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2 0 1 3 - 2 0 1 4 C H I C A G O B L A C K H A W K S
SPONSORSHIP OPPORTUNITIES
2
3 THE BENEFITS OF CORPORATE SPONSORSHIPS 4 #STANLEYCUPCHAMPIONS 6 AT THE GATE & FAN PROFILE COMPARISON 7 SCARBOROUGH RESEARCH
8 IN-ARENA BRANDING 9 SCOREBOARD FEATURES 10 BLACKHAWKS IN-ARENA & OUT-OF-ARENA PROMOTIONS 12 VIRTUAL SIGNAGE
13 BLACKHAWKS TV 14 RADIO 15 PRINT 16 WEBSITE & MOBILE 17 SOCIAL MEDIA 18 CHICAGO BLACKHAWKS SPECIAL EVENTS
20 CHICAGO BLACKHAWKS CHARITIES & YOUTH HOCKEY PROGRAMS 21 RETAIL PROMOTIONS & ON-PREMISE ACTIVATION 22 RETAIL PROMOTION OPPORTUNITIES
23 HOSPITALITY 24 CHICAGO BLACKHAWKS EXPERIENCES 25 STANLEY CUP PLAYOFFS 26 UNITED CENTER ADVERTISING
TABLE OF CONTENTS
3
THE BENEFITS OF CORPORATE SPONSORSHIPSAssociate 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 $80,000.
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.
Barack Obama@BarackObama
Congrats, @NHLBlackhawks. Thanks for bringing the Stanley Cup back to Chicago.
Stephen Harper@pmharper
The Stanley Cup is the greatest trophy in sports & the hardest to win. Congrats to the Blackhawks, the deserving champions #becauseitsthecup
Larry King@kingsthings
I’ve never seen a comeback late in the game like the one put on by the @NHLBlackhawks last night in Boston
Phil Jackson@PhilJackson11
AAHH, what a finish for the Blackhawks. Congrats! Didn’t they show great heart in that comeback effort? Great series.
Congrats to 88pkane and the Chicago Blackhawks on winning the Stanley Cup #WhatAFeeling #NothingLikeIt
LEBRON JAMES @KINGJAMES
4
The Chicago Blackhawks 2013 Stanley Cup Championship run was widely celebrated on Twitter, where real-time messages of congratulations poured in from all over. Media personalities, athletes and politicians expressed their admiration for the team’s last-gasp victory including President Obama, who will host his hometown hockey team at the White House for a second time during his term.
#STANLEYCUPCHAMPIONS
5
20,000
25,000
15,000
10,000
source: Scarborough Chicago Release 2, 2012
source: SportsBusiness Journal archives
17,724
NHL16,954
ATTENDEDCOLLEGE
MEDIANHHI
MEDIANHOME VALUE
MEDIANAGE
AGES18-34
SMALL BUSINESS OWNER/SELF EMPLOYED
WHITECOLLAR
BLUECOLLAR
BLACKHAWKS
BEARS BULLS CUBS
$80,000
WHITE SOX
66.2%
$220,000
43.9
33%
14%
49%
24%
63.5%
$219,000
30%
45%
61.3%
$217,000
31%
45%
65.2%
$219,000
29%
48%
62.1%
$212,000
31%
45%
2005 - 06 2006 - 07 2007 - 08 2008 - 09 2009 - 10 2010 - 11 2011 - 12 2012 - 13
NHL SEASON
ATTENDANCE PER GAME
BLACKHAWKS13,319
21,728
$73,000 $70,000 $76,000 $69,000
45.2 44.1 46.2 44.4
11% 12% 12% 11%
22% 24% 22% 23%
6
SCARBOROUGH RESEARCH
CHICAGO BLACKHAWKS FAN PROFILE COMPARISON
AT THE GATERANKED #1 IN NHL ATTENDANCE THE PAST FIVE SEASONS
SOURCE: Scarborough Local Market Studies R2, 2012
100% 200% 300% 400%
SOURCE: Scarborough Local Market Studies R2, 2007-12
CHICAGOBLACKHAWKS
WASHINGTONCAPITALS
BOSTONCELTICS
BOSTONBRUINS
TAMPA BAYRAYS
340%
141%
132%
123%
100%
1 MILLION
CHICAGOBLACKHAWKS
BOSTONBRUINS 2.2
NEW YORKRANGERS 2.0
PHILADELPHIAFLYERS 1.9
DETROITRED WINGS 1.8
LOS ANGELESKINGS 1.5
NEW JERSEYDEVILS 1.4
PITTSBURGHPENGUINS 1.3
WASHINGTONCAPITALS 1.2
SAN JOSESHARKS 1.1
2 MILLION 3 MILLION
2.6
7
SCARBOROUGH RESEARCH
FASTEST GROWING PRO SPORTS FAN BASES, 2007-12
SCARBOROUGH RESEARCH
LARGEST HOME MARKET NHL FAN BASES
8
IN-ARENA BRANDING
200 LEVEL LED BOARD ADVERTISINGLocated around the arena bowl on the 200 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.
