As one of the final courses at NYU's Sports Business Masters program, we were challenged to pitch a sponsorship opportunity to a sports property. We saw an opportunity to pair two of the most recognizable brands in the world: the University of Michigan and Kellogg's.
We proposed selling Kellogg's the naming rights to Michigan Stadium, or as it is more commonly known, the Big House. By valuing TV, digital, print rights and more, as well as developing activation concepts, we were able to come up with a compelling proposal.
Note that the presentation was for a graduate school program and is in no way officially aligned with either the University of Michigan or Kellogg's. Some formatting was compromised while uploading.
Detail study on the Indian Sports/Fitness brand value in the retail sector, especially Shoe Industry, if we consider the sports brands. In light of limited resources, I researched the HRX company, stating the importance of hitting the market at the right time by focusing on the online market. Surveyed around 40 to 50 participants and got brief information about their customers and on the report of that data collected, analysed (SWOT & PESTLE analysis was also studied) and thus recommend some changes.
a cutting tool or cutter is any tool that is used to remove material from the work piece by means of shear deformation. Cutting may be accomplished by single-point or multipoint tools. Single-point tools are used in turning, shaping, planing and similar operations, and remove material by means of one cutting edge. Milling and drilling tools are often multipoint tools. Grinding tools are also multipoint tools. Each grain of abrasive functions as a microscopic single-point cutting edge (although of high negative rake angle), and shears a tiny chip
"I don't fit into a single type": A Trait Model and Scale of Game Playing Pre...Gustavo Tondello
Player typology models classify different player motivations and behaviours. These models are necessary to design personalized games or to target specific audiences. However, many models lack validation and standard measurement instruments. Additionally, they rely on type theories, which split players into separate categories. Yet, personality research has lately favoured trait theories, which recognize that people's preferences are composed of a sum of different characteristics. Given these shortcomings of existing models, we developed a player traits model built on a detailed review and synthesis of the extant literature, which introduces five player traits: aesthetic orientation, narrative orientation, goal orientation, social orientation, and challenge orientation. Furthermore, we created and validated a 25-item measurement scale for the five player traits. This scale outputs a player profile, which describes participants' preferences for different game elements and game playing styles. Finally, we demonstrate that this is the first validated player preferences model and how it serves as an actionable tool for personalized game design.
Detail study on the Indian Sports/Fitness brand value in the retail sector, especially Shoe Industry, if we consider the sports brands. In light of limited resources, I researched the HRX company, stating the importance of hitting the market at the right time by focusing on the online market. Surveyed around 40 to 50 participants and got brief information about their customers and on the report of that data collected, analysed (SWOT & PESTLE analysis was also studied) and thus recommend some changes.
a cutting tool or cutter is any tool that is used to remove material from the work piece by means of shear deformation. Cutting may be accomplished by single-point or multipoint tools. Single-point tools are used in turning, shaping, planing and similar operations, and remove material by means of one cutting edge. Milling and drilling tools are often multipoint tools. Grinding tools are also multipoint tools. Each grain of abrasive functions as a microscopic single-point cutting edge (although of high negative rake angle), and shears a tiny chip
"I don't fit into a single type": A Trait Model and Scale of Game Playing Pre...Gustavo Tondello
Player typology models classify different player motivations and behaviours. These models are necessary to design personalized games or to target specific audiences. However, many models lack validation and standard measurement instruments. Additionally, they rely on type theories, which split players into separate categories. Yet, personality research has lately favoured trait theories, which recognize that people's preferences are composed of a sum of different characteristics. Given these shortcomings of existing models, we developed a player traits model built on a detailed review and synthesis of the extant literature, which introduces five player traits: aesthetic orientation, narrative orientation, goal orientation, social orientation, and challenge orientation. Furthermore, we created and validated a 25-item measurement scale for the five player traits. This scale outputs a player profile, which describes participants' preferences for different game elements and game playing styles. Finally, we demonstrate that this is the first validated player preferences model and how it serves as an actionable tool for personalized game design.
Conoce el curso de desarrollo de apps para iOS 9 en:
https://www.udemy.com/curso-de-desarrollo-de-apps-para-ios-9/?couponCode=SLIDE_SHARE
Let's learn how a Video Games Studio is structured, from the developers to the designers, from the artists to the marketing team. We'll also cover different roles and functions for each of the members of the studio and how work is distributed among them.
Suscríbete al canal de youtube para estar al día de nuevos contenidos:
https://www.youtube.com/channel/UCMUxXNYrVCv6-bQakhomvBg
The focus of TMG is to race competitively in the NASCAR Nationwide Series with top racing talent, also give affordable opportunities to up and coming drivers; Introduce and guide new companies into building successful marketing and activation programs through motorsports.
