INDEX INTRODUCTION TO GERMAN ICE HOCKEY 04-13 THE CHAMPIONS HOCKEY LEAGUE 14-16 THE DEL STADIUM´S INFRASTRUCTURE 17-19 THE HOME OF THE KREFELD PINGUINE 20-22 DEL FROM AN ECONOMIC POINT OF VIEW 23-25 THE KREFELD PINGUINE 26-37 ADVERTISING WITH KREFELD PINGUINE 38-43 THE REASON WHY YOU SHOULD BECOME A SPONSOR 44-47 EXECUTIVE SUMMARY 48
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INTRODUCTION TO
GERMAN ICE HOCKEY 4
ICE HOCKEY ONE OF THE MOST POPULAR TEAM SPORTS EVENTS IN GERMANY
The exciting nature of the sport allied with the fact that Ice Hockey has a safe family atmosphere
helps to attract younger and older people alike. At least three million people are visiting the games of the premium league in the stadiums per season. Nearly 0.5 Mio. viewers on TV in average are watching the live broadcast on the weekend. German consumers are spending more than 1.6 BN â‚Ź a year on Ice Hockey. It is one of the most populare teamsports in Germany. There are more than 34.000 active players (professionals and non-professionals) in the country. Compared to other nations Germany is number 6 in the world regarding Ice Hockey awareness.
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ICE HOCKEY THE FASTEST GROWING SPORT IN GERMANY Media has noted how DEL is showing signs
of growing strength, with more corporate sponsorship and rising TV revenue. Right now, in Germany no sport is developing as successfully as Ice Hockey. Ice Hockey is growing in this country, even in tougher economic phases. The influence of the games has spread all over Germany and continues to pick up steam.
Ice Hockey is becoming more and more ingrained in the sports community. With recent initiatives such as the “Wintergames”, where two DEL teams play their regular season game outdoors in a big stadium, a new European record of visitors has been reached with more than 50.000 people on stadium and a million on TV.
DEL WINTERGAME TAKES PLACE EVERY 2 YEARS BETWEEN TWO NOMINEES FROM DEL
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GERMAN ICE HOCKEY CONTINUOUS INCREASE OF SPECTATORS The numbers of home game visitors compared with different sports shows the attractivity of ice hockey.
NUMBER OF VISITORS PER SEASON IN GERMANY 2.500.000
2.308.736 2.000.000 1.500.000
1.481.324
1.411.055
1.000.000
586.371
500.000 0
ICE HOCKEY
BASKETBALL
HANDBALL
VOLLEYBALL 7
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THE DEVELOPMENT OF THE
GERMAN NATIONAL HOCKEY LEAGUE
The German National Hockey League (DEL),
also called first national division, is the highest league for Ice Hockey in Germany. Founded in 1994 it was the first professional league that has been organized by an operating company with limited liability (DEL Betreibergesellschaft mbH). The clubs transferred their professional teams into capital (corporate) legal entities.
Nowadays the DEL operating company GmbH is legally, economically and from an organizational point of view independent and reflects an association of all DEL clubs. From 1958 - 1994 the later called DEL existed as Ice Hockey Natioanl League called “Bundesliga”. Record champion of the DEL are the „Eisbären Berlin“ with seven German championship titles.
