2010-11 Capitals Corporate Sponsorship Catalog


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2010-11 Capitals Corporate Sponsorship Catalog

  2. 2. Monumental Sports & Entertainment, which merged Lincoln Holdings and Washington Sports and Entertainment in June 2010, operates in the nation’s fifth-largest media market and is one of the biggest integrated sports and entertainment companies in the country. Monumental owns and operates three professional sports teams: the NHL’s Washington Capitals, NBA’s Washington Wizards, and WNBA’s Washington Mystics. Along with its sports franchises, Monumental also owns and operates Verizon Center, the local Ticketmaster franchise, Kettler Capitals Iceplex, and George Mason University’s Patriot Center. MONUMENTAL SPORTS & ENTERTAINMENT
  3. 3. BENEFITS OF A CAPITALS SPONSORSHIPSponsorship of the Washington Capitals offers many unique opportunities to gain brand awareness with a loyal and captive audience of passionate Caps hockey fans. Benefit from an association with one of the most exciting teams in sports, as we work together to develop a custom-tailored sponsorship package to meet the needs of your business through the integration of a variety of innovative marketing and advertising strategies. Why Sponsorship Works:  Associate your brand with one of the hottest teams in the NHL  Reach an affluent audience with the highest average household income of any professional sports team in the DC market  Showcase your products and services to grow your market share, increase sales, gain loyalty and build stronger customer relationships  Implements a consistent advertising campaign that covers Q1 and Q4 (Oct. – April); plus Q2 during potential playoff participation (April – June)
  4. 4. SUCCESS ON THE ICE The 2009-10 Caps set a club record with 121 points (54-15-13) on the way to the first Presidents' Trophy in franchise history and their third consecutive Southeast Division title. History In the Making: (Club Records Set in 2009-10)  Wins (54)  Points (121)  Fewest Losses (15)  Power Play Success (25.2%)  Longest Winning Streak (14 games)  Most Overtime Games (23)
  5. 5. VERIZON CENTER The Capitals play their home games at Verizon Center, the premier sports and entertainment venue in Washington, D.C.. The Verizon Center, which seats 18,277 for Capitals games has sold out 60 consecutive Capitals home games, a franchise-record.  Over 2.5 million annual visitors including local and national business leaders, Members of Congress and many other prominent individuals  Located in the heart of the Chinatown neighborhood, atop the Gallery Place-Chinatown metro stop  Home to the Caps, NBA’s Wizards, WNBA’s Mystics, the Georgetown Hoyas men’s basketball team  Hosts more than 220 events and concerts each year
  6. 6. CAPACITY CROWD EACH GAME With a sold out arena and a loyal fan base, the Capitals provide a captive and passionate audience for its in-arena messaging, reaching up to 18,277 fans at 41 regular season games, 3 preseason games, and up to 16 Stanley Cup playoff games.  The Capitals sold out all 41 home games in 2009-10  Total 2009-10 regular season attendance: 749,357  Season ticket holder base of 12,500 seats  2010-11 season-ticket holder renewal rate is 97%
  7. 7. CAPITALS FAN DEMOGRAPHICS $100,000+ $75,000+ $50,000+ $35,000+ Male: 65.1% Female: 34.9% Income (HHLD): 57.9% of Caps attendees make $100,000 or more Education: 72.9% of Caps attendees attended college Employment: 65.1% of Caps attendees are employed full-time Homeowners: 75.7% of Caps attendees are homeowners 50+ 33% 18-34 34% 35-49 33% Residence Average Age: 43.3 years Household Income DC 12.1% Virginia 48.1% Maryland 39.7% Other 7.8% Source: Scarborough Research. Washington, D.C. 2010 Release 1 Two measures of the Capitals’ fan base show who a sponsorship will reach, based on a strategic approach to reach your specific goals. Fans are defined as someone who has watched or listened to a broadcast of a game or attended a game in person, versus Attendees who are defined by those who went to a Caps game at the Verizon Center.