Conoce el curso de desarrollo de apps para iOS 9 en:
https://www.udemy.com/curso-de-desarrollo-de-apps-para-ios-9/?couponCode=SLIDE_SHARE
Let's learn how a Video Games Studio is structured, from the developers to the designers, from the artists to the marketing team. We'll also cover different roles and functions for each of the members of the studio and how work is distributed among them.
Suscríbete al canal de youtube para estar al día de nuevos contenidos:
https://www.youtube.com/channel/UCMUxXNYrVCv6-bQakhomvBg
The focus of TMG is to race competitively in the NASCAR Nationwide Series with top racing talent, also give affordable opportunities to up and coming drivers; Introduce and guide new companies into building successful marketing and activation programs through motorsports.
Contoh Proposal Sponsorship Event Konser Musikdhechaaditya
Berikut adalah contoh proposal sponsorship untuk keperluan event konser musik. Untuk event selain konser bisa dimodifikasi, secara template sama. Semoga bermanfaat.
How To Get Sponsored: Create A Sponsorship Proposal That Rockssponsormomentum
How to get sponsored: Create Sponsorship Proposals That Rock
Whether you are just starting with event sponsorship campaigns or have "been there, done that" this presentation can help you. Inside is a top secret skill to sponsorship, how to get sponsored and how to create effective sponsorship proposals.
This is THE most simple overview to sponsorship proposal creation. However, there's much more to sponsorship development than a pretty slide show(Thank you haikudeck.com). Finding sponsorship for your event is a complex process that is very fulfilling, but requires a very specific strategy each time you approach a potential supporter. You have to be sponsor centered in your approach, rather than a traditional approach to sponsorship that begins and ends with your details, needs and goals.
For more help, visit http://www.sponsormomentum.com. Follow us on Twitter at http://www.twitter.com/sponsormomentum and Facebook at http://www.facebook.com/sponsormomentum.
Football fans are incredibly passionate about their sport, and this passion holds for not only professional football, but also college and even high school football.
People throw parties every week to watch football games. They paint their faces. They spend hours outside in the sweltering heat or frigid cold tailgating before a game.
This means that the opportunity – and variety – around football promotions is immense. In fact, we’ve seen our partners drive six-figure revenue from a single pro football contest!
Our How to Drive Revenue & Advertiser Results with Football Promotions webinar took an in-depth at how local media companies of all types and sizes are finding success with football promotions - and how you can too.
To learn best practices and discover tips for planning and selling basketball promotions, as well as find inspiration in past success stories, flip through the How to Drive Revenue & Audience with Basketball Promotions webinar slide deck.
Fanvertize: The Problem with Traditional MarketingMatthew Mack
Traditional marketing is a shotgun approach. Billions of dollars are spent each year in professional sports on naming rights, jersey sponsorships, and other traditional media. The key is social. Fanvertize aims to break the mold, with a more targeted, quantifiable marketing model.
This was a factious presentation for my Springfield College Sport Marketing class in November 2008. This presentation is about a corporate partnership between the New England Patriots and the Coca Cola Corporation
This was a project my group put together for Colin Spooner at Pereira & O\'Dell. The project was to increase WPS attendance by 20% and gain brand awareness/new customers through viral marketing and social media.
Boletin de la I Copa Panamericana de Voleibol Femenino U17 Guatemala 2024Judith Chuquipul
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Fuente: norceca.net
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Indian cricketer Hardik Pandya and Serbian actress Natasha Stankovic have decided to part ways, ending a relationship that captivated fans and followers worldwide. The news of their split has been making headlines, stirring a mixture of shock, sadness, and speculation among their supporters.
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According to the report, the consumption of video content related to IPL 2024 has seen significant growth, nearly 3 times more than the previous season, reflecting an increasing interest of fans.
Understanding Golf Simulator Equipment A Beginner's Guide.pdfMy Garage Golf
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Narrated Business Proposal for the Philadelphia Eaglescamrynascott12
Slide 1:
Welcome, and thank you for joining me today. We will explore a strategic proposal to enhance parking and traffic management at Lincoln Financial Field, aiming to improve the overall fan experience and operational efficiency. This comprehensive plan addresses existing challenges and leverages innovative solutions to create a smoother and more enjoyable experience for our fans.
Slide 2:
Picture this: It’s a crisp fall afternoon, driving towards Lincoln Financial Field. The atmosphere is electric—tailgaters grilling, fans in Eagles jerseys creating a sea of green and white. The air buzzes with camaraderie and anticipation. You park, join the throng, and make your way to your seat. The stadium roars as the Eagles take the field, sending chills down your spine. Each play is a thrilling dance of strategy and skill. This is what being an Eagles fan is all about—the joy, the pride, and the shared experience.
