners can fully integrate
their brand into web page entitlements, web ads, and takeover ads that
extend to mobile and tablet devices alongside PC’s.
PAGE 12
dallasmavericks
DIGITAL ADVERTISING
With more people logging on, downloading apps, and “liking” or “following” the Mavs online every
day, the digital opportunities are providing a new arena for Mavs Fans to connect in ways that were
never before possible.
u
MAVS SOCIAL MEDIA
The Mavs Facebook page has over
2.5 million fans and continues to grow
each day. With a presence on Twitter,
Instagram, and Google+ the opportunities
to reach MFFL’s in the digital arena are
limitless.
dallasmavericks
PAGE 13
TELEVISION
All of the Mavs local cable broadcasts are carried by Fox Sports Southwest
and called by legendary play-by-play announcer Mark Followill. Most of the
Mavs inventory on Fox Sports is dedicated to 0:30 spots, but there are
a few opportunities for live mentions to promote team related contests,
sweepstakes, or other promotions.
did you know?
95% of Adult Mavs Fans and 85% of Adult
Mavs At tendees also watch the Mavs
television & cable broadcasts
PAGE 14
dallasmavericks
R ADIO
All Mavs games are carried over the radio by KESN (ESPN) and KFLC
(1270 AM) where play-by-play is called by Chuck Cooperstein and Victor
Villalba respectively. 0:30 or 0:60 spots and live mentions are the most
popular way to activate on radio, but other opportunities exist within
our broadcasts to showcase your brand.
u
SCORES AROUND
THE LEAGUE
ESPN
Have your brand be part of the score updates from other
NBA games around the league just before the 3rd quarter
starts.
“Tonight’s Scores Around the League are brought to us by our friends at
State Farm Insurance. Like a good neighbor, State Farm is there!
u
ESPN
This feature runs through halftime intermission and is hosted by
ESPN’s Chuck Cooperstein. During this time Coop discusses how
the Mavs are playing, any strategy changes the Mavs need to
make for the second half, key turning points, how the opponents
are playing, and other team related items.
HALFTIME
“Tonight’s Halftime feature is presented by McDonald’s – I’m Lovin’ it. Dirk is
really playing well down low in the paint. The key takeaway is that the Mavs
are doing a really good job at get ting him the ball at exactly the right time.
Hopefully that’s something they can continue into the second half.”
u
INJURY REPORT
ESPN & KFLC
The injury report runs for approximately 2 minutes per
broadcast and conveys the most up to date status of
injured players from both the Mavs and the visiting team.
“Tonight’s injury repor t is brought to us by Methodist Health Systems across Nor th
Texas – where life shines bright. Shawn Marion is out tonight with a strained back
injury. The trainers say he has been stretching and working all week to relieve the
strain so he can return to action Friday night against the OKC Thunder.”
did you know?
18% of Mavs Fans and 29% of Mavs At tendees
also listen to Mavs radio broadcasts
dallasmavericks
PAGE 15
PRINT
u
GAME TIME PROGRAMS
Full Page or Half Page ads are available.
4 editions run each season with 10,000
copies per edition.
u
YEARBOOKS
Full Page or Half Page ads are available.
9,000 copies per season are printed.
u
TIPOFFS
Free publication handed out to fans as
they enter American Airlines Center. 10,000
copies are printed and handed out each
game. Full page ads, sponsored sections,
and coupon inserts are available.
u
POCKET SCHEDULES
Printed in quantities of 25,000, the pocket
schedule has all home and away game
information including broadcast info. Pocket
schedules are given to clients to distribute
how they see fit and can also be printed in
Spanish.
PAGE 16
dallasmavericks
PRINT
u
FAN CLAPPERS
Showcase the logo of your company on
each of the 10,000 fan clappers that are
printed and distributed for each Mavs
home game.
u
TICKET BACKS AND PID CARDS
Include your company logo on each game
ticket and our new Mavs MVP ticket card
given to every season ticket holder.
u
13-14 DALLAS MAVERICKS
SEASON
TICKET
HOLDER
MVP CARD
SEASON TICKET HOLDER
MAILINGS
These are sent out three times during the
year to all Mavs Season Ticket Holders.
6,500 are mailed each time and are used
to give our season ticket holders access
to benefits not given to single game ticket
purchasers.
u
DANCER CALENDARS
Logos and ad placement are available for the
dancer calendars featuring the lovely ladies
of the Dallas Mavericks Dancers. 5,000 are
printed each season and sold in Mav Gear
