The document proposes establishing an NFL expansion franchise called the Toronto Wolves that would play home games at the Rogers Centre in Toronto. It outlines reasons for choosing Toronto as the location, including its large population and proximity to the US. The marketing plan details strategies for branding, ticket sales, sponsorships, and promoting the new team.

1. International Marketing Plan
By Chris Ostrow

2.  Since October of 2006 Commissioner Roger
Goodell has made it clear that he would like to
expand the NFL into international soil.
 For the past three seasons the NFL has set
venues in cities such as Mexico City, London,
Beijing, and Toronto.
 In 1997 The NFL developed NFLCanada.com to
spread the growth of the sport.

3.  The NFL is the perfect sport for international
expansion because teams only play against
each other once a week so traveling would
not be an issue.
 Toronto, Canada would be an ideal location
for an NFL franchise because it’s proximity to
the United States and a common language
shared.

4.  According to CFL.com the CFL has been in
existence since 1909 so the rules of the game
is not difficult for Toronto fans to understand.
 The NFL also has experience playing games
in Canada. It is obvious that they see
potential in the market, as the Buffalo Bills
have signed up and agreed to play 8 regular
season games over the next five seasons in
Toronto.

5.  According to Toronto.ca Toronto boasts the fifth
largest population of any city in North America.
 Toronto also has four major highways, multi-
modal railway facilities, subways, trains, and a
strong economic system
 Toronto’s public transit system is the second
largest in North America.
 Toronto also has a great sports history with the
Maple Leafs, Raptors, Toronto FC, and The
Argonauts.

6.  According to FDR.net politically Canada and the United
States share the friendliest relations of two bordering
countries in the world.
 We share many things in common including similarities in
economics, legal system, politics, military, and academics.
 We have many peace treaties together and are huge
trading partners.
 Placing an NFL franchise would be something that can
only bring the two countries closer. With all of our history
together working as neighbors the transition should be a
smooth one.

7.  Upon my research we decided it was feasible to set up an
expansion team in Toronto.
 In order to get to the root of our fans we had a poll set up
on our website where they can vote for the Toronto
expansion team name. Fan interaction is very important
to us because we want the city of Toronto to really feel like
this team represents them in every aspect possible.
 The Yeti’s, The Wolves, The Blizzard, The Huskies and the
Iceman were the fans options.

8.  The Wolves won the survey which ran from
November 15th, 2009 to December 1st 2009.
The Huskie’s came in a close second in the
poll.
 We decided the name the Wolves fit our
marketing strategy and was the perfect fit for
our franchise name. To view the results for
yourself you can visit the link at
http://www.surveymonkey.com/s/V5YHPPQ.

9.  Several Focus groups tested the best colors
for the team and we came to the conclusion
our team colors would be: Ice Blue, White,
Red
and Grey

10.  We believe the best location for our
expansion franchise to play its home games
would be the Rogers Centre.
 The capacity of the venue is 54,000 seats with
option to add more seats if needed

12.  It has a Retractable roof can close within twenty
minutes.
 Downtown location offers fans and out of town
visitors easy access to the Stadium
 The Rogers Centre is the most equipped stadium
for people with disabilities in all of Canada,
Including entrances and washrooms that meet
the needs of disabled people.
 A Hotel on location to plan a vacation.
 Fine Dining

13.  Luxury Suites- 400
 Wolf Pack Section- 185
 Lower Mezzanine- 155
 Upper Deck- 80
 For VIP Section please call-416-341-1440
 For Group Sales please call-416-341-1445

14.  Exclusive Dining Options:
Sightlines Restaurant
Sightlines Restaurant, an exclusive open-air restaurant, offers premium seating
with striking views of the field right from your table. Sightlines Restaurant is
open on event days for pre-event and event dining and is available on non-
event days for private catered functions
 HSBC Club VIP
A members-only seating area, restaurant and bar in use during the Blue Jays
and Wolves games. Individuals with in the Action Season Tickets, Luxury
Suite Partnership Packages (5 games or more) as well as HSBC Club VIP
Season Tickets are eligible to use the many amenities.
 Hard Rock Cafe is an independently operated restaurant overlooking right
field. Reservations must be made in advance. Guests enter via a separate
entrance between the Hotel and Gate 3.

15. Roundhouse Carvery and Bar Quaker Steak & Lube Hogtown Grill
Pizza Pizza Queen Street Favourite Concessions Stands that open
2 hours before kickoff!

16.  Sponsorship Inquiry Form
 First Name____________________
 Last Name____________________
 Company Name___________________
 Address Contact___________________
 Province/State_____________________
 Country__________________________
 Email Address______________________
 Phone Number______________________
 Comments_________________________
 _________________________________

17.  250,000k Ribbon Around Stadium
 Quarter Ribbon Board Sponsorship: this will include presence on Ribbon Board,
Main Videoboard and Profence for each quarter at every home regular season
game.
 Ribbon Board consists of two sections which extend 435 feet on each side of the
Main Videoboard and runs along the 300 level at Rogers Centre giving you ample
space to feature your creative During play.
 Property includes (logo) presence on Main Videoboard for the end of the quarter.
 Gain camera visible exposure with logo placement on each of the two ProFence
signage boards
 Exposure for each quarter lasts approximately (15) minutes

18.  500,000 Scoreboard
 One of the largest videoboards in North America
- 33' high x 110' wide
 Bring your brand to life through the development of a customized Break
Promotion. Utilize all elements of the advanced Rogers Centre Videoboard
system, including:
 Main Videoboard
 ProFence
 Ribbon Board

19.  95,000 K Concourse
 Concourse Backlights
 Located throughout Rogers Centre near high
traffic areas such as ramps, concession stands
& concourse walls
 Each position is 4' high x 8' wide
 Year-round exposure to all events
 Ring of Excellence
This front lit banner ring, spanning from left-field foul pole to right-field
foul pole on the 100 Level concourse, allows for a subtle yet effective
integration into the guest experience.

