2  

   

The  Los  Angeles  Surf  is  a  new  team,  new  program,  and  

new  competitor  in  the  NFL.  We  have  the  potential  to  be  one  of  

the  top  football  programs  in  the  nation.  We  want  PowerAde  to  

join  us  in  our  quest  to  greatness  as  the  leading  sponsor  of  the  

Los  Angeles  Surf.  Together,  both  organizations  will  benefit  

through  promotional  opportunities,  increased  awareness,  and  

partnership  connections.  Becoming  a  teammate  with  the  Surf  

also  means  becoming  a  teammate  with  Los  Angeles,  gaining  

you  numerous  opportunities  to  sell  and  advertise  your  product  

not  only  in  conjunction  with  the  stadium,  but  also  in  southern  

California.  With  the  similar  target  markets  and  objectives  

between  the  two  programs,  partnering  together  can  only  

benefit  the  both  of  us.  We  will  make  it  our  personal  goal  to  

match,  and  exceed  your  objective  expectations  to  make  

PowerAde  the  #1  ranked  new  age  drink.  Within  this  

sponsorship  proposal,  we  have  provided  you  depictions  of  our  

target  markets,  important  team  and  location  information,  

opportunities  for  you,  our  given  sponsorship  opportunities,  

and  how  we  will  help  achieve  your  objectives  during  this  NFL  

2013-­‐2014  Season.  

Introduction  

   

  3  

 The  Target  Markets  for  the  Los  Angeles  Surf  shown  below  are  extremely  similar  to  PowerAde’s.  For  your  convenience,  we  have  added  the  Los  Angles  Surf’s  primary  and  secondary  target  markets,  which  include  males  25-­54  and  families  with  parents  25-­54,  and  children  10-­18.  With  the  usage  of  a  partnership  with  PowerAde  and  the  Los  Angeles  Surf,  we  would  both  be  presented  with  opportunities  to  reach  both  target  markets.  Followed  by  the  target  markets  is  a  geographical  location  of  the  average  Los  Angeles  Surf  fan.    

Primary  Target  Market  Demographic:  ●            Gender:  Male  ●            Income:  $35,000+  per  year  ●            Age:  25-­‐54  ●            Education:  High  School  and  above  Psychographic:  ●            Watches  ESPN  ●            Listens  to  sports  radio  ●            Is  involved  in  a  Fantasy  Football  League  Geographic  (See  Map):  ●            40  mile  radius  from  Los  Angeles  ●            As  North  as  Palmdale,  as  south  as  Huntington  Beach  ●            As  West  as  Thousand  Oaks,  as  East  as  Anaheim    Our  Primary  Target  market  is  Joe    (picture  on  the  right)  a  male,  age  25-­54  who  loves  to  be  involved  with  with  ESPN,  sports  radio,  and  Fantasy  Football  leagues.  This  man  has  acquired  at  least  a  High  School  education,  and  also  earns  at  least  $35,000  a  year.  They  live  within  a  40  mile  radius  of  Los  Angeles  (see  map  below)  stretching  from  Thousand  Oaks,  CA  to  Anaheim,  CA.        

Target  Market  

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 Secondary  Market-­  Families  

Demographic:  ●            Income:  $45,000+  per  year  ●            Age:  Parents-­‐  25-­‐54;  Children-­‐  10-­‐18  ●            Marital  Status:  Married  ●            Kids:  One  or  more  Psychographics:  ●            Watches  ESPN  ●            Has  children  who  are  involved  in  sports  ●            Likes  the  feeling  of  belonging  to  a  community  (sports  team,  neighborhood,  etc.)  Geographic  (See  Map):  ●            40  mile  radius  from  Los  Angeles  ●            As  North  as  Palmdale,  as  south  as  Huntington  Beach  ●            As  West  as  Thousand  Oaks,  as  East  as  Anaheim      Our  Secondary  target  market  focuses  on  families,  like  the  Thompsons  (pictured  above)  who  have  either  one  or  more  children  who  range  from  the  ages  10-­18.  The  ideal  family  loves  to  watch  ESPN,  the  children  are  involved  in  sports,  and  they  are  also  interested  in  belonging  to  a  community  (whether  that  is  a  sports  team,  neighborhood,  etc.)  As  well  as  our  Primary  market,  the  family  will  also  live  within  a  40  mile  radius  of  Los  Angeles  (see  map).                    

