1. How We Can Help To Further
Build The Ford Brand
Prepared by The Houston Astros
Presented on May 19, 2017
2. Who Are We?
Established in 1962, We have brought excitement and energy to the city of
Houston for over 50 years!
With over 2 million people living in the city of Houston, we provide a strong
reach for all segments of the population
Some of the greatest players in MLB history have graced the Astros uniform,
including Nolan Ryan, Craig Biggio, Jeff Bagwell, Billy Wagner, and many
others
We call the beautiful and state of the art Minute Maid Park Home
Home to some of the most exciting young talent in the game today
3. What Can We Do For You?
Exposure- The Astros have seen a 49% increase in their TV ratings in 2016,
compared to midseason 2015. Due to a new TV deal and the young talent,
it can be expected that this number will continue to rise
Reach your target market – The Ford F150 is among the top five most
popular vehicles in Texas and Houston in particular. The Astros offer Ford
the opportunity to reach thousands of consumers within their target
market
Protect/Maintain your brand- Being a market leader doesn’t mean you can
rest on your laurels. Keeping the Ford brand on the forefront of the target
consumer’s mind protects the brand market share and convinces
customers to stick with Ford for their next car purchase
4. What Can We Do For You?
Reach a younger market – The Astros offer a family event that is enjoyed
by those of all ages. Ford has the opportunity to reach the 18-29 age
demographic and to impact their vehicle purchasing decisions for years to
come
Reach new potential customers
Integrated marketing opportunities – The opportunity to spread a
consistent message across multiple platforms by combining television,
radio, public relations, social media, digital marketing, and promotions
Customize the message- Whether it is a new product to promote or a
new message, a sponsorship with the Houston Astros allows you to
change the signage and change the message being presented
across our multiple platforms
5. What Can We Do For You?
The consumer’s consideration set
We can help you to spread your message
of innovation, sustainability, and quality.
These positive messages increase the
likelihood of entering a consumer’s
consideration set, which is the set of
brands that a consumer actively
considers during a choice process
The emotional attachment of sports
Perhaps more than any other form of
entertainment, sports has the unmatched
ability of creating an emotional
attachment with the fan. By becoming an
Astros sponsor, you become a part of
that emotional attachment and are likely
to gain favorability by being associated
with the team
6. Clients We Have Worked With
Budweiser
AT&T
Lexus
Blue Cross Blue Shield
Coca-Cola
StateFarm
Weber
Goya
7. Team History- A Snapshot
Played our first game as the Houston Colt .45s on April 10, 1962
Became the Houston Astros in 1965
Houston claims its first title as the Astros win the NL West with a 93-70
record, defeating Los Angeles in a one-game playoff in 1980
In 1983, future Hall of Famer Nolan Ryan surpasses Walter Johnson's all-
time strikeout mark
In 1991, Jeff Bagwell becomes the Astros' first BBWAA
Rookie of the Year after hitting .294 with 15 homers
and a club rookie record of 82 RBI’s
In 1994, Jeff Bagwell became the first Houston player
ever to win the NL Most Valuable Player award
8. Team History- A Snapshot
In 1997, The Astros captured their first-ever NL Central title
In 1999, The Astros say goodbye to the Astrodome. A record 2.7 million fans
flocked to the Eighth Wonder of the World that year
Enron Field opens on March 30, 2000. A record 3,056,139 fans passed through
the turnstiles during the Astros' inaugural season at this new ballpark.
In 2002, The Houston Astros and Minute Maid
Company agreed to a multi-year partnership agreement
which led to the name of the stadium to
become Minute Maid Park
In 2005, the Astros advanced to the World Series for the first
time in franchise history, losing to the Chicago
White Sox
9. Team History- A Snapshot
In 2012, the Astros celebrated their 50th anniversary by playing their final
season in the National League
From 2011-2015, we see the arrival of some of the young players who have
made the Houston Astros the contenders they are today. This includes
perennial all star Jose Altuve, 2015 Cy Young winner Dallas Keuchel, and
2015 Rookie of the Year Carlos Correa
10. What Does The City of Houston Offer?
Population Size
Total population of over 2.2 Million according to 2015 Census estimates
Population growth of over 159,000 people between 2014 and 2015
This population growth is the largest in the United States
Demographic Information
Median age is 32.6
52.3% of the population is 20-54 years
Houston is diverse with over $142,000 Asians, over $511,000
African Americans, & over $972,000 Hispanic or Latinos
76.7% high school graduates or higher
Median household income is $46,187
What does this mean for Ford?
