Phoenix Suns Brand Personality High Energy Large fan following - - PowerPoint PPT Presentation

Phoenix ¡Suns ¡

• Brand Personality

– High Energy

• Large fan following on social media sites
• Planet Orange
• Brand Image enhanced by:

– Recent success – Entertainment value

Why the Suns?

• Location

– Headquartered in Phoenix

• Similar target market

– Young people in transition – Average NBA fan: 25-44 years old

• Strong brand equity

– Won 56% of games during the 2009-2010 season – Western Conference Finals  9 times – NBA Finals  2 times

• Similar organizational values

– Maximize on community service efforts

Sponsorship Benefits

• Create shared affinity
• Create awareness & visibility
• Reach large & loyal fan base
• Increase brand loyalty
• Connect with consumers
• Drive retail traffic & sales
• Showcase community responsibility
• Build company morale, foster B2B relationships
• Enhance U-Haul’s positioning & image

Activities to Enhance U-Haul’s Awareness & Brand Image

• Scoreboard & concourse signage

Activities to Enhance U-Haul’s Awareness & Brand Image

• Scoreboard & concourse signage
• In-game activities

– Halftime race to stack U-Haul boxes – U-Haul Box Shuffle

• Spectator signs

Activities to Enhance U-Haul’s Awareness & Brand Image

• Scoreboard & concourse signage
• In-game activities

– Halftime race to stack U-Haul boxes – U-Haul Box Shuffle

• Spectator signs
• Parking passes
• Schedule cards
• Goal-post signage
• Game program advertisements
• TV & radio in-game mentions

Activities to Promote Hospitality

• U.S. Airways Center

– Luxury Suites – Courtside tickets

Activities to Drive Sales

• Pre-game fan tailgate

Activities to Drive Sales

• Pre-game fan tailgate
• Discount coupons

– Via U-Haul blimp – Ticket backs

Activities to Drive Sales

• Pre-game fan tailgate
• Discount coupons

– Via U-Haul blimp – Ticket backs

• Link on Suns website

Bronze Sponsorship Plan ¡

Primary Scoreboard - Rotating Signage ¡ $200,000 ¡ Concourse Signage ¡ $80,000 ¡ Schedule Cards ¡ $65,000 ¡ Spectator Signs ¡ $30,000 ¡ Game Day Program ¡ $25,000 ¡ In-Game Activities ¡ $50,000 ¡ Tickets for Sponsor ¡ $5,000 ¡ Radio In-Game Mentions ¡ $20,000 ¡ Parking Pass ¡ $75,000 ¡ Total ¡ $550,000 ¡

Silver Sponsorship Plan ¡

Primary Scoreboard – Rotating Signage ¡ $200,000 ¡ Arena Signage - Concourse Signage ¡ $120,000 ¡ Goal-Post Pads ¡ $150,000 ¡ Schedule Cards ¡ $65,000 ¡ Spectator Signs ¡ $30,000 ¡ Game Day Program ¡ $45,000 ¡ In-Game Activity ¡ $50,000 ¡ In-Game Activity ¡ $50,000 ¡ Tickets For Sponsor ¡ $10,000 ¡ Internet - Link to Sponsor Site ¡ $30,000 ¡ Radio In-Game Mentions ¡ $20,000 ¡ Total ¡ $750,000 ¡

Gold Sponsorship Plan ¡

Primary Scoreboard - Rotating Signage ¡ $200,000 ¡ Fan Zone Tailgate - Presenting Sponsor ¡ $250,000 ¡ Spectator Signs ¡ $30,000 ¡ Ticket Backs ¡ $180,000 ¡ Game Day Program ¡ $25,000 ¡ In-Game Activity ¡ $50,000 ¡ In-Game Activity ¡ $50,000 ¡ Tickets for Sponsor ¡ $35,000 ¡ Internet - Link to Sponsor Site ¡ $30,000 ¡ Television In-Game Mentions ¡ $50,000 ¡ Total ¡ $900,000 ¡

Questions?