Challenge Round presented by
December 22, 2012 Madison Square Garden Vs.
Additional Games at Host Sites
December 15-30, 2012
Syracuse | Temple | Detroit | Canisius | Alcorn State
2012 Event Summary The Chevrolet Gotham Classic is produced by: The Gazelle Group | 475 Wall Street | Princeton, N.J. 08540 | GazelleGroup.com
Summary of Contents SUMMARY OF SPONSORSHIP BENEFITS
- Outline and Description of Sponsor Benefits......................................................................... 3
EVENT HISTORY AND INFORMATION
- Miscellaneous Facts...............................................................................................................7 - Results and Awards.............................................................................................................. 8 - Demographics of College Basketball.....................................................................................10 - Event Demographics............................................................................................................ 11 - Madison Square Garden.......................................................................................................12
ADVERTISING & PROMOTION
- Summary of Newspaper, Radio, Television and Direct Marketing.........................................13 - Samples of Advertisements and Ticket Inserts.....................................................................15
MEDIA EXPOSURE
- In-Game Television Exposure...............................................................................................19 - Commercial Units.................................................................................................................27 - Supplemental Exposure...................................................................................................... 28
ON-SITE EXPOSURE & PROMOTIONS
- 7th and 8th Avenue Marquees............................................................................................. 29 - Center Hung Scoreboard Mentions...................................................................................... 30 - Arena Exposure.................................................................................................................... 31 - Customized Promotions.......................................................................................................32 - Post Game Awards Presentation and Sponsor Recognition..................................................33
PRE-GAME HOSPITALITY
- Photographs........................................................................................................................35
PRESS COVERAGE
- Summary of Media Exposure...............................................................................................37 - Press Releases - Samples of Newspaper & Website Articles
GothamClassic.com | 1
Sponsorship Benefits Sponsors can create a customized program using a “menu� approach. Our goal is to create a meaningful package that achieves your marketing objectives and adheres to your budget. BRANDING - Category exclusivity - Use of logos associate with the event - Company name will be incorporated into the event name and logo. Below are several examples of where the event logo will appear: - All audio, graphic, and promotional mentions in the television broadcasts - Court Decals - Courtside Signage - Backboard supports - Advertising materials and press releases - Press backdrop and hospitality banners - Website - Event Merchandise
The Showcase Game at Madison Square Garden was broadcast on ESPN2.
GothamClassic.com | 3
Sponsorship Benefits TELEVISION EXPOSURE - In-game commercial units - Television exposure on the courtside digitalsignage. - Opening and closing billboards - In-game enhancements - Court decals - Entitlement of the television broadcast (including audio, video and promotional mentions) - Logo exposure on the backboard supports - Logo exposure on the bench chairbacks
ADDITIONAL MEDIA EXPOSURE - Logo inclusion in Gazelle’s national advertising and promotional materials (i.e. e-mail blasts, press releases, etc.) - Logo inclusion in Gazelle’s local advertising and promotional materials (i.e., television, newspaper and radio advertising, e-mail blasts, etc.) - Logo and link on the event website - Commercial units on high-profile sports talk radio stations in New York. Each commercial will be divided between :30 of content dedicated to the sponsor message and :30 dedicated to the event promotion. 4 | GothamClassic.com
Sponsorship Benefits
ON-SITE EXPOSURE - “In-arena” exposure on the courtside signage system - Exposure on the marquees outside the arena (where applicable) - Public address announcements - Scoreboard mentions - On-site display area in a high traffic area inside the arena
PROMOTIONAL OPPORTUNITIES - Opportunity to develop a customized marketing program to leverage the sponsorship (e.g., sweepstakes, retail promotions, sales incentive, etc.). This program will be mutually developed based upon your marketing strategy. - Opportunity to create a halftime or time-out on-court promotion. - The right to use game footage and photographs from the event for promotional purposes. - Opportunity for an employee or customer to deliver the “game ball” prior to tip-off of one game. - Presentation of a post-game award GothamClassic.com | 5
