2 0 1 3 - 2 0 1 4 C H I CAG O B L AC K H AW KS

SPONSORSHIP OPPORTUNITIES

TABLE OF CONTENTS
3 THE BENEFITS OF CORPORATE SPONSORSHIPS 4 #STANLEYCUPCHAMPIONS 6 AT THE GATE & FAN PROFILE COMPARISON 7 SCARBOROUGH RESEARCH
8 IN-ARENA BRANDING 9 SCOREBOARD FEATURES 10 BLACKHAWKS IN-ARENA & OUT-OF-ARENA PROMOTIONS 12 VIRTUAL SIGNAGE
13 BLACKHAWKS TV 14 RADIO 15 PRINT 16 WEBSITE & MOBILE 17 SOCIAL MEDIA 18 CHICAGO BLACKHAWKS SPECIAL EVENTS
20 CHICAGO BLACKHAWKS CHARITIES & YOUTH HOCKEY PROGRAMS 21 RETAIL PROMOTIONS & ON-PREMISE ACTIVATION 22 RETAIL PROMOTION OPPORTUNITIES
23 HOSPITALITY 24 CHICAGO BLACKHAWKS EXPERIENCES 25 STANLEY CUP PLAYOFFS 26 UNITED CENTER ADVERTISING

THE BENEFITS OF CORPORATE SPONSORSHIPS

Associate your brand with one of the most popular and recognizable logos in sports.
Reach an upscale, affluent audience with an average annual household income of over $80,000.
Highest income per capita of all major sports leagues.
Consistent advertising campaign covering Q1 and Q4 (October April).
Turn-key, impactful programs customized to meet your goals and objectives.
Provides a great platform to connect with consumers during their leisure time.
Immerse your brand in an environment that the consumer is most passionate about: Blackhawks hockey.
Sponsorship sends a message that your brand is strong and vibrant and that you are continuing to invest in it.

#STANLEYCUPCHAMPIONS
The Chicago Blackhawks 2013 Stanley Cup Championship run was widely celebrated on Twitter, where real-time
messages of congratulations poured in from all over. Media personalities, athletes and politicians expressed their admiration
for the teams last-gasp victory including President Obama, who will host his hometown hockey team at the White House for
a second time during his term.

Barack Obama
@BarackObama

Congrats, @NHLBlackhawks. Thanks for bringing the

Stanley Cup back to Chicago.

Stephen Harper
@pmharper

The Stanley Cup is the greatest trophy in sports & the

hardest to win. Congrats to the Blackhawks, the deserving
champions #becauseitsthecup

Larry King

@kingsthings
Ive never seen a comeback late in the game like the one
put on by the @NHLBlackhawks last night in Boston

Congrats to 88pkane and the Chicago Blackhawks on

winning the Stanley Cup #WhatAFeeling #NothingLikeIt
LEBRON JAMES @KINGJAMES

Phil Jackson

@PhilJackson11
AAHH, what a finish for the Blackhawks. Congrats! Didnt
they show great heart in that comeback effort? Great series.