THE GERMAN ICE HOCKEY ENVIRONMENT IS INFLUENCED / ORGANIZED BY FOUR DIFFERENT MEMBERS: • THE GERMAN ICE HOCKEY LEAGUE (DEL) - PREMIER LEAGUE • THE ICE HOCKEY OPERATING COMPANY (ESBG) FOR THE LOWER LEAGUES • THE GERMAN ICE HOCKEY FEDERATION (DEB) AS RESPONSIBLE SPORTS ORGANIZATION • THE ASSOCIATION OF THE INTERNATIONAL ICE HOCKEY FEDERATION (IIHF)
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THE DEL TEAMS THE DEL IS MADE UP OF 14 TEAMS FROM ALL OVER GERMANY:
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KREFELD PINGUINE
SCHWENNINGER WILDWINGS
DÜSSELDORFER EG
THOMAS SABO ICE TIGERS
KÖLNER HAIE
ERC INGOLSTADT
ISERLOHN ROOSTERS
STRAUBING TIGERS
HAMBURG FREEZERS
RED BULL MÜNCHEN
EISBÄREN BERLIN
DIE ADLER MANNHEIM
GRIZZLY ADAMS EHC WOLFSBURG
AUGSBURGER PANTHER
THE DEL
ICE HOCKEY LANDSCAPE
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THE DEL NATIONAL CHAMPIONSHIP THE GERMAN ICE HOCKEY SEASON IS DIVIDED INTO 3 PERIODS:
1. During the pre-season (August/September) the teams prepare for the upcoming season by playing against other teams from the league and intensive physical training.
2. During the regular season the clubs play against each other in a predefinded schedule. The season starts mid September and runs until beginning of March. In Germany each team has to play 52 times with 26 so called “home games”, i.e. they take place in the clubs’ home town.
3. After the 52 games only the ten best teams are qualified for the playoff period. The top 6
teams are directly qualified for the quarter finals of the playoffs. The remaining 2 teams will be identified through the so called pre playoffs between the clubs on position 7 to 10 of the ranking. During the pre-playoffs the club on position 7 plays against the club on position 10 and number 8 plays against number 9. The playoff season runs from beginning of March to mid April. Thus, the German ice hockey champion has to go through up to 80 games depending on its starting position after the regular season. Since 1994 the DEL is responsible for the holding/organization of the German National Championship.
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KREFELD PINGUINE
GERMAN NATIONAL HOCKEY CHAMPION 2003
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THE CHAMPIONS HOCKEY LEAGUE
AN INTRODUCTION The Champions Hockey League is a tourna-
ment between Europe´s best Ice Hockey clubs with a mechanism in most parts comparable to the well known Champions League in soccer. The first game of the tournament took place in August 2014. Finals took place in February 2015 where the Finnish Team Lulea HF won the title. The European Ice Hockey Club Competition AG (EICC) is a company established in 2013 in Switzerland that holds all rights of the Champions Hockey League (CHL) and organizes the competition. EICC is an AG (Aktiengesellschaft = Ltd.) registered in Zürich under Swiss Law.
As such the EICC is owned by shareholders and governed by a board which is elected by the CHL General Meeting, the league’s legislative body. The shareholding structure of the company looks as follows:
Different to soccer Champions League CHL is based on their founding clubs (A-License). These are clubs that have: • An established record of sportive excellence; contributed to the development of Ice Hockey in their country. • Solid financial status and organisation, developed infrastructure, and can thus be considered as worthy representatives of their country and league in the CHL. These clubs are mainly, but not limited to, those who have been instrumental in developing the European Trophy competition and who have over a period of time invested effort and funds into that competition. KREFELD PINGUINE ARE ONE OF THESE FOUNDING MEMBERS AND THEIR NEXT CHL JOURNEY WILL START IN AUGUST 2015!
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IMPRESSIONS OF
KREFELD PINGUINE´S CHL PARTICIPATION 2014
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THE DEL STADIUM´S INFRASTRUCTURE
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DEL TEAMS DEPEND ON AN EXCELLENT INFRASTRUCTURE The operation of an ice sport stadiums is
very cost intensive. The total operating costs amount to up to 120 Mio € per year. According to a study from University of Erfurt keeping up the ice production is responsible for 35% of the operating costs followed by 32% for heating the stadium. Mostly the stadiums are so called multi-functional stadiums. This is the case for Krefeld Pinguine´s home stadium the KönigPalast,
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too. Stadiums like these offer a modern event infrastructure including public catering, special business areas, full serviced VIP lounges and tribunes. There is also the possibility to organize exclusive business events in cooperation with the clubs. For all DEL Ice Hockey clubs a well balanced offer and perfect service for their fans and sponsors are of very high importance.
