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Coca Cola Sponsorship

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This was a factious presentation for my Springfield College Sport Marketing class in November 2008. This presentation is about a corporate partnership between the New England Patriots and the Coca Cola Corporation

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Coca Cola Sponsorship

  1. 1. Coca-Cola and the New England Patriots
  2. 2. Cover Letter <ul><li>Dear Bob Sanderson, </li></ul><ul><li>I am Chad Smith President of Marketing and Sales for the New England Patriots. The New England Patriots are a professional football team in the NFL. The New England Patriots and Coca-Cola would make good partners, because your product would be exposed to 65,000 plus people in the stadium. Coca Cola and its products would be the only soft drink sold in Gillette Stadium. With this sponsorship of the New England Patriots you will receive many accommodations from prime signage to a private suit. If you wish to contact me here is my email address and phone number [email_address] , 774-313-8603. I will follow up with a phone call in the next few days. I look forward to meeting with you to discuss the specifics of this sponsorship. </li></ul><ul><li>Sincerely, </li></ul><ul><li>Chad Smith </li></ul><ul><li>Chad Smith </li></ul><ul><li>New England Patriots </li></ul><ul><li>President of Marketing and Sales </li></ul>
  3. 3. The New England Patriots Product <ul><li>National Football League </li></ul><ul><li>Sold out every game since 1993 </li></ul><ul><li>Gillette Stadium </li></ul><ul><li>8 games a year plus playoffs </li></ul><ul><li>Have made it to playoffs last 6 of 7 years </li></ul><ul><ul><li>Adds 2 more games </li></ul></ul><ul><li>3 Superbowl Championships since 2001 </li></ul><ul><li>Patriot place new complex around stadium </li></ul>
  4. 4. Gillette Stadium <ul><li>Financing: Privately financed </li></ul><ul><li>Capacity: 68,756 </li></ul><ul><li>Club Seats: 6,000+ </li></ul><ul><li>Concession points of sale: 500+ </li></ul><ul><li>Permanent novelty stands: 15 </li></ul><ul><li>HDTV video screens: 2 (48 feet x 27 feet) </li></ul><ul><li>Stadium area: 1.9 million sqft </li></ul><ul><li>ATM locations: 8 </li></ul>
  5. 5. Details of sponsorship <ul><li>Price </li></ul><ul><ul><li>$10,000,000 for the next 5 years </li></ul></ul><ul><li>Why its worth it </li></ul><ul><ul><li>Signage </li></ul></ul><ul><ul><li>Sampling </li></ul></ul><ul><ul><li>Tickets </li></ul></ul><ul><ul><li>Mentions </li></ul></ul><ul><ul><li>Use Logo </li></ul></ul><ul><ul><li>Only soft drink in Gillette stadium and Patriot Place </li></ul></ul><ul><ul><li>Coca-Cola Merchandise sold in stadium and Patriots Pro Shop </li></ul></ul>
  6. 6. Signage <ul><li>Scoreboards </li></ul><ul><ul><li>Each end of end zone </li></ul></ul><ul><li>Entrance to stadium </li></ul><ul><li>Coca Cola logo on goal post </li></ul><ul><li>Coca Cola bottles on light house </li></ul><ul><li>Billboards around the stadium </li></ul><ul><li>Coca-Cola logo on Tickets </li></ul>
  7. 7. Pictures of Signage
  8. 8. Sampling <ul><li>8 oz. Coca Cola </li></ul><ul><ul><li>Handed out upon entrance to game </li></ul></ul><ul><li>Coupons </li></ul><ul><ul><li>Handed out when leaving stadium </li></ul></ul>
  9. 9. Tickets <ul><li>Private box </li></ul><ul><li>Box seats behind N.E Patriots bench </li></ul><ul><li>Other tickets possible when asked </li></ul>
  10. 10. Mentions <ul><li>Television </li></ul><ul><ul><li>Mentions </li></ul></ul><ul><ul><ul><li>One per quarter while zoom on sign and one during pre game </li></ul></ul></ul><ul><ul><li>Commercials </li></ul></ul><ul><ul><ul><li>One per quarter with one played during pre game and post game shows </li></ul></ul></ul><ul><li>Radio </li></ul><ul><ul><li>Mentions </li></ul></ul><ul><ul><ul><li>Two mentions per quarter </li></ul></ul></ul><ul><ul><li>Commercials </li></ul></ul><ul><ul><ul><li>Two per quarter with two during pre and post game shows </li></ul></ul></ul>
  11. 11. Use of Logo <ul><li>Bottles </li></ul><ul><li>Cans </li></ul><ul><li>Packaging </li></ul><ul><li>Trucks </li></ul>
  12. 12. Patriot Place <ul><li>11 eateries </li></ul><ul><ul><li>All places would serve Coca-Cola and its products </li></ul></ul><ul><ul><ul><li>Include a themed CBS Sports Bar </li></ul></ul></ul><ul><ul><ul><li>Red Robin </li></ul></ul></ul><ul><ul><ul><li>Studio 3 </li></ul></ul></ul><ul><li>24 Retail stores </li></ul><ul><ul><li>Vending Machines around the premises </li></ul></ul><ul><li>$350 million dollar project all funded by Robert Craft the N.E Patriots owner </li></ul>
  13. 13. What you need to you know <ul><li>Demographics </li></ul><ul><li>Ratings </li></ul><ul><li>What you will make back </li></ul>
  14. 14. Where do they come from? <ul><li>6 New England States </li></ul><ul><ul><li>Massachusetts </li></ul></ul><ul><ul><li>Vermont </li></ul></ul><ul><ul><li>New Hampshire </li></ul></ul><ul><ul><li>Connecticut </li></ul></ul><ul><ul><li>Rhode Island </li></ul></ul><ul><ul><li>Maine </li></ul></ul>
  15. 15. Ratings <ul><li>Average Ratings for Patriots </li></ul><ul><ul><li>Television </li></ul></ul><ul><ul><ul><li>The Patriots helped raised CBS ratings 5% </li></ul></ul></ul><ul><ul><ul><li>Record breakers </li></ul></ul></ul><ul><ul><ul><ul><li>22.5 million viewers overall for Sunday night Eagles vs. Patriots. </li></ul></ul></ul></ul><ul><ul><li>Radio </li></ul></ul><ul><ul><ul><li>WRKO New Patriots radio broadcast partner always in top 4 in radio market. </li></ul></ul></ul>
  16. 16. What you get back <ul><li>Exposure </li></ul><ul><ul><li>Signage </li></ul></ul><ul><ul><li>68,000 plus people per game </li></ul></ul><ul><ul><ul><li>Sold out every game since 93 </li></ul></ul></ul><ul><ul><li>New England Revolution games </li></ul></ul><ul><li>What you will get back </li></ul><ul><ul><li>If one game sells to all seats you would make +100,000 – Based on 1 fan buying a $1.50 soft drink </li></ul></ul><ul><ul><ul><li>This does not include TV and Radio Exposure and the year round presence at Patriots Place. </li></ul></ul></ul>
  17. 17. Questions
  18. 18. <ul><li>This was a factious presentation for my Springfield College Sport Marketing class in November 2008. </li></ul>