phoenix roadrunners sponsorship proposal

PHOENIX ROADRUNNERS SPONSORSHIP PROPOSAL

C R E A T E D F O R : P R O C T E R A N D G A M B L E / G I L L E T T E

P R E S E N T E D B Y:M I K E C O N S I D I N E

J A R E D R E D D YG R I F F I N W E I H E

OVERVIEW• Executive Summary• About Procter and Gamble • Gillette Overview• About the Roadrunners• SWOT• Target Market of the Sponsorship• Activation Plan—360 ° Marketing Plan

• Assets• Ambush Marketing• Cost of Sponsorship

EXECUTIVE SUMMARY

• Gillette is the right choice for a sponsorship• Male-oriented brand• Innovative• Soccer players known for style • Young fan base

ABOUT PROCTER AND GAMBLE • World’s largest profitable consumer products company• Established in 1837 by William Procter and James Gamble in West

Cincinatti• GDP in market capitalization is greater than some countries’• Products in more than 180 countries • Tide, Charmin, Dawn, Iams, Crest, Gillette• Top 40 company for leaders, a Top 50 company for diversity, and a

top 50 company for female executives• Considered to be an elite company in the world• Hire less than 1% of nearly half a million applicants worldwide

GILLETTE OVERVIEWMission: “Our mission is to achieve or enhance clear leadership, worldwide, in the existing or new core consumer product categories in which we choose to compete”• Started by King Camp Gillette in 1901—

safety razor manufacturer• Headquartered in Boston• Personal care products—razors, shaving

cream, body wash, face wash, women’s products

• Bought out by P&G in 2005 for $57 billion • Since merging, focusing more on

innovation and global reach

GILLETTE GOALS AND OBJECTIVESObjectives created for the sponsorship with the Phoenix Roadrunners• Increase sales in the Phoenix area by 10%• Increase repeat customers by 15% (Brand Loyalty)• Increase market share in the Hispanic community by 7%• Increase Gillette Fusion sales by 12%

ABOUT THE PHOENIX ROADRUNNERS• Brand new expansion team for 2014 season• Upgraded facility at Reach 11 Sports

Complex•Seats 15,000; 20 suits• 40 game schedule (20 home, 20 away)• Average attendance expected—8,000;

sellout for opener• Ticket prices•$50 club level; $30 box, $20 reserved; $15 GA•Season tickets: $300,$210,$120,$60

CITY OF PHOENIX• Fifth largest Metropolitan city• City population—1,439,916• Male—50.85%; Female 49.15%• Median age—30.7• Median Household Income--$41,207• Persons of Hispanic/Latino Descent: 40.8%

• Sixth largest growing area • No MLS team, with professional

teams in NFL., NBA, MLB, WNBA, NHL, Arena Football

OBJECTIVES FOR ROADRUNNERSMain goal: create a passionate fan base that

supports the Roadrunners, game in and game out

• Target soccer fans • Strong push in season tickets and multi-game ticket

packages• Merchandise sales• Spread Roadrunner image• Involved in community

SWOT ANALYSIS

Strengths Weaknesses Gillette is reputable brand No MLS team in Phoenix Phoenix market is huge Soccer players known for their

style and keeping up their appearance

Corresponding target markets

Professional soccer market is untested in Phoenix

Non-established fan base

Opportunities Threats Build new market with new team Expand innovative efforts in a

new market Gillette to expand its efforts into

the soccer market

Possibility of franchise failure Competition for entertainment

dollar—severely competitive sporting market

TARGET MARKETMen 16-38MLS fan base largely male dominatedWant to establish lifetime customersStrong push to reach Hispanic communityPhoenix has large Hispanic populationWe realize we can’t ignore the female fan

base as wellLadies Night

TARGET MARKET

BILINGUAL ADVERTISING• Ads in both English and Spanish• Hispanics are the largest minority group in

the United States• Even more prevalent in the Southwest and

especially Phoenix• We want to make sure everyone can hear

our message

BILINGUAL ADVERTISING

ACTIVATION PLANObjectives Increase sales in the Phoenix Area by 10% Increase Repeat customers by 15% Increase market share in Hispanic communities by 7%