Slide 3:
But now, the day is marred by frustration. The excitement wanes as you struggle to find a parking spot. The congestion is overwhelming, and tempers flare. The delays mean you miss the pre-game excitement, the tailgate camaraderie, and even the opening kick-off. After the game, the joy of victory or the shared solace of defeat is overshadowed by the stress of navigating out of the parking lot. The gridlock, honking horns, and endless waiting drain the energy and joy from what should have been an unforgettable experience.
Our proposal aims to eliminate these frustrations, ensuring that from arrival to departure, your experience is extraordinary. Efficient parking and smooth traffic flow are key to maintaining the high spirits and excitement that make game days special.
Slide 4:
The Philadelphia Eagles are not just a premier NFL team; they are an integral part of the community, hosting games, concerts, and various events at Lincoln Financial Field. Our state-of-the-art stadium is designed to provide a world-class experience for every attendee. Whether it's the thrill of game day, the excitement of a live concert, or the camaraderie of community events, we pride ourselves on delivering a fan-first experience and maintaining operational excellence across all our activities. Our commitment to our fans and community is unwavering, and we continuously strive to enhance every aspect of their experience, ensuring they leave with unforgettable memories.
Slide 5:
Recent trends show an increasing demand for efficient event logistics. Our customer feedback has consistently highlighted frustrations with parking and traffic. Surveys indicate that a significant number of fans are dissatisfied with the current parking situation. Comparisons with other venues like Citizens Bank Park and Wells Fargo Center reveal that we lag in terms of parking efficiency and convenience. These insights underscore the urgent need for innovation to meet and exceed fan expectations.
Slide 6:
As we delve into the intricacies of our operations, one glaring issue emer
Belgium vs Romania Injuries and Patience in Belgium’s Euro Cup Germany Squad....Eticketing.co
Belgium coach Domenico Tedesco will wait for several key players to recover from injury. Even if it means they miss the opening Euro Cup Germany stages of the European Championship in Germany this month. Veteran defender Jan Vertonghen, midfielder Youri Tielemans and defender Arthur. Theate are being given time to play in the tournament because they are considered vital to Belgium’s cause, Tedesco said on Tuesday.
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"Of course, you prefer to take players who are fully fit, but that's okay. We want to wait and be patient for some players even if they cannot play in those first matches," he told a press conference. The 37-year-old Vertonghen, Belgium’s Euro Cup 2024 most-capped international with 154 appearances, is struggling to shake off a groin injury.
"He will be there normally. This also applies to Youri Tielemans and Arthur Theate. The latter's position is very sensitive. We don't have many choices at left back. "It will only change if it turns out that they will only be available when, say, the final of the Euro 2024 Championship comes around. That's too long to wait. "However, I am confident that the injured boys are on track for the Euros.
Belgium vs Romania: Radu Dragusin Prepares for Crucial Role in Euro Cup Germany
Some of them have taken not one but two steps forward in their rehabilitation," he said. None of the injured players will feature in this week’s warm-up friendlies against Montenegro and Luxembourg. Romania centre-back Radu Dragusin found chances limited at Tottenham Hotspur in the second half of the 2023-24 season.
But is crucial to his country's cause at UEFA Euro 2024 where his aerial ability, physicality and hard graft make him a standout player. The 22-year-old moved to North London from Italian side Genoa in January but was kept on the sidelines by the form of another new arrival for the season, Mickey van de Ven, something Romania coach Edward Iordanescu admitted was a concern.
It will mean limited game-time going into the finals, but Dragusin, who cites Netherlands defender Virgil van Dijk as a role model, started every Euro Cup Germany qualifier as Romania went through the campaign unbeaten in their 10 games. He will be among their most important players in their first game in Germany against Ukraine in Munich on June 17, taking the right centre-back role in what is likely to be a back four.
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Match By Match Detailed Schedule Of The ICC Men's T20 World Cup 2024.pdfmouthhunt5
20 Teams, One Trophy: What to Expect from the ICC Men's T20 World Cup 2024
The ICC Men's T20 World Cup 2024 is set to be an exciting event, co-hosted by the West Indies and the USA from June 1 to June 29, 2024. This edition of the tournament will feature a record 20 teams divided into four groups, competing across 55 matches for the prestigious title.
2. A proposal from the University of Michigan Athletic Department to
Kellogg’s to become the
official naming rights partner of Michigan Stadium
and exclusive snack and breakfast food partner.
Provide Kellogg’s unique access to Michigan assets & fans at their primary passion point
Secure Kellogg’s as #1 in cereal/snacks
Demonstrate lift in Michigan Fans & Viewers as Kellogg’s customers
Increase brand loyalty
Kellogg’s Stadium
$6,000,000 per year for 30 years
3. Kellogg’s Company Background
» 10-16 and 35-54
» Suburban
Drive sustainable growth through the power of our
people and brands by better serving the needs of our
consumers, customers, and communities
FROM GREAT STARTS, COME GREAT
THINGS.