Red  circle  shows  the  area  for  our  Primary  and  Secondary  target  markets,  approximately  a  40  mile  radius  from  the  center  of  Los  Angeles  

Target  Market  

   

  5  

Matt  Forte:  He  volunteered  at  Slidell  Youth  Football  Association  fields  last  Saturday  and  nearly  250  kids  showed  up  for  his  camp.  He  also  donated  $15,000  to  the  Slidell  Youth  Football  Association  for  equipment.  

 

Cam  Newton:  Cam  Newton  is  proud  to  volunteer  with  the  United  Way  and  to  partner  with  them  in  their  mission  to  mobilize  millions  to  give,  advocate,  and  volunteer  to  improve  the  conditions  in  which  they  live.  Anyone  can  sign  up  now  to  be  on  Team  Cam  and  

the  United  Way.  

 Los  Angeles  Surf  football  players  are  known  their  influence  on  the  LA  community.  This  provides  a  good  face  to  look  up  to  as  well  as  receiving  beneficial  publicity  to  the  Los  Angeles  Surf  football  team.  By  partnering  with  the  Surf,  Powerade  is  partnering  with  a  group  of  individuals  with  a  passion  for  their  community  and  positive  attitudes.    Our  program  has  recognized  a  few  special  players  that  have  truly  initiated  positive  changes  to  our  community.  They  have  exhibited  acts  of  kindness,  and  immense  amount  of  volunteer  work.  Here  are  the  players:  

Who  We  Are    

Jason  Witten:  Jason  Witten  won  the  Walter  Payton  NFL  Man  

of  the  Year  Award  for  his  work  to  end  domestic  violence.  His  foundation,  JWSF,  exists  

to  serve  women  who  are  the  victims  of  domestic  violence  and  it  allows  for  the  

placement  of  full-­‐time  trained  male  mentors  in  battered  women’s  shelters  throughout  Texas.    

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We'll  be  able  to  measure  the  increase  in  sales  of  PowerAde  through  the  4-­‐month  promotional  period  by  comparing  last  year’s  data  to  this  year’s  data.  With  60,000  fans  attending  each  of  the  eight  home  games  and  with  the  maximum  exposure  available  to  PowerAde,  we  can  expect  a  promising  increase  in  sales  that  will  exceed  the  benchmark  by  10%.  If  at  least  30,000  of  Los  Angeles  Surf  fans  purchase  a  $1  bottle  of  PowerAde,  after  the  duration  of  8  home  games,  sales  will  be  expected  to  reach  $240,000  over  the  given  4-­‐month  promotional  period.  With  10%  of  the  benchmark  being  $100,000,  PowerAde  sales  will  push  past  the  limits  by  $140,000.  With  these  given  numbers,  we  expect  that  at  least  50%  of  the  attending  fans  will  either  buy  PowerAde  through  concessions,  vending  machines,  or  through  salesmen  that  sell  PowerAde  while  fans  are  seated  during  the  game.          

Objective  #1  Increase  sales  of  10%  over  the  benchmark  $1,000,000  in  our  DMA  in  the  4-­‐month  period  

   

  7  

 

To  gain  Powerade  15  publicity  placements  over  the  4-­‐month  promotional  period,  our  first  main  publicity  event  will  take  place  during  the  months  of  November  and  December,  pertaining  to  the  holiday  season.  The  Los  Angeles  Surf  will  hold  an  annual  “Hoedown  for  Homeless”  publicity  event  in  downtown  Los  Angeles.  In  this  event,  those  who  are  willing  to  participate  will  pay  a  $25  entrance  fee,  and  with  that  collect  pledges  from  friends,  family,  and  others  for  every  hour  that  they  dance.  In  this  24-­‐hour  dance  marathon  event,  as  long  as  a  contestant  keeps  dancing,  they  are  still  in  the  competition.  Every  hour,  a  new  Los  Angeles  Surf  player  will  dance  with  the  contestants  as  well.  All  entrance  fees,  pledge  amounts,  etc.  will  go  to  support  the  local  homeless  shelters  in  Los  Angeles.  Also,  not  only  those  who  pay  the  entrance  fee  can  participate,  but  spectators  also  have  the  opportunity  to  donate  coats,  canned  foods,  toys,  etc.,  and  all  of  those  donations  go  to  the  homeless  shelters  as  well.  Powerade  will  be  the  official  “Hoedown  for  Homeless”  sponsor,  and  with  that  includes  naming  rights,  and  also  the  opportunity  to  sell  your  product  at  the  dance  event.  We  will  generate  publicity  for  this  event  by  contacting  media  outlets  like  ESPN  and  local  cable  news  networks  to  broadcast  our  dance  marathon.  In  addition,  announcements  will  be  made  at  every  Los  Angeles  Surf  game  leading  up  to  the  event  on  times,  locations,  how  to  participate,  etc.  On  our  website  there  will  also  be  links  directing  visitors  to  information  on  the  event  as  well.  Especially  during  the  holidays,  family’s  are  in  need  of  some  extra  help  and  Powerade’s  “Hoedown  for  Homeless”  will  surely  benefit  many.  The  Surf  will  personally  invite  over  15  different  media  outlets  to  either  broadcast,  take  pictures  of,  and  talk  about  the  event.    