stores and online at mavgear.com.
dallasmavericks
PAGE 17
DANCERS & MANIAACS
The Dallas Mavericks Dancers and ManiAACS
can be the highlight of any event in the DFW area.
Last year these two teams made appearances
at almost 150 locations including schools, grand
openings, movie theaters, college campuses,
and rec centers.
PAGE 18
dallasmavericks
MAVS MAN & CHAMP
Presenting and Associate sponsorships are
currently available for Mavs Man and Champ.
These two characters keep themselves busy
throughout the entire season by visiting
schools, hospitals, recreation centers, and
grand openings in addition to performing at
all Mavs home games.
dallasmavericks
PAGE 19
NBA 101
NBA 101 is a program aimed at the Mavs’ female
demographic. The program is a huge hit and consistently
registers over 200 women. In only a few hours registered
par ticipants get a behind the scenes look at the Mavs
practice facilities and locker room with the training and
coaching staffs.
did you know? 41% of Mavs Fans are women
HOOPS & HEELS
The Dallas Mavericks Hoops and Heels Club is an exclusive
club created just for women and designed with the Lady
Mavs fan in mind. Suite Nights, sweepstakes, and outings
with other Lady MFFL’s highlight Hoops and Heels in addition
to discounts, incentives, and opportunities for free tickets to
Mavs games.
PAGE 20
dallasmavericks
MAVS FIT
MAVS FIT has been revamped for the
2013-2014 season and will focus on a
comprehensive health and wellness
program encouraging physical activity
and healthy living for children and families
through grassroots programs and events,
products and promotional oppor tunities.
KIDS CLUB
The Mavs Kids Club was a new program
introduced in 2012-2013 featuring a Kids Only
Zone with fun and games on mavs.com. Kids
can sign up, with their parent’s permission, to
receive special discounts from Mavs Sponsors
and win monthly contests for VIP prizes.
dallasmavericks
PAGE 21
HOOP CAMP
The Mavs Hoop Camp is one of the most
popular programs in the community arm of the
organization. Camps are traditionally run over
Spring Break and during the summer before
kids go back to school in August. It’s geared
for kids between ages 8-18 and consistently
registers over 2,500 kids each year.
of Mavs Fans and 49% At tendees
did you know? 45%
have at least one child
PAGE 22
dallasmavericks
FESTIVAL DE LOS MAVS
The Hispanic audience in Dallas is ex tremely
impor tant to the Mavs organization. Each
year, the Mavs celebrate the rich Hispanic
heritage in the DFW area by hosting
Festival de Los Mavs – a FREE event which
consistently draws over 5,000 people to the
AT&T Plaza at American Airlines Center.
did you know? 24% of all Mavs Fans are Hispanic
dallasmavericks
PAGE 23
CASE STUDY // MAV FOR A DAY SWEEPSTAKES
Miller Coors
OBJECTIVE
Drive incremental displays and sales at retail locations, increase customer engagement and
Mavs brand affiliation online and at bars/restaurants, and provide incentives to distributors to
sell more product.
Mav for a Day Prize Package
• Time on practice court with a Mavs coach (drills,
scrimmages, etc.)
• Tour of the locker room and practice facility
• Personalized Mavs jersey
• Suite tickets for a TBD game
• Participate in Mavs high-five line
STR ATEGY (Feb 4 th – Mar 31st 2013)
The Mav for a Day Sweepstakes was activated
through the following channels:
u
In-game and market wide radio spots and mentions
u
Mavs.com (geo-targeted ads, landing page,
takeover ads and lead story)
u
Branded packaging at retail locations
u
On premise signage (branded beer buckets, koozies,
table tents, banners, branded promo uniforms)
u
Outdoor billboard signage (English and Spanish)
Andrews Distributing also held an in market display competition in which account managers were
encouraged to build the most creative “Mav for a Day” Sweepstakes display at retail locations.
The display competition was used to drive the sale of more product by engaging customers and
promoting the “Mav for a Day” Sweepstakes.
RESULTS
The 8 week promotion period resulted in 1,907 consumer registrations (up from 1,842 in 2012),
an incremental increase in Coors Light displays at retail locations, and an increase in consumer
engagement, brand affiliation with the Mavs, and price engagement at
bars/restaurants throughout DFW.
dallasmavericks
PAGE 24
2013-2014
DALLAS MAVERICKS
dallasmavericks
2909 Taylor Street
Dallas, Texas 75226
mavs.com
t. 214.747.6287
f. 214.658.7136

Sponsorship Brochure

Transcription

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