2012 Road to the Triple Crown Belmont Stakes Day ... · EXPERIENCE THE EXCITEMENT! • Market your...

2012 Road to the Triple Crown

Belmont Stakes Day Sponsorship Opportunity Presented by

EXPERIENCE THE EXCITEMENT! • Market your brand during the 2012 Belmont Stakes, the final race

of the Triple Crown, broadcast on NBC on June 9th. • Valuable commercial placement June 9th from 5-7pm in Belmont

Stakes on NBC, two (2) :30 second commercials, one pre-race, one in-race.

• Entitlement of the Grade II True North Stake on Belmont Stakes Day, including starting gate and finish line signs, branded apparel.

• Significant Belmont Stakes Day on track activation, branding and hospitality assets to complement the package.

KEY DEMOGRAPHICS

KEY STATISTICS

• In a study conducted, Horse Racing proved to be the most effective televised sport to reach Company Presidents. (Source: MRI Doublebase)

• Televised Horse Racing reached 154 Company Presidents who earned more than $250,000 per year. • Compared to Golf (137), NBA (128), NFL (126), MLB (119).

PROFILE OF THE AVERAGE THOROUGHBRED RACETRACK ATTENDEE • Income: 44% more likely to have household income over $150,000

• Occupation (Business Professional): 43% more likely than US Pop

• College Degree: 45% more likely than US Pop

• Graduate Degree: 2% more likely than US Pop

• Investments: 78% more likely than US Pop to have $100,000+ invested • Business Trips: 90% more likely vs. US Pop to travel annually on domestic trips

Source: Simmons 2011 courtesy

of NBCUniversal Research

PROFILE OF THE AVERAGE THOROUGHBRED RACING TELEVISION VIEWER

• Income: 29% more likely to have annual HH income over $250,000

• Occupation (Business Professional): 16% more likely than US Pop

• College Degree: 12% more likely than US Pop

• Graduate Degree: 20% more likely than US Pop

• Investments: 77% more likely than US Pop to have $100,000+ invested

• Business Trips: 17% more likely vs. US Pop to take domestic and international

business trips annually

Source: Simmons 2011 courtesy of NBCUniversal Research

SNAPSHOT OF THE THOROUGHBRED INDUSTRY’S OWNERS AND BREEDERS

• $1.5 million average net worth

• $274,000 median income

• $636,835 average investment in the Thoroughbred industry

• $516 million expenditure in annual stud fees

• $850 million expenditure in annual auctions

Sources: The Jockey Club Information Systems & Sponsorship Research International

TWO (2) :30 SECOND COMMERCIALS ON NBC

• Package includes two :30 second commercials in NBC 5-7pm Belmont Stakes telecast, one in the 5pm-6pm pre-race coverage, one in-race unit 6-7pm.

• With a Triple Crown on the line, the Belmont Stakes ratings historically have exceeded Kentucky Derby ratings.

BELMONT STAKES RATINGS HISTORY YEAR:

• 2011

• 2010

• 2009

• 2008

• 2007

• 2006

• 2005

• 2004

• 2003

• 2002

• 2001

NATIONAL HH RATING: NETWORK:

• 3.8 NBC

• 3.0 ABC

• 5.0 ABC

• 10.5 ABC (Triple Crown prospect)

• 3.2 ABC

• 3.5 ABC

• 5.4 NBC

• 11.3 NBC (Triple Crown prospect)

• 9.5 NBC (Triple Crown prospect)

• 7.6 NBC (Triple Crown prospect)

• 4.5 NBC

Source: Nielsen National Overnights, Belmont Stakes race telecast . Bold face type indicates Belmont ratings exceeded Derby ratings in this year.

Rating: ad25-54 ad21+ me25-54 me21+ PreRace 2.5 3.8 2.6 3.9 Race 5.0 7.9 5.5 8.2

Imps (000s) PreRace 4.55 7.99 1.55 4.03 Race 9.45 16.66 3.28 8.39

Triple Crown Projected Ratings on NBC – June 9 5-7pm

10.6 Projected HH Rating

NYRA & BELMONT BACKGROUND

ABOUT BELMONT PARK • NYRA has a 25 year franchise with the

State of New York to operate Aqueduct, Belmont and Saratoga tracks 250 days a year - we offer fans year-round racing with more graded stakes (100) than any other racing association.

• 430 acre Belmont Park is the largest track in North America.

• Belmont Park hosts the prestigious final race in the Triple Crown on June 9, 2012. With a Triple Crown contender in the race, national TV ratings can exceed Derby ratings, and attendance increases 50%!

NYRA SPRING MEET AT BELMONT PARK • NYRA hosts its Spring race meet at Belmont Park from April 27 to July 15

(56 race days)

• Belmont Park is home to the Belmont Stakes, the third jewel in racing’s Triple Crown, on Saturday, June 9, 2012

• Belmont Stakes 2011 attendance was over 55,000 (non Triple Crown year), and total Spring Meet attendance was 335,000

• Belmont Stakes 2008, with a Triple Crown prospect in Big Brown, saw attendance of over 94,000, and in 2004 when Smarty Jones was a Triple Crown contender, on track attendance reached 120,000

ADDITIONAL TELEVISION • NYRA features a simulcast seen in 1,000 locations globally on each

live race day during the Spring meet. The NYRA simulcast is seen in 2.2 million NY Metro cable households on TWC Channel 71 and Cablevision Channel 74 (Nassau & Suffolk Counties – Long Island).

