1

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In this business we’ll show our true colors. We’ll spend Mondays reviewing scoring drives, Wednesdays studying our

opponents and Fridays delivering game gear.

You’ll drip with fanship. Your team loyalty will be so strong, clients will hear the marching band playing the University

fight song when you walk in their doors. Fist pumps and victory dances will be the best parts of your pitch.

This is the Learfield Sports Playbook. The following pages walk account executives through the passion, history and

hype that is selling college sports radio.

The Playbook will give you the fundamentals and confidence to execute the sale of your station’s team. As it is on

the field or court, your business relies on physical play, mental toughness and fanatical effort. Use the Playbook for

scripts, tips, concepts and research to close your clients.

You don’t know how to pitch it? Read from the script drafted for you.

You’ve never understood it? Rely on the research put in front of you.

You’re still not sure? Trust in the testimonials spoken to you.

You have questions? Call one of your team members.

Welcome to work.This is noT a desk job.

• Brittany Oligschlaeger: 573-556-1261

• Graham Zimmerman: 573-556-1273

• Jeff Tarman: 814-861-2653

• Tom Roberts: 205-348-9600

• Danielle Brower: 573-556-1234

• Tom Morris: 208-882-8382

• Alyssa Reynolds: 573-556-1192

• Kevin Wansing: 573-556-1231

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The FundamenTals: BeneFiTs & scripT.................secTion 1, page 4

The scouTing reporT: research ……………...…………secTion 2, page 7

The game plan: examples…………………...…….....………secTion 3, page 17

presser: TesTimonials………………………...……..………...secTion 4, page 35

Table ofConTenTs

4

“perhaps the single most important element in mastering the techniques and tactics of racing is experience. But

once you have the fundamentals, acquiring the experience is a matter of time.” - greg lemond

Below is a scripted conversation you may have with a potential sponsor, on the phone or in person. Use this to

describe the passionate college sports audience when addressing difficult questions.

poTenTial sponsor: college sporTs? no, i don’T Think so. We’re already adverTising WiTh The local high school and The pros. You: Few products elicit passions and commitments like collegiate sports. It’s the University where fans

graduated, socialized and developed strong allegiances. The memories associated with college sports can appeal

to any sponsor trying to sell a product.

i geT WhaT you mean, BuT i sTill don’T undersTand Why This is BeTTer Than The oTher sporTs We sponsor. You’re attaching your product to more than just athletics. You’re attaching it to an academic institution that is part

of our community. What you’re essentially doing, with commercials during a college game, is partnering with an

organization that people care about. That’s important to consumers.

WoW, i didn’T Think oF iT like ThaT. BuT sTill, radio? We all knoW younger Fans don’T lisTen To The radio.A common perception of sports radio is that it appeals only to an older demographic. Your vision of grandpa

listening to afternoon baseball games from his sofa is outdated. Sports radio programming has exploded as

consumers – young and old – seek out updates on their teams.

Section 1:FundamenTals

5

young and old? WhaT is The Typical age demographic For college sporTs? Collegiate Sports programming targets men between 25 and 54. It’s been called the “consumer demographic”

because it’s the group most likely to purchase products.

Well i Feel like The exciTemenT oF The game acTually hurTs us. The lasT Thing Fans pay aTTenTion To Would Be adverTising. am i righT?Don’t think of it as a game. Think of it as a fan’s passion, lifestyle and interest, because that’s what it is. We

call it “Lifestyle” marketing. Those passions and pursuits make a naturally persuasive environment that conveys

messages immediately and credibly.