  8. 8. CAPITALS ATTENDEES DEMOGRAPHICS Source: Scarborough Research. Washington, D.C. 2010 Release 1 (Measuring fans who have attended a game in the past 12 months.) Male: 70.3% Female: 29.7% Income (HHLD): 74.6% of Caps attendees make $100,000 or more Education: 85.3% of Caps attendees attended college Employment: 75.4% of Caps attendees are employed full-time Homeowners: 71.8% of Caps attendees are homeowners Average Age: 39.3 years 50+ 19% 18-34 44% 35-49 37% Other 1% Residence DC 14% Virginia 53%Maryland 32% $100,000+ $75,000+ $50,000+ $35,000+ Household Income
  10. 10. PERMANENT DASHERBOARDS Dasherboards present an opportunity to put your company’s name, logo and brand right in the middle of the action on the rink-side boards.  On-camera and arena-view positions available (2 ½’ x 11’ durable static panels)  Repeated in-arena fan exposure and over two hours of television visibility during broadcasts  Secondary coverage in local and national newspapers, magazines and highlight broadcasts
  11. 11. LED ROTATIONAL DASHERBOARDS Two LED rotational dasherboards are located on the camera-side of the ice rink. Each LED provides 10 minutes (clock-time) of camera visible signage on a rotational basis.
  12. 12. IN-ICE LOGO In-ice logos are one of the most striking and visual forms of advertising in hockey. With just four premium positions, embedding your brand in the ice puts you at the center of live NHL action during face-offs, wide-angle broadcast shots and during each transition from the defensive to offensive zones. *In-Ice Logos are sold out for the 2010-11 season
  13. 13. BENCH SIGNAGE The unique location of Team Bench Signage provides frequent and isolated broadcast impressions during shots of coaches and players on the benches. Seven full-color signs measuring 32” x 36” stretch the length of the Caps or visiting team bench.
  14. 14. PENALTY BOX SIGNAGE Penalty box signage is a highly-visible location to fans watching players enter and leave the penalty boxes. Available in both the home and visiting penalty boxes, this signage receives both in-arena fan attention and broadcast coverage.
  15. 15. REACH OF ON-CAMERA SIGNAGE 2009-10 Broadcast Highlights include:  Averaged a 1.6 rating for the regular season and a 5.3 rating for the Stanley Cup playoffs on CSN  Local TV ratings on CSN increased 50% over 2008-09 and 140% from 2007-08  Average of 40,000 D.C.-area households tuned-in to CSN broadcasts of regular season Caps games  Six of the ten highest-rated Capitals games in CSN history occurred since February 2010, including the top three all-time ratings The reach of on-camera signage extends beyond the arena through local and national game broadcasts on Comcast SportsNet (CSN), NBC, and VERSUS. Secondary impressions are delivered through game highlights on local news, Web, and sports networks, providing sponsors the opportunity to connect with fans locally, nationally, and internationally.
  17. 17. HIGH-DEFINITION SCOREBOARD The centerpiece of the in-arena experience is the center-hung high-definition LED scoreboard. Four HD screens make the scoreboard visible from every seat in the arena.  Measures 14’5” high x 25’2” wide  Two LED rings on top and bottom of scoreboard are available to sponsors
  18. 18. LED FASCIA BOARDS More than 1,000 feet of linear LED boards encompass the upper bowl of the arena as well as 400 feet of LED boards surrounding the lower bowl of the arena with full-motion signage.
  19. 19. IN-GAME FEATURE In-game Features Include:  Pizza Delivery (shown left)  Burrito Toss  Power Plays  Penalty Kills  Mites On Ice  Lucky Rows  Caps Roulette  Plus/Minus Leaderboard  Period Replays  Starting Lineups  Ice Crew Cleanups  Check of the Game  Intermission Interviews  Scoring Summaries  Fan of the Game  Three Stars of the Game  Hard Hat of the Game  Move of the Game seat upgrades Utilizing the scoreboard is the main vehicle for the presentation of all in-game elements. Whether the activity is on the ice, in the seats, or on the concourse, our award-winning Game Entertainment team can create a unique experience to bring your brand to the fans during pregame, during breaks in live action, and intermissions.
  20. 20. IN-GAME FEATURE In-game features, such as the Power Play or the Plus/Minus leaders, incorporate your name into an existing in-game element, or a new element can be created that best incorporates your name, message, and logo into the gameday experience.