AT T H E# GAT E

R A N K E D 1 I N N HL ATTE N DAN CE TH E PAST FIVE SEASO NS

ATTENDANCE PER GAME
25,000

21,728

17,724

20,000
NHL
16,954

15,000

BLACKHAWKS
13,319

10,000
2005 - 06

2006 - 07

2007 - 08

2008 - 09

2009 - 10

2010 - 11

2011 - 12

2012 - 13

NHL SEASON
source: SportsBusiness Journal archives

SCA R B O ROU G H R E S E ARCH

C H I CAGO BL AC KHAWKS FAN PROFILE COMPARISON

BLACKHAWKS

66.2

AT T E N DE D
CO L L E GE

M E DIA N
HHI

M E DIA N
HO M E VA LUE

M E DIA N
AGE

80,000

BEARS

BULLS

CUBS

WHITE SOX

63.5%

61.3%

65.2%

62.1%

220,000

73,000

70,000

219,000

76,000

69,000

43.9

AGE S
1 8- 34

33%

SMA L L BU S IN E SS
OW NER/ SELF E M PLOY E D

14%

W HIT E
CO L L A R

49%

BLU E
CO L L A R

24%

217,000

219,000

212,000

45.2

44.1

46.2

44.4

30%

31%

29%

31%

11%

12%

12%

11%

45%

45%

48%

45%

22%

24%

22%

23%

source: Scarborough Chicago Release 2, 2012

SCA R B O ROU G H R E S E ARCH

FAST E ST GROWI N G P RO SP ORTS FAN BASES, 2007-1 2

100%

200%

300%

340%

CHICAGO
BLACKHAWKS

141%

WASHINGTON
CAPITALS

BOSTON
CELTICS

BOSTON
BRUINS

TAMPA BAY
RAYS

400%

132%
123%
100%
SOURCE: Scarborough Local Market Studies R2, 2007-12

SCA R B O ROU G H R E S E ARCH

L A RG EST H O ME MARK ET NHL FAN BASES

1 MILLION

2 MILLION

2.6

CHICAGO
BLACKHAWKS

2.2

BOSTON
BRUINS

NEW YORK
RANGERS

2.0

PHILADELPHIA
FLYERS

1.9
1.8

DETROIT
RED WINGS

1.5

LOS ANGELES
KINGS

1.4

NEW JERSEY
DEVILS

1.3

PITTSBURGH
PENGUINS

WASHINGTON
CAPITALS

SAN JOSE
SHARKS

3 MILLION

1.2
1.1
SOURCE: Scarborough Local Market Studies R2, 2012

IN -A R EN A BR A N D I N G

200 LEVEL LED BOARD ADVERTISING

Located around the arena bowl on the 200 Level, 360-degree exclusive messaging rotates throughout each Blackhawks game during game
action. The LED signage provides a great complement to all scoreboard features, public address announcements and on-ice promotions.

DASHERBOARDS
Dasherboards surround the ice surface and reach a sold-out United Center crowd (over 21,775 fans/game) while receiving an average of 12
minutes of television visibility during each broadcast. With Chicago Blackhawks television ratings up over 325 percent from the 2008-09 season,
dasherboards add an impactful element to your marketing mix.

SCOREBOAR D FEATU R ES
Entertain fans and incorporate your brand and message during a break in the action.
Bring your brand to life with high-impact motion graphics that draw the attention of a captive audience.

GAME-TIME EXPOSURE
Sponsorship of four of the eight
LED panels of the main scoreboard
provides continuous messaging
throughout game action.

MULTI-PLATFORM
COMMUNICATION
An interactive TV timeout feature
gives your company the opportunity
to entertain fans and reach them in
numerous ways.

BREAK IN THE
ACTION EXPOSURE
In-game messaging allows your company
to reach a captive audience in an
emotional environment (in conjunction
with a game card to encourage
retail traffic).

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B L AC K HAW KS I N - ARENA
& O U T-OF- A RE N A P ROMOTIONS

In-arena and out-of-arena promotions are second to none when it comes to interaction between a brand and Blackhawks fans. Booth displays,
gameday giveaways and fan participation games, each with a unique hockey-related theme, entertain fans during breaks in the action and give
corporations the chance to interactively and directly promote their brand in a fan-friendly way.

GAMEDAY GIVEAWAYS
Gameday giveaways provide immediate gratification for fans when they receive their high-quality giveaway item. Sponsors receive a gameday
giveaway promotional campaign which includes the following support:

GAMEDAY GIVEAWAY PROMOTIONAL SUPP ORT

TELEVISION ANNOUNCEMENTS
Sponsor will receive one in-game promotional announcement during each of the three games preceding the giveaway on Comcast SportsNet or WGN-TVs
Blackhawks broadcasts.

RADIO ANNOUNCEMENTS
Sponsor will receive one live promotional announcement during each of the three games preceding the giveaway on the Blackhawks Radio Network,
WGN Radio AM-720.

INTERNET/PUBLICATIONS
Sponsors giveaway will be highlighted in all Blackhawks digital media and publications, including:
Blackhawks Magazine game program
Pocket schedules
chicagoblackhawks.com
Facebook and Twitter

PUBLIC ADDRESS ANNOUNCEMENTS

In-arena promotion of the sponsor giveaway will include one public address mention per home game during each of the three games preceding the giveaway.

SCOREBOARD ANNOUNCEMENTS
Sponsor giveaway will be promoted on our video scoreboard once every home game during each of the three games prior to the giveaway.

