Transcript Weber Grills/NFL Sponsorship Proposal
NFL SPONSORSHIP PROPOSAL
PRESENTED TO WEBER
Melissa DeLeo, Kate Ivory, Megan McGinnis and Rebecca Womack Official Sponsor of the NFL
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.
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.
NFL Entities
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.
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
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!
NFL Official Sponsors 2013
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.
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.
Our Products
Gas Charcoal Grilling Accessories Cookbooks Electric
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.
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
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.
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.
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
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.
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.
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.