Chicago Blackhawks Sponsorship Proposal Project

1. Chicago Blackhawks Sponsorship Proposal Project By: Cindy Jezuit

2. What is the point of a corporate sponsorship?... • Corporate sponsorships provide large and small businesses with solutions to meet their objectives. • Increase brand visibility, personality and values • Drive sales and differentiate product from competitors • Improve employee recruitment and retention • Cause marketing • Entertain clients and create experiences

3. 10 Questions I plan to ask the VP of United… • Currently doing? • Objectives and goals? • Why sponsor the Chicago Blackhawks? • Why did you choose sponsorship? • What is your strategy? • What do you have to offer us? • Expectations? • What would be most effective? • Have you worked with a pro sports team before? • What are your fears?

4. 10 Facts about the Chicago Blackhawks… 1. The team name from 1926 to 1986 was two words. Black Hawks. It was changed to Blackhawks in the summer of '86 when some original documents were found with it being one word. 2. The team was named after the 86th infantry division of world war 1. They were nicknamed the "Blackhawk division" after a Native American warrior from the Sauk tribe, Black Hawk, who was a prominent figure in Illinois history. Specifically in the war of 1812. 3. The original team logo was designed by Irene Castle. Irene was the wife of the team's first owner and coffee tycoon, Frederic McLaughlin. 4. When the Blackhawks won the Stanley Cup in 1938 they did it with a regular season record of 11-25. Almost missing the playoffs altogether. 5. On March 4,1941 Chicago goaltender Sam Lo Presti made an incredible 80 saves against the Boston Bruins. Even more incredible, the Blackhawks lost the game, 3-2.

5. More Facts… 6. In the 1947-1948 season goalie Emile Francis changed forever when he decided to use a modified 1st baseman's glove against the Red Wings. Detroit's coach Jack Adams protested to the league office but commissioner Clarence Campbell let the use stand, thereby revolutionizing the position of goaltender. 7. On March 23, 1952 Blackhawks winger Bill Mosienko scored a hat trick against the New York Rangers in just 21 seconds. 3 goals. 21 seconds. 8. In 1966, Bobby Hull became the first NHL player to score more than 50 goals in a season when he finished the year with 54. Two players had previously scored exactly 50. 9. The Blackhawks were the first NHL team to average more than 20,000 fans per game attendance in 1994, when they averaged 20,818 in the brand new United Center. 10. The Hawks have now won 5 National Hockey League championships. Bringing Lord Stanley's cup home in 1934, 1938, 1961, 2010, and of course this year, 2013.

6. History • The Chicago Blackhawks were founded in 1926 • Major Fredrick McLaughlin was awarded a franchise and came up a $12,000 entry fee to join the league. • McLaughlin then purchased the Portland Rosebuds for $200,000 • When we had enough players, he started trying to come up with a new for the hockey club • In WWI he was a commander for the US Army. • Members of his division called themselves the Black Hawks • On November 17, 1926, in front of 9,000 fans at the Chicago Coliseum, the Chicago Blackhawks made their debut, defeating the Toronto St. Pat's by a score of 4-1.

7. Target audience Fan Demographics: -College students = 66.2% -Median Age = 43.9% -Men = 67.5% -Ages 18-34 = 33% -Small Business Owners = 14% -White Collar = 49% -Blue Collar = 24%

8. My strategy • Advertising (twitter, Facebook, commercials…) • Promotions (autographs and meet the players…) • Hospitality (food and making fans feel at home…) Enhance everything to make it better

9. Media Media is a very important element to any sports company because it allows the sports team to get their name out to the public and get people interested in a sports team. • The Chicago Blackhawks use Comcast Sports Net • They use their players in commercials on TV • Chicago Blackhawks use all social media elements • Twitter • Facebook • Instagram

10. Activation Elements - Game promotions: autographs, meet the players, win a jersey, free tickets to a game, include the audience on the ice… - Marketing: involve players, billboards, logo, clothing… ANOTHER IDEA: Kids night! Every home game every child under the age of 16 gets a free t-shirt and one lucky kid gets to meet a player after the game.

11. Community Relations Program The Chicago Blackhawks do many things for the community and public right now such as… • Bring the Stanley Cup around Chicago • Read books to kids • US Army ANOTHER IDEA! The Chicago Blackhawks would go to children’s hospitals around the area and visit some of their biggest fans.

12. Hospitality Hospitality is very important to sports teams because it makes the fans want to come back for more • Sky Boxes • Food ANOTHER IDEA: Company Box Night! This is where companies get a great discount on sky boxes and will receive great service as well as a company raffle for free tickets for the next game. Also, the company will be able to advertise their company at the game for the night.

13. Investment How much?$3.5 million How long will it take to develop? 1 year Recap! • Advertising (media) • Promotions • Hospitality (suits)