Sponsorship Benefits OFFICIAL SOUVENIR PROGRAM - Name and logo on the front cover - Full-page, four color advertisement in the body of the program - Full-page, four color advertisement on the inside of the front cover - Full-page, four color advertisement on the back cover - Full-page, for “Welcome� and corporate message - Full-page, black and white advertisement in the body of the program - Logo on the team and roster center spread
TICKETS AND HOSPITALITY - Premium location tickets for the game - Invitations to the pre-game hospitality reception (Showcase Game)
6 | GothamClassic.com
Did You Know??? - By all measures, the inaugural Chevrolet Gotham Classic was a success. The tournament featured No. 3 Syracuse and Temple, the fifth and sixth winningest college basketball programs in the country. It also featured one of the surprise teams in the country in Canisius, and a Detroit team that featured one of the top 50 players nationally in Ray McCallum. - ESPN televised a pair of games of the Chevrolet Gotham Classic. On Dec. 17, ESPN2 was there as Hall of Fame coach Jim Boeheim of Syracuse earned his 900th career victory, becoming one of only three coaches in history to achieve 900 career Division I wins. ESPN2 also televised the Challenge Game of the event, Temple’s stunning 83-79 upset of Syracuse from Madison Square Garden. In addition, Time Warner Cable Sports aired a pair of Syracuse home games (Canisius and Alcorn State), as well as the Canisius-Alcorn State game. - For the Syracuse-Detroit game, ESPN2’s broadcast team consisted of John Saunders, Jay Bilas, and sideline reporter Doris Burke. For the Syracuse-Temple game at Madison Square Garden, Bob Wichusen and Doris Burke provided the commentary. - The Challenge Game of the Chevrolet Gotham Classic drew 12,648 fans to Madison Square Garden. In all, over 78,000 fans attended the inaugural Chevrolet Gotham Classic.
Doris Burke of ESPN interviews Temple Head Coach Fran Dumphy following the game at Madison Square Garden. GothamClassic.com | 7
Tournament Bracket 2012 CHEVROLET GOTHAM CLASSIC All Times Eastern
Saturday
Dec. 15
No. 4 Syracuse 85, Canisius 61
7:00 P.M. TWC
Monday
Dec. 17
Temple 63, Alcorn State 46
7:00 P.M.
No. 3 Syracuse 72, Detroit 68
7:00 P.M.
Detroit 74 Alcorn State 58
3:00 P.M.
Canisius 72, Temple 62
7:00 P.M.
Wednesday
Dec. 19
CHALLENGE ROUND presented by UNDER ARMOUR Madison Square Garden, New York, N.Y. Saturday
Dec. 22
Temple 83, No. 3 Syracuse 79
Thursday
Dec. 27
Canisius 87, Alcorn State 74
7:00 P.M. TWC
Saturday
Dec. 29
No. 9/7 Syracuse 57, Alcorn State 36
7:00 P.M. TWC
Sunday
Dec. 30
Detroit 83, Canisius 78
7:00 P.M.
Thursday
Feb. 28
Detroit
*postponed from Dec. 28
8 | GothamClassic.com
at
Temple
12:00 P.M.
7:00 P.M. *
Basketball Demographics MALE 25-54 COLLEGE BASKETBALL VIEWERS ARE MORE LIKELY TO PURCHASE AND USE A WIDE VARIETY OF PRODUCTS AND SERVICES THAN THE AVERAGE U.S. ADULT. CATEGORY
PRODUCT
INDEX
Automotive
Truck: net any vehicle DM SUV: net any vehicle DM Any Vehicle: net any vehicle DM
182 199 186
Automotive Aftermarket
Automotive Do-It-Yourselfers Gasoline: spent $50+ past month Motor Oil: bought/changed any past year Tires: bought any past year
136 155 151 156
Beverages
Regular Domestic Beer: drank past week Imported Beer: drank past week Regular Soft Drinks: drank past week
149 160 145
Computers
Personal Computers: bought past year PC Hardware: bought past year Online Internet Service: use daily
150 162 179
Electronics & Entertainment
Electronics Store: shopped past month PC Software: bought $200+ past year Movies: Prefer to see in first two weeks of release
151 170 147
Financial
Securities: current market value of investments $50K+ Credit Cards: average monthly expenditure $450+
239 192
Household Appliances & Furnishings
Home Improvement: did work yourself past year Home Improvement/Hardware/Appliance Store: shopped past month Household Furnishings: big ticket items bought past year
169 151
Insurance
Auto/Vehicle Insurance: DM for company used Life Insurance: DM for company used Homeowner’s/Property Insurance: DM for company used
156 189 177
Men’s Apparel & Sports Apparel
Casual Slacks: bought any past year Jeans: bought any past year Athletic/Workout Wear: bought any past year Cross-Training Shoes: bought any past year
183 156 229 151
Personal Supplies
Razor Blades: used any past 6 months Shaving Creams/Gels: used any past 6 months Headache Remedies & Pain Relievers: used past 6 months Prescription Drugs: any prescription filled past month
162 152 149
152
151 Restaurants
Fast Food Restaurants: dined 9+ times past month Family Restaurants & Steak Houses: dined past month
166 166
Travel
Hotels: Business, stayed 5+ nights past year Airline Travel: Business, any round-trip flights past year Car Rental: Business Use, any rentals past year
192 223 192
To be read: Male 25-54 College Basketball viewers are +82% more likely to be decision makers for the purchase or lease of a truck than the average U.S. Adult.