Commitment to sustainability and
social responsibility
Mission
Values
Target Market
» Moms & Women
» Middle-Upper Middle
Class
History Founded in 1906, Battle Creek, MI
4. Direct Competition: Market Positioning
Good Food,
Good Life
Food You Love
The Company of Champions
In a crowded marketplace,
Kellogg’s has the opportunity to
differentiate themselves from
their competition through a
unique association with
the University of Michigan.
9. Michigan Stadium
» Built in 1927 by Fielding Yost
» Eight expansions/renovations
» Largest in North America; third largest in the world
» 109,901+ capacity
» 112,252 – Average in 2012; #1 in CFB
» 115,109 – 9/7/2013 vs. Notre Dame
» Largest NCAA Collegiate Football Game Ever
» 250+ consecutive crowds of 100,000+
» Added suites, club seating, padded seatback chairs in 2010
» Big Chill, Winter Classic, Private Events
10. Why Michigan + Kellogg’s?
Michigan Based
Iconic
History
Active
Family Oriented
Tradition
11. Naming Rights Comparables
TCF Stadium
$1.4 million/year
$35 million over 25 years
Jones AT&T Stadium
$800,000/year
$20 million over 25 years
Largest capacity with deal
Average of the top 10 college naming rights deals
= $22 million over 22.7 years totaling $996,875 annually
Top 21 major league stadium deals
= $172 million over 22.8 years totaling $7.55 million annually
Top 22 major league arena deals
= $90 million over 20.5 years totaling $4.43 million annually
No food/snack stadium in college
Kabam Field
$1.2 million/year
$18 million over 15 years
Save Mart Center
$2 million/year
$40 million over 20 years
Largest deal
13. Television Ratings
» Despite a 7-5 season, Michigan is the second most-watched college
football team thus far behind Alabama for 2013
» This season, Michigan drew an average of 5,355,476 viewers and a
3.4 rating (Alabama had a 3.9 rating)
» Top teams in the Big 10:
2. Michigan (5,355,476 viewers)
6. Ohio State (4,443,167)
12. Nebraska (3,187,639)
16. Northwestern (2,684,300)
18. Wisconsin (2,619,148)
19. Penn State (2,573,806)
22. Michigan State (2,502,750)
30. Purdue (2,203,500)
33. Iowa (2,118,056)
42. Illinois (1,627,600)
45. Minnesota (1,616,524)
Source: Sports Media Watch, Nielsen, SBNation
14. Television Ratings: 2009 - Present
» Home games on national television average 3.4 over 5 years
Year Number of Games Average Rating
2009 3 3.83
2010 3 2.76
2011 5 3.35
2012 3 2.25
2013 3 4.81
Source: Nielsen
15. Broadcast Valuations
Asset Asset Metrics Impressions Estimated Value
National TV
• 8 mentions of the stadium
per game (5 seconds each)
• 3 national broadcasts
• :30 second commercial
costs $110,000
5,355,476
$146,666 (per game)
$440,000 (per season)
Local TV
• 8 mentions of the stadium
per game (5 seconds each)
• 4 regional broadcasts
• :30 second commercial
costs $35,000
1,000,000
$46,666 (per game)
$186,666 (per season)
TOTAL TV VALUATION: $626,666
Asset Description Metrics Impressions Est. Value
Radio
Four (4) broadcast
commercial spots (:30
second unit) at each
game
• Est. average radio rating is 1
(9 games/year)
• Michigan DMA: 4,525,480 HH
• $500 each spot
814,586 $9,000
TOTAL RADIO VALUATION: $9,000
17. Social Media Presence
» 27 Team Facebook Pages
» 22 Team Twitter Pages
» 18 Twitter Pages for coaches, Dave
Brandon, and misc.