BuT people WaTch The games on Tv. Why should i puT money inTo someThing ThaT Won’T Be paid aTTenTion To?Saturday’s are for more than just football. They’re for taking kids to get haircuts, mowing the lawn, driving to

run errands or washing the car. Radio is the only medium that can be consumed in all of those cases. Radio has

abilities or skills that other media cannot match.

aBiliTies and skills? you can’T even WaTch The game on The radio!While TV is both audio and visual, radio caters only to our ears. Fans paint a picture of the game in their heads

as it’s being played. They’re more likely to pay attention to your product when you advertise it during a radio

broadcast.

okay, BuT hoW do We knoW iF people even lisTen To This sTuFF? College sports radio attracts a tune-in audience, different from regular programming, that returns each week to

hear the games. This is important for any company wanting to reach a consistent audience each week.

6

We’re also Thinking aBouT having some ads in The local paper. ThaT also reaches a speciFic audience. If you buy TV advertising, you are reaching the broadest audience. If you send direct mail or advertise in our local

paper, you can target your message to a specific audience. Radio is the blend. You reach more people than mail,

but listeners have common interests. You’ll be using your marketing budget efficiently by reaching only potential

customers or clients.

Well you’re convincing me ThaT This Would Be a good idea, BuT i jusT don’T Think We have The BudgeT For iT.

For what you’re trying to achieve, our run-of-schedule might provide a lot of spots but spread them over too large a

time frame to actually work. Or maybe you don’t have a large enough marketing budget to invest in that amount.

In order for your radio advertising to be effective, you need to purchase a schedule that will reach a significant

portion of your audience enough times to be memorable.

There’s no better way to do that than with collegiate sports.

7

“you don’t play against opponents; you play against the game of basketball.” - Bob knight

The cold call went easier than you thought, huh? The next step is a face-to-face meeting. They’ll likely want to

see some hard numbers. Or maybe the call didn’t go well, and you’re back to the drawing board. Who should you

be targeting?

The following pages consist of research on college sports fans and potential sponsors. This section also includes

ways to incorporate the information in sales proposals.

knoW your audienceThe most important thing to do before selling a spot during the game is

to know the audience in which you’re selling. You’re not just selling the

broadcast, you’re selling your audience. If you know your audience, you

can combat almost any defense against it. Some of the most important

things to know are that your sports listeners tend to be educated, affluent,

and diverse.

Sports listeners ranked No.1 for educated listeners according to “Radio

Today,” the 2011 Edition produced by Arbitron. According to this study,

more than 97% of sports listeners have graduated high-school, and more

than 77% of adult listeners have earned a degree or attended college.

Section 2:sCouTing RepoRT

Ethnic Composition*AQH Persons

* Only in DST-Controlled Markets

EducationPersons 18+

Household IncomePersons 18+

<12thGrade

3% HighSchool

Graduate20%

Other80%

Black12%

>$75K49%

$25K-$50K20%

$50K-$75K24%

>$25K8%

CollegeGraduate

45% SomeCollege

32%

8

Profile ofspoRTs Radio lisTeneRs

Household Income Education

<$25K8%

$25K-$49,99922%

$50K-$74,99918%

>$75K52%

Less than high school5%

Some college39%

High school graduate26%

College Graduate39%

man caveWith an average age of 48, sports radio has one of the oldest

listener bases on the airwaves, and with 74% of its listeners

being male, it is the most gender-lopsided radio genre.

Source: Scarborough Research 2011

Men 18-34 17.9%

Men 18-49 44.3%

Men 21-34 16.3%

Men 21-49 42.7%

Men 21-54 51.9%

Men 25-54 49.8%

All Women 18+ 26.2%

9

Possible Sponsorship Targets – continuing education, private schools, pre-k jump start schools, computer

stores, clubs/hobby business’

Sponsors want to generate revenue off of your listeners. That’s great because sports listeners are affluent. The

Arbitron research indicates almost three quarters of sports driven listeners live in households that earn $50,000 or

more annually, and just shy of half live in households of $75,000 or more.