GothamClassic.com | 9
Event Demographics MALE 72% FEMALE 28% AGE 10.1% of fans are <17 yrs old 17.5% of fans are 18-24 yrs old 29.6% of fans are 25-34 yrs old 30.5% of fans are 34-54 yrs old 12.3% of fans are 55+ yrs old EDUCATION 86% are college graduates or have attended college 5% have a high school diploma 9% have attended some high school TV VIEWERSHIP 31% watch college basketball less than 2 hours per week 34% watch college basketball 2-5 hours per week 27% watch college basketball more than 5 hours per week EATINGâ&#x20AC;&#x2C6;OUT
22% eat out 0-1 times per week 37% eat out 1-3 times per week 24% eat out 3-5 times per week 9% eat out 5-8 times per week 6% eat out more than 8 times per week
HOUSEHOLD INCOME
18% have a household income of <$50,000 16% have a household income of $50,000 - $74,000 18% have a household income of $75,000 - $99,000 16% have a household income of $100,000 - $149,000 32% have a household income of $150,000+
10 | GothamClassic.com
Madison Square Garden “THE GARDEN” On so many nights across it’s 125 year history, the Garden has been THE place to be. Today, Madison Square Garden extends its greatness onto busy Seventh Avenue between 31st and 33rd Streets in Manhattan. The first Garden opened on Fifth Avenue in 1879 and has since changed locations and revolutionized into the 19,763-seat arena at its current location. The Garden is no stranger to college basketball, hosting the very first major postseason tournament, the National Invitational Tournament, in 1938. Well known across the globe, the Garden is more than an arena. Nearly five million fans pass through the Garden’s turnstiles every year, taking in such familiar staples as the New York Knicks, Rangers and Liberty, concerts, world championship boxing, and of course, college
“It’s known simply as ‘The Garden,’ a perfect appellation for a place where legends grow. To millions, those two words mean just one thing: Madison Square Garden, billed in typical New York hype as THE WORLD’S MOST FAMOUS ARENA.” “It doesn’t matter if it’s Michael Jordan, or Muhammad Ali, or Sinatra, or the Pope... They know the stage is brighter here than anyplace else!” “Whether sitting in the locker room or waiting in the wings, athletes and artists view the Garden as the pinnacle: the best venue in the biggest city before the brightest audiences.” “The Garden is more than a building. The history is so rich, and people want to be a part of that history.”
- From “Looking Back at 125 Years of Madison Square Garden” By AP Writer Larry McShane GothamClassic.com | 11
Advertising Impressions Online
Dates
Locations
Impressions/Day
Total Impressions
ESPN.com NJ.com Behavior and Geo-targeted Ads
12/10 - 12/21 12/10 - 12/21 12/10 - 12/21
Home Page Sports Pages Internet
34,167 22,326 80,739
410,000 267,917 968,865
Syracuse.com TheGarden.com Facebook TOTALS
12/11 - 12/18 3/19 - 12/22 9/26 - 12/31
Sports/SU Basketball Home/Event Pages Event Pages
40,246 10,667 630 188,775
321,962 2,634,749 61,056 4,664,549
Total online advertising impressions: 4,664,549
Radio Station ESPN 1050 ESPN 1050 WFAN 660 AM WFAN 660 AM TOTALS
Dates 11/7 - 11/18 11/7 - 11/18 11/7 - 11/21 11/7 - 11/21
Length :60 :15 :30 :15
# of Units
Avg. Audience
Total Impact
52 6 22 6 86
364,950 364,950 507,757 507,757 1,745,414
18,977,400 2,189,700 11,170,654 3,046,542 35,384,296
Total radio advertising impressions: 35,384,296
TOTAL ADVERTISING IMPRESSIONS: 40,048,845
GothamClassic.com | 13
Direct Marketing
Ticketmaster Alert - Database 2 e-mails to over 2.5 million subscribers
Madison Square Garden
4 e-mails to over 30,000 subscribers
Ticketmaster Alert - Special Offer 1 e-mails to over 83,000 subscribers Gazelle Database 4 e-mails to over 12,000 subscribers
New York Knicks
Radio City Entertainment
1 e-mail to over 250,000 subscribers American Express
1 e-mail to over 1 million subscribers Citi Private Pass
2 e-mails to over 7,000 subscribers
2 e-mails to over 2 million subscribers
New York Liberty
Temple University
2 e-mails to over 5,100 subscribers
2 e-mails to over 20,000 subscribers
New York Rangers
Syracuse University
2 e-mails to over 6,000 subscribers
2 e-mails to over 55,000 subscribers
OVER 10.6 MILLIONâ&#x20AC;&#x2C6;IMPRESSIONS
14 | GothamClassic.com
Advertisements
GothamClassic.com | 15
Advertisements
Duratrans in the Box Office of Madison Square Garden advertising the Showcase Game.