» Instagram, Tumblr, Vine
» Over 2.1 Million Fans/Followers
MGoBlue.com
» 4.75+ Uniques/Year
» 424,000 Uniques in October
» ~45% Female Demographic
MGoBlue App
» Approx. 74,200 downloads
@umichfootball (and then some)
Source: ComScore, XVO.net
18. » Code printed on specially Michigan-branded boxes of
Kellogg’s products
» Once customer purchases box, they must become a
fan of Kellogg’s on Facebook to enter code
» Code is either for a coupon for $2, $5, $10, $100, or a
year’s supply of Kellogg’s products
Activation: Digital
Coupons for Clicks
» Increase Social Media
Presence and
Sales by:
» Appealing to the
money saver in
all of us
» Creating
anticipation to
see if you have
the lucky coupon
19. » Pre-Season: “Like” gated Facebook event for season tickets
» During Season: “Like” gated Facebook event for ultimate fan
experience
» Off-Season: “Like” gated Facebook event to be a Michigan
Football Player for a Day:
» Exercise with Strength and Conditioning coaches
» Meet one-on-one with Coach Hoke
» Get tips from position coaches
Activation: Digital
Like Big to
Win Big
» Increase Social Media
Presence by:
» Creating enticing
never-before-
offered
opportunities
» Appealing to
what the
Michigan Fan
wants
20. Digital Valuation
Asset Description Asset Metrics Total Value
At least 20 Twitter and 20 Facebook posts using
Kellogg’s Stadium on Football pages (1.4M total
followers/fans)
1,755,619 impressions
at $5 CPM
$8,780
At least 65 Twitter and Facebook posts using
Kellogg’s Stadium on non-Football pages (785K total
followers/fans)
831,577 impressions
at $5 CPM
$4,160
Banner Advertising
Banner Advertising on
MGoBlue.com
750,000 impressions
at $5 CPM
$3,750
On-Page Advertising
On-Page Advertising on
MGoBlue.com
600,000 impressions
at $5 CPM
$3,000
Pre-Roll
:15 Pre-Roll before
MGoBlue.com Video Content
500,000 impressions
at $10 CPM
$5,000
Sweepstakes
Execution/Prize
Fulfillment
$5,000
TOTAL DIGITAL VALUATION: $29,690
22. Valuation: Signage
Kellogg’s mounted sign
In-stadium scoreboards
Two of Kellogg’s Stadium signature features
are the two in-stadium scoreboards and the
block M, a historical landmark to fans and
alumni.
Adjacent to the highway, The Block M can be
seen by daily commuters as well as game
day fans.
23. Valuation: Signage
One of the primary points of
interest at Kellogg’s Stadium
are six, branded wrought iron
gates that fans enter each
event
Kellogg’s Stadium will have
large Kellogg’s logos painted on
the field, which will be visible to
fans in-stadium and receive
exposure to those watching on
TV.
24. Signage Valuation
Asset Description Metrics Impressions Est. Value
Kellogg’s
mounted sign
Kellogg’s logo
mounted on top of
block M, facing
outward towards
Ann Arbor
1,750,000
impressions at
$.10 each
1,750,000
• *30,000 daily drivers+
(5,000 unique drivers*
260 work days) +
(60,000 fans * 7 game
days)
$175,000
In-Stadium
scoreboards
Kellogg’s logo
painted onto both
stadium
scoreboards
990,000 impressions
at $0.50 each
19,000,000 at $.02
each
19,990,000
• Annual in-stadium
attendance + annual TV
audience
$825,000
(990,000*0.05) +
(19,000,000*
$.02)
Stadium
Gates
Six stadium gates
re-done to read
Kellogg’s Stadium
990,000 impressions
at $.10 each
990,000
• (Annual in-game
attendance)
$99,000
On-Field
Logos
Two Kellogg’s logos
painted on the 30-
yard line facing
towards the TV
camera
770,000 impressions
at $.25 each
7 minutes of game
exposure at 25%
commercial value
• 19,770,000
• Annual in-stadium
football attendance +
annual TV audience
$1,640,000
TOTAL SIGNAGE VALUATION: $2,739,000
*Source: AnnArbor.com
28. Printed Tickets Valuation
Asset Equivalent Impression Value (per person) Total Value
Regular Tickets
(106,341/game)
= 3
impressions/attendee/game
(7 games)
$0.25/ticket price per attendee $558,290
Club Seats Tickets
(3,000/game)
= 7
impressions/attendee/game
$1/ticket price per attendee $147,000
Suite Tickets
(560/game)
= 7
impressions/attendee/game
$1/ticket price per attendee $27,440
Hockey Regular Tickets
(106,341/game)
= 3
impressions/attendee/game
(2 games)
$.25/ticket price per attendee $159,511
Hockey Club Seats
(3,000/game)
= 7
impressions/attendee/game
(2 games)
$1/ticket price per attendee $42,000
Hockey Suite Tickets
(560/game)
= 7
impressions/attendee/game
(2 games)
$1/ticket price per attendee $7,840
TOTAL PRINTED TICKET VALUATION: $942,081