OUTDOOR MARQUEE SIGNS

Sponsor giveaway will be promoted on a rotating basis prior to the giveaway on the United Centers outdoor matrix boards.

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CONCOURSE DISPLAYS
Opportunity to capture data, showcase product or provide special offers during pregame and intermissions.

ON-ICE PROMOTIONS
A sponsors brand can be integrated into the lively and fun Blackhawks game intermissions.

INTERMISSION ENGAGEMENT
An intermission feature entertains fans before the players hit the ice and helps your company
build brand relevance among an upscale, affluent audience.

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V I RT UA L SI GN AGE
COMCAST SP ORTSNET REGUL AR SEASON TELEVISION R ATINGS

5.38

2012-13
2011-12

3.10

2010-11

2.78

2009-10

2.44

2008-09
2007-08

1.26
.63

73 754
%

INCREASE OVER LAST

SEASONS REGULARSEASON RATINGS.

VIRTUAL SIGNAGE ADVERTISING

Cutting-edge technology allows your brand to stand out during all home game broadcasts
on Comcast SportsNet Chicago or WGN-TV Channel 9. This fresh and original messaging can be changed
on short notice. Chicago Blackhawks television ratings are up 120 percent from the 2009-10 Stanley Cup season,
providing incredible exposure for your brand with virtual signage.

INCREASE FROM
THE 2007-08
REGULAR SEASON

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BLACKHAWKS TV

Become a part of Blackhawks TV and integrate your brand with behind-the-scenes footage
only found at chicagoblackhawks.com. Blackhawks TV has won three Emmy Awards!
Complement in-arena sponsorship elements with a commercial.
Product placement opportunities during Blackhawks TV vignettes.
In-house production capabilities for sponsor commercials.

BLACKHAWKS TV SEGMENT
Show your product during a Blackhawks TV segment.

TELEVISION COMMERCIAL
Blackhawks TV can produce a commercial to use not only with your Chicago Blackhawks
assets, but also in your companys media and digital advertising buys.

14

R ADIO
All Blackhawks home and away games (82 total + playoffs) are broadcast on the Blackhawks flagship radio station, WGN AM-720.
Blackhawks play-by-play creates a positive foreground environment to ensure top-of-mind awareness for your products or services.
The Blackhawks can record and provide a Blackhawks radio personality to produce your commercials.
An ongoing campaign for the entire season will translate into stronger recall.
Expand trade area by complementing an in-arena sponsorship with a Blackhawks radio sponsorship on WGNs 50,000-watt signal.
Chicago Blackhawks radio reaches an average of 215,812 fans ages 18 and over per game, including 80,573 ages 25-54.

15

PR I NT
LUCKY
PROGRAM
Showcase your brand in print
and on the scoreboard during
Chicago Blackhawks games.

BLACKHAWKS
MAGAZINE
PROGRAM AD
Full-page, four-color advertisement
promoting your products and their
association with the Blackhawks.

POCKET SCHEDULES
Be seen throughout the Chicagoland
area on the back of Chicago Blackhawks
pocket schedules.

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W E B S I T E & MO BI L E
Blackhawks fans from Chicago and around the world receive the most up-to-date news, stats and schedules 24 hours a day on the official
Blackhawks website. Fans may also purchase tickets, enjoy special promotions and interact with players and coaches, all at chicagoblackhawks.com.

INTERNET SITES VISITED IN THE PAST MONTH

FAC EB OOK

BLACKHAWKS FANS

CHICAGO POPULATION

YO U T U B E

56

52

51%

T W IT T ER

21

41%

10%

source: Scarborough Chicago Release 2, 2012

CHICAGOBLACKHAWKS.COM
Website advertisers can sponsor an entire section of the website, purchase high-impact website banners or use content integration to provide affinity and effective
multi-messaging to a targeted audience.

BLACKHAWKS
MOBILE APPLICATIONS

RED & WHITE

EMAIL NEWSLETTER

Get the latest Blackhawks news, features, photos, scores

and more with Blackhawks mobile applications for Android,
Blackberry, iPhone and iPad. Logo placement is available in
most app sections, as well as through clickable ad placements.

OVER 30,000 SUBSCRIBERS

The weekly email newsletter allows sponsors to reach Blackhawks fans
where they live and work. Place your branding message into our popular
weekly newsletter, alongside news, contests and other exciting content.