DASHERBOARDSDasherboards surround the ice surface and reach a sold-out United Center crowd (over 21,775 fans/game) while receiving an average of 12
minutes of television visibility during each broadcast. With Chicago Blackhawks television ratings up over 325 percent from the 2008-09 season, dasherboards add an impactful element to your marketing mix.
9
GAME-TIME EXPOSURESponsorship of four of the eight
LED panels of the main scoreboard provides continuous messaging
throughout game action.
BREAK IN THE ACTION EXPOSURE
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).
MULTI-PLATFORM COMMUNICATIONAn interactive TV timeout feature
gives your company the opportunity to entertain fans and reach them in
numerous ways.
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.
SCOREBOARD FEATURES
10
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 interactively and directly promote their brand in a fan-friendly way.
BLACKHAWKS IN-ARENA& OUT-OF-ARENA PROMOTIONS
GAMEDAY GIVEAWAYSGameday 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:
G A M E DAY G I V E AWAY P R O M OT I O N A L S U P P O R T
TELEVISION ANNOUNCEMENTSSponsor 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 ANNOUNCEMENTSSponsor will receive one live promotional announcement during each of the three games preceding the giveaway on the Blackhawks Radio Network, WGN Radio AM-720.
INTERNET/PUBLICATIONSSponsor’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 ANNOUNCEMENTSIn-arena promotion of the sponsor giveaway will include one public address mention per home game during each of the three games preceding the giveaway.
SCOREBOARD ANNOUNCEMENTSSponsor giveaway will be promoted on our video scoreboard once every home game during each of the three games prior to the giveaway.
OUTDOOR MARQUEE SIGNSSponsor giveaway will be promoted on a rotating basis prior to the giveaway on the United Center’s outdoor matrix boards.
11
CONCOURSE DISPLAYSOpportunity to capture data, showcase product or provide special offers during pregame and intermissions.
ON-ICE PROMOTIONS A sponsor’s brand can be integrated into the lively and fun Blackhawks game intermissions.
INTERMISSION ENGAGEMENTAn intermission feature entertains fans before the players hit the ice and helps your company
build brand relevance among an upscale, affluent audience.
2011-12
2010-11
2009-10
2008-09
2007-08
3.10
2.78
2.44
1.26
.63
2012-13 5.38
CO M C A S T S P O R T S N E T R E G U L A R S E A S O N T E L E V I S I O N R AT I N G S
73% 754%INCREASE OVER LAST SEASON’S REGULAR- SEASON RATINGS.
INCREASE FROM THE 2007-08 REGULAR SEASON
12
VIRTUAL SIGNAGE ADVERTISINGCutting-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 120 percent from the 2009-10 Stanley Cup season,
providing incredible exposure for your brand with virtual signage.
VIRTUAL SIGNAGE
13
BLACKHAWKS TVBecome a part of Blackhawks TV and integrate your brand with behind-the-scenes footage only found at chicagoblackhawks.com. Blackhawks TV has won three Emmy Awards!
