SPONSORSHIP OPPORTUNITIES - CHICAGO BLACKHAWKS - "THE FASTEST-GROWING FAN BASE IN AMERICAN SPORTS OVER
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2014–2015
CHICAGO BLACKHAWKS
SPONSORSHIP OPPORTUNITIES
“THE FASTEST-GROWING FAN BASE
IN AMERICAN SPORTS OVER
THE PAST SIX YEARS”
Source: Scarborough Local Market Studies R1, 2014
02 TABLE OF CONTENTS
03 THE BENEFITS OF CORPORATE SPONSORSHIP
04 CHICAGO BLACKHAWKS FANS AND TEAM FACTS
06 IN-ARENA BRANDING
07 SCOREBOARD FEATURES
08 BLACKHAWKS IN-ARENA & OUT-OF-ARENA PROMOTIONS
10 VIRTUAL SIGNAGE
11 BLACKHAWKS TV
12 RADIO
13 PRINT
14 WEBSITE & MOBILE
15 SOCIAL MEDIA
16 CHICAGO BLACKHAWKS SPECIAL EVENTS
18 CHICAGO BLACKHAWKS CHARITIES & YOUTH HOCKEY PROGRAMS
19 RETAIL PROMOTIONS & ON-PREMISE ACTIVATION
20 RETAIL PROMOTION OPPORTUNITIES
21 HOSPITALITY
22 CHICAGO BLACKHAWKS EXPERIENCES
23 STANLEY CUP PLAYOFFS
24 UNITED CENTER ADVERTISING
2 0 1 4 –1 5 C H I C AG O B L AC K H AW K S
03
THE BENEFITS OF
CORPORATE SPONSORSHIP
Associate your brand with one of the most popular and recognizable logos in sports.
Reach an upscale, affluent audience with an average annual household income of over $78,000.
Highest income per capita of all major sports leagues.
Consistent advertising campaign covering Q1 and Q4 (October – April).
Turn-key, impactful programs customized to meet your goals and objectives.
Provides a great platform to connect with consumers during their leisure time.
Immerse your brand in an environment that the consumer is most passionate about: Blackhawks hockey.
Sponsorship sends a message that your brand is strong and vibrant and that you are continuing to invest in it.
SPONSORSHIP OPPORTUNITIES
04 AT THE GATE
RANKED # 1 IN NHL ATTENDANCE THE PAST SIX SEASONS
NHL 21,615
BLACKHAWKS
17,474
ATTENDANCE PER GAME
16,954
13,319
05-06 06-07 07-08 08-09 09-10 10-11 11-12 12-13 13-14
NHL SEASON
Source: SportsBusiness Journal archives
CHICAGO BLACKHAWKS FAN PROFILE
CHICAGO FANS ATTENDEES
% OF DMA 47 % 8%
MEDIAN AGE 45.7 46.4 45.9
MEDIAN HHI $63,000 $78,000 $98,000
MEDIAN HOME VALUE $214,000 $226,000 $283,000
COLLEGE GRAD + 31% 33% 40%
1+ CHILDREN IN HHLD 38% 38% 40%
Source: Scarborough Chicago R1, 2014
LARGEST HOME MARKET NHL FAN BASES
CHICAGO BLACKHAWKS 3.48 MILLION
BOSTON BRUINS 2.37 MILLION
NEW YORK RANGERS 2.19 MILLION
DETROIT RED WINGS 1.84 MILLION
PHILADELPHIA FLYERS 1.72 MILLION
Source: Scarborough Local Market Studies R1, 2014
2 0 1 4 –1 5 C H I C AG O B L AC K H AW K S
FASTEST-GROWING PRO SPORTS FAN BASES, 2007-13 05
CHICAGO BLACKHAWKS 349%
BOSTON BRUINS 133%
WASHINGTON CAPITALS 108%
LOS ANGELES KINGS 96%
TAMPA BAY RAYS 91%
Source: Scarborough Local Market Studies R1, 2014
WIN RANKINGS FROM 2008-09 TO 2013-14
REGULAR-SEASON WINS POSTSEASON WINS TOTAL WINS
RANK TEAM WINS RANK TEAM WINS RANK TEAM WINS
1. PITTSBURGH 279 1. CHICAGO 57 1. CHICAGO 326