 

 

 

 

 

 

Objective  #2  

An  example  of  an  advertisement  for  the    Hoedown  for  Homeless  event  

Gain  a  minimum  of  15  publicity  placements  over  the  4-­‐month  period  

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Our  second  largest  publicity  event  will  be  Powerade  and  the  Los  Angeles  Surf  partnering  with  the  American  Cancer  Society  and  holding  the  “PowerAde’s  Race  to  a  Cure”.  Held  at  the  Los  Angeles  Surf  Stadium,  participants  walk  laps  and  get  pledges  from  others  to  raise  money  for  the  American  Cancer  Society.  Surf  players,  like  Cam  Newton  and  Dez  Bryant,  will  join  the  participants  every  hour  to  increase  the  connection  between  the  American  Cancer  Society  and  the  Surf.  Powerade  will  be  able  to  provide  their  drink  products  to  walkers  and  spectators,  and  also  get  their  logo  on  all  staff  member  t-­‐shirts  to  promote  the  brand.  By  holding  this  public  event,  it  will  help  increase  awareness  by  promoting  it  to  their  employees  and  customers,  which  is  helpful  when  it  is  time  to  attract  the  attention  of  local  media  and  recruiting  walkers.  This  event  will  get  major  exposure  through  advertising,  and  brand  recognition  will  be  created  through  the  positive  atmosphere  of  the  community  coming  together  for  the  same  cause.  In  addition,  PowerAde  will  have  hospitality  tents  sent  up  that  allows  the  walkers  to  quench  their  thirst  with  free  PowerAde  supplied  with  free  snacks.  Just  like  the  Hoedown  for  Homeless  event,  various  media  outlets  will  be  invited  by  the  Surf  to  attend  “Powerade’s  Race  to  the  Cure.”  

 

               

   

Objective  #2  

This  is  a  sample  visual  of  the  event  staff  t-­shirts  given  to  those  who  are  working  the  event  to  promote  awareness  of  the  brand  

This  is  a  sample  of  the  hospitality  tents  for  Powerade  that  will  

allow  them  to  provide  their  drink  products  to  walkers  and  

spectators  

Radio  Stations:  1.  AM  570  Fox  Sports  LA  2.  KNBR  the  Sports  Leader  3.  95.7  FM  the  Game  4.  1450AM  Sports  Radio  5.  AM  830  ESPN  Radio  

Television  Stations:  1.  ESPN  2.  MSNBC  3.  KABC  T.V.  4.  KCBS  5.  Fox  Sports  

Newspapers/Magazines:  1.  LA  Times  2.  Sports  Illustrated  3.  ESPN  Magazine  4.  LA  Weekly  5.  Los  Angeles  Magazine  

Examples  of  local  and  National  media  outlets  invited  to  the  publicity  events:    

   

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 As  a  partnership,  we  want  to  give  maximum  exposure  of  the  Powerade  brand  to  both  of  our  similar  target  markets.  To  do  so,  we  will  provide  Powerade  with  a  minimum  of  100  media  placements  in  and  out  of  our  stadium,  gaining  more  awareness  as  a  partnership.      “Powerade  Power  Brigade”  Section    Naming  Rights  