17

SOCIAL M EDI A
Social media provides sponsors the opportunity to reach fans faster,
at a higher frequency and in higher numbers than ever before.

SOCIAL MEDIA INTEGRATION

Reaching fans through social media (complemented by website and in-arena elements) to promote a sweepstakes
or launch a new initiative gives a sponsor consistent and multifaceted exposure to Blackhawks fans.

TWITTER
OVER 418,000
FOLLOWERS
Let our award-winning
Twitter feed,
@NHLBlackhawks,
alert thousands of fans
about your upcoming
event or promotion.

FACEBOOK
OVER 1,365,000 FANS
Speak directly to one of the NHLs largest social media databases
through the Blackhawks official Facebook page. Marketing solutions
can be customized to hit a variety of demographics in a growing and
active fan base.

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C HI CAGO BL ACKHAWKS SPECIAL EVENTS

SOLD-OUT EVENT

BLACKHAWKS CONVENTION
Help celebrate the rich history and tradition of one of the Original Six NHL franchises by becoming a sponsor of the Blackhawks Convention each
summer. The Convention provides an environment for your products or services to create a dialogue with consumers as they roam the Convention floor
and meet Blackhawks legends such as Stan Mikita and current superstars, including Patrick Kane, Niklas Hjalmarsson and Marian Hossa.

19

TRAINING CAMP FESTIVAL

Kick off the season in style by becoming a sponsor of the Blackhawks Training Camp Festival held each September. Your brand will be
showcased in front of thousands of die-hard Blackhawks fans as they participate in a 5K run/walk/skate, indoor and outdoor interactive games
and a public Blackhawks practice.

ILLINOIS HIGH SCHOOL HOCKEY CHAMPIONSHIPS

Support youth hockey in the community while reaching youth and families at the Illinois High School Hockey Championships,
held at the United Center.

20

C H I CAG O BL AC KHAWKS CHARITIES

Tap into the loyalty and passion of the Blackhawks fanbase and associate
your business with an on- or off-ice Blackhawks community initiative.

FOUR FEATHERS GOLF INVITATIONAL

Aligning with Chicago Blackhawks Charities offers corporate sponsors the valuable opportunity to associate their brand with a
top-flight charitable organization while helping to improve lives in the community.

YO U T H HO CKE Y P RO G R AMS
Chicago Blackhawks Youth Hockey initiatives teach the most effective skill development techniques available to young players today.

MINORHAWKS YOUTH HOCKEY PARTICIPATION

5,000

4 ,000

3,000

2,000

1,000

20 0 9-1 0

2 0 1 0 -1 1

2 0 1 1 -1 2

2 0 1 2 -1 3

source: Chicago Blackhawks Youth Hockey Department

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R E TAI L P RO MOT I ONS & ON-PREMISE ACTIVATION

RETAIL PROMOTIONS
The Blackhawks offer a wide variety
of customized retail promotions that
focus on increasing store traffic and
incremental product sales, and producing
measurable results. Leverage player
appearances, team merchandise, road
trips or a VIP experience as incentives for
your consumers.

LOGO RIGHTS
Co-brand with the Blackhawks logo and
marks to help build brand awareness,
differentiate from the competition and
reinforce your association with one of the
most popular teams in sports.

VIEW FROM THE

PENALTY BOX
SWEEPSTAKES
A season-long in-store sweepstakes
promotion gives fans the unique
opportunity to watch warm-ups
from the penalty box during
Blackhawks games.

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R E TAI LRE
P RO
I ONS
& ONOPP
PR EMISE
ACTIVATI ON
TA IMOT
L P RO
MOTION
ORTUNITIES

COLDWELL BANKER, FERRARA CANDY COMPANY AND MCDONALDS IN-GAME PROMOTION CARDS
Help drive retail traffic and increase select product sales.

COCA-COLA
ACTIVATION AT RETAIL OUTLETS

MCDONALDS BLACKHAWKS
BREAKFAST MEAL DEAL

End cap displays help drive incremental sales

and enhance retailer relationships.

McDonalds created in-store awareness for new breakfast offerings with a Blackhawks
Breakfast Meal Deal in Chicagoland and Northwest Indiana McDonalds locations.

