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Motocross POV for Miller Brewing Co.
 

Motocross POV for Miller Brewing Co.

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    Motocross POV for Miller Brewing Co. Motocross POV for Miller Brewing Co. Document Transcript

    • Motocross POV The sport of Motocross, including Supercross & Freestyle Motocross, has experienced record number attendance in the last year and has become the “NEW NASCAR” for the young adult market. For more than 25 years, Supercross has brought spectators to their feet at stadiums from coast-to-coast. Attendance continues to break records with locations reporting over 60,000 fans per competition. Motocross, as a whole, has an extremely strong link to Generation X (people born between 1965 –1980) and Y (people born between 1980-1994). Built around the culture of action sports, music and fashion, the sport has been front-and-center in all of the cross-pollination currently taking place in the action sports world. “Motocross has suddenly become extreme. Extremely popular that is. The dirt-flinging, elbow-bashing event long has been the tattooed bad boy of motorsports. But the recent surge of three variations of the sport has taken motorcross to the masses. Arenacross, Supercoss and freestyle all have found strong fan base, especially among young fans” – USA Today, May 26, 2000. “The Supercross series can probably make a valid argument they’ve usurped NASCAR’s crown of the fastest growing sport in America.” – Matt McLaughlin, Speedfx.com Motocross, Supercross & Freestyle Motocross Defined Although Motocross, Supercross & Freestyle Motocross are centered on the same vehicle and most riders do all three; they each have different and separate identities. Motocross: Motocross is an outdoor venue that starts in May and ends in September. There are 12 rounds (24 races, 12 125cc-class races and 12 250cc-class races) that go to 9 states across the country. The series is nationally televised on ESPN2 on two separate occasions (125cc-class 1-hour broadcast and a 250cc-class 1-hour broadcast with a one-week tape delay). The American Motorcycle Association sanctions the series. Each round consists of multiple qualifying until each class is filled up with 40 riders per main event. Each main event is 30 minutes, plus two laps. The same riders that race in the Supercross venues also race in the Motocross Series and vice versa. Supercross: Supercross is an indoor venue that starts in January and ends with a season finale in May (Las Vegas). There are 16 rounds (32 races, 16 125cc-class races and 16 250cc-class races) that go to 13 states across the country. The series is nationally televised on ESPN2 (total of 12 rounds) on ABC (total of 4 rounds) on two separate occasions (125cc-class 1-hour broadcast and a 250cc-class 1-hour broadcast with a one-week tape delay). The American Motorcycle Association sanctions the series. Races are promoted and tickets are distributed through Clear Channel Entertainment (SFX). Each round consists of 2 heats with 20 riders. After the 2 heat races for each class (125cc and 250cc), riders that don’t make it into the main event go to a semi-qualifying race. There are separate semi-qualifying races for each heat and class. If riders still do not make the cut, they go to a “Last Chance Qualifier (LCQ).” Then there is a main event for each class. The 125cc class main event is 15 laps with 22 riders while the 250cc class main event is 20 laps with 20 riders. The same riders that race in the Motocross venues also race in the Supercross Series and vice versa. Freestyle Motocross: Freestyle Motocross is both an indoor and outdoor venue that starts in August and ends in November. There are 8 rounds (16 contests, Friday and Saturday events at each round) that go to 8 states across the country. The series is nationally televised on NBC and regionally on Fox Sports Net. Freestyle Motocross is also included into the Summer and Winter X-games which both are nationally televised on ESPN2. Each round consists of three rounds of a timed jumping routines made up by each rider. The International Freestyle Motocross Association sanctions the series. Races and are promoted and tickets distributed through Clear Channel Entertainment. Only a couple of riders that compete in Freestyle Motocross also compete in the Motocross and Supercross Series. They do however have some previous racing experience. The following recaps the elements of each sport: Motocross (Outdoor) Supercross (Indoor) Freestyle Motocross (In/outdoor)  12 Rounds (24 races) in 9 states  16 Rounds (32 races) in 13 states  8 rounds (16 contests)  125cc/250cc classes  125cc/250cc classes  All X-Games and a Championship  Nationally televised (ESPN2)  Nationally televised (ESPN2 & ABC) series  Summer Months  Winter/Spring Months  125cc/250cc mixed class  Nationally televised (ESPN2)  Regionally televised (Fox Sports Net)  Summer/Fall/Winter Months