In  the  Los  Angeles  Surf  Stadium,  we  would  name  a  section  of  the  stadium  after  Powerade.  Our  stadium  will  now  include  the  “Powerade  Power  Brigade”,  where  the  most  dedicated  Los  Angeles  Surf  fans  stand,  cheer,  and  enjoy  the  game.  Along  with  the  “Powerade  Power  Brigade”  includes  full  signage  opportunities  on  the  west  section  of  the  stadium,  above  (with  banners)  and  below  (with  signage  boards)  the  stands  where  the  Brigade  sits.  Announcements  on  the  PA  system  during  every  game  will  also  be  available  on  how  fans  can  purchase  tickets  to  sit  in  the  Powerade  seats  and  watch  the  game  from  the  Brigade’s  perspective.  (8  media  placements  per  8  home  games)    Two  30-­Second  Commercial  Advertisements  During  Televised  Home  Games     Powerade  will  have  the  opportunity  to  create  and  advertise  to  the  target  market  through  the  National  Television  media.  The  Los  Angeles  Surf  will  gladly  provide  players  like  Matt  Forte  and  Brandon  Marshall  to  participate  in  the  commercials  to  show  the  connection  between  the  Surf  and  Powerade.  A  national  television  advertisement  is  shown  to  a  mass  audience,  which  provides  great  awareness  for  Powerade.  (16  media  placements,  2  per  each  8  home  games)    “Shark  N’  Slide”  Naming  Rights     The  very  famous  halftime  fan  event,  the  “Shark  N’  Slide”  will  now  be  advertised  as  “Powerade’s  Shark  N’  Slide”.  This  event  is  announced  at  every  home  game  through  the  PA  system,  electronic  jumbo-­‐trons,  etc.  (8  media  placements  per  8  home  games)    Post  Game  Press  Conference  Signage     In  the  background  of  our  players  and  coaches  being  interviewed  after  the  game,  the  Powerade  logo  will  be  featured  in  the  background  so  that  those  who  are  watching  on  television  can  see  the  Powerade  logo  and  give  the  Powerade  drink  awareness.  (16  media  placements  per  16  games)        

Objective  #3    Gain  a  minimum  of  100  media  placements,  50%  being  high  exposure    

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 “Powerade  Power  Players”  in  the  Game  Day  Program     Each  home  game,  fans  will  be  provided  with  a  game  day  program,  highlighting  the  future  schedule,  roster,  etc.  In  addition  to  this  information,  Powerade  will  be  able  to  place  a  new  section  called  “Powerade’s  Power  Players”,  where  listed  is  the  Los  Angles  Surf’s  leading  rushers,  passers,  etc.  This  gives  fans  who  read  this  program  awareness  of  the  Powerade  brand  as  one  connected  with  the  Surf.  (8  media  placements  per  8  home  games)      Powerade  Logo  on  Event  Staff  T-­Shirt     At  a  home  football  game,  there  is  at  least  100  employees  in  and  around  the  stadium  to  interact  with  fans  and  help  them  as  well.  Each  t-­‐shirt  worn  by  these  people  will  have  the  Powerade  logo  on  the  back  (see  Objective  #2  for  visual).  This  promotes  Powerade  not  only  as  a  drink  sold  at  the  stadium  but  also  as  a  company.  (approximately  32  media  placements,  4  per  entrance  per  8  home  games)    Instant  Reply  Naming  Rights  

Powerade  will  get  naming  rights  to  the  instant-­‐replay  function  of  the  jumbo-­‐tron.  For  example,  after  a  touchdown  pass,  on  the  screen  the  board  will  say  “Powerade  Power  Play”  and  underneath  will  be  a  replay  of  the  play  that  just  took  place  on  the  field.  This  includes  Powerade  in  the  Los  Angeles  Surf’s  fan  experience.  (8  media  placements  per  8  home  games)  

Signage  on  the  Ribbon  Boards     Surrounding  the  field  are  a  loop  of  billboards  that  will  display  the  Powerade  logo  at  least  four  times  per  home  game.  This  creates  awareness  for  fans  when  they  are  watching  the  game  from  the  stands.  (8  media  placements  per  8  home  games)    Product  Placement  for  Press  Conferences     During  post-­‐game  press  conferences  with  coaches  and  players,  on  the  table  or  podium  they  are  standing  at  there  will  be  Powerade  drinks  with  the  logo  facing  outward  to  the  media  crowd  placed  in  front  of  them.  This  not  only  shows  how  the  players  and  coaches  drink  Powerade  as  a  post-­‐game  restoration  drink,  but  also  gives  more  brand  awareness  to  the  public.  (16  media  placements  per  16  games)              

