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NFL Sponsorship Proposal Presented to Weber

Proposing a strategic partnership between Weber and the NFL, targeting audience overlap in tailgating culture, product promotion, and brand awareness.

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NFL Sponsorship Proposal Presented to Weber

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  1. NFL Sponsorship ProposalPresented to Weber Melissa DeLeo, Kate Ivory, Megan McGinnis and Rebecca Womack Official Sponsor of the NFL

  2. About the NFL • America’s professional football league. • Founded in 1920, and now comprised of 32 teams spanning the countries most developed, passionate and loyal cities. • Most profitable professional sports league in the world. • Yearly profit of $984.5 million according to Forbes. • More than 59 percent of Americans claim to be NFL fans according to Harris Poll. • Highest percentage ever. • We are a business. We are a culture. We are a brand.

  3. Viewership and Attendance • 200 million fans tuned in in 2012. • 89 percent of homes and 69 percent of viewers • NFL games most watched television program for all 17 weeks of season. • Average almost 20 million viewers a week between CBS, FOX and NBC. • In 2011, more than 16 million fans attended games in person. • Average of almost 65,000 a game for 256 games.

  4. NFL Entities

  5. Our Fans • A majority (60 percent) of NFL fans are between 25 and 54 years old. • 56 percent are men and 83 percent are Caucasian. • 31.9 percent of fans are avid. • More than any other big four sports league. • Most have household incomes of more than $50,000 a year. • Second most affluent fan base of big four sports leagues.

  6. How Do They Interact With the NFL? • Going to Games In-Person • Watching at Home or a Bar • Buying Merchandise • Follow on Social Media and in the News • Tailgating

  7. NFL Tailgaters • 87 percent are between 22 and 55 years old. • 79 percent are men. • View as major part of NFL experience. • Appeals to both avid and causal fans. • Covers vast range of markets. • Grilling is an important component. • 82 percent of tailgaters voted a grill as the number one must-have item for tailgating. That’s more than food!

  8. NFL Official Sponsors 2013

  9. What’s In It for Weber? • There’s always something going on in the NFL. We take a year round approach. • Tailgating is an easy opportunity to activate this sponsorship. • Can tie in with other elements of the marketing mix, and even cross-promote with other sponsors. • Ample PR and advertising opportunities. • The NFL is a gigantic platform Weber can use to increase awareness for its brand. • The NFL is the most prestigious and popular sports league in the nation. • Category exclusivity.

  10. Weber’s Background • Weber was founded in 1893 as a metal works company. • George Stephen invented original kettle grill in 1952. • Introduced gas grills in 1985. • Opened first Weber Grill restaurant in 1989. • Acquired Ducane in 2004.

  11. Our Products Charcoal Electric Gas Grilling Accessories Cookbooks

  12. Weber Today • World’s leading manufacturer of barbecue grills and grilling accessories. • Boasts 35 percent of market share. • Sold globally in more than 30 countries. • Demand for grills expected to increase four percent by 2015. • Pride ourselves on making grills that last and providing excellent customer service. • Four of top seven grills on Consumer Reports are Weber made.

  13. Our Target Audience • 25 to 55 years old • Male • Homeowners • Outdoorsy with Active Families • Middle to Upper-Middle Class • Value Taste • Grill for Family and Social Gatherings

  14. Fit With the NFL • Weber and the NFL have similar target markets. • Both interested in expanding globally and domestically. • NFL culture and tailgating present excellent opportunities for activation. • Both Weber and the NFL are already leaders in their respective fields. • Could help NFL by encouraging fans to tailgate and attend games in person. • Would garner national media attention for both brands. • Gives Weber a leg up on the competition in exploding outdoor grill market.

  15. The Proposed Deal • Featured Branding • Game Broadcasts, NFL.com, NFL Network • Trademarks • Merchandising Rights • Game Tickets • On-Site Display Space • Intangible Benefits • Prestige, Awareness, Media Coverage Potential, Activation Ability, Audience Loyalty, etc. • Asking Price: $300 million for five years, at $60 million a year. • Required $5 million media buy.

  16. Activation Plan: Get Fired Up! • Presence at Individual Team Tailgates • Ads in Game Program and In-Stadium Signage • Weber Grilling Pavilion • Area for Cooking Demos, Swag and Samples. • Showcase Latest Weber Products and Expert Grillers, such as former NFL player, Kevin Kolman. • Contest to Find Best Tailgaters

  17. Activation Plan: Get Fired Up! • Experiential Marketing • Weber Bus at Stadium • Player Guest Appearances • Tailgating Themed Competitions • Capture consumer data and build relationships. • Contest to Find Best Tailgaters • Giveaways • NFL logo or team logos on Weber tools and accessories.

  18. Activation Plan: In-Store/Products • NFL Logo or Team Logo Used on Weber Products • Sold at Home Depot, Wal-Mart, Costco, Ace, Sam’s Club upon approval. • NFL Team Decals on Grills • Football Themed Ads with NFL Logo • Publish NFL Tailgating Guide Cookbook • Recipes from players and Weber expert tailgaters.

  19. Final Negotiation • Weber would like a lower price. • High for no in-focus signage. • NFL agrees to come down to $55 million a year. • BUT Weber must agree to heavily promote sponsorship on brand website and social media.

  20. Official Sponsor of the NFL

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