Beyond the Stadium

Sports Sponsorships…Beyond the Stadium Tackling the “long tail” fan base Prepared by: Pat Coyle Executive Director of Digital Business Indianapolis Colts Contact Pat Coyle: coylep@colts.nfl.com

(80:20) Paradigm$$$ Team = Stadium-centric League = Television-centric $3.75 Billion per year

What would Pareto say about… … the “ long tail ” perspective?

Web Analytics (W=RT 2 ) The universe is BIGGER than we thought, but what are we going to do about it?

Contact Pat Coyle: coylep@colts.nfl.com Colts are my favorite sports team: U.S. POP 12+ (ESPN Sports Poll) ..but do Colts make more money because they have more fans? Economics of winning

Beyond the home market 10 million Americans 12+ say Colts are favorite team. 24% from Indiana. Contact Pat Coyle: coylep@colts.nfl.com Note : 67% of Colts fans live outside Indiana

Contact Pat Coyle: coylep@colts.nfl.com

Beyond the Season Page Views Site Visits Season 65% Draft & Cheer Indianapolis Colts

Multi-screens, multi-markets @ Bengals Steelers MNF Total Page Views : 3,320,004 Visitors Percent Indy 17,616 13.9% Pitts 1,092 .9% Cincy 3,595 2.8% Chgo 7,454 12.4% Visitors Percent Indy 27,974 12.3% Pitts 2,866 1.3% Cincy 3,371 1.6% Chgo 11,742 5.2% Rating Share Indy 39.5 57% Pitts 24.2 38% Cincy 45.2 66% Chgo 11.7 22% Rating Share Indy 46.4 62% Pitts 48 63% Cincy 23 36% Chgo 15.7 24% Web TV Web TV x x x x x TV audience drives Website traffic?

Communication = killer app? Fan generated Indianapolis Colts

Other Notable Stats ,[object Object],[object Object]

Are “displaced” fans AVID? Contact Pat Coyle: coylep@colts.nfl.com BSU Study, 2005

Stats are great, but… ,[object Object],W = ( R ) T 2 Fan Base

Sponsorship ≠ advertising ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],What is the PROMISE of sponsorship?

But SPONSORS HAVE PARADIGMS TOO ,[object Object],[object Object],[object Object],[object Object]

Online Sponsorship Opportunity ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],WIN - WIN - WIN DIGITAL Sponsorship PROGRAMS Team wants : $$

Thinking beyond the stadium ,[object Object],[object Object],[object Object],[object Object],[object Object],Contact Pat Coyle: coylep@colts.nfl.com

Colts.com myColts.net myIndianaFootball.com 3 sites and we’re falling behind? Indianapolis Colts Plus WAP

Additive strategy – 4 Screens Television + computer + Jumbo Tron + hand held

Alt. Media: $160 Billion by 2012 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Technological advances have led to critical changes in consumer behaviors and media usage patterns, which have pushed the advertising and marketing ecosystems into a seminal period of transition. Driven by these market forces, brand marketers are seeking new strategies to connect with consumers through engaging means in captive locations, while at the same time providing proof-of-performance metrics . This confluence of trends is fueling the migration of dollars to alternative media.” (Patrick Quinn, President & CEO) Global Adv. $400+ Billion Global sponsor: $40 Billion

Beyond the Stadium

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