Objective  #3  

   

  11  

  12  

 In  order  to  make  sure  we  acquire  loyal  customers  throughout  the  4-­‐month  

promotional  period,  the  Los  Angeles  Surf  will  partner  with  your  loyalty  program  to  make  sure  that  we  can  track  the  customer  loyalty  for  Powerade.  For  example,  on  the  Poweraderewards.com  page  (where  customers  can  acquire  points  in  exchange  for  prizes  to  redeem)  there  will  be  a  survey  that  will  be  available  for  visitors  after  they  redeem  their  points.  The  survey  will  say:  “Hi  there!  Did  the  Los  Angeles  Surf  bring  you  here  to  Powerade  Rewards?”  then  will  present  the  options  for  the  visitor  to  either  click  yes  or  no,  and  once  they  have  made  their  selection  the  site  will  say  “Thank  you  for  your  input!”  This  gives  a  running  tally  of  how  many  customers  have  purchased  Powerade  from  awareness  by  the  Los  Angeles  Surf.  By  connecting  this  survey  with  the  rewards  program,  this  gives  data  on  how  many  customers  are  loyal  and  have  purchased  more  than  one  Powerade  drink.  In  addition  to  the  survey,  special  Powerade  caps  will  be  put  on  bottles  that  are  sold  in  the  stadium  that  have  codes  on  the  bottom.  If  a  customer  purchases  a  bottle  at  the  stadium,  they  can  type  in  that  code  to  receive  more  Powerade  points,  which  can  then  be  redeemed  for  Powerade  prizes.  This  also  gives  Powerade  and  the  Los  Angeles  Surf  a  running  account  on  how  many  customers  are  being  added  into  the  mix  of  loyal  customers  during  the  football  season.  . Assuming  half  of  our  stadium,  which  seats  60,000  people,  purchases  one  Powerade  product,  at  least  half  of  that  number  will  continue  to  purchase  the  sports  drink  either  in  stores,  online,  or  in  the  stadium.  By  doing  this,  the  customer  will  acquire  Powerade  points  to  redeem  prizes  on  Powerade.com,  proving  that  they  are  loyal  customers.  From  there,  the  surveys  and  codes  show  that  the  Surf  has  brought  them  to  this  website  and  thus  were  successful  in  bringing  in  at  least  15,000  more  loyal  customers.  

   

                   

Objective  #4  

Thank  you  for  redeeming  your  prizes!    Did  the  Los  Angeles  Surf  bring  you  to  this  site?        

Yes  

No  

L.A.S.  Code:  0089  

Turn  first  time  customers  into  loyal  customers  by  15,000    

   

  13  

 What  follows  is  the  Los  Angeles  Surf’s  inventory.    This  is  a  starting  point  for  taking  inventory  of  your  own  property/event/or  team.    The  point  of  this  exercise  is  to  catalogue  every  possible  thing  that  you  control  which  could  be  of  value  to  a  potential  sponsor.    You  will  probably  not  use  all  or  even  most  of  these  items,  but  it  creates  a  menu  from  which  to  develop  customized  proposals  for  your  potential  sponsors.      

Sponsorship Types

● Naming  rights  sponsorship  (perceived  “ownership”  of  the  event)  ● Presenting  sponsorship  

o The right to use your companies name as the name that follows one of our team events. For example, our famous Shark ‘N Slide fan fun event would now be announced as the “Shark N’ Slide: Presented by _______”. This promotes your company and ties your name in with an event that every Los Angeles Surf fan knows and loves.

● Naming  rights  or  presenting  sponsorship  of  a  section,  area,  entry,  or  team  ● Naming  rights  or  presenting  sponsorship  of  a  day,  weekend,  or  week  at  the  

event  ● Naming  rights  or  presenting  sponsorship  of  an  event-­‐driven  award,  trophy,  

or  scholarship  ● Naming  rights  or  presenting  sponsorship  of  a  related  or  subordinated  event  ● Supporting  sponsorship  ● Official  product  ● Preferred  supplier  

   

Exclusivity

● Category  exclusivity  among  sponsors  at  or  below  a  given  level  ● Category  exclusivity  among  sponsors  at  any  level  ● Category  exclusivity  in  event-­‐driven  advertising  or  promotional  media  ● Category  exclusivity  as  a  supplier  or  seller  at  the  event  

     

Inventory  

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   License  &  Endorsements  

• Use of logo(s) and trademark(s) for media and sales promotions and supporting materials

o Use of logos and trademarks for media and sales promotions is the sponsors way of advertising their brand to the LA Shark’s target market. An example of this is having a sponsors trademark or logo on the billboards that surround the football field.