OVERVIEW OF THE CAPACITY OF
DEL STADIUMS
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THE HOME OF THE
KREFELD PINGUINE 20
IMPRESSIONS OF
KREFELD PINGUINE´S
HOME STADIUM - THE KÖNIGPALAST
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THE KÖNIGPALAST KREFELD WHERE EMOTION MEETS BUSINESS When enthusiastic fans are celebrating their stars or shortly before the game is over the winning goal is achieved, the stadium is full of emotions. This highly exciting atmosphere in the KönigPALAST is the optimal basis for successful business.
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The KönigPALAST´s facilities puts a crown on top of all business and sport activities. By using the KönigPALAST you can combine business with pleasure. The KönigPALAST can cope with up to 8,029 visitors and offers all kinds of modern means of communication.
DEL FROM AN ECONOMIC POINT OF VIEW
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THE BUSINESS PLAN OF DEL CLUBS The corporations of the German National Ice Hockey League are financed exclusively through (on average):
• Sponsoring (approx. 49%) • Income of the game days (approx. 33%) • TV licences (approx. 3%) • Merchandising (approx. 25%) • Others, like shareholders’ contribution (approx. 13%)
Thus the aquisition of sponsors plays a major role in the financing structure of the clubs.
Increasing attractivity of German Ice Hockey, a long tradition in regards to the clubs and a highly positive image of the sport have led to a constantly growing number of big companies that substantially support the clubs. Also the fact that the German Ice Hockey is not only a local but a national event has convinced more and more companies to invest into this sport.
SHARE OF BUDGET KREFELD PINGUINE SEASON 2014/2015
TV-Licenses Income Game Days Sponsorship 24
Rent Cost of Operations Personnel Cost
BIG BRANDS
THE MAJOR DEL SPONSORS Big brands and well known companies have seen the advantage of sponsoring German National Hockey League (DEL). These brands are a choice of the great support from industries all over the world in the premier league of German Ice Hockey:
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THE
KREFELD PINGUINE 26
KREFELD PINGUINE TRADITION IN THE LOWER RHINE REGION In their history which dates back to 1936, Krefeld Pinguine have twice won the German cham-
pionship. Their most recent title 2003. The team has reached two league semi-final appearances in 2011 and 2013. In season 2014/2015, they finished second in the DEL regular season but were ousted in the quarter-finals by eventual champion ERC Ingolstadt.
IMPORTANT FACTS: - 80 YEARS OF ICE HOCKEY TRADITION IN LOWER RHINE REGION - AFTER SECOND WORLD WAR RESTART PLAYING IN 1946 - VENUE OF ICE HOCKEY WORLD CHAMPIONSHIP IN 1955 - GERMAN CHAMPIONS IN 1951/1952 AND 2003 - FOUNDING MEMBER OF GERMAN NATIONAL PREMIUM LEAGUE IN 1994 - FOUNDING MEMBER OF CHAMPIONS HOCKEY LEAGUE (CHL) IN 2013 - PARTICIPANT OF CHL FROM 2014 ON
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KREFELD PINGUINE AN INTERNATIONAL TEAM The Krefeld Pinguine are formed by players from the US, Czech, Sweden, Canada, Hungary, Russia, Letvia and Germany. Some have played in the US NHL and other international leagues. This international experience is reflecting on the team as well as the DEL.
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DEDICATION AND EMOTION ON ICE SEASON 2014/2015
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KREFELD PINGUINE CONTINUOUS INCREASE OF VISITORS
SEASON VISITORS 2013/2014 166.461 2012/2013 171.146 2011/2012 161.656 2010/2011 147.021 2009/2010 96.314 2008/2009 140.236 2007/2008 102.869 2006/2007 106.733
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THE FANS
THE EQUITY OF THE CLUB
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KREFELD PINGUINE
AN APPROACHABLE TEAM 32
KREFELD PINGUINE AN APPROACHABLE TEAM The tradition of Krefeld Pinguine includes the family-like approach of the team and the management in the past and present. The fans of Krefeld Pinguine are said to be the most supportive in the DEL. There are 27 organised Fan Clubs existing.