29. Print Valuation
Asset Description Metrics Impressions Est. Value
Print Advertising on all
parking, booklets, print
M Club logo inclusion
on all relevant
tickets/passes/cards,
etc. and first page full
color ad in Michigan
Football Media Guide
990,000 impressions
at $.10 each
990,000
• (avg. 110,000
fans/game*9)
• 7 football, 2 hockey
$99,000
(990,000*0.1)
Email Inclusion on M Insider
every month, Kellogg’s
receives banners at
top of email (intent to
promote product)
1,544,000
impressions at
$0.05 each
1,550,000
• (500,000 living
alumni, 50,000
current students,
1MM HH w/children)
$77,500
(1,550,000*0.05)
TOTAL PRINT & EMAIL VALUATION: $176,500
32. Hospitality Tickets
Asset Value (per person) Total Value
Football Regular Tickets 50 regular tickets/game (avg. $230) $80,500
Football VIP Tickets 10 VIP tickets/game (avg. $500) $35,000
Football Suite Tickets 16 suite tickets/game $85,000
Winter Classic/Big Chill
Regular Tickets
100 regular tickets/ 2 games (avg. $180) $18,000
Winter Classic/Big Chill VIP
Tickets Kellogg’s=20 VIP tickets/2 games (avg. $500) $10,000
Winter Classic/Big Chill
Suite
Kellogg’s=32 suite tickets/2 games
Included in
Football Suite
TOTAL HOSPITALITY TICKET VALUATION: $ 228,500
33. Hospitality Valuation
Asset Equivalent Impression Value
Facility Usage
• Weddings – 1 (one) *bonus $7,000
• Holiday Party – 1 (one) *bonus $9,000
• Company/Client Football Game – 1 (one) *bonus $7,000
• Univ. of Michigan Golf Course – 1 (one) *bonus $500
Exclusive Parking/Tailgate Area—Kellogg’s
Gold Lot
*bonus $50/game*20 vehicles =
$1,000/game =
$7,000/season
Former Player/Legend Usage – 1 (one)/year *bonus $2,500
TOTAL HOSPITALITY VALUE: $33,000
35. Direct Sales
Asset Estimated Sales/Year Value (Sales +
Opportunity & Site)
On-Site at Kellogg’s Stadium $2,400,000 or $268,000/game $2,600,000
Game Day
(Pre kick-off/post game)
$45,000 or $5,000/per $45,000
Union $450,000 $500,000
M-Den $25,000/5 stores $30,000
TOTAL DIRECT SALES OPPORTUNTIES: $3,175,000
37. » Expand the current Blue Bike program from 34 to 150 bikes campus
wide, brand bikes with Kellogg’s logo
» Subsidize rides during mid-term and finals week and before 10 am
» Thousands of riders over the course of the year plus 50,000 student
body exposed daily and current trendiness of bike sharing
» Value of $10 per student = $500,000 annual value
Activation: Student Body
Kellogg’s Blue
Bike Share
» Inexpensive
transportation
» Promote healthy
living
» Reinforce
campus
sustainability
38. Kellogg’s Zone
» Two annual Noon kickoffs
» Kellogg’s activation area adjacent to the Big House that will
» Provide Kellogg’s breakfast products to students
» Through contests and raffles, award the most passionate fans
with Michigan gear
» Guest appearances from former Michigan players
» 2,500 students experience area per game at $5 per impression
» 50,000 fans pass by each game at $.25 per impression
» Annual value = $50,000
Activation: Student Body
» Create a positive
association between:
» Michigan athletics
and starting your
day off right to be
at your best
» Get products into
the hands of
students at the
peak of their
passion
39. » Free breakfast products will be distributed to students in high
traffic areas of campus
» Kellogg’s branded thumb drives will be distributed outside of
the library
» Calculators and pencil distribution outside of classrooms
» Average value of $10 per student = $500,000 annual value
Activation: Student Body
Finals Week Pick
You Up
» Be the “hero” to
students by:
» Providing food to
students during
the time they
need it the most
» Reinforce idea of
using Kellogg’s
breakfast to be at
your best when
you need it the
most
40. » “Welcome Back!” Kellogg’s Kits at Ann Arbor Hotels and Airbnb
homes for alumni returning to campus
» Kellogg’s Pep Rally with banners, swag, and sampling around Diag
» Kellogg’s Michigan Moments highlights families who attended U-M
» Film with your family in a booth during the Pep Rally
» Air edited content throughout football game
» Value of $10 per hotel room alumni kit = $25,000
» Impressions through Pep Rally: 10,000 at $0.25 = $2,500
» Michigan Moment Video in Stadium: 70,000 at $.50 = $45,000
» Total Homecoming Value: $72,500 annual value
Activation: Kellogg’s Homecoming Week
Kellogg’s
Homecoming
Week
» Connect with
Alumni
» Emphasize
Family Legacy
» Support the
team off the field