 ● Merchandising  rights  ● Product  endorsement  (personal  or  organization)  

   

Contracts

● Discounts  for  multi-­‐year  contracts  o Discounts for multi-year contracts include an agreement between

an owner and a sponsor that the sponsor will be a long term sponsor for a given time and then receive a discount on behalf of that agreement. For example, if LA Surf agreed to have Tostitos for a sponsor for 5 years, Tostitos will receive a discount.

● First  right  of  refusal  for  new  sponsorship  at  conclusion  of  contract  ● Performance  incentives  

   

Vesting

● A  portion  of  overall  net  profits  ● A  portion  of  proceeds  from  a  part  of  the  event  (ticket  sales,  concessions,  

parking,  exhibitors,  etc.)      

Inventory  

   

  15  

Venue

● Input  in  venue,  route,  and/or  timing  o Sponsors will gain the right to have a say in where their

sponsorship will take place. For example, if it were at an LA Surf football game, the sponsor may choose a certain spot near the entrance, and will stay located therr for a given amount of time (sponsors will be able to select their own times).

 ● Use  of  sponsor  venue  for  launch,  main  event,  or  supporting  event  

   

Media Profile

● Inclusion  in  all  print,  outdoor,  and/or  broadcast  advertising  (logo  or  name)  o To promote your sponsorship, your logo will be used in our print

advertisements, such as catalogs, Game Day Programs, magazines, etc.This gives your company exposure to our target market who reads these print advertisements.

● Inclusion  on  event  promotional  pieces  (posters,  fliers,  brochures,  buttons,  apparel,  etc.  —  logo  or  name)  

● Ad  time  during  televised  event  o When a Los Angeles Surf game is on television, you will receive a

30-second commercial advertisement slot. This promotes your brand through visuals, and also exposes your company to not only our target market, but the network’s target market as well.

● Event-­‐driven  promotional  radio  or  television  schedule  ● Event-­‐driven  outdoor  (billboards,  vehicle,  public  transport)  ● Sponsor/retailer  share  media  (themed  display  ads,  30/30  or  15/15  

broadcast)  ● Ad  space  in  event  program,  catalogue,  etc.  

   

Media Production

● Broadcast  rights  (exclusive  or  non-­‐exclusive)  ● Production  of  event-­‐driven  broadcast  or  print  advertising  ● Production  of  event-­‐driven  video  for  promotion,  training,  or  documentation  

Inventory  

  16  

   

On-Site

● Sampling  opportunities  ● Demonstration/display  opportunities  

 o Just past the main entrance into our stadium, there is space for you

to display your products for testing to our fans attending the game that night. This gives your employees an opportunity to increase fan-employee relationships/customer service and also promotes your brand to our target audience.

● Opportunity  to  sell  product  on-­‐site  (exclusive  or  non-­‐exclusive)  ● Coupon,  information,  or  premium  distribution  

   

Signage

● Venue  signage  (full,  partial,  or  non-­‐broadcast  view)  o Venue sponsorship is given for sponsors to be see either in

broadcast view or non-broadcast view around the LA Surf stadium on available signs. For example, Statefarm can have banners under the mega-tron that is seen by all fans in the entire stadium.

● Inclusion  in  on-­‐site  event  signage  (exclusive  or  non-­‐exclusive)  ● Inclusion  on  pre-­‐event  street  banners,  flags,  etc.  ● Press  conference  signage  

o Press conference signage includes the sponsorship to be on the backdrop of the post-game press conferences that are typically broadcasted for many people to see. For example, Allstate’s logo would be placed on the backdrop for all to see along with the LA Surf logo.

● Product  placement  in  Press  Conferences  ● Event  participant  uniforms/pennies/number  tags  

         

Inventory  Inventory  

   

  17  

●  Event  staff  shirts/caps/uniforms  o Because there are many security guards, event staff members, etc.

in our stadium, your logo will be imprinted on the back of the shirts of those workers for our fans and attendees to see. This promotes brand awareness and also connects your brand to the staff members of the Los Angeles Surf.