Possible Sponsorship Targets – realty (vacation and home), automobiles/

boats, travel agencies, jewelry, theater, home improvement

Don’t forget your listeners are diverse! Sports listenership is made up of 12%

African American and 8% Hispanic listeners according to “Radio Today.” All age

demographics are covered, and the numbers continually grow. Diversity among

the sexes is also growing. Female listeners make up an average of 16% of

sports listenership (up 2% since 2007). Listenership is also active and growing

amongst age demographics.

Possible Sponsorship Targets – Restaurants, clothing stores, hair salons,

youth groups

Through sports you’re reaching target audiences you may not have during regularly scheduled programming. It is

important not to forget that your station is targeted at a specific time, for a specific reason. This is an opportunity

for you to reach sponsors, and for sponsors to reach an audience that they may not normally reach. Therefore,

don’t be afraid to think out of the box, and only resort to the familiar.

Ethnic Composition*AQH Persons

* Only in DST-Controlled Markets

EducationPersons 18+

Household IncomePersons 18+

<12thGrade

3% HighSchool

Graduate20%

Other80%

Black12%

>$75K49%

$25K-$50K20%

$50K-$75K24%

>$25K8%

CollegeGraduate

45% SomeCollege

32%

10

sales concepT: shop during 3-day period For a chance To WinSponsor: Office equipment and supply store

Sponsor’s Objectives:

Retail promotion, Branding

Sales Concept or Strategy:

Local furniture store invited Tiger fans to shop for furniture during a pair of three-day windows. If the Tigers went

on to win the tournament, their furniture was free!

Sponsor Objectives:

• Offer marketing opportunities that target Tiger fans in a creative,

memorable way

• Focus on differences in quality, style, selection and service that

consumers will experience

• Provide store with the ability to communicate the strong furniture brand

names it carries

• Increase customer traffic to retail locations throughout city and the

surrounding communities

Media Elements:

• 20 promos per week highlighting the two 3-day promotion windows

• Daily :30 spot adjacent to the Tiger Update mornings at 7:35 A.M.

• 2 :30’s during Monday night Tiger Talk Coach’s Show

• 4 :30’s during each Tiger game broadcast

• Live remote broadcast during shopping window

• Season long logo and event recognition (banner) on station home page

11

daTa on college BaskeTBall lisTeners:• 51% of College Football Listeners also listen to College Basketball...Over 7.5 Million Fans listen to both College

Football & College Basketball

• Of those who listen to College Basketball, 31% do not listen to College Football…There’s over 3.3 Million College

Sports Fans who only listen to College Basketball!

...

Data reflects fans 18+ who have listened to a game in the past 12 months

Source: Scarborough Sports Marketing 2012 Release 1

12

• College Sport Fans are 16% more likely to be the decision maker for office equipment

A fan is an adult 18+ who has watched, attended or listened to a game in the last 12 monthsSource: Scarborough Sports Marketing Multi-Market DMA 2011 Release 2

12.5%

12.0%

11.5%

11.0%

10.5%

10.0%

9.5%

Company Decision Maker for Purchasing Of�ce Supplies/Equipment

10.7%

12.3%

National Average College Sports Fan

FUN FACT:

College Sports Attendees are 27% more likely to purchase home of�ce equipment in the

in the next 12 months

13

Walmart

The UPS Store

Target

Staples

Of�ce Max

Of�ce Depot

FedEx Of�ce

CompUSA

College Sports Fans Are More Likely to Shop for Of�ce Supplies

105100

118100

110100

106100

116100

117100

118100

109100

90 95 100

College Sports Fan National Average

105 110 115 120

A fan is an adult 18+ who has watched, attended or listened to a game in the last 12 monthsSource: Scarborough Sports Marketing Multi-Market DMA 2011 Release 2

14

sales concepT: “oFFicial TailgaTe cenTer”Sponsor(s): General Store

Sales Concept or Strategy:

Create a tailgate headquarters for Wildcat and high school football fans at local hardware/general store. The store

would have a team football tailgate aisle/section that included traditional tailgate products: grills, coolers, chairs,

etc. This aisle or section would be team branded with Wildcat or local team POP material.