2. SAN JOSE 271 2. BOSTON 54 2. BOSTON 323
3. CHICAGO 269 3. LOS ANGELES 45 3. PITTSBURGH 322
4. BOSTON 269 4. PITTSBURGH 43 4. VANCOUVER 303
5. VANCOUVER 261 5. VANCOUVER 42 5. SAN JOSE 301
Through the 2013-14 NHL Postseason
ESPN THE MAGAZINE’S FRANCHISE ULTIMATE STANDINGS
1. MEMPHIS
GRIZZLIES 9. SENATORS
OTTAWA
17. RAYS
TAMPA BAY
25. HEAT MIAMI
2. SAN ANTONIO
SPURS 10. RAVENS
BALTIMORE
18. COLTS
INDIANAPOLIS
26. BLUES ST. LOUIS
3. INDIANA
PACERS 11. REDSCINCINNATI
19. RANGERS
TEXAS
27. SAINTS NEW ORLEANS
4. OKLAHOMA CITY
THUNDER 12. CARDINALS
ST. LOUIS
20. FALCONS
ATLANTA
28. SHARKS SAN JOSE
5. GREEN BAY
PACKERS 13. RED WINGS
DETROIT
21. TEXANS
HOUSTON
29. MAVERICKS
DALLAS
6. ARIZONA
DIAMONDBACKS 14. BLACKHAWKS
CHICAGO
22. TIGERS
DETROIT
30. LIGHTNING
TAMPA BAY
7. PITTSBURGH
PENGUINS 15. BRONCOS
DENVER
23. BRAVES
ATLANTA
31. STEELERSPITTSBURGH
8. ANAHEIM
DUCKS 16. SEAHAWKS
SEATTLE
24. KINGS
LOS ANGELES
32. WARRIORSGOLDEN STATE
Source: ESPN The Magazine’s “Franchise” Issue, September 2013
SPONSORSHIP OPPORTUNITIES
06 IN-ARENA BRANDING
200 LEVEL LED BOARD ADVERTISING
Located around the arena bowl on the 200 Level, 360-degree exclusive messaging rotates throughout each Blackhawks game during game action.
The LED signage provides a great complement to all scoreboard features, public address announcements and on-ice promotions.
DASHERBOARDS
Dasherboards surround the ice surface and reach a sold-out United Center crowd (over 21,615 fans/game) while receiving an average of 12 minutes of
television visibility during each broadcast. With Chicago Blackhawks television ratings up over 240 percent from the 2008-09 season, dasherboards add an
impactful element to your marketing mix.
2 0 1 4 –1 5 C H I C AG O B L AC K H AW K S
SCOREBOARD FEATURES 07
Entertain fans and incorporate your brand and message during a break in the action.
Bring your brand to life with high-impact motion graphics that draw the attention of a captive audience.
GAME TIME EXPOSURE
Sponsorship of four of the eight
LED panels of the main scoreboard
provides continuous messaging
throughout game action.
MULTI-PLATFORM
COMMUNICATION
An interactive TV timeout feature gives your
company the opportunity to entertain fans
and reach them in numerous ways.
BREAK IN THE
ACTION EXPOSURE
In-game messaging allows your
company to reach a captive audience
in an emotional environment (in
conjunction with a game card to
encourage retail traffic).
SPONSORSHIP OPPORTUNITIES
08 BLACKHAWKS IN-ARENA & OUT-OF-ARENA PROMOTIONS
In-arena and out-of-arena promotions are second to none when it comes to interaction between a brand and Blackhawks fans. Booth displays, gameday giveaways and
fan participation games, each with a unique hockey-related theme, entertain fans during breaks in the action and give corporations the chance to interactively and directly
promote their brand in a fan-friendly way.
