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JERSEY PATCH INFORMATION


JERSEY PATCH OBJECTIVES BY PLACING YOUR LOGO ON THE FRONT OF THE NEW ORLEANS PELICANS JERSEY, AN OPPORTUNITY FOR DEEPER ENGAGEMENT WITH THE NATIONAL AND INTERNATIONAL AUDIENCE THAT ARE FANS OF THE NBA IS MADE.

JERSEY SPONSORSHIPS PROVIDE DEEPER ENGAGEMENT OPPORTUNITES WITH COMPANIES LOOKING TO BUILD A UNIQUE ASSOCIATION WITH TEAMS.

JERSEY SPONSORSHIPS ALLOW FOR TEAMS TO GENERATE INCREASED REVENUE AND DEVELOP STRONGER CONNECTIONS WITH THEIR LOCAL MARKETS WHICH HELPS GROW THE GAME.

JERSEY SPONSORSHIPS ARE A WIDELY ACCEPTED PRACTICE, PARTICULARLY OUTSIDE OF THE U.S.


THE MOST AUTHENTIC ASSOCIATION WITH THE GAME A NON-ENDEMIC PARTNER CAN HAVE. PROVIDING

UNPRECEDENTED GLOBAL EXPOSURE TO OUR PARTNERS IN SOME OF OUR BIGGEST MOMENTS. ALIGNING OUR PROPERTIES DIRECTLY WITH SOME OF THE TOP

BRANDS IN THE WORLD.

CONTINUING TO BREAK GROUND AND BE

A TRENDSETTER IN NORTH AMERICAN SPORTS.


2 3 out of

Avid NBA fans (66%) say “advertising that includes the NBA and/or its players grab my attention more than typical ads.”

65%

Of avid NBA fans agree that “the sponsor is a leader in its industry,” which is stronger than avid fans of the NFL (45%), MLB (53%) and NHL (61%).

62%

Of avid NBA fans agree that “the sponsor makes you want to use that company's products /services,” which is stronger than avid fans of the NFL (44%), MLB (52%) and NHL (58%).

SOURCE: 2016 IPSOS BRAND PERCEPTION STUDY – ONLINE SURVEY CONDUCTED BY A THIRD-PARTY RESEARCH FIRM (IPSOS) AMONG 6,018 U.S. RESPONDENTS (AGES 12+). AVID NBA FANS ARE THOSE WHO SAID THEY ARE “VERY INTERESTED” IN THE NBA.


KEY INSIGHTS THE MARKET ANALYSIS LEADS US TO 3 KEY INSIGHTS:

1.PACKAGING MATTERS Many jersey patch sponsorships have been sold as part of larger sponsorships under a defined platform, such as “health”, and with associated assets, such as naming rights to the team’s under practice facility. Teams that develop custom packages will likely have a better chance to maximize the potential revenue of the jersey patch opportunity.

2.DON’T IGNORE UNIQUE OR UNDERPERFORMING CATEGORIES While most jersey sponsorships have come from the top-performing categories, the recent StubHub deal came from a category in which sponsorship investment has not been historically high, serving as a reminder to look outside top categories for target brands.

3.LEVERAGE THE OPEN MARKET AND YOUR TEAM’S STRENGTHS – DOMESTICALLY AND GLOBALLY Given that the jersey patch is a new asset, the market is still developing, which teams can use to their advantage. Teams should be mindful of the their place in the market relative to the other teams, and of their strengths and weaknesses relative to the league’s 29 other jersey patch opportunities.


KEY INSIGHTS THE OPPURTUNITY ANALYSIS LEADS US TO 3 KEY INSIGHTS:

1.FOCUS ON THE FUTURE The value of the jersey patch can quickly increase with a few key successes; the Pelicans should build a story around the jersey patch opportunity that focuses on the team’s future success, and how that could positively affect a brand partner, both quantitatively and qualitatively.

2.GO GLOBAL The Pelicans’ jersey patch will provide the sponsor with an efficient means of reaching consumers around the world compared to the other larger-market teams (i.e., Dallas, LA Lakers, Washington) with a comparable number of global broadcasts.

3.PRICE AND TARGET CREATIVELY The Pelicans can maximize the potential value of the patch by pricing and packaging creatively – including by integrating additional assets Playoffs escalators – and by targeting brands that will value the patch for reasons above the tangible impressions value it will provide.


EXPOSURE ANALYSIS* THE JERSEY PATCH WILL PROVIDE THE SPONSOR WITH NEARLY SIX MINUTES OF EXPOSURE PER GAME, AND MORE EXPOSURE ON REGIONAL BROADCASTS THAN NATIONAL.

