The 2010 LA Derby Dolls season Partnership Opportunities

1. L.A. Derby Doll 2010
Partnership Opportunities
Outline of Partner Benefits

2. Roller Derby Revolution
The L.A. Derby Dolls were formed in 2003 by two women who shared the unlikely dream of bringing banked track roller derby
back to Los Angeles. In the years since, Ninburg and Templeton have worked tirelessly to resurrect an all-but-forgotten
American sport, and re-conceptualize roller derby for a new generation of fans.
Today, Roller Derby is the fastest growing sport in the U.S. among women. In 2009, there were more than 450 leagues
nationwide, with the numbers growing daily… And none are as impactful as the L.A. DERBY DOLLS!
The L.A. Derby Dolls are one of only 4 leagues nationwide who currently skate on a banked track. Banked Track Roller Derby
creates an explosion of speed and style, with skaters propelling into one another like weapons of mass destruction.
Why Roller Derby?
450 leagues worldwide, 17,000 registered participants
Fastest growing women’s sport
Fan Loyalty
Impactful, relevant activations

3. L.A. Derby Dolls
The L.A. Derby Dolls are Los Angeles’ original, women’s banked track roller derby league. Soaring on
our 100 x 60 foot track, the Dolls are taking competitive women’s sports to thrilling new heights.
Banked track roller derby is a full-contact sport played at breathtaking speeds.
Unlike the roller derby of yesteryear, the L.A. Derby Dolls play a game that is raw and unscripted. This
is the real deal, and the spectators know it. Every game is a sellout. Our fans' enthusiasm could give
the Lakers a run for their money: When a jammer hits the back of the pack, the crowd roars. They
holler, they chant, they stomp their feet against the metal bleachers. As Los Angeles Times reporter
Scott Gold wrote after a recent derby bout, "It's so loud you can barely hear yourself drink.”
In true DIY fashion, the L.A. Derby Dolls' track was designed and built by our skaters, friends and
family. It is the fulfillment of a dream that required a considerable investment of time, money and
willpower. The finished product - constructed of wood, steel and masonite, and held together by
thousands of nuts and bolts - has become as much a part of our league as any skater.

4. L.A. Derby Dolls
Founded in 2003 by artist friends Rebecca “Demolicious” Ninburg and Wendy “Thora Zeen” Templeton, with
the vision that a banked track roller derby league by the skaters, for the skaters, would exist as an outlet for
athleticism, empowerment and community for fearless, fun-seeking women.
LADD is:
A traveling League consisting of 5 home teams and 2 All Star teams
Community and socially responsible
Building future stars
Aspirational – this is the “Big Show”
Image Drivers
Trend Leaders
Leading the sport in Commercial Media Coverage
An Event
A BRAND!

5. L.A. Derby Dolls

6. L.A. Derby Dolls

7. “The Doll Factory”
Our venue-The Doll Factory, is nestled in Historic Filipinotown, adjacent to Silver Lake, Echo Park
and Downtown Los Angeles. This one-time ice cream factory now serves as L.A. Derby Dolls HQ: a
place to practice, play and take care of business.
Features:
55,000 square foot warehouse
1700 person event capacity
VIP & General Admission Seating
Tracks - Flat and Banked
Party room – 125 person capacity
Doll Mall
Music stage
Registered Filming Location

8. “The Doll Factory”

9. 2009 Year in Review
At Home:
L.A. Derby Dolls grew from 3 to 5 home season teams
Hosted it’s second annual Jr. Derby Camp
Awards:
The Derby Dolls were honored as “Treasures of Los Angeles” by Los Angeles’ Central City Association
Community:
Joined efforts with St. Vincent Hospital to host a Women’s Health Fair
Hosted a food drive for MEND Food Bank
HRC Fundraiser and Special Guest Appearance at Annual Gala
Participated in Mayor’s Day of Service and taught Children of the Night program how to skate
Worked with the city’s Commission on the Status of Women to organize and host wellness clinic and Job Fair
Held a Skate-A-Thon to raise funds for AIDS Project Los Angeles
Played LA Fire Fighters in a charity Broomball challenge to benefit the LAFD Widows, Orphans and Disabled Firemen’s Fund
Eric Garcetti: "The Derby Dolls are revitalizing the sport of rollerderby... But the Dolls have done
more than just bring this exciting sport to HiFi -- they have become active community partners
participating in numerous community clean-ups and volunteer efforts to improve the quality of life
in the neighborhood and in Los Angeles."