GAMEDAY GIVEAWAYS
Gameday giveaways provide immediate gratification for fans when they receive their high-quality giveaway item. Sponsors receive a
gameday giveaway promotional campaign which includes the following support:
GAMEDAY GIVEAWAY PROMOTIONAL SUPPORT
TELEVISION ANNOUNCEMENTS PUBLIC ADDRESS ANNOUNCEMENTS
Sponsor will receive one in-game promotional announcement during each of In-arena promotion of the sponsor giveaway will include one public
the three games preceding the giveaway on Comcast SportsNet or WGN-TV’s address mention per home game during each of the three games
Blackhawks broadcasts. preceding the giveaway.
RADIO ANNOUNCEMENTS SCOREBOARD ANNOUNCEMENTS
Sponsor will receive one live promotional announcement during each of the Sponsor giveaway will be promoted on our video scoreboard once every
three games preceding the giveaway on the Blackhawks WGN radio network. home game during each of the three games prior to the giveaway.
INTERNET/PUBLICATIONS OUTDOOR MARQUEE SIGNS
Sponsor’s giveaway will be highlighted in all Blackhawks digital media Sponsor giveaway will be promoted on a rotating basis prior to the
and publications, including: giveaway on the United Center’s outdoor LED panels.
Blackhawks Magazine game program
Pocket schedules
chicagoblackhawks.com
Facebook and Twitter
2 0 1 4 –1 5 C H I C AG O B L AC K H AW K S
09
CONCOURSE DISPLAYS
Opportunity to capture data, showcase product or provide special offers during pregame and intermissions.
ON-ICE PROMOTIONS
A sponsor’s brand can be integrated into the lively and fun Blackhawks game intermissions.
INTERMISSION ENGAGEMENT
An intermission feature entertains fans before the players hit the ice and helps your company build brand relevance among an upscale, affluent audience.
SPONSORSHIP OPPORTUNITIES
10 VIRTUAL SIGNAGE
39 583
COMCAST SPORTSNET REGULAR SEASON TELEVISION RATINGS
13-14 4.30 % %
12-13 5.38
11-12 3.10
10-11 2.78 HIGHER THAN THE INCREASE FROM
09-10 2.44 LAST FULL SEASON OF THE 2007-08
08-09 1.26 HOCKEY IN 2011-12 REGULAR SEASON
07-08 0.63
VIRTUAL SIGNAGE ADVERTISING
Cutting-edge technology allows your brand to stand out during all home game broadcasts on Comcast SportsNet Chicago or
WGN-TV Channel 9. This fresh and original messaging can be changed on short notice. Chicago Blackhawks television ratings
are up 76 percent from the 2009-10 Stanley Cup season, providing incredible exposure for your brand with virtual signage.
2 0 1 4 –1 5 C H I C AG O B L AC K H AW K SBLACKHAWKS TV 11
Complement in-arena sponsorship elements with a commercial.
Become a part of Emmy Award-winning Blackhawks TV and integrate your Product placement opportunities during Blackhawks TV vignettes.
brand with behind-the-scenes footage only found at chicagoblackhawks.com. In-house production capabilities for sponsor commercials to be
shown throughout the Chicagoland area.
BLACKHAWKS TV SEGMENT
Show your product while entertaining fans during a Blackhawks TV segment.
TELEVISION COMMERCIAL
Blackhawks TV can produce a commercial to use not only with your Chicago Blackhawks
assets, but also in your company’s media and digital advertising buys.
SPONSORSHIP OPPORTUNITIES12 RADIO
All Blackhawks home and away games (82 total plus playoffs) are broadcast The Blackhawks can record and provide a Blackhawks radio personality
on the Blackhawks’ flagship radio station, WGN AM-720, or its sister station, to produce your commercials.
87.7 FM The Game.
Expand trade area by complementing an in-arena sponsorship with a
Blackhawks play-by-play creates a positive foreground environment to ensure Blackhawks radio sponsorship on WGN’s 50,000-watt signal.
top-of-mind awareness for your products or services.
Chicago Blackhawks radio reaches an average cume audience of
An ongoing campaign for the entire season will translate into stronger recall. 997,000 fans, according to Neilsen PPM.PRINT 13
LUCKY PROGRAM
Showcase your brand in print
and on the scoreboard during
Chicago Blackhawks games.