Complement in-arena sponsorship elements with a commercial.
Product placement opportunities during Blackhawks TV vignettes.
In-house production capabilities for sponsor commercials.
BLACKHAWKS TV SEGMENTShow your product during a Blackhawks TV segment.
TELEVISION COMMERCIALBlackhawks 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.
RADIO
All Blackhawks home and away games (82 total + 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.
The Blackhawks can record and provide a Blackhawks radio personality to produce your commercials.
An ongoing campaign for the entire season will translate into stronger recall.
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 of 215,812 fans ages 18 and over per game, including 80,573 ages 25-54.
14
15
BLACKHAWKS MAGAZINE
PROGRAM ADFull-page, four-color advertisement
promoting your products and their association with the Blackhawks.
POCKET SCHEDULESBe seen throughout the Chicagoland
area on the back of Chicago Blackhawks pocket schedules.
LUCKYPROGRAM
Showcase your brand in print and on the scoreboard during Chicago Blackhawks games.
I N T E R N E T S I T E S V I S I T E D I N T H E PA S T M O N T H BLACKHAWKS FANS CHICAGO POPULATION
51%
56%
FAC E B O O K
41%
52%
YO U T U B E
10%
21%T W I T T E R
source: Scarborough Chicago Release 2, 2012
16
BLACKHAWKS MOBILE APPLICATIONS
Get the latest Blackhawks news, features, photos, scores and more with Blackhawks mobile applications for Android, Blackberry, iPhone and iPad. Logo placement is available in
most app sections, as well as through clickable ad placements.
RED & WHITEEMAIL NEWSLETTEROVER 30,000 SUBSCRIBERS
The weekly email newsletter allows sponsors to reach Blackhawks fans where they live and work. Place your branding message into our popular weekly newsletter, alongside news, contests and other exciting content.
CHICAGOBLACKHAWKS.COMWebsite 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.
WEBSITE & MOBILE
Blackhawks fans from Chicago and around the world receive the most up-to-date news, stats and schedules 24 hours a day on the official Blackhawks website. Fans may also purchase tickets, enjoy special promotions and interact with players and coaches, all at chicagoblackhawks.com.
17
SOCIAL MEDIA INTEGRATIONReaching 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.
FACEBOOKOVER 1,365,000 FANS
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.
TWITTEROVER 418,000 FOLLOWERSLet our award-winning Twitter feed, @NHLBlackhawks, alert thousands of fans about your upcoming event or promotion.
Social media provides sponsors the opportunity to reach fans faster, at a higher frequency and in higher numbers than ever before.
SOCIAL MEDIA
18
BLACKHAWKS CONVENTIONHelp 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 Stan Mikita and current superstars, including Patrick Kane, Niklas Hjalmarsson and Marian Hossa.
CHICAGO BLACKHAWKS SPECIAL EVENTS
S O L D - O U T E V E N T
19
TRAINING CAMP FESTIVALKick off the season in style by becoming a sponsor of the Blackhawks Training Camp Festival held each September. Your brand will be showcased in front of thousands of die-hard Blackhawks fans as they participate in a 5K run/walk/skate, indoor and outdoor interactive games and a public Blackhawks practice.
ILLINOIS HIGH SCHOOL HOCKEY CHAMPIONSHIPSSupport youth hockey in the community while reaching youth and families at the Illinois High School Hockey Championships, held at the United Center.
source: Chicago Blackhawks Youth Hockey Department
2 0 0 9 -1 0 2 0 1 0 -1 1 2 0 1 1 -1 2 2 0 1 2 -1 3
M I N O R H AW K S YO U T H H O C K E Y PA R T I C I PAT I O N
5 ,0 0 0
3 ,0 0 0
2 ,0 0 0
1 ,0 0 0
4 ,0 0 0
20
Tap into the loyalty and passion of the Blackhawks fanbase and associate your business with an on- or off-ice Blackhawks community initiative.
CHICAGO BLACKHAWKS CHARITIES
FOUR FEATHERS GOLF INVITATIONALAligning 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.