  21. 21. IN-GAME FEATURE: EXCLUSIVITY MOMENTSSponsorship of an in-game feature can be enhanced by “exclusivity moments” when all LED signage (including scoreboard rings and all 1400’ of available LED signage) feature the same brand. This dynamic advertising provides exclusive in-arena advertising to one brand to help create a strong and lasting impression.
  22. 22. ON-SITE CONCOURSE EXHIBIT SPACEWhile staffing branded displays on the Verizon Center concourse, capture the excitement of the game-day atmosphere to increase brand awareness, build your mailing database, distribute coupons or promotional items, and answer questions from potential customers in person.
  24. 24. All 82 Capitals regular season home and away games are broadcast on the Capitals Radio Network. The Capitals Radio Network also features high-quality pregame and postgame shows, and a one-hour Capitals magazine show on Saturdays. CAPITALS RADIO NETWORK Capitals Radio Network  Anchored by a 50,000 watt flagship station WFED 1500 AM  Broadcasts reach DC, Maryland, Virginia, and West Virginia  Heard locally on 1500 AM and 820 AM, On the web on WashingtonCaps.com  Nationally on Sirius XM satellite radio  Select game broadcasts carried on:  The Fan 106.7 FM  FOX Sports Radio 1370 AM (Baltimore) Capitals Radio Network Advertising Opportunities Available: – 30-second spots – 60-second spots – Billboards – Intermission Interviews – Sponsorship of In-game Features (Live Read) – Sponsorship of Saturday Magazine Show – Sponsorship of Pregame, Postgame, or Intermission Reports – Pregame Features: (i.e.: Keys to the Game, Starting Lineup, Around the NHL) – Postgame Features: (i.e.: Three Stars of the Game, Play of the Game, Trivia)
  25. 25. CAPITALS PRINT The Capitals offer a variety of print options to promote your brand. Options include game program ads, Team Yearbook ads, pocket schedules, game notes, Will Call envelopes, and season ticket holder coupon offers. The Capitals’ official game program, Breakaway is sold at all home games. With new editions released throughout the season, this full color, playbill sized magazine is a fan favorite, providing in-depth features, as well as statistics and gameday rosters that fans want. The 2010-11 Official Team Yearbook is a printed annually and sold at all regular season home games. Full and half-page advertisements are available in this 8 3/8” x 10 7/8” perfect-bound collectable. Panel advertising is available in Caps pocket schedules, which are distributed throughout the DC Metro area.
  26. 26. CAPITALS RED LINE – TV SHOW Anticipated Segments Include:  Cruisin’  X’s and O’s  All Access  Press Pass  Forces of Hockey Entering its third season, Capitals Red Line presented by GEICO is a fast-past television show shot entirely in HD, giving fans an inside look at their favorite team through segments, candid interviews, and exclusive content. Sponsors can name segments and receive logo inclusion in opening and closing animated bumpers for their segment, :30 TV spots during the show, and digital spots broadcast on its own channel on the Caps 365 Media Player, where fans could go to find and share their favorite segments aired on Caps Red Line.
  27. 27. OFFICIAL TEAM WEBSITE  4,755,447 Monthly Unique Visitors  26,993,534 page views Average time spent on site: 6.97 minutes  Visits: 9,506,058  Video Starts: 3,059,812 2009-10 Season in Numbers: (Oct. 1, 2009 – April 30, 2010) WashingtonCaps.com is the award-winning, official website of the Capitals. Over the past decade, the internet-savvy fanbase has utilized the site for access to the most up-to-date information on programs, contests, and team- related news content. Available Inventory Includes: – 300 x 250 Big Box Rotational Ads (ROS) – Features – Dedicated Pages – Section Sponsorship – Inclusion on Win With the Caps page
  28. 28. ADVERTISING ON CAPS365 MEDIA PLAYERWith thousands of fans visiting the Caps website daily, the Caps365 Media Players allows fans to view highlights from regular season and playoff games, as well as exclusive video of Caps events that take place off the ice.