BLACKHAWKS
MAGAZINE PROGRAM AD
Full-page, four-color advertisement
promoting your products and their
association with the Blackhawks.
ENJOY
Jonathan Toews THE RIDE
2013-14
SEASON
Patrick Kane
The 30 MPG CHEVY CAMARO
Proud Sponsor of
EPA Estimated Highway. 2014 Chevy Camaro 2LS with 3.6L V-6 engine and six-speed automatic transmission.
POCKET SCHEDULES
Be seen throughout the Chicagoland
area on the back of Chicago
Blackhawks pocket schedules.
SPONSORSHIP OPPORTUNITIES14 WEBSITE & MOBILE
Blackhawks fans from Chicago and around the world receive the most up-to-date news, stats and schedules 24 hours a day on the official
Blackhawks website. Fans may also purchase tickets, enjoy special promotions and interact with players and coaches, all at chicagoblackhawks.com.
CHICAGOBLACKHAWKS.COM
Website advertisers can sponsor an entire section of the website, purchase high-impact website banners or use content
integration to provide affinity and effective multi-messaging to a targeted audience.
RED & WHITE EMAIL NEWSLETTER BLACKHAWKS MOBILE APPLICATION GAMEDAY EMAIL NEWSLETTER
OVER 30,000 SUBSCRIBERS Get the latest Blackhawks news, features, OVER 23,000 SUBSCRIBERS
The weekly email newsletter allows sponsors photos, scores and more with Blackhawks mobile The gameday email newsletter communicates
to reach Blackhawks fans where they live and applications for Android, iPhone and iPad. Logo content and details about that night’s
work. Place your branded message into our placement is available in most app sections, as well upcoming game. Own Blackhawks Gameday
popular weekly newsletter, alongside news, as through clickable ad placements. with your company’s logo and a web banner
contests and other exciting content. included in each issue.
2 0 1 4 –1 5 C H I C AG O B L AC K H AW K SSOCIAL MEDIA 15
Social media provides sponsors the opportunity to reach fans faster,
at a higher frequency and in higher numbers than ever before.
INTERNET SITES VISITED IN THE PAST MONTH BLACKHAWKS FANS CHICAGO POPULATION Source: Scarborough Chicago Release 1, 2014
FACEBOOK YOUTUBE
70.5% 51.7%
60.1% 46.3%
TWITTER INSTAGRAM
17.4% 12.1%
12.9% 10.7%
SOCIAL MEDIA INTEGRATION
Reaching fans through social media (complemented by website and in-arena elements) to promote a sweepstakes
or launch a new initiative gives a sponsor consistent and multifaceted exposure to Blackhawks fans.
TWITTER
OVER 580,000
FOLLOWERS
Let our award-winning
Twitter feed, @NHLBlackhawks,
alert thousands of fans about your
upcoming event or promotion.
FACEBOOK
OVER 2,200,000 FANS
Speak directly to one of the NHL’s largest social media databases through the
Blackhawks’ official Facebook page. Marketing solutions can be customized to
hit a variety of demographics in a growing and active fan base.
SPONSORSHIP OPPORTUNITIES16 CHICAGO BLACKHAWKS SPECIAL EVENTS
BLACKHAWKS CONVENTION
Help celebrate the rich history and tradition of one of the Original Six NHL franchises by becoming a sponsor of the Blackhawks Convention each
summer. The Convention provides an environment for your products or services to create a dialogue with consumers as they roam the Convention floor
and meet Blackhawks legends such as Denis Savard and current superstars, including Patrick Kane, Jonathan Toews and Corey Crawford.
SO L D OUT E V E N T
2 0 1 4 –1 5 C H I C AG O B L AC K H AW K S17
ST
14
FE
I VAL 20
TRAINING CAMP FESTIVAL
Kick off the season in style by becoming a sponsor of the sold-out Blackhawks Training Camp Festival held each September. Your brand will be
showcased in front of thousands of die-hard Blackhawks fans as they participate in a 5k run/skate and interactive games, as well as watch the
Chicago Blackhawks players vie for a spot on the team.