    • Sponsorship/Exposure Opportunities Series Sponsorship/Exposure Opportunities: Motocross (Outdoor) Supercross (Indoor) Freestyle Motocross (In/outdoor)  Sponsor the 12 round series  Sponsor the 16 round series  Sponsor the 8 round series  TV: ESPN2  TV: ESPN2 & ABC  TV: ESPN2, NBC, & Fox Sports Net  Magazines: Racer X, Transworld  Magazines: Racer X, Transworld  Magazines: Racer X, Transworld Motocross, Dirt Rider Motocross, Dirt Rider Motocross, Dirt Rider  Newspapers: Cycle News and local  Newspapers: Cycle News and local  Newspapers: Cycle News and local newspapers across the region newspapers across the region newspapers across the region  Web Sites: EXPN.com,  Web Sites: EXPN.com,  Web Sites: EXPN.com, Motoworld.com, Cyclenews.com sfxmotorsports.com, Motoworld.com, sfxmotorsports.com, Motoworld.com,  Video Games: MX 2002 featuring Cyclenews.com Cyclenews.com Ricky Carmichael, EA Sports  Video Games: MX 2002 featuring  Video Games: MX 2002 featuring Ricky Supercross Ricky Carmichael, EA Sports Carmichael, EA Sports Supercross  Radio: Clear Channel’s Motorcycle Supercross  Radio: Clear Channel’s Motorcycle Riders Radio Network (WQTM-AM)  Radio: Clear Channel’s Motorcycle Riders Radio Network (WQTM-AM)  Movies: Steel Roots by Jeremy Riders Radio Network (WQTM-AM)  Movies: Crusty Demons of Dirt McGrath  Movies: Steel Roots by Jeremy  Apparel: T-shirts, hats, etc.  Apparel: T-shirts, hats, etc. McGrath  Apparel: T-shirts, hats, etc. Team/Rider Sponsorship/Exposure Opportunities:
    • Motocross (Outdoor) Supercross (Indoor) Freestyle Motocross (In/outdoor)  Rights: Team Logos  Rights: Team Logos  Rights: Team Logos  On-team advertising  On-team advertising  On-team advertising  Branding: Bikes, Helmet, Tour bus/rig,  Branding: Bikes, Helmet, Tour bus/rig,  Branding: Bikes, Helmet, Tour bus/rig, trailer, jumps, athlete uniforms, booths, trailer, jumps, athlete uniforms, booths, trailer, jumps, athlete uniforms, booths, ability to tie-in team to company ability to tie-in team to company ability to tie-in team to company promotions & retail appearances, promotions & retail appearances, promotions & retail appearances, autograph signings autograph signings autograph signings  Other Sponsor ID: Radio stops/Talk  Other Sponsor ID: Radio stops/Talk  Other Sponsor ID: Radio stops/Talk shows, TV, t-shirts, hats for giveaway, shows, TV, t-shirts, hats for giveaway, shows, TV, t-shirts, hats for giveaway, title mention in press releases, pr title mention in press releases, pr title mention in press releases, pr  On-site exposure: Perimeter  On-site exposure: Perimeter  On-site exposure: Perimeter advertising on all fencing and advertising on all fencing and advertising on all fencing and surrounding event area, booth area, surrounding event area, booth area, surrounding event area, booth area, ramps, tour bus, promotional ramps, tour bus, promotional ramps, tour bus, promotional giveaways, sampling opportunity giveaways, sampling opportunity giveaways, sampling opportunity  Grassroots interactive sampling  Grassroots interactive sampling  Grassroots interactive sampling  On-site demo’s  On-site demo’s  On-site demo’s  Integrated retail promotions  Integrated retail promotions  Integrated retail promotions  Athlete appearances and autograph  Athlete appearances and autograph  Athlete appearances and autograph signing opportunities at events signing opportunities at events signing opportunities at events  Authentic marketing vehicle to  Authentic marketing vehicle to  Authentic marketing vehicle to deliver core brand objectives deliver core brand objectives deliver core brand objectives  Direct brand  Direct brand  Direct brand connection/spokesperson with an connection/spokesperson with an connection/spokesperson with an industry icon industry icon industry icon  Ability to customize advertising and  Ability to customize advertising and  Ability to customize advertising and marketing campaigns to fulfill brand marketing campaigns to fulfill brand marketing campaigns to fulfill brand objectives objectives objectives  TV: ESPN2  TV: ESPN2 & ABC  TV: ESPN2, NBC & Fox Sports Net  Magazines: Racer X, Transworld  Magazines: Racer X, Transworld  Magazines: Racer X, Transworld Motocross, Dirt Rider Motocross, Dirt Rider Motocross, Dirt Rider  Newspapers: Cycle News and local  Newspapers: Cycle News and local  Newspapers: Cycle News and local newspapers across the region newspapers across the region newspapers across the region  Web Sites: EXPN.com,  Web Sites: EXPN.com,  Web Sites: EXPN.com, Motoworld.com, Motoworld.com, Cyclenews.com, Cyclenews.com, sfxmotorsports.com Motoworld.com, Cyclenews.com  Video Games: MX 2002 featuring sfxmotorsports.com  Video Games: MX 2002 featuring Ricky Ricky Carmichael, EA Sports  Video Games: MX 2002 featuring Carmichael, EA Sports Supercross Supercross Ricky Carmichael, EA Sports  Radio: Clear Channel’s Motorcycle