16 | GothamClassic.com
Advertisements
10â&#x20AC;&#x2122; x 15â&#x20AC;&#x2122; banner displayed on 7th Avenue outside the Madison Square Garden and Penn Station main entrances.
GothamClassic.com | 17
Social Media
Event Facebook Page has 216 fans.
Event Twitter Page has 267 followers.
18 | GothamClassic.com
Television Exposure Showcase Game - MSG Minutes of unobstructed exposure on the courtside signage Sponsor Chevrolet Under Armour Reese’s Progressive Lucas Oil Citi Card O’Reilly Auto Parts Prudential 2K Sports Wilson TOTALS
Syracuse vs. Temple 7:44 3:51 4:45 3:46 3:53 2:22 2:27 3:07 2:09 3:23 37:27
Minutes of exposure for floor decals, backboard supports, and chairbacks Sponsor Chevrolet Decals Under Armour Decal Reese’s Decals Chevrolet Chairbacks Chevrolet Backboard Supports Under Armour Backboard Supports TOTALS
Syracuse vs. Temple 52:19 15:07 44:16 2:17 13:39 1:59 2:09:37
GothamClassic.com | 19
Television Exposure
During the broadcast of the Showcase Game on ESPN2 the Event received 10 verbal and 21 graphic mentions.
20 | GothamClassic.com
Television Exposure
GothamClassic.com | 21
Television Exposure
Backboard support decals (above left). Event Decal, Under Armour Decal and Chevrolet Decals (above right). Reeseâ&#x20AC;&#x2122;s and Chevrolet baseline decals (below right). Chevrolet Chairbacks (below left).
22 | GothamClassic.com
Regional Round Exposure Syracuse, N.Y. Minutes of unobstructed courtside signage
Sponsor Chevrolet Lucas Oil Prudential Progressive TOTALS
Syracuse vs. Canisius (Time Warner) 10:44
Syracuse vs. Detroit (ESPNU) 7:11
Syracuse vs. Alcorn State (Time Warner) 10:45
Totals 28:40
------10:44
6:21 3:45 4:27 21:44
------10:45
6:21 3:45 4:27 41:13
Minutes of exposure on court decals, chairbacks and backboard support Sponsor Chevrolet Decals Chevrolet Backboard Supports Chevrolet Chairbacks TOTALS
Syracuse vs. Canisius (Time Warner) 28:16 28:12 1:17 57:45
Syracuse vs. Detroit (ESPNU) 29:23 21:27 0:17 51:07
Syracuse vs. Alcorn State (Time Warner) 24:31 20:16 --44:47
Totals 1:21:10 1:09:55 1:34 2:32:39
GothamClassic.com | 23
Television Exposure Syracuse, N.Y.
Chevrolet Courtside LED Signage and Backboard Support Decals during each Regional Round Game at Syracuse.
24 | GothamClassic.com
Regional Round Exposure Syracuse, N.Y.
Chevrolet and the Event logo appeared on the press backdrop following each game at Syracuse (left). Chevroletâ&#x20AC;&#x2122;s logo also appeared on the chairbacks (below).