They can reach a population that ranks within the top five largest cities in America
Able to reach key markets of young adults looking to purchase their first vehicles as well as those looking to upgrade
11. What Does The City of Houston Offer?
Houston is growing
4th largest GDP in 2014 with $525.4 Billion
A GDP that has been growing every year since 2010
Home to over 20 Fortune 500 companies
Houston is progressive and becoming trendier every year
Owning a vehicle is needed in order to navigate the city. Around 90% of Houston
residents own cars
Houston has plenty of fun things to do including zoos, waterparks, spas,
shopping, nightlife, and over 30 award winning restaurants
What does this mean for Ford?
A growing city will likely result in more disposable income for the residents
Ford’s target market size is expanded due to the need for vehicles
A trendy town will attract younger residents which Is a benefit for Ford
12. Minute Maid Park
Opened in 2000
Seats 40,963 guests
Contains a retractable roof. Provided Houston fans with an
open-air baseball game for the first time in 35 years
An average of 28,476 guests per game
Attendance has been growing since 2012
Newly renovated center field
Includes improved seating options, the addition of a
new Lexus Field Club, several new dining options that
include Shake Shack, new socializing areas to have a
beer while watching the game, and a beautiful new
mural painted by a local artist
13. Minute Maid Park
Kid’s Zone
An interactive entertainment center where kids can test their pitch speed or hitting prowess
with the interactive Squeeze Play game. Kids can also enjoy slushies
Local Flavor
A extensive food menu that offers foods that define the Texas culture such as Texas BBQ,
Torchy’s Tacos, El Tiempo Tex-Mex, & Blue Bell Ice Cream
Clubs and Event Spaces
The Union Station Lobby is a event space that was originally constructed in 1911 for Rail
customers. It has now been restored and is the entrance to Minute Maid Park
A Diamond Club which features a towering wine display, a luxurious and spacious area, a
private dining room, and a 30-foot projection screen with a live stream of the game
MVP Suites that offer a premium seating area that can be transformed into a larger space for
bigger groups, and a great view of the field
The Baseball bar is a spacious bar that is shaped like the seams of a baseball. Offers a
wonderful view of the field, train, and scoreboard
The Insperity Club which offers a view behind home plate, move theater style seats, in seat wait
service, gourmet food, and access to a top shelf bar
14. Sponsorship Options-Digital Signage
High-Definition ribbon boards that stretch from each
foul pole
An efficient way to get a message across to 28,000
people at one time
The message will wrap around the majority of the
stadium, meaning the chances of exposure to the fans is
extremely high
Animation capabilities means you can bring your
message to life. Ex: A 2017 Mustang races across the
entire ribbon board. This tells the consumer that Ford
stands for speed, performance, excitement, and quality
15. Sponsorship Options-Digital Signage
Video Board Messages
See your message in bright lights on a 54 foot high by 124
foot wide video board
Message will be displayed for an entire half inning. Very few
sponsorship opportunities where your message can be seen
on a massive sized platform in front of thousands of people
at once for possibly 10-30 minutes
High likelihood that the consumer will have recognition of the
brand and the message
16. Sponsorship Options-
Fixed Signage
Numerous signage options to promote your brand, including
outfield billboards, scoreboard signage, and concourse displays
What are some of the benefits?
A billboard in the outfield is right in the middle of the action!