   

Hospitality ● Tickets  to  the  event  (luxury  boxes,  preferred  seating,  reserved  seating,  or  

general  admission)  o Companies will receive a varied amount of tickets to do as they

please for being loyal sponsors. For example, They can give them to loyal employees as incentives, they can sell them, etc.

● VIP  tickets/passes  (backstage,  sideline,  pit  passes,  press  box,  etc.)  ● Celebrity/participant  meet  &  greets  

o Special guests will be present at the certain Surf games for fans exploitation. As an example, fans can get a chance to get a picture with fans and other events to boost awareness of celebrity chosen and the team.

● Event-­‐related  travel  arrangements,  administration,  and  chaperone  (consumer  prizes,  VIP,  or  trade  incentive)  

o Sponsorship will pave the way for the opportunity to win event-related travel arrangements such as special transportation to and from event. For example, you could ride in the players bus with the L.A. Surf and meet your favorite players.

   Public Relations  ● Inclusion  in  all  press  releases  and  other  media  activities  

o In special cases, sponsors will be admitted into restricted areas related to the event. For example, a spot in the post-game press conference where team members of the L.A. Surf team will dwell of their performances.

Inventory  Inventory  

  18  

Production ● Event  design  and  production  ● Producing  a  special  event  specifically  for  the  sponsor  ● Other  design  and  production  (uniform,  props,  set,  stage,  costumes,  etc.)  ● Hiring  and/or  administration  of  temporary  or  contract  personnel,  services,  

and  vendors  ● Logistical  assistance,  including  technical  or  creative  expertise  

   

Cause Tie-In

● Opportunity  to  involve  sponsor’s  preferred  charitable  organization  or  cause  ● Donation  of  a  percentage  of  ticket  or  product  sales  to  charity  

o If they chose to do so, partners can donate an amount of money made at the event to proceeds like charity in exchange the consumer will take notice of the companie’s heart-felt decision which will promote their company image.

   

Ancillary or Supporting Events

● Tickets  or  invitations  to  ancillary  parties,  receptions,  shows,  launches,  etc.  ● Signage,  sampling,  etc.  at  ancillary  parties,  receptions,  shows,  launches,  etc.  

   

Research & Evaluation

● Access  to  pre-­‐  and/or  post-­‐event  research  (quantitative  or  qualitative,  attendees  or  general  public)  

● Opportunity  to  provide  sponsorship  or  industry-­‐oriented  questions  on  post-­‐event  research  

● Post-­‐event  value  to  cost  analysis  ● Full  event  &  sponsorship  documentation  (above  plus  clippings,  broadcast  

coverage,  photos,  etc.)    Retail  Sell-­On  ● Right  for  retailer  sponsor  to  on-­‐sell  sponsorship  benefits  to  vendors  in  

specific  product  categories  

Inventory  

   

  19  

     Contra  ● Opportunity  to  provide  equipment,  services,  technology,  expertise,  or  

personnel  useful  to  the  success  of  the  event  in  trade  for  part  of  sponsorship  fee  

● Opportunity  to  provide  media  value,  in-­‐store/in-­‐house  promotion  in  trade  for  part  of  sponsorship  fee  

● Opportunity  to  provide  media  a  sponsor-­‐contracted  discounted  rates  in  trade  for  part  of  sponsorship  fee  

   

Information Technology

● “Signage”  on  event  internet  site  o Sponsors will be able to place advertisements that are tailored to

their company and promote specific company image and message on the given company’s internet site. For example, on the LA Surf website, a sponsor can promote their trademark of logo on the top bottom, or side of the website.

● Promo  Links  to  promotion  or  contest  on  event  internet  site  ●  Sponsor  internet  site  from  event  internet  site  

o On a separate tab on our website, viewers online can click on a link that brings them directly to your company’s website. This is an easy way for fans to find your site and show their interest in your products. Your link will be positioned clearly on our website, so fans can find it without any trouble.