20.  Electronic Media
High-definition plasma televisions positioned
in high traffic areas at Rogers Centre
including: above concession stands,
concourse pillars and washrooms. With 70
screens in total, Rogers Centre Electronic
Media will offer your company a thirty second
spot per rotation utilizing 2/3 of the screen.

21.  Advertising will take place for our team throughout the city of
Toronto on subways, trains, buses, and a viral campaign on
buildings.
 We will also advertise on the internet with new forms of social
content such as YouTube, Facebook, Myspace and Twitter.
 Other forms of advertising we plan on implementing with our keys
sponsors of the NFL such as Coors, Miller Distributing , Subway
Restaurants, Quiznos, Pepsi , Doritos, Sierra Mist, and Go-
daddy.com.(NFL.com,2009)
 We also plan on capitalizing on the key sponsors of NFL Canada
Labatt, Reebok Canada, FedEx Canada and Hostess Frito Lay.
(NFLCanada.com,2009)

22.  We plan on targeting our demographic on the
radio through stations such as 93.5 fm who
plays urban music, 97.3 fm which plays rock
music, and the FAN 590 am which is a sports
network that that will promote our team.
 Magazines with key target markets should be
used also such as Muscle and
Fitness, ESPN, Sports Illustrated, and Maxim.

23.  Roger Godell giving away 100 tickets in front
of the Rogers Centre to the first 100 fans that
respond to the Wolves on Twitter’s message.
 Five NFL players could be traveling to work or
school with you. We will have five players
from the expansion draft roster giving out
flyers raising awareness on trains and subway
stations around the Toronto area.

24.  NFL Kids Play 60
 Kick Your Way to 250,000 presented by Home
Depot
 Hurricane Katrina Relief Fund
 Pepsi Fan Of The Year
 Take A Wolf To School Day
 High School Coach of the year

25. Wolves Opponent Location Channel Time Date
Buffalo Bills Rogers Centre NBC 8:15 Sunday Sept 12,2010
Carolina Panthers Bank of America Stadium FOX 4:05 Sunday Sept 19,2010
New York Jets Rogers Centre CBS 1:00 Sunday Sept 26, 2010
Atlanta Falcons Georgia Dome FOX 1:00 Sunday Oct, 3, 2010
New England Pats Gillette Stadium CBS 1:00 Sunday Oct 10, 2010
Tennessee Titans Rogers Centre CBS 1:00 Sunday Oct 17, 2010
New Orleans Saints Rogers Centre ESPN 8:30 Monday Oct 25, 2010
Miami Dolphins Land Shark Stadium CBS 1:00 Sunday Oct 31, 2010
Jacksonville Jaguars Jacksonville Municpal Stadium CBS 4:00 Sunday Nov 7, 2010
BYE OFF OFF OFF OFF
Buffalo Bills Ralph Wilson Stadium CBS 1:00 Sunday Nov 21, 2010
Miami Dolphins Rogers Centre CBS 1:00 Sunday Nov 28, 2010
Tampa Bay Bucs Rogers Centre FOX 1:00 Sunday Dec 5th, 2010
Houston Texans Rogers Centre NFL Network 8:00 Thursday Dec 9th, 2010
San Diego Chargers Qualcomm Stadium CBS 4:30 Sunday Dec 19th, 2010
San Fransico 49ers Rogers Centre FOX 1:00 Sunday Dec 26th, 2010
New York Jets Giants Stadium CBS 4:00 Sunday Jan 2nd, 2011
Every Wolves Game Will Be Broadcasted On 590 AM

26.  Strengths- The NFL is committed to expanding
overseas. The NFL is the most stable economically
out of all the professional sports. Canada is the only
country to have a professional football league in
place so familiarity with the sport will not be an
issue. The Rogers Centre is located down town
giving fans in and out of town easy access to our
stadium. Out of town fans can have the ability to
stay in the hotel that is located in our stadium.

27.  Opportunities- Canadian sponsors and
television revenue will be a great addition to
the NFL. The NFL while soaring in popularity
can seize the opportunity to create new fans in
an untapped market. The Toronto Wolves will
be the first international team to play in the
NFL. We are committed to setting the stage as
a leader in the industry. We plan on attracting
top talent, coaches, and provide the fan base
with a commitment to winning a Super Bowl.

28.  Weaknesses- The Rogers Centre capacity of
54,000 would be the second smallest stadium in
the NFL only to the Chicago Bears Soldier Field
which holds 52,000. Hockey is king in Canada.

29.  Threats- Movies, Theater, The Blue Jays, The
Toronto FC Soccer, CFL, Raptors, and the
Maple Leafs all are considered threats because
they already have established a loyal fan base
in Toronto. Boxing, UFC, and any form of
minor league sport may also be a threat to our
product.