To further drive traffic to the stores, customers would be able to register for a weekend “Ticket Tailgate Pack” at

their local general store. A winner would be drawn before each Wildcat or high school home game. This Tailgate

Pack would include tickets, apparel and vendor items.

Sponsor’s Objectives:

• Heighten their brand awareness

• Drive traffic to their stores

Media/Promotional/Merchandising Elements:

• 1 local billboard in each Wildcat football broadcast

• 1 local billboard in each high school football broadcast

• Official sponsor of high school football broadcast pre-game show

• 4 :30’s during each Wildcat game broadcast

• 8 :30’s during each high school game broadcast

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College football listeners are loyal convenience shoppers

• 73% more likely to buy a gas grill

• 32% more likely to buy gas at a convenience store

• 57% more likely to buy beer at a convenience store

• 50% more likely to buy a breakfast sandwich at a convenience store

• 42% more likely to buy a soft drink at a convenience store

• 39% more likely to buy brewed coffee at a convenience store

• 34% more likely to buy snack foods at a convenience store

173Purchased gas grill

Index for Home Improvement Purchases Past 12 Months – College Football Listeners

Purchased lawn/porch furniture

Purchased weed killer

Purchased top soil

Purchased gas walk-behind lawn mower

Purchased riding lawn mower

Purchased lawn fertilizer with weed control

Household bought insulation for ceiling, �oor, and/or walls

Purchased lawn seed

Purchased ceiling fan

Purchased automotive tools

Personally did 4 or more home improvement projects

139

0 20 40 60 80 100 140 180160120

141

142

143

143

145

145

147

151

160

161

Source: GfK MRI Research Database, 2010

reach home improvemenT prospecTs

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sales concepT: develop a “kid’s cluB” For your TeamSponsor(s): Local BBQ and family restaurant

Sales Concept or Strategy:

Create a program targeted to parents and children for a sponsor to align its

brand. Develop a family oriented approach and way to connect retail stores or

restaurants to the team and its fans with a Kid’s Club. Dedicate one evening a

week to discounted or free children’s meals.

Media/Promotional/Merchandising Elements:

• 4 :30’s during each Wildcat game broadcast

• 2 :30’s during each Wildcat Coach’s Show

• Weekly mentions promoting the Kid’s Club and discount dinner night

• 1 Weekly feature segment highlighting a Kid’s Club kid on-air

• Design and distribution of coupons, coloring pages and t-shirts with Kids

Club, Sponsor and Wildcat logo

• Social media and web Kid’s Club exposure to conduct enter to win for on-air feature or other prizes

• Local weekly newspaper ad promoting the Kids Club and sponsor

college sporTs Fans like To eaT ouT! Here are index numbers for College Sports Fans eating out in the past 30 days compared to the national average:

• 21% more likely to visit a seafood restaurant!

• 16% more likely to visit a pizza or Mexican restaurant!

• 17% more likely to visit an Italian restaurant!

• 48% more likely to visit a barbecue restaurant!

• 25% more likely to visit a steakhouse/upscale restaurant!

Source: Scarborough Sports Marketing, 2012

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Section 3:gameplan“Football is all about repetition. The trick for a coach is to be innovative when you ask for it.” - Bob stoops

Now it’s time to game plan. The following pages will show you how actual affiliates have packaged and sold the

broadcasts. You will also see examples of sales packages the Network provided affiliates with specific sponsors

in mind.

The sales process – calling on prospecTs• Call and ALWAYS make a firm appointment for face-to-face meeting

• Conduct a “needs analysis” with the prospect-find out what the business advertising needs are and if a

sponsorship in the game broadcasts will fill that need

• This shows you are not there just to get the sale…you have a vested interest in helping grow the business

• Explain that inventory in game broadcasts is limited, their ads will be on a very special platform not available

on any other signal in the market

• If there is a fit—book a follow-up appointment

• Present the local sponsorship proposal based on your first needs analysis meeting (# ads per game, any

ROS ads, promos, features and how package will be invoiced)

• Proposal should include—objectives of the prospect and how the sponsorship will meet those objectives,

schedules, station’s coverage map, levels of sponsorships with prices.