Fans watching their favorite players in the outfield will see your
message
High likelihood that your message will be seen by the
thousands more watching at home when a fly ball is hit to the
outfield
Scoreboard signage is prime real estate because fans looking
up at the big board for the score, the count, and other
information will see your message right in front of them
Concourse displays increase the likelihood of prolonged
exposure because fans waiting on line for food or waiting for
their friends/loved ones will occupy themselves by reading the
signs
17. Sponsorship Options-Home Plate
Signage
Options include rotational signs and
permanent signage
Guarantees your message will be seen by
thousands in attendance and the thousands
watching at home
Improves the likelihood of creating a lasting
image in the target consumer’s mind
Unlike a commercial where the viewer may
walk away from the television during your
commercial, prolonged exposure from
home plate signage nearly guarantees that
the viewer gets your message
18. Sponsorship Options-Television
Sponsoring an inning
“This 4th inning is brought to you by Ford”
Replays
“This replay is brought to you by Ford, reminding you to always go forward”
Intertwines Ford with the game and uses one of their slogans
Announcers can talk about a promotional item given out that was sponsored
by Ford. Camera can pan over to kids enjoying the items
Post Game Show
Post Game can be presented by Ford
“Ford Tough’s Moment of Resiliency”. A concept built off the Built Ford Tough
slogan. It shows the moment of the game where a player showed fight whether it be
pitching out of a jam or a long at bat that led to a hit.
19. Sponsorship Options-Radio
Reach listeners in the greater Houston area, across Texas, and
even Louisiana
Radio replays
Similar to television, a sponsored replay where the call from
a key moment in the game is repeated
Radio contests
A special code given out on the radio for listeners to enter
on the Ford website for the chance to win prizes
Conversations about the product
The radio hosts can do a conversational style promotion
where they can talk about some of the positive features of
Ford
Ex: Discuss going for a test drive in one of the new Ford
models and emphasize its look, its feel, and how it handled
20. Sponsorship Options-Digital/Social
Media
Front Page ads
Astros fans visiting their team’s website can see an advertisement for Ford at the top or bottom
of the webpage or along the sides
Promotional announcements
Contests, promotional events, or giveaways will be announced on our website
Videos from events sponsored by Ford will be put up on the website
Social Media mentions
A Ford Go Further highlight video on social media of the team getting ahead or padding a lead
Promotional posts telling Astros fans to attend a Ford sponsored event
Pictures of Orbit the mascot driving one of the new cars
A sponsored post before each game of the lineup or fun facts
Mobile App Advertisements
21. Sponsorship Options- Promotional
Nights
An opportunity to put your brand in the audience’s hands
No better way to improve brand awareness and likability then for your logo to be on products
in the consumer’s household
Promotional opportunities for games versus rival opponents
Rivalry games equate to a bigger crowd
Promotional Examples
Ford model hot wheel cars are given to the first 15,000 fans 12 years and younger
Sponsored player bobble head nights
Ford beer koozie for guests 21 and over
A miniature calendar with each month showing a different Ford model. Locations of local Ford
dealers within the pamphlet
Ford key chain for guests 18 and older
4th of July promotional giveaway. The connection between an American brand and an American
holiday.
22. Sponsorship Options-Public Relations
New Product Releases
Host a media event to unveil the new
lineup of cars or the latest
technological innovations at Ford
Events can be held in the historic
Union Station Lobby or the spacious
main concourse
Concerts
Ford sponsors a concert that will take
place at Minute Maid Park
A model of one or two of their new
models can act as stage props during
the concert
The performer can appear on local
radio stations to promote the event
Performance will be live streamed on
Ford’s social media channels
23. Sponsorship Options-Public Relations
Player Appearances
Players appear at local Ford dealerships around the
Houston area to sign autographs
Potential contests include a winner getting a private
lunch with a current Astros player or privately meeting a
player prior to one of the appearances
Fan Contest
Fans pitch ideas to create a Houston Astros inspired
Mustang. Contest is run across Astros’ and Ford’s social
media channels.
