Beyond the Stadium

Sports Sponsorships…Beyond the Stadium Tackling the “long tail” fan base Prepared by: Pat Coyle Executive Director of Digital Business Indianapolis Colts Contact Pat Coyle: coylep@colts.nfl.com

W = R T 2

Pilzer on Paradigms

(80:20) Paradigm$$$ Team = Stadium-centric League = Television-centric $3.75 Billion per year

What would Pareto say about… … the “ long tail ” perspective?

Web Analytics (W=RT 2 ) The universe is BIGGER than we thought, but what are we going to do about it?

Contact Pat Coyle: coylep@colts.nfl.com Colts are my favorite sports team: U.S. POP 12+ (ESPN Sports Poll) ..but do Colts make more money because they have more fans? Economics of winning

Beyond the home market 10 million Americans 12+ say Colts are favorite team. 24% from Indiana. Contact Pat Coyle: coylep@colts.nfl.com Note : 67% of Colts fans live outside Indiana

Contact Pat Coyle: coylep@colts.nfl.com

Beyond the Season Page Views Site Visits Season 65% Draft & Cheer Indianapolis Colts

Multi-screens, multi-markets @ Bengals Steelers MNF Total Page Views : 3,320,004 Visitors Percent Indy 17,616 13.9% Pitts 1,092 .9% Cincy 3,595 2.8% Chgo 7,454 12.4% Visitors Percent Indy 27,974 12.3% Pitts 2,866 1.3% Cincy 3,371 1.6% Chgo 11,742 5.2% Rating Share Indy 39.5 57% Pitts 24.2 38% Cincy 45.2 66% Chgo 11.7 22% Rating Share Indy 46.4 62% Pitts 48 63% Cincy 23 36% Chgo 15.7 24% Web TV Web TV x x x x x TV audience drives Website traffic?

Communication = killer app? Fan generated Indianapolis Colts

Other Notable Stats

50% of AVID NFL fans will never attend a game in their lives

40% of AVID NFL fans watched games on TV with laptops online (2008)

Are “displaced” fans AVID? Contact Pat Coyle: coylep@colts.nfl.com BSU Study, 2005

Stats are great, but…

How will the team make more money?

W = ( R ) T 2 Fan Base

Sponsorship ≠ advertising

Affinity

Emotions

Engagement

Avid

Eyeballs

Demographics

Interruption

Amusement

What is the PROMISE of sponsorship?

But SPONSORS HAVE PARADIGMS TOO

Team deals I’ve seen:

Pay premium for use of trademarks – and call it a “sponsorship”

Treat sponsorship like “advertising” – by slapping marks in regular ads and measuring eyeballs

Focus on local DMA – to support local budgets and local distribution

Online Sponsorship Opportunity

Fans want:

Camaraderie

Recognition

Access

Sponsors want:

Attention

Consideration

Action

WIN - WIN - WIN DIGITAL Sponsorship PROGRAMS Team wants : $$

Thinking beyond the stadium

Colts fans are a national affinity group

Digital media enable “long tail” strategy

Some teams are not equipped

Requires tests, experimentation

It keeps changing, faster…

Contact Pat Coyle: coylep@colts.nfl.com

Colts.com myColts.net myIndianaFootball.com 3 sites and we’re falling behind? Indianapolis Colts Plus WAP

Additive strategy – 4 Screens Television + computer + Jumbo Tron + hand held

Alt. Media: $160 Billion by 2012

“ Alternative” media

Sponsorship

Consumer Gen. Media

Mobile advertising

Video game ads

Online video ads

Word of Mouth

etc.

Technological advances have led to critical changes in consumer behaviors and media usage patterns, which have pushed the advertising and marketing ecosystems into a seminal period of transition. Driven by these market forces, brand marketers are seeking new strategies to connect with consumers through engaging means in captive locations, while at the same time providing proof-of-performance metrics . This confluence of trends is fueling the migration of dollars to alternative media.” (Patrick Quinn, President & CEO) Global Adv. $400+ Billion Global sponsor: $40 Billion