Chicago Blackhawks Youth Hockey initiatives teach the most effective skill development techniques available to young players today.
YOUTH HOCKEY PROGRAMS
21
RETAIL PROMOTIONSThe 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.
LOGO RIGHTSCo-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.
“VIEW FROM THE PENALTY BOX” SWEEPSTAKES
A season-long in-store sweepstakes promotion gives fans the unique opportunity to watch warm-ups
from the penalty box during Blackhawks games.
RETAIL PROMOTIONS & ON-PREMISE ACTIVATION
RETAIL PROMOTIONS & ON PREMISE ACTIVATION22
COLDWELL BANKER, FERRARA CANDY COMPANY AND MCDONALD’S IN-GAME PROMOTION CARDS Help drive retail traffic and increase select product sales.
CHICAGO BLACKHAWKS PLAYER APPEARANCESA Blackhawks player appearance can help kick off a sweepstakes promotion or give a sponsor’s products or services exposure to Blackhawks fans.
MCDONALD’S BLACKHAWKS BREAKFAST MEAL DEAL
McDonald’s created in-store awareness for new breakfast offerings with a Blackhawks Breakfast Meal Deal in Chicagoland and Northwest Indiana McDonald’s locations.
COCA-COLA ACTIVATION AT RETAIL OUTLETS
End cap displays help drive incremental sales and enhance retailer relationships.
RETAIL PROMOTION OPPORTUNITIES
23
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.
HOSPITALITY
THE KETEL ONE CLUB & CHICAGO STADIUM CLUBThese restaurants provide a memorable dining experience for your key customers and prospects. Exceptional food
and service simplifies your pregame dining needs.
BANQUET PARTIESA 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.
GAMEDAY RENTAL SUITESOur 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.
24
SPONSOR VIP SKATESProvide 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 & GROUP TICKETSSeason 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.
VIP EXPERIENCES 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.
CHICAGO BLACKHAWKS EXPERIENCES
25
SCOREBOARD EXPOSUREReach a passionate and spirited playoff audience during an intermission through branding or showcasing one of your commercials.
RALLY TOWELSChicago Blackhawks fans use their playoff rally towels to cheer on the team at games and then display their souvenirs at home or work.
PLAYOFF SWEEPSTAKESReach fans through the Chicago Blackhawks home page or in person at the playoff games to promote your brand, special offers or a playoff sweepstakes.
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.
STANLEY CUP PLAYOFFS
26
“ALL-WORLD” LED MESSAGING“All-World” advertising synchronizes the upper and lower LED boards and the upper
and lower LED scoreboard rings to ensure maximum impact with fans.
125’ LED TEXT MESSAGING Text messaging on two 125’ areas.
840’ LED MESSAGING Exclusive sponsor animation advertising that dominates
the in-arena bowl area.
LED STATIC SIGN Measures 2’ x 17’ and can rotate between games.
300 LEVEL LED BOARD ADVERTISINGThe United Center 300 Level LED board offers high impact, flexible messaging at all Blackhawks and Bulls games.
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 2.5 million visitors each year.
UNITED CENTER ADVERTISING
CONCOURSE SIGNAGEConcourse signs are backlit and displayed
during each event held at the United Center.
OUTDOOR MARQUEE SIGNAGE
The two United Center marquee signs welcome fans to the United Center 24
hours a day, 365 days a year.
THEATER BOX NAMING RIGHTS
The Theater Box area is a high-end, exclusive area that caters to an upscale,
affluent demographic for all Blackhawks and Bulls games. The area consists of 34 boxes, four seats per box, and an
all-inclusive food and beverage package for each game.
CHICAGO BLACKHAWKS CONTACT INFORMATIONTo become a member of the Chicago Blackhawks Corporate Sponsorships family, please call 312-455-7000.
MAILING ADDRESSChicago Blackhawk Hockey Team, Inc.1901 West Madison StreetChicago, IL 60612
WEBSITE URLchicagoblackhawks.com
CONTACT
27