Increase Fusion sales by 12%Ideas, promotions are important to reach

objectives

ACTIVATION PLANTest Track sales by checking inventory at storesTrack sales in heavily Hispanic neighborhoodsSurveys at gamesImplementation, put the sponsorship in

actionMeasuring, after the season Gillette will

be able to see if they met their objectives with the aid of the sponsorship

SHIRT SPONSORSHIP

• We would like Gillette to be our shirt sponsor

• Expensive but incredible brand exposure

• New market for Gillette

OFFICIAL STATUS• Road Runners would like to grant

Gillette official status• Gillette would be “The Official Sponsor

of the Phoenix Roadrunners”• The official status will make the

partnership more well-known and bring up the awareness of the sponsorship for fans

INTELLECTUAL PROPERTY AND PASS THROUGH RIGHTS

• We grant pass through rights in regards to intellectual property

• Gillette doesn’t have their own store so pass through rights are very important

• Gillette can use Roadrunners logo• Mutually beneficial, activates the

sponsorship that much more

VALUE IN KIND AND BUSINESS TO BUSINESS

• Gillette provides personal care products for Roadrunner players in the locker rooms

• Expands product usage• Category Exclusivity• Tickets for Gillette

SIGNATURE PROPERTY• Gillette partners with Brazilian National Soccer

team• We want to play a preseason friendly against

them• Home field is big enough for international play• Unique opportunity, build excitement for season• Gillette would be the presenting sponsor of the

game• Significant reduction in cost of sponsorship

CATEGORY EXCLUSIVITYNo other personal care competitors will

be sponsors of the RoadrunnersPlayers will use Gillette productsVery valuable for GilletteNo competitionComplete control of fan exposure

EVENT MARKETINGThree games where Gillette can distribute

products Gillette logo on Bobble Heads for Bobble

Head nightHighly AdvertisedBooth at facility on each of these nightsAdvertise Gillette and its products

SIGNAGEOffer Gillette Signage in our

stadiumGood brand exposure for GilletteTwo SignsField LevelLighted Scoreboard panelField level: $10,000 per seasonLighted Scoreboard Panel:

$25,000 per season

TICKETSWe will offer Gillette tickets for every

gameThey can use them themselves or with

other clients or businessesOne luxury suite for 15 with full amenitiesWorth $8,400Five box level seatsWorth $1,050

MEDIA BY THE NUMBERS -41: 30 second pregame ads:

$1,025-82: In-game ads (2 per game):

$3,690-41: Post-game ads: $820-21: Program ads: $10,500

Total cost: $15,835

LADIES NIGHT• Can’t forget about the

females

• Venus Razor promotion

• 25% of ticket sales to Komen Foundation

KATE UPTON SHAVING BOOTH• Kate Upton at booth

• 8th home game

• Meet her and puts shaving cream on face

• Fusion ProGlide

BATTLE OF THE BEARDS• Every Game

• 5 fans chosen from crowd

• 2 minutes during halftime

• Winner receives Roadrunner merchandise

COMMUNITY OUTREACH• Extension of P&G Live, Learn, Thrive• Improves life of disadvantage children• Roadrunners will work on projects such

as building playgrounds• Classrooms selected to join team on

field• Provided by: Gillette and P&G• Positive feelings

COST OF SPONSORSHIPLogos on Uniforms $9,000,000 Official Status, Intellectual Property, and Category Exclusivity $1,200,000

Pass-through Rights $40,000

Tickets $9,450

Signage $35,000

Promotions $10,000

Event-Marketing $10,000

Media $15,835

Brazilian National Team Match ($500,000)

TOTAL COST OF SPONSORSHIP $9,820,825

Asking price: $8,500,000

Roadrunners receive $4,900,000