10. 2009 Year in Review
Film, TV & Radio:
“Oprah” – Featured the Derby Dolls teaching 4 women to skate and play roller derby
“Whip It” – Drew Barrymore’s directorial debut written by LADD’s own Maggie Mayhem and featured 2 of our own skaters as Hurl
Scouts. The Doll Factory hosted the “Whip It” press event and skaters were hired for promotional activities surrounding the
movie in 3 cities.
NBC’s “Kath & Kim”- venue and skaters integrated into storyline
“Carson Daly”- LADD’s Iron Maiven guest appearance
KTLA’s Gayle Anderson aka Strawberry Slamcakes at The Doll Factory
“Good Morning America” ‘Roller Derby Saved My Life’
G4 – “Attack of the Show”
KROQ – Dave, Mike and Mugs take on the Derby Dolls
Fanboy Planet – Suzy Snakeyes on ‘Whip It’
Exminder.com – Varsity Brawler, Tough Cookies Bout Review
LA Weekly Feature
JACK-FM radio spots
Ellen Page: "Well, when I first came, my mind was just shattered. I couldn't believe this world with
these amazing women. At first I was just thrilled and excited with the prospect of getting to learn
how to do this. I wanted to do all the skating and I wanted to do everything I possibly could... the
L.A. Derby Dolls were so kind, because they're women with jobs and lives and they would come in
and scrimmage with me. I'd be ready to vomit but they just encouraged me to keep going at it."

11. In the Community

12. In the Press
Zoe Bell & Eve with Jr. Derby Dolls at Whip
It Press Event
Derby Dolls as Hurl Scouts promoting Whip It on the red carpet
Oprah guests learning to skate
Cast of Whip It in webcast Q & A session at conclusion of
Whip It Press Bout

13. Fan Affinity Numbers
Fans
General Sponsorship Affinity:
Would purchase sponsor product over non-sponsor 85% Demographic/Psychographic Stats
Would try new product if it sponsors this event 80% Demo:
Feel positively towards event sponsors 85% Primarily in the coveted demographic of 21-35 year olds
Opt-in for partner info 38% 50% of Derby Doll fans are ages 25-35
54% male/46% female
Key Insights: 76% have a household income of $50k and up
% of the audience that attend on a regular basis 52% 58% are repeat customers
Likelihood of attending next event 88% Predominantly based in Southern California
% of audience that attended have children 62%
% of audience that rated the event very positively 92% Psycho:
Overall average rating of event was 4.67 out of 5 Interested in hip brands that match their energy and
enthusiasm for popular culture
Social Media Reach Raised on brands
Facebook Fan page- 2933 fans Early adopters
Myspace friends- 12,134 friends Technology-savvy
Twitter-1255 followers Environmentally and socially conscious
Newsletter subscribers- 5,500 Lovers of music, culture and art
Influencers within their social circle
Armed with disposable income
El Random Hero of LA Eastside Blog: "...it all takes a life of its own.
The anticipation that looms in the air before the bout begins. The chitter-
chatter of everyone rushing in into the Doll Factory waiting for the mayhem
and chaos to being. You can feel the excitement in the air as the clock counts
down.”

14. Fans

15. Celebrity Fans & Appearances

16. Past Media Highlights
“‘It’s the best sport ever!’”– Ellen
Page on the LA Derby Dolls, to The Advocate
“Riding a national resurgence, the L.A. Derby
Dolls have been building momentum since
holding their first event in 2004.”

17. Past Media Highlights

18. 2010 Season
Home Bout Schedule Updates
Jan. 23: Sirens vs Varsity Brawlers Derby Por Vida Classes
Feb. 13: Tough Cookies vs Fight Crew
Mar. 6: LADD vs SDDD Boutcast!
Mar. 27: LA Ri-ettes vs. Team Legit
Mar. 28 Baby Doll Brawl Interleague Games
April 17: Tough Cookies vs Varsity Brawlers
More “Away Games”
May 1: LA All-Stars San Diego Derby Dolls
May 15: Swarm vs Fight Crew Battle on the Bank III
June 12: LA All-Stars Red Dirt Rebellion, Oklahoma City
June 13: Baby Doll Brawl The Big One Tournament
Aug. 28: Sirens vs Tough Cookies New tracks/leagues
Sept 11: LA All-Star
Oct. 02: Fight Crew vs Sirens Derby Doll Training Camp
Oct. 23: Swarm vs Tough Cookies
Nov. 13: Fight Crew vs Varsity Brawlers “Freshmeat” Program
Nov. 14 Baby Doll Brawl
Dec. 04: CHAMPIONSHIPS (Teams TBD) Jr. Derby Program & Summer Camp
Community Outreach
Partnerships