• Keep proposal as simple and clear as possible—remember you are that business’s connection with the

school’s Athletic Department and are there to show how you can deliver the business’s message to

hundreds of loyal fans

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• Package the entire athletic season (football, basketball, coaches’ and daily shows) including potential bowl

and NCAA tournament games.

• Use liners, promos and local billboards to further connect your client’s brand with the team

• Have a contract ready to be signed-always have a signed contract

• Fulfillment

• Set a deadline for ads to be submitted prior to first broadcast

• Follow up during the season for any new ads (seasonal)

• Follow up

• Stay in touch during the broadcast season

• Invite clients to home games

• Always drop by with posters, schedule cards, etc

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Sample Radio Affiliatesales paCkages93.9 Fm – The scoreThe exclusive voice of the Crimson Tide for the Shoals area. Named Top Ten Sports

Radio Station in the US

as a sponsor, you will receive (min);

• 4 (:30) spots during each Football game

• 2 (:30) spots during each Basketball game

• 20 promos/week mentioning you as a sponsor

• 25 (:30) or (:60) spots/month on 93.9 THE SCORE

90% sponsor renewal rate

Many advertisers choose to spend their marketing dollars exclusively with

Alabama Crimson Tide Radio Broadcasts

partnership advantages:

• Align your business with a Winning Tradition

• Drive traffic to your business

• Reach an expanded and diverse audience

• Being the only local Alabama Sports Network affiliate, we can capitalize on an untapped market including other

stations’ regular listeners.

Local RadioStation

20

Sample Radio Affiliatesales paCkagescollege sporTs on The coasT kcsT & kcFm radio/Florenceoregon duck sponsorship• $175/Month – September-March

• Seven Month Contract for Men’s Football & Basketball on KCST 106.9 FM

• Approximately 35 games; Includes Pac 10 Tournament games***

• Minimum 3 spots per football game/ 2 spots per basketball game

• Sponsor recognition in weekly promotional spots

• Sponsor recognition print advertising

• Sponsor recognition in open/close of each game

• Limited game ticket opportunities

oregon sTaTe Beaver sponsorship

• $175/Month – September-March

• Seven Month Contract for Men’s Football & Basketball on KCFM 104.1 FM,

1250 am & 103.1 Fm

• Approximately 35 games; Includes Pac 10 Tournament games***

• Minimum 3 spots per football game/ 2 spots per basketball game

• Sponsor recognition in weekly promotional spots

• Sponsor recognition print advertising

• Sponsor recognition in open/close of each game

• Limited game ticket opportunities

*** Bowl Games and/or NCAA Tournament games sold separately

Local RadioStation

21

Sample Radio Affiliatesales paCkageskihk haWk counTry 106.9 Fm• September 2012-February 2013

• Get great name recognition and coverage during the IOWA HAWKEYE football and basketball season

• 5 (:30 second) Commercials during each HAWKEYE game

• 1 (:30 second) Commercials during each HAWK TALK COACHES SHOW that airs on Wednesday evenings at 7pm

hawkeye partnership cost is only $150.00 per month for 6 months

PLUS, as your bonus, your spots will also be played at any football bowl game or basketball post season tournament

games at no additional charge.

Local RadioStation

22

Sample Radio Affiliatesales paCkages1410 kQv neWsradio – home oF The niTTany lions

september 2012 – january 2013 – nittany lion Football games

• September 1 - November 24, 2012 (12 weeks/two per game= 24)

• Each Saturday hear play-by-play of all the action from Happy Valley

• Opening Billboards, Commercial in play-by-play, Promotional Mentions include

nittany lion update: inside penn state athletics

• August 27 – November 23, 2012 (13 weeks/one per week)

• Monday through Friday at 12:44 PM, tune to 1410 KQV for The Nittany Lion Update

• This three minute report features interviews with PSU Coaches, players and experts.