*EXPOSURE STATS REPRESENT AVERAGE ACROSS OVER 30 NBA BROADCASTS ACROSS SEVERAL TEAMS

**PER TEAM / PER GAME

^ME SCORE IS A FUNCTION OF ASSEST’S SIZE AND LOCATION ON SCREEN


ADDITIONAL INSIGHTS THE NERVVE ANALYSIS REVEALS SEVERAL OTHER INSIGHTS: LOGO DESIGN

ME SCORE COMPARISON

A simple logo with a clean color scheme will result in a higher percentage of clear exposures, driving more value for the jersey partner.

ME Score is a function of the size and location of logo exposure. Although the NBA jersey is small in size, it’s in a valuable location due to its proximity to the camera’s focus.

NBA JERSEY VS. SOCCER JERSEY (LIGA MX, FRONT OF JERSEY) The soccer jersey logo is larger and appears more clearly, but the NBA jersey patch is nearly 3x more likely to appear on screen per broadcast minute, leading to a higher exposure.


SUMMARY THE CONFIRMED VALUE OF THE PELICANS’ JERSEY MAY REACH UP TO $2.8M, WHILE THE POTENTIAL VALUE COULD REACH UP TO $12.7M IF THE TEAM WAS TO REACH THE NBA FINALS.

*ASSUMES NBA FINALS APPEARANCE

*ASSESSES VALUE BASED ON WHAT THE MARKET WILL BEAR; MAY CHANGE OVER TIME AS NEW JERSEY SPONSORSHIPS ARE SIGNED


SUMMARY BASED ON AN AVERAGE OF ALL THREE METHODOLOGIES, THE PELICANS’ JERSEY PATCH VALUE CURRENTLY RANKS JUST BELOW AVERAGE.


CONFIRMED VALUE

U.S.

THE CONFIRMED VALUE OF THE JERSEY PATCH SPONSORSHIP IN THE U.S. IS 723K, WITH $153K DERIVED FROM REGIONAL EXPOSURE AND $570K FROM NATIONAL EXPOSURE.

*INCLUDES PELICANS’ BROADCASTS (HOME / AWAY) ON FS NEW ORLEANS

^INCLUDES OPPONENTS’ BROADCASTS (HOME / AWAY) ON OPPONENTS’ TV NETWORK + NATIONAL TV GMS.

1INCLUDES

IN MARKET RETAIL EXPOSURE, DIGITAL AND OTHER TEAM ASSETS


CONFIRMED VALUE

U.S. + GLOBAL

ALMOST 85% OF GLOBAL EXPOSURE VALUE DURING THE REGULAR SEASON IS DERIVED FROM BROADCASTS IN CHINA. DUE TO THE LARGE DIFFERENCE IN VIEWERSHIP AND MEDIA COSTS VERSUS OTHER COUNTRIES.

*SOURCE NBA.COM; AS OF APRIL 2016

1DOES

NOT INCLUDE THE US


POTENTIAL VALUE

U.S. + GLOBAL + PLAYOFFS

THE POTENTIAL EXPOSURE VALUE DURING THE NBA PLAYOFFS IS ALMOST $8.0M, MAKING THE TOTAL POTENTIAL VALUE OF THE JERSEY PATCH $9.2M IF THE PELICANS WERE TO REACH THE NBA FINALS.

*ASSUMES NBA FINALS APPEARANCE

^ASSUMES RD. 1 / 2 SERIES LAST 5.5 GMS, RD. 3 / 4 SERIES LAST 6 GMS (5 – YR AVG.)


POTENTIAL VALUE

U.S. + GLOBAL + PLAYOFFS

IN TOTAL, THE POTENTIAL VALUE OF THE SPONSORSHIP WOULD INCREASE SIGNIFICANTLY AS THE TEAM ADVANCED THROUGH THE PLAYOFFS.

^ASSUMES RD. 1 / 2 SERIES LAST 5.5 GMS, RD. 3 / 4 SERIES LAST 6 GMS (5 – YR AVG.)


POTENTIAL VALUE

U.S. + GLOBAL + PLAYOFFS

ULTIMATELY, THE PELICANS’ REGULAR SEASON ACCOUNTS FOR ONLY 13% OF THE POTENTIAL VALUE OF THE JERSEY PATCH, WHILE THE PLAYOFFS ACCOUNT FOR 87%.

*ASSUMES NBA FINALS APPEARANCE


EARNED MEDIA VALUE IN ADDITION TO BROADCAST EXPOSURE, THE JERSEY PARTNER MAY RECEIVE APPROXIMATELY $120K - $478K IN EARNED MEDIA VALUE THROUGH GAME HIGHLIGHTS AND OTHER MEDIA PLACEMENTS DURING THE REGULAR SEASON.