19. Partnership Levels and Investments
Our goal is to build creative, flexible and excitement generating
Packages and Promotions with our Partners while upholding the
standards and values of the Derby Dolls.
While each package is uniquely crafted to meet the goals and
objectives of the Partner, standard benefits would include as
follows:
Ellen Page: "Well, when I first came, my mind was just shattered. I couldn't believe this world with
these amazing women. At first I was just thrilled and excited with the prospect of getting to learn
how to do this. I wanted to do all the skating and I wanted to do everything I possibly could... the
L.A. Derby Dolls were so kind, because they're women with jobs and lives and they would come in
and scrimmage with me. I'd be ready to vomit but they just encouraged me to keep going at it."

20. Partner Benefits
Presenting Sponsor – Premiere Sponsor –
Sustaining - $25K+ Supporting -$15K+ Team - $5K+
Power Jam - $100K The Whip - $50K
On Site Branding & Promotional Opportunities
On-Site Banner(s) Signage 4 3 2 2 1
Slide Show Ad x x x x x*
Program Ad Full Page Color Full Page Color 1/2 Page B/W 1/2 Page B/W 1/4 page B/W
Bout Shout Outs x x x x x
Donate product/service to Raffle x x x x x
10 VIP Seats or 20 General
Tickets 8 VIP Seats or 16 General Admission 4 VIP Seats or 8 General Admission 4 Hospitality or 8 General Admission 2 Hospitality or 4 General Admission
Admission
Vendor Booth Premiere Location x x x x*
On-Site Sampling x x x x
Opportunity to provide inserts in event
x x x
oriented materials
In-Venue Commercial/Promo Spot x x
Naming right or presenting sponsorship
2 1
of bout (s)
Scoreboard logo x
Naming right of section or area of The
x
Doll Factory

21. Partner Benefits
Presenting Sponsor – Premiere Sponsor -
Sustaining - $25K+ Supporting -$15K+ Team - $5K+
Power Jam - $100K The Whip - $50K
Marketing, PR & Tie-Ins
Rights use of LADD logo x x x x x
Recognition in PR efforts x x x x x
Use of Private Party Room/Development
x x* x* x*
of customized hospitality events to suit
the interest of target market
Opportunity to involve sponsors
x x x x
preferred charitable organization or
cause
Season post mortem x x x x
Right of first option in additional
x x x
categories
Tickets or invitations to ancillary parties,
x x x
receptions, shows, launches, etc.
Dedicated Press Release x x
Access to Dolls/Appearances x x
Unique promotional opportunities x x
Category Exclusivity x x
Opt-in data gathering x x
Logo on Promotional Materials &
x
Advertising

22. Partner Benefits
Presenting Sponsor - Premiere Sponsor -
Sustaining - $25K+ Supporting -$15K+ Team - $5K+
Power Jam - $100K The Whip - $50K
Web, Internet & Social Networking
Logo & Link on Sponsor Page x x x x x
Tweets x x x x x
Facebook logo & mentions x x x x x
Newsletter Feature(s) 2 1 x x
Banner Ad on LADD site x x x
Boutcast Promos x x
Boutcast Sponsor x opportunity
Additional Available Event Perks
Cross promotional opportunities with
Negotiable Negotiable Negotiable Negotiable
other sponsors
Co-branded promotional products Negotiable Negotiable Negotiable Negotiable Negotiable
Parking Passes Negotiable Negotiable Negotiable
Halftime on-track audience activation Negotiable Negotiable

23. JOIN US FOR THE 2010 SEASON!!
For Sponsorship and Promotional Opportunities with
The Los Angeles Derby Dolls
Contact: Beau Brown
The Black Hill Alliance
949.283.5669
beau@theblackhill.com
www.derbydolls.com/la