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MEDIA
FACTS & FIGURES 34
KREFELD PINGUINE PRESENCE ON TV
• FREE-TO-AIR CABLE, SATELLITE AND INTERNET TV STATION • SERVUS TV CAN BE RECEIVED BY 36 MILLION HOUSEHOLDS • AROUND 40 GAMES ARE BROADCASTED PER SEASON • USUAL STARTING TIME: SUNDAY 05.30 PM • TRANSMISSION ON FRIDAY EVENING WITH THE INTERNET PROVIDER LAOLA.TV • ALSO REPORTS IN THE MAIN TV-STATION E.G. ARD, ZDF AND PRIVATE TV • FUNDAMENTAL INCREASE OF POPULARITY OF DEL
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KREFELD PINGUINE PRINT MEDIA REPORTS ON AN ALMOST DAILY BASIS ABOUT KREFELD PINGUINE EDITORIAL REPORTINGS PER MEDIA PER YEAR 250 250 200
211
207
EDITORIAL REPORTINGS PER MEDIA PER YEAR
211
207
EDITORIAL REPORTINGS PER MEDIA PER YEAR
200 150 150 100
71
100 50
71
24
500 0
24
RP
EISHOCKEY NEWS
STADT SPIEGEL
EXTRA TIPP
WZ
RP
EISHOCKEY NEWS
STADT SPIEGEL
EXTRA TIPP
8.000.000
7.204.806
8.000.000 6.000.000
7.204.806
CIRCULATION X REPORTING 4.396.059
6.000.000 4.000.000
4.396.059
4.000.000 2.000.000
0
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23
WZ
NUMBER OF PRINTS PER YEAR PLUS REPORTING FREQUENCE REFLECTS THE MEDIA AWARENESS AND PUBLIC INTEREST.
2.000.000 0
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CIRCULATION X REPORTING 3.641.280
3.486.110
3.641.280
3.486.110
2.982.000 2.982.000
WZ
RP
STADT SPIEGEL
EXTRA TIPP
EISHOCKEY NEWS
WZ
RP
STADT SPIEGEL
EXTRA TIPP
EISHOCKEY NEWS
KREFELD PINGUINE DIGITAL PRESENCE
THE KREFELD PINGUINE ARE PRESENT ON ALL MAIN ICE HOCKEY WEBPAGES • WWW. DEL.ORG • WWW. DEB-ONLINE.DE • WWW. EISHOCKEY.DE • WWW. SPORT1.DE
The homepage of Krefeld Pinguine www.krefeld-pinguine.de counts more than 8.000 visits per day. On Facebook round about 15.000 people follow the Krefeld Pinguine´s latest news.
• WWW. EISHOCKEYNEWS.DE • WWW. EUROSPORT.DE • WWW. EISHOCKEY.NET • WWW. SPOX.COM • WWW. HOCKEYWEB.DE • WWW. EISHOCKEY-ONLINE.DE • WWW. EISHOCKEY-24.DE • ON THE HOMEPAGES OF ALL DEL-TEAMS 37
ADVERTISING WITH
KREFELD PINGUINE 38
ADVERTISING WITH KREFELD PINGUINE To sponsors Krefeld Pinguine offer numerous ways of advertising not only in the context of the home games but in many other ways‌
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OPTION 1: ADVERTISEMENT ON PLAYER ON ICE Active athletes serve as an eye-catcher and quickly generate attention for your brand.
Even more important to you: they catch the eye of the public and thereby increase the reputation of your brand or the possibility to improve your image.