ILLINOIS HIGH SCHOOL HOCKEY CHAMPIONSHIPS
Support youth hockey in the community while reaching youth and families at the Illinois High School Hockey Championships, held at the United Center.
SPONSORSHIP OPPORTUNITIES18 CHICAGO BLACKHAWKS CHARITIES
Tap into the loyalty and passion of the Blackhawks fan base and associate your business with an on- or off-ice Blackhawks community initiative.
FOUR FEATHERS GOLF INVITATIONAL
Aligning with Chicago Blackhawks Charities offers corporate sponsors the valuable opportunity to associate their brand
with a top-flight charitable organization while helping to improve lives in the community.
RETAIL PROMOTIONS
Entice fans to give back to the
community through supporting your
products and services.
YOUTH HOCKEY PROGRAMS
Chicago Blackhawks Youth Hockey initiatives teach the most effective skill development techniques available to young players today.
MINORHAWKS YOUTH HOCKEY PARTICIPATION
5,100
5,000
4,000
3,000
2,000
1,000
2009-10 2010-11 2011-12 2012-13 2013-14
2 0 1 4 –1 5 C H I C AG O B L AC K H AW K SRETAIL PROMOTIONS & ON-PREMISE ACTIVATION 19
RETAIL PROMOTIONS
The Blackhawks offer a wide
variety of customized retail
promotions that focus on
increasing store traffic and
incremental product sales, and
producing measurable results.
Leverage player appearances,
team merchandise, road trips or
a VIP experience as incentives
for your consumers.
ENTER FOR A CHANCE TO HAVE
PATRICK SHARP RING UP YOUR PURCHASE AT A
JEWEL-OSCO STORE* AND
RECEIVE A FREE BLACKHAWKS REUSABLE BAG
WHEN YOU PURCHASE $15 OR MORE OF
PARTICIPATING PRODUCTS**.
*LOCATION OF JEWEL-OSCO STORE WILL BE DETERMINED AFTER 5/6/14
Look for mail-in order form via Catalina coupon at checkout when you purchase $15 or more of participating**
products. Offer valid 4/23/14 – 5/6/14 or while supplies last. **12oz 12-packs and 24-packs, .5L 6-packs, 12oz
8-packs, 7.5oz 8-packs, 32oz Powerade and Dasani .5L 24-pack products of The Coca-Cola Company.
NO PURCHASE NECESSARY. Open only to legal residents of IL, and IN, 18 years of age or older at time of entry. Void outside IL, IN and where prohibited. Promotion
starts 4/23/14 and ends 5/06/14 and entries must be received by 5/13/14. Subject to Official Rules available at (TBD). Sponsor: The Coca-Cola Company, Atlanta, GA.
©2014 The Coca-Cola Company. "Coca-Cola Zero" and “Coke Zero” are trademarks of The Coca-Cola Company.
LOGO RIGHTS
Co-brand with the Blackhawks
logo and marks to help build brand
awareness, differentiate from the
competition and reinforce your
association with one of the most
popular teams in sports.
Design your own Blackhawks goalie mask
HERE for a chance to win a VIP game day
experience and more!
Voting begins 5/1
May the best mask win!
No purchase necessary. Open to legal Illinois residents, 18 years+. Ends 5/31/14.
Void where prohib. Sponsor-AT&T Mobility LLC. Official Rules @ ATTdesignmy.com
SPONSORSHIP OPPORTUNITIES20 RETAIL PROMOTION OPPORTUNITIES
IN-GAME PROMOTION CARDS
COLDWELL BANKER, FERRARA CANDY COMPANY, MCDONALD’S, HORSESHOE CASINO AND JEWEL-OSCO
Help drive retail traffic and increase select product sales.
STANDING OUT IN A CROWDED CONSUMER ARENA
Used branded shelf talkers to create product differentiation
and engage consumers in a cluttered retail environment.
ACTIVATION AT RETAIL LOCATIONS CHICAGO BLACKHAWKS PLAYER APPEARANCES
Leveraging logo rights to build attention-getting campaigns to A Blackhawks player appearance can help kick off a sweepstakes
generate leads and awareness of your products and services. promotion or give a sponsor’s products or services exposure to
Blackhawks fans.
