2010 – 11 WASHINGTON CAPITALS
CORPORATE SPONSORSHIP CATALOG
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 &
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)
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)
Fewest Losses (15)
Power Play Success (25.2%)
Longest Winning Streak (14 games)
Most Overtime Games (23)
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
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%
CAPITALS FAN DEMOGRAPHICS
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
Residence Average Age: 43.3 years Household Income
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.
Source: Scarborough Research.
Washington, D.C. 2010 Release 1
(Measuring fans who have attended a game in the past 12 months.)
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
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
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.
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
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.
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.
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.
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
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.
In-game Features Include:
Pizza Delivery (shown left)
Mites On Ice
Ice Crew Cleanups
Check of the Game
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.
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.
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.
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.
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
– 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)
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.
CAPITALS RED LINE – TV SHOW
Anticipated Segments Include:
X’s and O’s
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.
OFFICIAL TEAM WEBSITE
4,755,447 Monthly Unique Visitors
26,993,534 page views
Average time spent on site: 6.97 minutes
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)
– Dedicated Pages
– Section Sponsorship
– Inclusion on Win With the Caps page
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.
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.
ICE CHIPS E-NEWSLETTER
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
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.
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.
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.
REACHING OUR FEMALE
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
videos of Caps players, and an
outlet for women to discuss the
team and hockey.
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
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.
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.
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.