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OPTION 2: ADVERTISEMENT ON TEAM OFF ICE wardrobe of head coach and assistant coach: Blazer, Shirt, Tie
Players` wardrobe: Blazer, Shirt, Polo Shirt, Jacket, Tracksuit, Basecap, Hat
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OPTION 3: ADVERTISEMENT IN THE STADIUM
Under ice advertisement
Ribbon advertisement
Media cube
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OPTION 4: ADVERTISEMENT IN OTHER TYPES OF MEDIA • Print communication of any kind (flyer, poster, etc.) • Numerous ways of communicating during the third breaks e.g. in the Krefeld Pinguine TV Studio or via activities on ice • Krefeld Pinguine´s digital communication • Co-Branding on e.g. team bus and players´ cars • Events with the players reaching from e.g. autograph sessions at your POS to custom made promotion concepts supported by our mascot KEVin.
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THE REASON WHY YOU SHOULD
BECOME A SPONSOR 44
SPONSORING THE REASON WHY In General: Sponsorship is a good way of increasing brand awareness, which helps to generate consumer preference and to foster brand loyalty. An organisation can reinforce awareness among its target market by sponsoring an event or organisation that attracts a similar target market. In Particular: Sponsorship is not an act of charity - it must show some form of positive return on investment (ROI). Since sponsorship is a business arrangement, standard evaluative criteria should be used to establish the suitability of a proposed event in relation to the sponsor´s image and products. A sponsor can enjoy a wide range of benefits from a carefully selected sponsorship with Krefeld Pinguine. Sport offers loyalty, entertainment, passion, and reaches out to all demographics, creating an environment with no boundaries.
KREFELD PINGUINE - THE BEST WAY TO IMPROVE YOUR IMAGE AND BRAND AWARENESS IN THE FASTEST GROWING SPORTS ENVIRONMENT IN GERMANY.
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SPONSORING WHY SPONSORING KREFELD PINGUINE The sponsorship of the Krefeld Pinguine is based on the principle of performance and reward.
Through your involvement as a sponsor in the team´s marketing and communication goals you will find professional support from Krefeld Pinguine and its management. Ice Hockey has an extremely positive image and non-violent trailers. Its fan base in general has a high TV and media interest. The sponsor may therefore engage target
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groups that are difficult to reach with traditional communication media or measures. On top new communication channels open up. The sponsor can increase his visibility and brand awareness and this at a relatively low cost base compared to e.g. soccer. Care, expand, foster and improve business contacts within the league incorporation with the Krefeld Pinguine. Nationwide regular public presence is given by the high numbers of matches away.
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EXECUTIVE SUMMARY Sports sponsorship has never been more powerful or more effective.
At a time when many traditional ways of communication with consumers are reaching fewer people or failing to cut through, sports and entertainment has become increasingly central to differentiate oneself from competition. Despite the obvious opportunity, however, many brands still shy away from sports sponsorship. Krefeld Pinguine offers an excellent basis for a valuable sponsor business relationship - It´s just about reaching the opportunity, understanding this possible strategy for business growth and considering sponsorship of Krefeld Pinguine to be a mechanism to connect with your target audience. The management team of Krefeld Pinguine will happily support you to establish an effective way to reach the highest ROI and visibility possible! Let´s connect!
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CONFIDENTIALITY NOTE: The information transmitted is intended only for the person(s) or entity to which it is addressed and may contain confidential and/or privileged material. Any review, retransmission, dissemination or other use of, or taking of any action in reliance upon this information by persons or entities other than the intended recipient is prohibited. Design: J. JesĂşs FernĂĄndez / www.jesus-fernandez.net
KEV Pinguine Eishockey GmbH WestparkstraĂ&#x;e 111 D-47803 Krefeld Tel.: + 49 21 51 / 76 23 9-0 Fax: + 49 21 51 / 76 23 9-15 E-Mail: info@krefeld-pinguine.de