  29. 29. 160 x 600 728 x 90 10-second Pre-Roll: Up to a ten-second video can run prior to video starts 300 x 600 ADVERTISING ON CAPS365 MEDIA PLAYERThe Caps365 Media Player provides the unique opportunity to offer “Roadblock Advertising” to a single sponsor, enabling them to dominate the media player prior to video starts.
  30. 30. ICE CHIPS E-NEWSLETTER ADVERTISING Capitals’ e-newsletter and e-mail blasts have a broad reach and are a great way to get information on your company into the inboxes of Caps fans. Ice Chips (shown left) is the official e-newsletter of the Washington Capitals, which is sent out weekly to over 35,000 opt-in subscribers. Advertising is available in each issue in 100 x 300 pixel ads that can be hyperlinked to click-through to your website for more information.
  32. 32. CORPORATE PARTNER MARKETING RIGHTSAs a corporate partner, give your marketing materials the power of Caps Hockey with marketing rights to use the official Washington Capitals primary or secondary logos and other trademarked assets to increase brand awareness.
  33. 33. TICKETS AND HOSPITALITY Be there for all of the action at the Verizon Center with season tickets or an executive suite. Season tickets provide a great entertainment vehicle for catering to key clients and employees. Get access to the Acela Club, the Club opens an hour and a half prior to each game, and requires reservations.
  34. 34. REACHING OUR FEMALE AUDIENCE Club Scarlet is the NHL’s first women’s fan club, designed to provide more information, events and networking opportunities for the team’s growing population of female fans. Club Scarlet is free to join and aims to provide members with special offers and invitations to special events, including their signature event, “Hockey N’ Heels,” which has sold out the past four years. Available Inventory Includes: – Presenting Sponsorship of Club Scarlet – Host of a special event – Advertising on ScarletCaps.com – Special e-mail offers to Club Scarlet members – Tabling at Club Scarlet special events At the heart of Club Scarlet is ScarletCaps.com, a microsite dedicated to the female fan, which includes hockey instruction, behind-the-scenes videos of Caps players, and an outlet for women to discuss the team and hockey.
  35. 35. CAPS KIDS CLUB The Caps Kids Club was established in 2007 to generate enthusiasm for the Capitals experience and the game of hockey among our fans 14 years old and younger, through unique members-only experiences and access to the players and team. Members receive a personalized membership card and membership kit, and invitations to exclusive Caps Kids Club events, including Kids Days at the Verizon Center, open skates, and autograph sessions with designated players. Available Inventory Includes: – Presenting Sponsorship of Caps Kids Club – Kids Club kits or membership cards – Tabling at Kids Club special events – Logo inclusion on Kids Club microsite
  36. 36. RED ROCKERS The Capitals’ Red Rockers are a high-energy entertainment squad that interacts with the crowd to ensure Caps fans have the ultimate game experience. From the moment doors open till the final whistle blows, the Red Rockers are committed to pumping up the crowd, picking contestants and throwing prizes to fans. With naming rights available, let the Red Rockers provide your brand with approximately nine PA mentions per game, exposure on the concourse, and appearances in the community.
  37. 37. CAPITALS CONVENTION The second annual Capitals Convention will be held Saturday, October 2, 2010 at the Washington Convention Center. The event was a success in its first year, attracting a sold-out crowd of more than 5,000 fans. The Capitals Convention is a full-day interactive and informational celebration of the Caps, featuring the entire roster of current players and a number of prominent alumni. As part of this year’s Convention festivities, the Caps will unveil their uniform for the 2011 NHL Winter Classic.
  38. 38. 2011 WINTER CLASSIC Heinz Field, Pittsburgh, PA. Host of 2011 Winter Classic The Capitals will face the Pittsburgh Penguins in the 2011 NHL Winter Classic on January 1, 2011, at Heinz Field in Pittsburgh. The two teams will face off at 1 p.m. in a game that will be nationally televised on NBC. This marks the fourth Winter Classic, an annual game that Forbes magazine called the best new sporting event of the last decade. It will mark the first time the Capitals will play an outdoor game in their history. Sponsors will be given an opportunity to purchase available tickets to the game in Pittsburgh.