41. » Highly interactive “fun zone” for parents to take their kids
» Mascots such as Tony the Tiger, Snap, Crackle, and Pop
» Educating and fun experience for everyone
» Value of $2 for engaged kids/parents; $0.25 for aware kids/parents
» 5,000 engaged kids + 5,000 parents = 10,000 impressions/game=
$140,000 annual value
» 5,000 aware kids + 5,000 parents = 10,000 impressions/game =
$17,500
Activation: Kids & Parents
Kellogg’s Kids
Club
» Connect with
kids and parents
» Make it fun
» Interactive
» Emphasize
healthy eating
habits and an
active lifestyle
42. » For fans who want to experience the benefits of choosing healthier
breakfast and snack options
» Mascots such as Dig ‘Em or Toucan Sam
» A safe area where fans can come enjoy the interactive opportunities
offered by Kellogg’s
» Value of $1 for engaged fans
» 7,500 fans/game= 7,500 impressions= $52,500 annual value
Activation: Game Day Fans
Kellogg’s Kickoff
Corner
» Create a fun and
safe place for
pre-game
activities for fans
» Make it fun and
positive
» Interactivity
43. Total Activation Valuation
Asset Value
Bike Share $500,000
Kellogg’s Zone $50,000
Finals Week $500,000
Homecoming $72,500
Kellogg’s Kids Club $157,500
Kellogg’s Kickoff Corner $52,500
TOTAL ACTIVATION VALUE: $1,332,500
45. Cause Marketing
» Kellogg’s Michigan Fund
- $1 of every ticket sold goes to feeding hungry in Detroit
» Kellogg’s Michigan Volunteer Day
» Kellogg’s Coaching Clinic for area schools
» Kellogg’s Field Day
- Way to teach inner-city youth about health and wellness through fun
activities with football team
47. Total Valuation
Asset Impressions Value (Annual)
Television 6,355,476 $626,666
Radio 814,586 $9,000
Digital 4,437,196 $29,690
Signage 42,500,000 $2,739,000
Printed Materials 3,530,000 $1,118,581
Hospitality - $261,500
Direct Sales - $3,175,000
Activation 432,500 $1,332,500
58,069,758 Value: $9,291,937
15% Premium for Intellectual Property $1,393,790
Total Value: $10,685,727
Cost: $6,000,000/year
Value:Cost 1.78:1
Editor's Notes
55 team national championships in 11 sports
303 individual national championships
No man, no coach is greater than the team.
All data from Scarborough Research 2011 – Detroit, MI
-top 15 of the wealthiest alumni bases
59,000+ students
41,000+ employees
526,000+ alumni
212,000+ alumni in Michigan
Millions of fans worldwide
Yost is legendary coach and then athletic director
Historic stadium with centuries of stories of players, coaches, families
Radio Impressions: (4,525,480*0.01*9*2)
Est Value: (2*9*500)
Season Ticket Cost – $500 + 500 = 1000
Game tickets, locker room, etc. – 130 + 300
1,189,326 Fans of Football * 1.36 = 1,617,483
181,758 Twitter Followers * .76 = 138,136
784,507 nonfootball SM * 1.06 = 831,577
Mgoblue
236,844 Average Uniques/Month
Four Months of football = 948,000 uniques during season
Estimated average radio rating is 1 (7 home games/year * 30 years=210 home games)
Impressions: 4,525,480 *0.01*7*2=633,567 impressions per season
If Big Chill and Winter Classic are added then impressions increase to 815,000 and value of radio would be $9,000
Est. Value: 2*7*500=$7,000
110,000 average fan attendance for UMich home game
If Big Chill and Winter Classic are added then impressions increase to 1 million and value of print would be $100,000
M Insider is the official newsletter of the U of Michigan Athletics Department
500,000 living UMich alumni, 44,000 current students, 29% of Michigan population is 18 years or younger, roughly 1 million HH have children living at home
Assume four (4) email blasts per year (pre-sale season tickets, beginning of season, middle of season, and end of season)
DMA = Demographic market area
M Insider Newsletter (Monthly) = 500,000 alumni and 45,000 students + subscribers
HBO Special about the game and the impact
107,000 regular tickets *0.25 *7*3 =
Estimated 50 VIP tickets/game =350 VIP tickets a season * 7 * 1 =
35 suites that aren’t Kellogg’s
35 *16 ppl in each suite =560 people/game * 7 =3,920 suite tickets annually. 3,920 * 7 = 27,440
Field/locker room access
80% cost of suite is tax deductible
Necessary to include Big Chill and Winter Classic—most sought after hockey tickets in the nation
Kellogg’s Kids Club is a new area built at the stadium which has all types of interactivity events and activation opportunities. Engagement and awareness is high.