GothamClassic.com | 25
Commercial Units
Showcase Game - Madison Square Garden Date
Game
Network
Airtime (EST)
Sponsor
12/22/12 12/22/12 12/22/12 12/22/12 12/22/12
Syracuse vs. Temple Syracuse vs. Temple Syracuse vs. Temple Syracuse vs. Temple Syracuse vs. Temple
ESPN2 ESPN2 ESPN2 ESPN2 ESPN2
12:09 pm 12:19 pm 12:31 pm 12:41 pm 1:02 pm
Chevrolet Chevrolet Chevrolet Under Armour 2K Sports
12/22/12 12/22/12 12/22/12 12/22/12 12/22/12
Syracuse vs. Temple Syracuse vs. Temple Syracuse vs. Temple Syracuse vs. Temple Syracuse vs. Temple
ESPN2 ESPN2 ESPN2 ESPN2 ESPN2
1:13 pm 1:17 pm 1:29 pm 1:42 pm 1:57 pm
Under Armour Under Armour Chevrolet Chevrolet Chevrolet
Commercial Spots: 10
GothamClassic.com | 27
Supplemental Exposure TELEVISION - The Chevrolet Gotham Classic was featured in ESPN’s promotional spots. - National, regional, and local sports highlight shows. - Local news network sports coverage.
RADIO - Jim Boeheim was interviewed nationally by “Mike and Mike” on ESPN Radio and on the Michael Kay show on ESPN Radio New York.
ESPN broadcasting live from Madison Square Garden.
28 | GothamClassic.com
On-Site Exposure 7TH AND 8TH AVENUE MARQUEES AND BANNER
Beginning one month prior to the Event, sponsor mentions appear on an event banner and on the 7th and 8th Avenue Marquees 3 times per hour, 18 hours a day, totalling approximately 1,700,000 daily impressions. GothamClassic.com | 29
On-Site Exposure
Sponsor messages and logos appear on the Gardenvision center hung scoreboard and endboard LED ribbons during PA Announcements and Promotions.
30 | GothamClassic.com
Customized Promotions
Challenge Round presented by
December 22, 2012 Madison Square Garden Vs.
OFFICIAL SOUVENIR PROGRAM
S:10”
T:11”
Additional Games at Host Sites
December 15-30, 2012
Syracuse | Temple | Detroit | Canisius | Alcorn State
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OFFICIAL BASKETBALL OF THE GOTHAM CLASSIC. Wilson is the official basketball of the Gotham Classic and the name behind more exciting ®
moments in sports than any other brand in the world. Our passion for innovation and technology has made us the performance leader in basketball and given players at every level the equipment they need to compete and win. More hoop. More performance. More win. Get more at wilson.com
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GothamClassic.com | 31
Customized Promotions
Two lucky fans competed in the Reese’s “Perfect Combination” shooting contest (above, below). Two lucky fans were selected and announced for the Reese’s Perfect Seat Upgrade. A great game from a great view, the perfect combination (above).
32 | GothamClassic.com
Sponsor Recognition
Sponsor Representatives were recognized for their support of the 2012 Chevrolet Gotham Classic (L-R): Chevrolet - Bill Fleck Under Armour - Shawn Flynn Reeseâ&#x20AC;&#x2122;s - Greg Lawrence Academy - Spencer Sydorko
GothamClassic.com | 33
Post Game Award
Bill Fleck of Chevrolet presented the Most Outstanding Player Award to Templeâ&#x20AC;&#x2122;s Khalif Wyatt following the game.
34 | GothamClassic.com
Pre-Game Hospitality The Pre-Game Hospitality Reception was held in Madison Square Garden’s Legends Room prior to the game.
Sponsors appeared on the “Thank You” Placard displayed in the Pre-Game Hospitality (left).
GothamClassic.com | 35
Press Coverage As one of the nationâ&#x20AC;&#x2122;s premier college basketball events, the Chevrolet Gotham Classic received an enormous amount of press coverage in the local, regional, and national media. The entire footprint of the event includes the five home sites and the Challenge Round in New York City, for a total of 10 games. In 2012, stories before, during, and after the event were written by the Associated Press and circulated in most large and small newspapers across the nation. The event enjoys a tremendous amount of exposure on the Internet, on both national and sport-specific web sites. More specifically, the Chevrolet Gotham Classic was featured in articles in, but not limited to, the following media: - SI.com - ESPNNY.com - Detroit Free Press - ESPN.com - SNY.com - Buffalo News - CBSSports.com - Boston Herald - CSNPhilly.com - New York Times - Philadelphia Inquirer - South Jersey Times - New York Daily News - Philadelphia Daily News - Bucks County Courier Times - New York Post - Syracuse Post-Standard - New York SportsDay In all, over 100 reporters and photographers representing more than 40 media outlets were issued credentials to the Challenge Round of the 2012 Chevrolet Gotham Classic at Madison Square Garden.
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