● Naming  rights  (perceived  “ownership”)  to  event  internet  site  ● “Signage”  or  promotion  on  event  CD-­‐ROM  ● License  to  produce  an  event-­‐oriented  CD-­‐ROM  for  promotion  or  sale  

   

Other Promotional Opportunities

● Custom-­‐design  and  administration  of  media  promotions  ● Custom-­‐design  and  administration  of  sales  promotions  (consumer  and  

trade)  ● Sell-­‐in  to  trade  of  sales  promotions  

Inventory  

  20  

 ● Design,  production,  and  distribution  of  POS  ● Design  of  on-­‐pack  promotion,  liaison  with  factory  (packaging  and  

distribution)  ● Securing  and  administration  of  entertainment,  celebrity  appearances,  etc.  ● Provision  by  sponsor  of  spokesperson/people,  celebrity  appearances,  

costumed  character  etc.  to  enhance  association  ● Proofs-­‐of-­‐purchase  for  discount  admission  ● Proofs-­‐of-­‐purchase  for  discount  or  free  parking  ● Proofs-­‐of-­‐purchase  for  premium  item  (on-­‐site)  

 ● Mail  or  phone-­‐in  proof  redemption  ● Opportunity  to  provide  prizes  for  media  or  event  promotions  

o In our fan events like the Shark N’ Slide and the 1-Minute Mania, selected game days will result in sponsors providing the prizes for the events. For example, instead of the normal Cam Newton signed jersey as a prize for winning the 1-Minute Mania, a prize can be rewarded by you that pertains to your brand to also promote awareness for your company. This shows fans your generosity to our team and the products they are able to buy themselves at your stores.

● Couponing/advertising  on  ticket  backs  o Sponsors will be allowed to advertise their brand on the back of

official LA Surf tickets. Or, they can place a coupon/discount to use for one of their products. This way, they can be promoting their brand, while also advertising where all fans can see.

● Discount  admission  coupons  for  customers  (distributed  in-­‐pack  or  POP)  o Sponsors of LA Surf will get the opportunity to sell their product,

while at the same time giving away discount admission coupons for customers. This way, it will give their customers a positive look towards the sponsor and an incentive to come see another LA Surf football game.

 

Inventory  

   

  21  

Database/Relationship Marketing ● Unlimited  access  to  event-­‐generated  database(s)  for  direct  marketing  follow  

up  o Partners will have access to event-generated database for post

event marketing follow up. This includes opportunities to increase public awareness in certain areas where partners are not satisfied.

● Opportunity  to  provide  inserts  in  event-­‐oriented  mailings  ● Rental  of  event  database  for  one-­‐off  communication  ● Opportunity  to  run  database-­‐generating  drawing  or  contest  on-­‐sites  a  

requirement  for  attendee  admission      

Consulting

● Evaluation  and  recommendations  regarding  participation  in  new  and  existing  opportunities  

● Pre-­‐event  research  (market,  site,  demographic,  psychographic,  feasibility,  budgeting)  

● Assistance  in  determining  objectives  and  basis  for  quantifying  results    

Inventory  

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 A  quick  look  on  how,  as  a  partnership,  we  will  meet  Powerade’s  objectives      Objective  #1:  Increase  sales  of  10%  over  the  benchmark  $1,000,000  in  our  DMA  in  the  4-­month  period        Objective  #2:  Gain  a  minimum  of  15  publicity  placements  over  the  4-­month  period        Through  Powerade’s  “Hoedown  for  Homeless”  and  “Race  for  the  Cure”,  the  Los  Angeles  Surf  will  personally  invite  media  outlets  such  as  ESPN,  NBC,  and  local  radio  stations  like  AM  570  to  cover  the  event.  With  a  minimum  of  15  different  media  outlets  present,  from  television,  radio  stations,  and  newspapers,  this  will  generate  positive  publicity  for  not  only  the  football  club,  but  also  Powerade  by  creating  a  bond  between  our  partnership,  and  the  American  Cancer  Society  and  local  homeless  shelters  in  Los  Angeles.          Objective  #3:  Gain  a  minimum  of  100  media  placements,  50%  being  high  exposure          Objective  #4:  Turn  first  time  customers  into  loyal  customers  by  15,000    By  adding  on  to  Powerade’s  already  recognized  PoweradeRewards.com  loyalty    program,  the  advertisements  and  promotions  with  the  Los  Angeles  Surf  will  increase  Powerade’s  customer  loyalty  by  15,000  Surf  fans  turned  Powerade  customers.  To  measure  such  progress,  online  surveys  will  be  available  and  also  promotional  codes  on  bottles  to  keep  track  of  how  many  Powerade  customers  were  notified  of  their  products  by  the  Los  Angeles  Surf.  We  will  make  note  of  this  data  over  the  4-­‐month  promotional  period,  and  then  compare  to  the  data  prior  to  the  partnership.  

Measuring  Success