Opening Billboards, Commercial Adjacencies, Promotional Mentions included

nittany lion hotline: The coach’s show • August 30 – November 22, 2012 (13 weeks/one per week)

• Every Thursday Evening at 8:00PM the Nittany Lion Hotline heats up with the PSU

Coach’s Show

• This one hour show allows fans to ask the tough questions directly to PSU Coaches

• Opening Billboards, Commercial Adjacencies, Promotional Mentions included

Local RadioStation

23

Sample Radio Affiliatesales paCkages1410 kQv neWsradio – home oF The niTTany lions

1410 kQv sports reports

• 65 commercial sponsorships (6AM-7PM, Monday-Friday)

• 410 KQV Newsradio brings you Sports News each hour at :15 &

:45 from 6:00AM- 7:00PM, Monday-Friday.

• Opening Billboards & Commercial Adjacencies included

1410 kQv Football play-by-play

• 66 in-game commercials (NFL Regular Season & NCAA Season

and Post-Season Play)

as a sponsor of nittany lion Football on 1410 kQv you receive:

Total Number of Commercials: 181 / Total Investment: $4,525

($755/month)

as a Thank you please accept 2 tickets to a steelers game

(based on availability}

24

Successful Sales ConceptsFRom The neTwoRkWrhi lisTeners guide

Our longtime Clemson affiliate WRHI-AM/FM in Rock Hill, SC,

designs and produces an annual guide to the high school and

collegiate football seasons. The guide consists of the schedules

and radio stations for each local high school, Clemson and

South Carolina as well as information about the play by plays,

ACC and SEC Conferences. Pairing this with inventory as well

as selling it separately, WRHI-AM/FM will annually see a 5 to 1

return on the investment (design, production, distribution).

25

Successful Sales ConceptsFRom The neTwoRkWisconsin and Famous dave’s BBQclient Wants:

Badger Sports Properties worked with the Wisconsin Athletic Department to build a deeper relationship with Famous

Dave’s BBQ. Famous Dave’s BBQ wanted to see direct involvement with the students and fans of the Badgers.

What they did:

Famous Dave’s became the team meal after each home game during the football season, and eventually also became

a partner during summer camps on campus.

use this:

Partner with a local restaurant and make it the official home after the games!

This is great to use if you run collegiate, pro, and high school games.

Convince this restaurant to advertise specials, or offer discounts. Give

incentives to join the crowd in your team gear. Options are limitless.

Benefits:

Creates brand awareness, and guarantees direct sales and return on

investments (ROI). Also aids in relationship building.

26

Tulsa home TeamWhat they did:

Golden Hurricane Sports Properties created a package targeted

at local businesses in the Home Services category in order to

reach the Tulsa University fan base. Radio spots in football,

basketball and coaches shows ensured sponsor’s

messages were heard during the season, while a

prominent “Home Team” button on TulsaHurricane.

com linked to tips and other information from the

sponsors gave year-round exposure.

use this:

Find a lumber yard, landscaper, handyman,

painter, plumber, etc, and partner up to be the

local home repair team. Cross market them on

your website for an extra bonus.

Benefits:

This allows sponsors to cross market with

fellow category non-competitors, which can in turn build

individual client lists. This also allows individual contractors

that may not be budgeted for large spots on their own to split

the cost with trusted vendors.

27

Bedlam Blood BaTTleclient Wants:

There are not many opportunities to raise awareness

and save lives at the same time. However, the

Bedlam Blood Drive did just that. Sooner Sports

Properties and Cowboy Sports Properties teamed

up with the Oklahoma Blood Institute to encourage

friendly competition between students at both

universities during the annual Bedlam football game

between the Sooners and the Cowboys. Oklahoma

Blood Institute served as the associate Bedlam sponsor in its first foray into collegiate sports marketing.