*SOURCE: TV EYES; INCLUDES GAME HIGHLIGHTS AND OTHER MENTIONS

*SOURCE: MELTWATER, NEXT BIG SOUND, NUVI, INCLUDES PRINT AND DIGITAL

1REGULAR

SEASON ONLY; PLAYOFFS ADDS AN ESTIMATED $500K (RD.1) $2M (FINALS)

2PROJECTED

BASED ON W-SVM DISCOUNTING METHODOLOGY

3RANGE

BASED ON PROJECTED HIGH / LOW COVERAGE LEVELS


MARKET VALUATION THE SCORECARD ANALYSIS PROJECTS VALUES THAT ARE HIGHER THAN THE IMPRESSIONS ANALYSIS, REFLECTING HOW THE MARKET MAY VALUE THE INTANGIBLE COMPONENTS OF THE JERSEY PATCH.


VALUATION THE ANALYSIS PROJECTS THE POTENTIAL VALUE OF THE PELICANS’ JERSEY PATCH AT UP TO 12.7M.

*DEAL VALUE REPORTED ON5/16 AS $5M; HOLISITC SPONSORSHIP THAT INCLUDES TICKETING PLATFORM – WASSERMAN PROJECTION ISOLATE JERSEY PATCH VALUE AT $3.7M.

^USES SMALL– MARKET TEAMS SAN ANTONIO AND OKLAHOMA CITY AS COMPS TO PROJECT “TOTAL POTENTIAL” INCREASE IN US NATL AND CCTV VIEWERS

1PROJECTED

USING RATIO BETWEEN THREE VALUATIONS


VALUATION SUMMARY THE CONFIRMED VALUE OF THE PELICANS’ JERSEY PATCH MAY REACH UP TO $2.8M WHILE THE POTENITAL VALUE COULD REACH UP TO 12.7M IF THE TEAM WAS TO REACH THE NBA FINALS.

*ASSUMES NBA FINALS APPEARANCE

*ASSESSES VALUE BASED ON WHAT THE MARKET WILL BEAR; MAY CHANGE OVER TIME AS NEW JERSEY SPONSORSHIPS ARE SIGNED

1DOES

NOT INCLUDE EARNED MEDIA VALUE; EARNED MEDIA IS TREATED AS “UNCONFIRMED” VALUE


PERFORMANCE

SCORECARD VALUE

AN INCREASE IN THE TEAM’S RELATIVE RANKING COULD LEAD TO A SIX-FIGURE INCREASE IN THE MARKET VALUATION OF THE JERSEY PATCH.


POSITIONING

FAN AVIDITY & REACH

WHILE LOCAL PELICANS FANS ARE RELATIVELY AVID, TV VIEWERSHIP NUMBERS INDICATE THAT THE TEAM IS MORE OF A NATIONAL DRAW.

*SOURCE: SCARBOROUGH

^2015–16 REGULAR SEASON

1SOURCE:

NIELSEN

2INCLUDE

ABC, ESPN AND TNT


POSITIONING

FAN AVIDITY & REACH

COMPARATIVELY, THE PELICANS RANK HIGHER IN NATIONAL BROADCAST THAN REGIONAL VIEWERSHIP PERCENTAGE, MAKING THEM MORE OF A “NATIONAL TEAM” THAN A “REGIONAL TEAM.”

*AVG. REGIONAL GAME VIEWERSHIP AS A % OF MARKET TVHH

^2015–16 REGULAR SEASON

1SOURCE:

NIELSEN

2INCLUDE

ABC, ESPN, TNT AND NBATV: 15-16 REGULAR SEASON


EXPOSURES

BROADCAST

SOCIAL MEDIA

RETAIL

OTHER


BROADCAST EXPOSURE


SOCIAL MEDIA EXPOSURE


RETAIL EXPOSURE


OTHER EXPOSURE


SOCIAL MEDIA EXPOSURE


RETAIL EXPOSURE


EXPOSURE

BROADCAST

NON-BROADCAST


OTHER EXPOSURE

New Orleans Pelicans Jersey Patch Info - FOX HTS  

As a Graphic Design intern at Fox HomeTeam Sports, I was tasked with managing and creating this pitch deck. The objective was to show the N...

New Orleans Pelicans Jersey Patch Info - FOX HTS  

As a Graphic Design intern at Fox HomeTeam Sports, I was tasked with managing and creating this pitch deck. The objective was to show the N...

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