2 0 1 4 –1 5 C H I C AG O B L AC K H AW K SHOSPITALITY 21
The Blackhawks offer first-class hospitality at the United Center’s clubs and banquet facilities,
each with a different feel and ideally suited for many types of events.
BANQUET PARTIES
A perfect venue for an all-inclusive, pregame reception for up to 100 guests. The Blackhawks can
provide a former player or a Blackhawks ambassador for autographs and photos.
KETEL ONE CLUB & CHICAGO STADIUM CLUB
Provide a memorable dining experience for your key customers and prospects at the
United Center. Exceptional food and service simplifies your pregame dining needs.
GAMEDAY RENTAL SUITES
Our 20-, 40- or 80-person gameday rental suites provide exquisite panoramic views of the United Center and can be rented
on a per-event basis. The all-inclusive packages provide memorable, turn-key and easy corporate entertaining.
SPONSORSHIP OPPORTUNITIES22 CHICAGO BLACKHAWKS EXPERIENCES
SPONSOR VIP SKATES
Provide your clients (or your clients’ children) with a once-in-a-lifetime experience skating on the United Center ice as part of a private practice prior to a
Blackhawks game or on a non-gameday. Receive expert coaching by a Blackhawks coach or a member of the Blackhawk Alumni Association.
SEASON & GROUP TICKETS
Season tickets provide a great entertainment vehicle for catering to key clients and employees. Preferred seating locations are available for corporate
sponsors. A group ticket package allows you to bring your employees or key clients to select Blackhawks games without having to commit to the full season.
VIP EXPERIENCES
Receive VIP credentials and meet with the head coach to discuss the game minutes before faceoff, sit in the exclusive seats between the
player benches, or watch the Chicago Blackhawks warm up from their bench.
2 0 1 4 –1 5 C H I C AG O B L AC K H AW K SSTANLEY CUP PLAYOFFS 23
While your guests enjoy attending the exciting playoff games, your brand will receive website,
in-arena, television and radio exposure as the Chicago Blackhawks pursue the coveted Stanley Cup.
RALLY TOWELS
Chicago Blackhawks fans use their playoff rally towels to cheer on the team at games and then display their souvenirs at home or work.
SCOREBOARD EXPOSURE
Reach a passionate and spirited playoff audience during an intermission through branding or showcasing one of your commercials.
PLAYOFF SWEEPSTAKES
Reach fans through the Chicago Blackhawks home page or in person at the playoff games to promote your brand, special offers or a playoff sweepstakes.
SPONSORSHIP OPPORTUNITIES24 UNITED CENTER ADVERTISING
The United Center is one of the premier sports and entertainment facilities in the country and hosts a wide range of events
that target every demographic. Put your company name in lights and expose your brand to over 2.5 million visitors each year.
840’ LED MESSAGING
Illuminated sponsor animation advertising that dominates the in-arena bowl area.
“ALL-WORLD” LED MESSAGING
“All-World” advertising synchronizes the upper and lower LED boards and the upper and lower LED scoreboard rings to ensure maximum impact with fans.
2 0 1 4 –1 5 C H I C AG O B L AC K H AW K SCONCOURSE SIGNAGE 25
Concourse signs are backlit
and displayed during each
event held at the United Center.
OUTDOOR
MARQUEE SIGNAGE
The two United Center marquee signs
welcome fans to the United Center
24 hours a day, 365 days a year.
THEATER BOX
NAMING RIGHTS
The Theater Box area is a high-end,
exclusive area that caters to an
upscale, affluent demographic for all
Blackhawks and Bulls games. The
area consists of 34 boxes, four seats
per box, and an all-inclusive food and
beverage package for each game.
SPONSORSHIP OPPORTUNITIESCHICAGO BLACKHAWKS CONTACT INFORMATION
To become a member of the Chicago MAILING ADDRESS WEBSITE URL
Blackhawks Corporate Sponsorships Chicago Blackhawk Hockey Team, Inc. chicagoblackhawks.com
family, please call 312-455-7000. 1901 W. Madison Street
Chicago, IL 60612You can also read