Supercross Riders Radio Network (WQTM-AM)  Radio: Clear Channel’s Motorcycle Riders Radio Network (WQTM-AM)  Radio: Clear Channel’s Motorcycle  Movies: Crusty Demons of Dirt Riders Radio Network (WQTM-AM)  Movies: Steel Roots by Jeremy  Retail: Apparel and graphics McGrath  Movies: Steel Roots by Jeremy McGrath  Retail: Apparel and graphics  Retail: Apparel and graphics A Fit for Miller’s Portfolio? Now is the time to get in on a grass roots professional sport such as Motocross. Coors Light in the early 90’s was the sponsor of Supercross and pulled out before it started to grow. Camel cigarettes did the same. Right now in the European Motocross series, Corona sponsors a team as well as many other big corporations like Mars and their Skittles product. The sport of Motocross is getting big enough to start exploring sponsorship opportunities (like NASCAR). During the 2001 Motocross, Supercross and Freestyle Motocross seasons such advertisers as Paramount Pictures (Jurassic Park 3 and The Mummy Returns), Skittles, Target, DKNY, Chevy Trucks, Mazda, 1-800-collect, Red Bull, Hot Wheels and Sobe have had their names branded and associated with Motocross. In my opinion, the Miller brand to use with this sport should
    • be Miller High Life. There are a couple of reasons for this: (1) LDACs drink Miller High Life because it’s trendy (on the independent side not mainstream) and they watch/become a part of these sports because they’re also trendy. (2) The attendees at these events are typically blue-collar people and/or a mix of these trendy followers. People that are into this sport are beer drinkers. They serve beer at these events already, so there are pouring opportunities right at each stadium and racetracks. Conceptual Limitations The sport of Motocross has successfully sold exclusive sponsorships of its sport and sport applications (i.e. The series, Order Board, Time Board, Flash Backs, etc.) to other advertisers in the past. A few examples include the Honda Flash Back, The Chevy Trucks U.S. Motocross Championships, The EA Sports Supercross Series, etc. There are concerns that a potential beer category sponsorship could raise exclusivity issues where a non-competitor has a team or series sponsorship. Another anticipated obstacle we see facing a potential sponsorship involves the affiliated parties; the advertiser, the sanctioning body (AMA), the participating networks and the stadiums and racetracks. This aspect is the most unpredictable as varying interests have the potential to complicate and entangle a deal before finally getting off the ground. Miller currently has rights to certain stadiums due to our football partners. Our goal would be to leverage these deals and reduce sponsorship costs or additional media purchasing requirements. Whether or not the networks will respond favorably remains to be seen. Another concern is the underage composition of these sports across all mediums. As of right now, TV underage composition is not an issue, but there are young people that attend and watch these sporting events. We pulled Netex rankers on certain Motocross programming and the underage composition was okay. ESPN2 sent over underage composition related to their Motocross broadcasts. Looking at magazine composition, they are all directed towards men 18-34. Next Steps Provided there is a genuine interest in pursuing an available sponsorship package or future sponsorship deal, next steps include: 1) Resolving unanswered questions regarding package details or anticipated obstacles (e.g. exclusivity, underage composition issues) 2) Tailoring a sponsorship to meet brand needs 3) Leveraging a cost-effective sponsorship that is in-line with current and future advertising objectives.
    • Appendix Appendix includes examples of past and current team and series sponsorships. 1. 1-800-COLLECT: Features actress Alyssa Milano and Supercross star Jeremy McGrath 2. Corona Extra: Features European Motocross/Supercross star Mickael Pichon 3. Coors Light/ Camel: Features Motocross/Supercross star from the early 90’s 4. Skittles/Replay: Features European Supercross star Pit Beirer 5. 1-800-COLLECT: Features Supercross star Jeremy McGrath, notice how Mazda gets free advertising 6. “The Mummy Returns: Features Team Honda’s Sebastien Tortelli’s CR250 7. Pro-action: Features Freestyle star Trevor Vines, notice how Sobe gets free advertising 8. Castrol: Features Motocross/Supercross star Ricky Carmichael, notice how Chevy Trucks gets free advertising 9. DKNY: Features Motocross/Supercross star Steve Lamson, notice this is not an advertisement, just a picture of Steve Lamson, and DKNY gets a free position 10. Hot Wheels: Features Troy Lee Designs after-market apparel 11. Thor: Features Motocross/Supercross star Grant Langston, notice how Red Bull gets a free position 12. Jeremy McGrath Article: Features Supercross star Jeremy McGrath, notice how Mazda and 1-800- COLLECT get free advertising