What they did:

The students were given one week, prior to the annual football game, to donate blood. The total amount of

students who participated were totaled at the end of the week, and the winning university received a trophy and

bragging rights for the remainder of the year. At the end of last year’s competition, nearly 2,000 students had given

blood which saved up to 5,787 lives. This event proved to be a huge success, as consumer engagement increased

tremendously for the Oklahoma Blood Institute as well as both universities.

use this:

If you sponsor and broadcast multiple levels of sports and/or high schools this can be used across all broadcasts.

It’s an easy sell if you package all sports together.

Benefits:

This gives the sponsor an opportunity to see an instant ROI, and helps the community at the same time.

28

Tar heel chicken Tender Tuesdayclient Wants:

Hardee’s wanted to reach UNC fans while having a greater impact with social media.

What they did:

Tar Heel Sports Properties created a unique social media promotion on Facebook with Hardee’s. When the Tar

Heels Football Team wins on Saturday, the fans win on Tuesday. They’ll receive a 3-piece Chicken Tender Combo

Meal for $3.99 on Tuesdays following a Tar Heel Football victory.

use this:

Partner with a local restaurant and advertise a special deal. For example with basketball, if the team scores 79

points or more, the next day at the restaurant they get 79 cent hamburgers or soft drinks. Upsell beyond radio

spots by offering to also have adds on your social media site.

Benefits:

Your client receives income and an easy ROI.

Your client is also given the opportunity to

upsell to customers that may not normally be in

their store. It also creates brand awareness and

customer loyalty.

29

Samplesales sheeTsk96 Fm

grizzly Football

• 2011 Big Sky Champions

• FCS NATIONAL CHAMPS IN 1995 & 2001

• 17 Big Sky Conference Championships

• Won or shared 12 of the last 13 Big Sky Conference titles

• 26 Winning Seasons in a Row

Be a sponsor… geT connecTed WiTh The griZ Fans in The 2012-2013 season

as a montana grizzly sponsor you will receive:

• Billboards in the opening and closing of the games

• Six (6) :30 second commercials per football game

• Plus 1 commercial in Weekly Coaches Shows

• Season investment of $2,520 ($360 per month) September – March

• Season investment required from time of contract signing, season does not include extended season games

(sold separately)

Ask your radio station representative for details

30

Samplesales sheeTsTexas a&m miliTary

31

Samplesales sheeTsgolden gopher passion & exciTemenT

highlights of minnesota athletics 2008-2009 season

• 6 Big Ten/WCHA regular season titles (27 in past six years)

• NCAA tournament appearance for men’s hockey

• Insight Bowl appearance for football

• Won our 8th national title in last 7 years

• 7 top 10 national finishes

gopher radio listeners profile

Golden Gopher fans are well educated, high-income professionals. The

following statistics are based on radio listeners for each sport:

• Football

• 32% earned college degree or higher

• 41% have $75,000+ HH incomes

• 58% are 25-54

• Men’s Basketball

• 39% earned college degree or higher

• 45% have $75,000+ HH incomes

• 57% are 25-54

8:57

Persons 12 - 64

9:15

Sports Fans

9:45

Avid Sports Fans

HOURS SPENT ON ALL MEDIA

Source: Sports Business Resource Guide & Fact Book 2008

HOURS SPENT ON RADIO Avg. # of hours listening to sports radio per week

DEMOGRAPHIC HOURS

12 – 24 4:45

18 – 34 7:00

25 – 54 7:15

35 – 64 7:15

32

Samplesales sheeTsyour radio home For The cyclones & panThers

iowa state Football

• 2011 Pinstripe Bowl Appearance

• Defeated #2 Ranked Oklahoma State Cowboys

• First time ever win against an opponent in the top 6 (AP Poll)