CHICAGO BLACKHAWKS PLAYER APPEARANCES

A Blackhawks player appearance can help kick off a sweepstakes promotion or give a sponsors products or services exposure to Blackhawks fans.

23

HOSP I TALI TY
The Blackhawks offer first-class hospitality at the United Centers clubs and banquet facilities,
each with a different feel and ideally suited for many types of events.

BANQUET PARTIES
A perfect venue for an all-inclusive, pregame reception for up to 100 guests. The Blackhawks can provide a former player
or a Blackhawks ambassador for autographs and photos.

THE KETEL ONE CLUB & CHICAGO STADIUM CLUB

These restaurants provide a memorable dining experience for your key customers and prospects. Exceptional food
and service simplifies your pregame dining needs.

GAMEDAY RENTAL SUITES

Our 20-, 40-, or 80-person gameday rental suites provide exquisite panoramic views of the United Center and can be rented
on a per-event basis. The all-inclusive packages provide memorable, turn-key and easy corporate entertaining.

24

C HI CAGO BL ACKHAWKS EXPERIENCES

SPONSOR VIP SKATES

Provide your clients (or your clients children) with a once-in-a-lifetime experience skating on the United Center ice as part of a private practice prior to a Blackhawks game or on a
non-gameday. Receive expert coaching by a Blackhawks coach or a member of the Blackhawk Alumni Association.

SEASON & GROUP TICKETS

Season tickets provide a great entertainment vehicle for catering to key clients and employees. Preferred seating locations are available for corporate sponsors. A group ticket package
allows you to bring your employees or key clients to select Blackhawks games without having to commit to the full season.

VIP EXPERIENCES
Receive VIP credentials and meet with the head coach to discuss the game minutes before faceoff, sit in the exclusive seats between the player benches, or watch the Chicago Blackhawks
warm up from their bench.

25

STANLEY CUP PL AYOF FS

While your guests enjoy attending the exciting playoff games, your brand will receive website,
in-arena, television and radio exposure as the Chicago Blackhawks pursue the coveted Stanley Cup.

RALLY TOWELS
Chicago Blackhawks fans use their playoff rally towels to cheer on the team at games and then display their souvenirs at home or work.

SCOREBOARD EXPOSURE
Reach a passionate and spirited playoff audience during an intermission through branding or showcasing one of your commercials.

PLAYOFF SWEEPSTAKES
Reach fans through the Chicago Blackhawks home page or in person at the playoff games to promote your brand, special offers or a playoff sweepstakes.

26

U NI T ED CE N T E R ADVERTISING
The United Center is one of the premier sports and entertainment facilities in the country, which hosts a wide range of
events that target every demographic. Put your company name in lights and expose your brand to over 2.5 million visitors each year.

300 LEVEL LED BOARD ADVERTISING

The United Center 300 Level LED board offers high impact, flexible messaging at all Blackhawks and Bulls games.

LED STATIC SIGN

125 LED TEXT MESSAGING

840 LED MESSAGING

Measures 2 x 17 and can rotate between games.

Text messaging on two 125 areas.

Exclusive sponsor animation advertising that dominates

the in-arena bowl area.

ALL-WORLD LED MESSAGING

All-World advertising synchronizes the upper and lower LED boards and the upper
and lower LED scoreboard rings to ensure maximum impact with fans.

CONCOURSE SIGNAGE

27

Concourse signs are

backlit and displayed
during each event held at
the United Center.

OUTDOOR
MARQUEE SIGNAGE
The two United Center marquee signs
welcome fans to the United Center 24
hours a day, 365 days a year.

THEATER BOX
NAMING RIGHTS
The Theater Box area is a high-end,
exclusive area that caters to an upscale,
affluent demographic for all Blackhawks
and Bulls games. The area consists of
34 boxes, four seats per box, and an
all-inclusive food and beverage
package for each game.

CO N TAC T
CHICAGO BLACKHAWKS CONTACT INFORMATION

MAILING ADDRESS

WEBSITE URL

To become a member of the Chicago Blackhawks Corporate Sponsorships family,

please call 312-455-7000.

Chicago Blackhawk Hockey Team, Inc.

1901 West Madison Street
Chicago, IL 60612

chicagoblackhawks.com