Nashville Predators Hockey Club The Business of Hockey - PowerPoint PPT Presentation

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Nashville Predators Hockey Club The Business of Hockey

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  1. Nashville Predators Hockey Club The Business of Hockey Presented By: Jeff Cogen, CEO

  2. FOUR NUMBERS PLAYER PAYROLL TICKET REVENUE SPONSORSHIP REVENUE BROADCAST REVENUE 1

  3. PLAYER PAYROLL NOT MY JOB! OPERATES AS A PERCENTAGE OF REVENUE MIX OF VETERANS AND YOUTH NASHVILLE FORTUNATE TO HAVE THE BEST IN THE BUSINESS GOOD AFFILIATE PROGRAM • Create mix of veterans, youth • Payroll a % average of revenues 2

  4. TICKETS “NOTHING SELLS TICKETS LIKE SELLING TICKETS” CREATE A COMPANY WIDE SALES CULTURE LEVERAGE VENDORS PRIMARY FOCUS - NOTHING HAPPENS UNTIL THE BUILDING IS FULL 3

  5. TICKETS • SEASON TICKETS • GROUP TICKETS • INDIVIDUAL TICKETS 4

  6. TICKETS PEAK ON PEAK! DATA CAPTURE SAMPLE SELL ADVERTISING & GIVEAWAY SUPPORT 5

  7. SPONSORSHIP SELL MORE THAN THE SIGN COMPETITION WITH OTHER MEDIA CREATE ROI AND USE PARTNERSHIPS TO FURTHER DATA CAPTURE, SAMPLE SELL 6

  8. Design the Mask – Presented by AT&TJanuary 2012 Fans had the opportunity to design superstar Pekka Rinne’s mask that he wore in a rivalry game versus Detroit. All of the marketing materials (including TV and Radio commercials) included Pekka Rinne. Point of sale displays at AT&T stores across Middle Tennessee driving traffic to locations. Player appearances at two AT&T Stores – including on-site radio remote Media partners included WZTV-TV (FOX) and WSM-FM (95.5 The Wolf) Also promoted the activation in arena and through Nashville Predators assets (broadcast, radio, Megatron, newsletters, social media, etc.) A total of 450+ mask designs were created – exceeding the client’s expectations

  9. NissanTest Drive For Tickets • Stop by any participating Middle Tennessee Nissan dealer and test drive any vehicle and receive two complimentary Nashville Predators Tickets. • All of the marketing materials (including TV and Radio commercials) included Nissan vehicles, as well as a Nashville Predators Ticket Message • Point of sale displays at all participating Nissan dealerships • Media partners included WZTV-TV (FOX) and WCJK-FM (96.3 Jack-FM) • Also promoted the activation in arena and through Nashville Predators assets (broadcast, radio, Megatron, seat stuffer, newsletters, social media, etc.) • 1000+ vouchers were redeemed for two tickets each feeding Data Capture, Sample, • Sell

  10. McDonald’s • Family 4-Pack Nights - This package includes four tickets to any Saturday or Sunday home game, four soft drinks, as well as four hot dogs for $124. Family Four Pack games are supported in-store with tray liners and counter displays • Vertical Metal Fascia at main entrance of the featured menu item of McDonald’s choice (Big Mac Sign) • Ronald McDonald House night – $10 per every ticket purchasedthrough a special link was donated back to the House. Predators provided silent auction items to raise additional funds. • Media partners include WSMV-TV (NBC) and Mix 92.9

  11. BROADCAST EXTENDED DEAL WITH FSN – PLUS ATLANTA GREAT REGIONAL FOOTPRINT USE AS SALES AND DATA CAPTURE TOOL EASIEST POINT OF ENTRY FOR NEW FAN NEW DEAL WITH THE GAME 102.5 GROW THE PIE 10

  12. MARKETING HELMETS OFF CASH TRADE PROMOTION TRILOGY (WORK HARD PLAY HARD) (AT&T) 2 VIDEOS worWorkworkk 11

  13. COMMUNITY RELATIONS • ACCESSIBILITY OF HOCKEY PLAYERS • GENERATE REVENUE FROM EVENTS • DISTRIBUTE BACK TO COMMUNITY 12

  14. SUMMARY • PLAYER PAYROLL AS A PERCENTAGE OF REVENUES • USE BROADCAST AS TOOL TO CREATE AND CAPTURE FANS • GROW SEASON TICKET BASE PRODUCT, AMENITY AND SERVICE • INCREASE PARTNERSHIP THROUGH ACTIVATION AND FEED BACK TO DATA CAPTURE, SAMPLE, SELL • COMMUNITY RELATIONS AND FOUNDATION ACTIVITIES ARE GOOD BUSINESS • RELEVANT SOUND IN THE WOODS • ACCESSIBILITY/SERVICE/TRANSPARENCY, PROFESSIONALISM 13