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Sports Advertising

Sports Advertising. Communications 452 – Advanced Media Planning. Christina Greer & Jynafer Castillo. Why Sports Advertising. Reaching a new arena of advertising Reaching those who don’t participate in traditional media Reaching a specific audience with prolonged impressions. Anaheim Ducks.

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Sports Advertising

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  1. Sports Advertising Communications 452 – Advanced Media Planning Christina Greer & Jynafer Castillo

  2. Why Sports Advertising • Reaching a new arena of advertising • Reaching those who don’t participate in traditional media • Reaching a specific audience with prolonged impressions

  3. Anaheim Ducks • 19,400 seats • 1.8 million guests annually • 2005 had $36 million in gross ticket sales • 31 concerts in 2005 NCAA Division Men’s Basketball West Regionals in 1998, 2001 & 2003 • 9,000 season tickets for 2005/06 season

  4. Anaheim Ducks • 57-freeway marquees • Club level branding opportunities • Scoreboard • Signage • Arena Vision • Two 320 degree LED rings • Rink opportunities

  5. Los Angeles Clippers • Collaboration with KTLA • :30 in-game spots • In-game elements sponsoring • Billboard in Sports Plus

  6. Los Angeles Clippers • Collaboration with KSPN 710 AM • :30 in-game spots during game • :30 in pre/post game shows • In feature broadcast element

  7. Los Angeles Clippers • 80’ courtside signage • Category exclusivity • Three minutes guaranteed TV time • Six minutes in-arena time • 320 degree LED banners • 3’ x 14’ dasher boards • Additional promotions and ads

  8. Good To Know • Sports team or sports venue? • How many people? • Aired on national, national spot or cable TV? • What other events? • Canceling contract? • Bonuses? • Other advertisers? • Category exclusivity?

  9. Commission and Compensation • Agency for client – 15% • Media firm for agency for client – 15% + firm costs (5-15%)

  10. Options, Coverage & Rates • So many choices, so many possibilities

  11. Additional Info • Sales reps with team or venue • Ticket sales • Broadcast ratings • Participants • Website views • Traffic • Confidentiality

  12. Contract Policies • Sports’ seasons • Fiscal year • Confidentiality

  13. Who Benefits • Diverse audience can be reached • Fans • Use of MarCom • Integrated brand promotion

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