Roughly 5,000 kids + 5,000 parents = 10,000 impressions
Estimated average radio rating is 1 (7 home games/year * 30 years=210 home games)
Impressions: 4,525,480 *0.01*7*2=633,567 impressions per season
If Big Chill and Winter Classic are added then impressions increase to 815,000 and value of radio would be $9,000
Est. Value: 2*7*500=$7,000
110,000 average fan attendance for UMich home game
If Big Chill and Winter Classic are added then impressions increase to 1 million and value of print would be $100,000
M Insider is the official newsletter of the U of Michigan Athletics Department
500,000 living UMich alumni, 44,000 current students, 29% of Michigan population is 18 years or younger, roughly 1 million HH have children living at home
Assume four (4) email blasts per year (pre-sale season tickets, beginning of season, middle of season, and end of season)
DMA = Demographic market area
Access elements, benefits, etc
Avg price per ticket of Winter Classic = $205 and will have 113,000 attendees
Avg price per ticket of Big Chill = $150 and had 109,000 attendees
Avg ticket between the 2 is $180 and attendance is 111,000 between the two
Estimate these two games will happen every 4 years so 7 times throughout the length of the contract
Math regular tix: 220,000*6*.25 = 330,000
Big part of college football, maybe not as much monetary value as tv or intellectual, but important nonetheless
Using all of these as incentive add-ons—if it is a tough sell to Kellogg’s then proposing we throw in additional bonuses with various facility usages is huge
Kellogg’s is designated their own, private Gold Lot for parking and tailgating activities
Michigan will secure one previous player/legend appearance in the Kellogg’s suite each season for one half of the football game
Kellogg’s Kids Club is a new area built at the stadium which has all types of interactivity events and activation opportunities. Engagement and awareness is high.
Roughly engaged 5,000 kids + 5,000 parents = 10,000 impressions
Roughly aware 5,000 kids + 5,000 parents = 10,000 impressions
Kellogg’s Kickoff Corner is a game day activation opportunity for fans and as well as allowing Kellogg’s to entertain their clients with various aspects of this activation
Area where Kellogg’s brand ambassadors are on site, interacting with fans with various tailgating games centered around Kellogg’s products
Roughly engaged/aware fans 7,500 = 7,500 impressions 7 times a year
Viewed as bonus impressions, not guaranteed events, or events that are not seen as marketing driven
Naming rights deal differs a little in that Kellogg’s has the opportunity to sell their products on site as opposed to a TD Bank or communications sponsor
Products in stadium: Kellogg’s choice for the most part, we’re not going to tell them what they can and can’t have
Anything from cereal, granola and nutri grain bars, fruit snacks, pop-tarts, eggos, etc
Sodexo just signed contract with Michigan to be the official catering and dining services provider for the university
Must find way around that –DON’T MENTION IT UNLESS THEY BRING IT UP
Generally a 30-50% split with concessionaire on revenue
In 7 home games Louisville sold $2,600,000 worth of concessions and an average of $375,000 per game (capacity was 42,000 in 2010)
In 7 home games for Michigan + 2 hockey games, I estimate concession sales at $8.775 million and an average of $975,000 per game (capacity at 110,000)
Kellogg’s could take an estimated 25-30% of those sales for their products totaling at $2.4 million and an average of $268,125 per game
Math = Michigan holds 2.6x the capacity as PJCS. Take 375,000/game * 9 games at Kellogg’s Stadium * 2.6 = 8,775,000 for the year. Then take that and divide by 9 to get the per game amount =975,000.
Similar to what Papa John’s gets at PJCS, they probably even get more than that because it is pizza
Student Union sales: Extremely low end estimate = sell 1 box of cereal ($4) to 50,000 students one time = $200,000 for the year. Sell 1 box of granola bars ($5) to 50,000 students = $250,000
M-Den has 5 locations in Michigan – open year round
Rough estimate of selling $5,000 worth of products in each store for the year totaling $25,000
Only have to sell (1) one Kellogg’s product to 5,000 people (could be duplicates) in one year
208 rooms at campus inn, 66 bell tower, 238 courtyard,
1,000 hotel rooms x 2.5 people per room = 2,500 impressions x $5 = 12,500
670 x 5 = 1400
Math = $2 engaged fan
0.25 for an aware fan
5,000 kids + 5,000 parents = 10,000 impressions per game * 7 games = $140,000
5,000 kids + 5,000 parents = 10,000 impressions per game * 7 games = $17,500
Big part of college football, maybe not as much monetary value as tv or intellectual, but important nonetheless
Using all of these as incentive add-ons—if it is a tough sell to Kellogg’s then proposing we throw in additional bonuses with various facility usages is huge
Kellogg’s is designated their own, private Gold Lot for parking and tailgating activities
Michigan will secure one previous player/legend appearance in the Kellogg’s suite each season for one half of the football game
Kellogg’s Kids Club is a new area built at the stadium which has all types of interactivity events and activation opportunities. Engagement and awareness is high.
Roughly engaged 5,000 kids + 5,000 parents = 10,000 impressions
Roughly aware 5,000 kids + 5,000 parents = 10,000 impressions
Kellogg’s Kickoff Corner is a game day activation opportunity for fans and as well as allowing Kellogg’s to entertain their clients with various aspects of this activation
Area where Kellogg’s brand ambassadors are on site, interacting with fans with various tailgating games centered around Kellogg’s products
Roughly engaged/aware fans 7,500 = 7,500 impressions 7 times a year
Viewed as bonus impressions, not guaranteed events, or events that are not seen as marketing driven