iowa state men’s Basketball

• 2012 NCAA National Tournament Appearance

• Finished 3rd in Big XII

• Royce White Freshman Forward 1st Team All Big XII

uni Football

• Missouri Valley Champions 2001, 2003, 2005, 2007, 2008, 2010, & 2011

• 33 Total Conference Championships

• 2005 National Champion Participant

uni men’s Basketball

• 5 NCAA National Tournament Appearances since 2004

• 2010 Sweet 16 Appearance with win over #1 seed Kansas

• Conference Tournament Champs in 2004, 2006, & 2010

33

Samplesales sheeTsisu alumni By The numBers

county # of alumni

Winneshiek 387

Allamakee 223

Clayton 287

Fayette 308

Chickasaw 223

Howard 157

Source: Iowa State University Alumni Association, 2011

More than 88,500 ISU alumni live in 99 counties

34

Samplesales sheeTsBe a sponsorGet connected with Panther & Cyclone Fans in the 2012-2013 Season

as a sponsor you will receive:

• Billboards in the opening and closing of the games

• Six (6) :30 second commercials per football game

• Two (2) :30 second commercials per men’s basketball game

• Plus 1 commercial in Weekly Coaches Shows

• Plus 1 :30 spot to air daily on K-FOX Season investment September – March

• Season investment required from time of contract signing, season includes play-off games (at post season rate)

Ask your radio station representative for details

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Section 4:pResseROne of our goals is to continually expand and update this book, just like a team’s playbook may

change each season. Below are testimonials from affiliates and colleagues who understand and have

found success with college sports.

Feel free to share your stories with us. You might read about a certain idea and want to find out

more. Let us know, and we’ll connect you.

After all, although we comprise of over 50 college sports networks, we are still one team.

long ago we learned that sports is an emotional sale. so we seek out alumni in the area who are

involved in deciding a potential sponsorship opportunity. This is not always easy…one of our part-

time announcers is involved in local alumni activities and that helps.

-- Judith Ross, General Sales Manager, KQV AM Pittsburgh, PA

it’s about college loyalty. some people root for the cyclones and others the hawks. But, our sponsors

know this and target listeners, fans and alums of both teams.

-- Craig Aukes, General Manager, KIHK FM and KSOU AM/FM, Sioux Center, IA

it’s appointment listening. advertisers are reaching people that otherwise wouldn’t hear their

messages. sports listeners seek out the signal and tune in for four hours every saturday.

-- Tom Morris, the voice of the Idaho Vandals

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We always sell football and basketball together (no exceptions) because in our area football is a much stronger

program. our package is structured as a pro-rated flat monthly fee. When you add the number of basketball games

to football it helps bring down the spot rate and increases the number of overall games aired on the station which

in turn increases the amount of “promotional” value (weekly promotional mentions, open & close recognition each

game). We also purchase a print ad in the local paper with emphasis on our sponsors for each season (twice a year).

-- Jon Thompson, General Manager, Owner of KCST & KFCM Radio, Florence, OR

Jared Weston, an Account Executive at Cowboy Sports Network describes college sports listening audiences:

“it’s explaining the passion and loyalty that our brand can bring to their business and illustrating the wide

audience/consumer base we are able to provide through our partnership opportunities.”

“We sold almost all of the inventory to the san angelo a&m club. With our help, they in turn sold it to members. This

is a great fundraiser for the club. The members who bought get the benefit of the advertising and help the club as well.

everybody wins.”

-- Dewey Weaver, General Manager Townsquare Media, San Angelo, TX

“Be sincere, curious and an individual of your word with every person you come in contact with and truly care about

the well-being of the company as a whole. Build partnerships that work and make your contact look good along

with the company. if you care enough to want the partnership to work as if it were your own company you will do ok.

Finally, be passionate and believe in your product. clients can sense ones belief in a product and that naturally

spills over to the customer.”

-- Matt Bauschek Associate General Manager, IU Sports Properties