The winning design is revealed at an event in Minute
Maid Park and the car is given to the winning designer
24. Community Relations
Supporting current Ford initiatives
Astros will support the Ford Volunteer Corps program both financially and with volunteers from our family
Ford community events within the Houston area will be promoted by us on our social media channels as well as
mentions during the telecasts
Ex: Current players will show up to coat & jacket drives for kids. This will influence a greater turnout and media attention
for the cause. We will have players speak about the charity events on the Astros social media platforms in order to help
bring awareness to the event
Inspiring Tomorrow’s Leaders
We believe in Ford’s imitative to help shape tomorrow’s leaders. We want to bring an educational program to the
Houston area to help those in need
Establishing a program to provide funding to underfinanced school districts
Providing new textbooks, computers, and other necessary supplies to classrooms
Company executives coming in and speaking with high school kids on building a path into the business world
Astros players visiting elementary, middle, and high schools to motivate the kids on the importance of hard work and
dedication
Astros players reading to elementary school kids. Kids who display the greatest improvement in reading level will be
surprised with a visit from an Astros player to their house to congratulate them
Each year $200,000 in scholarship grants will be awarded to high school kids who displayed the most fight and
dedication in pursuing a higher education
25. Community Relations
Ford Drive for Change Event
An Annual event where Ford drivers will meet up at a pre-determined location
and make the drive to Minute Maid Park
Entry fees will be donated to a different charity each year. Examples are the
Salvation Army, local shelters, and funding towards a Ford employee inspired
community program
Astros and Ford will donate double the amount of money that the entry fees
earn
All event participants will be given suite tickets to that nights Astros ballgame
Video clips from the event will be shown on the scoreboard during one of the
games as well as placed on Astros’ social media platforms
26. Other Game Day Events
First pitch
A member of Ford’s team will throw out the ceremonial first
pitch before the start of the game
Orbit the Mascot
In between one of the innings, Orbit will dress up in Ford
racing gear and drive a mini Ford replica car around the field
This will be displayed on the big screen
Assisting the grounds crew
A Ford representative will be introduced as an honorary
member of the ground crew. He/She can help to add dirt to
the field or mound and replace the bases between innings
Ford sponsored post-game fireworks show
A fireworks show will take place beyond the left field wall at
Minute Maid Park
The last firework to go off will read “ Thank You from Ford”
27. Other Non-Game Day Events
Ford’s Taste of Houston Event
Local cooks will be invited to Minute Maid Park to cook their famous
dishes that best represent the culture of Houston
Contests for several food categories will be held with the top three
winning a trophy and the top spot winning a cash prize
Tickets will be sold to the public
An opportunity for Ford to display new model cars or to present new
technology to the public
Ford Customer Appreciation Event
Ford can have an event thanking their most loyal customers at the
incredible FiveSeven Grille
FiveSeven Grille is a hip space that is inspired by downtown. Great party
atmosphere
The event will include catering, free beer, a live DJ, and an Astros player
will be on hand to meet the guests
An event like this shows people that Ford truly appreciates their
customers. It builds a relationship with the customer and can help to
maintain or further build brand loyalty.
28. Mixing Business and Pleasure
A sponsorship with the Astros is not all work and no play
Your kids will have an experience they will never forget and the adults get to have fun like they are kids
again
Personal Suites
You will be provided with your own personal suite where you can take in an exciting Astros game with
business clients, friends, and family
Surprise appearances from former players that will watch the game with you in the suite
Day of fun on the baseball field
Ford executives and their families get to live like a big league player and take the field at Minute Maid Park
Take batting practice and field ground balls
The kids can participate in a little league game
Batting Practice/Player Interaction
Ford executives and their families can watch the players take batting practice on the field
Opportunity to take photos with the players on the field
Get the opportunity to sample some of the new food and drinks that will be sold at the stadium the
following year
29. Financials
Proposed Terms: 3 years for $3 million dollars
Includes outfield signage, concessions signage, television and radio mentions,
web page ads, social media mentions, community relations, a PR event, game
day event, and non-game day event
Extra events and home plate signage can be negotiated for an additional cost
Other options
5 years for $4.5 million
2 years for $3.5 million
** Financials are negotiable and will be effected by specific events/sponsorship
opportunities chosen**
30. Final Thoughts
This is a unique opportunity that very few brands can
claim to be a part of
The Astros represent a city, a tradition, and a culture. By
partnering with us you will become a part of that culture
Very few sponsorship opportunities can provide the
reach, the star power, and the multiple platforms that
the Astros can
We would like to sincerely thank you
for your time. We understand how
busy you are and are truly
appreciative
We hope to be doing business with
you in the very near future