• NYRA features a daily race recap show on MSG Plus. • MSG Plus shows “Thoroughbred Weekly” and “Belmont In 30”

which reaches 10 million cable households in the NY Metro Area on the following schedule:

– Thoroughbred Weekly on MSG Plus: • Monday – 6pm (repeated at 9:30am Tuesday) • Tuesday – 6pm (repeated at 9:30am Wed)

– Belmont in 30 on MSG Plus: • Wed, Thurs, Fri, Sat, Sun at 6pm

ROAD TO THE TRIPLE CROWN SPONSORSHIP PACKAGE

ROAD TO THE BELMONT SPONSORSHIP

• Extensive TV visible signage June 6-9 and on 3-5pm NBC Sports Network (VERSUS) and 5-7pm NBC national broadcast.

• Two (2) :30 second commercials, running between 5-7pm on Saturday, June 9th (Belmont Stakes is tentatively scheduled for 6:35pm).

• Entitlement Grade II stakes race sponsorship June 9.

• On-track branding activation in Belmont Clubhouse.

• Use of Belmont Stakes marks for POS promotion.

• Trackside hospitality for 20 guests, including all food and beverage.

Belmont Stakes Week June 6-9, 2012: Finish line 10X30’ infield billboard, one 3X5’ horse path and four 3X3’ paddock signs

SIGNAGE

• 10’ high X 30’ wide right-hand of three infield signs at Belmont Park for Belmont Week (June 6-9, 2012).

• Welcome signs in clubhouse lobby, including four column signs and three window decals during Belmont Week, June 6-9, 2012.

INFIELD SIGN

Finish line for all 13 races on June 9th. Right-hand board is included in package.

• The (your name) True North offers you sponsorship of a Grade II stakes race on Belmont Stakes Day, Saturday, June 9, with a $400,000 purse (race prize money). The race may be televised on NBC Sports Network between 3-5pm, and offers these TV visible on-track elements: – TV visible branded saddle towels, grooms’ bibs,

outrider and gate crew vests, caps

– TV visible signage on starting gate, under rail, infield billboard and infield turn, building facia, paddock, tote board

– Televised trophy presentation by your company CEO

YOUR TRUE NORTH HANDICAP ON JUNE 9

TV Visible Branded Race Apparel -

Up to 14 branded saddle towels & grooms’ bibs – 20-25 minutes TV exposure from paddock to post time

True North Stakes Entitlement – Branded Apparel

Up to 14 outrider and 19 gate crew vests / jackets – 8-10 minutes TV exposure from gate loading till “they’re off!”

BELMONT STAKES DAY TV VISIBLE SIGNAGE

TV visible 3X16’ starting gate front side during the True North race (post parade, loading and race start), and 20’ under rail signs at finish line.

Belmont Stakes Day Brand Activation:

18X18’ area in clubhouse

TRACKSIDE HOSPITALITY

• NYRA offers air conditioned track-side tent hospitality for 20 guests (venue holds 120 VIP NYRA guests) on Belmont Stakes Day, June 9, 2012. Package includes four hour buffet and six hour premium bar package, floral centerpieces, plus souvenir Belmont Stakes Day four color program.

Six (6) :30 commercials on NYRA TV June 6-9, 2012

BELMONT PRINT & WEB ADVERTISING • The Road to the Triple Crown sponsor will receive :

– One (1) full page, four color ad in the Belmont Stakes Day souvenir program book adjacent to their sponsored race page (sold on track for $5 per copy). Twenty thousand programs sold.

– Prominent home page logo placement and web link on

www.BelmontStakes.com from May 1 through Belmont Stakes Day. Site had 567,656 visitors and 1,538,746 page views in 2011. Site received 48,000 hits in one day following I’ll Have Another win in the Preakness.

Road to the Belmont Sponsor Benefits Key Elements • Entitlement sponsorship of the (your name) True North. TV visible starting gate and finish line signs, paddock and horse path

signs. Paddock tour and trophy presentation for six guests, including presenter. • Two (2) :30 second commercials in NBC Belmont Stakes live coverage (one pre-race, one in-race). • Trackside tent hospitality for twenty (20) guests on Belmont Stakes Day. • Opportunity to activate in Belmont clubhouse with on-track infield tote board color graphic rotation June 9 to promote

activation. • On-track print and TV advertising package including June 9 full page four color ad (front of book), and six (6) :30 second NYRA

TV spots June 6-9. • Extensive TV visible signage including 10X30 infield billboard, June 6-9, June 9 starting gate and under rail finish line signs for

the sponsored race, infield tote board, building facia and paddock horse path and rail signs June 6-9. Web • Logo placement and weblink on home page of www.BelmontStakes.com

Road to the Triple Crown Sponsorship Package