Sponsorship Proposal

Atlanta Falcons and Dunkin Donuts

PRT 466 Spring 2017

Mr. Nigel TravisChief Executive OfficerDunkin Donuts130 Royall StreetCanton, MA 02021United States

Dear Mr. Travis,

The Atlanta Falcons organization has the pleasure of inviting your organization, Dunkin Donuts, to join forces with us. Being in the NFL, we have distinguished ourselves as one of the elite sport organizations in the world. In order to further separate ourselves from the competition, we look for sponsors that are also elite and trailblazers in their field. We see that the Dunkin Donuts organization is in this category and believe joining forces would be beneficial for both parties.

We have gone over the Dunkin Donuts values, goals, and missions and have seen overlap that we could team up and work on. We are just as committed in youth development, climate sustainability, and giving back to the community. Dunkin Donuts is currently doing a fantastic job in all of those fields, but by linking up, the possibilities are endless.

Below is a sponsorship proposal in which we are seeking $17 million. Read over the proposal and you will see that we are very serious about Dunkin Donuts becoming a sponsor of the Atlanta Falcons. We are looking forward to hearing back from your organization and hopefully soon-to-be sponsor.

Sincerely,Zack WrightAtlanta Falcons Marketing

Falcons Description and History

The Atlanta Falcons are a Professional football team that plays in the National Football League. The Falcons play in the National Football Conference, and the South division. They Falcons were founded in 1965 as an expansion team. The Falcons are the second oldest team in the Deep South, only behind the Dallas Cowboys. The Falcons have made the Super Bowl 2 times, in 1998 and 2017, but have yet to win the prestigious trophy.

The

Falcons are known for their team motto of “Rise Up.” At first this may seem to be a fun way to get the fans on their feet at the game, but rise up is way more than that. Rise Up has now become a citywide movement to make Atlanta a better place, one day, one hour, one volunteer event at a time. The Falcons also host the Green Team, which is a movement to increase and promote recycling in the community. They also have the

Hometown Huddle, which is an entire day of the team participating in community service and giving back to the fans. The NFL play 60 movement is also a large part of the team, which gives the players a chance to interact with kids in the community and promote physical activity and healthy eating to make for a healthier community. Additionally in 2004, the Falcons had one of its players, Warrick Dunn, win the Walter Peyton Man of the Year award. This award is given to the player in the NFL that has given and done the most for their community that season. Though the award is given to just a single player, it shows that the Falcons encourage and support bettering the community.

Falcons Game Days

The Falcons currently play their home games in the Georgia Dome in the heart of downtown Atlanta. The Georgia Dome was a happy home to the Falcons for 24 years with a seating capacity of 74,228 people. Currently right next to the Georgia Dome, the Falcons are having a brand new, state of the art new stadium built called the Mercedes-Benz Stadium. This stadium will put Atlanta as the team with the newest stadium in the league with a sleek, energy efficient design. The stadium is expected to seat around 71,000 people. The Mercedes-Benz stadium will be open for the beginning of the 2017-2018 season.

Falcons Landing is the pregame epicenter for the Falcons fans prior to entering the game. It is open 3 hours before

kickoff for home games. It is completely free and offers and energetic atmosphere to get the fans ready for the game. At Flacons landing, you get an appearance form the cheerleaders and Freddie Falcon, a performance by the Atlanta Falcons Drum line, live entertainment, Sponsor activity areas, face painting, food and beverage, and official Falcons merchandise.

Attendance2016 Attendance:-Average- 69,999 -Total- 559,998 -7 Home games

2015 Attendance:-Average- 70,355-Total 562,845-8 Home games

Fans and Media Coverage

In the United States, 150 million people are NFL fans. Of that, 55% are men. When you take a look at the breakdown of race, 77% of fans are

Caucasian, 15% African American, and 8% being Hispanic. This may be the league total, but Atlanta is a bit different. In 2,000, 61% of Atlanta was African-American and they were known as a team largely supported in the African-American community with star players like Michael Vick and Deion Sanders. Just 10 years later though, the African-American population has dropped to 54%, but the team retained its culture. The Falcons have largely been supported and associated with Atlanta’s world famous rappers. This makes the Falcons a unique team in the NFL that is reaching the under-represented fans.

The Falcons also have a large presence in

social media. They have accounts in which they can be followed on Facebook, Twitter, Instagram, Vine, YouTube, Pinterest, RSS, Falcons app, and their website. To add to their presence, they have the current NFL MVP Matt Ryan, which attracts additional coverage of the team and often has them brought up on major shows like ESPN. On top of Matt Ryan, they have Julio Jones, Devonta Freeman, and Deion Jones, all players capable of making highlight reel plays, bring the Falcons to the limelight. On top of that, having just been in the Super Bowl makes them a team to watch in the upcoming season, giving them more options to be in the Primetime television slots.

Compatibility

Community and Youth DevelopmentBest said by Dunkin Donuts CEO himself,

“We are passionate about helping people live better- one neighborhood at a time.” This is largely achieved though the Dunkin Donuts and Baskin-Robbins Community Foundation (DDBRCF) Dunkin Donuts main impact is to work with children’s hospitals, food banks, and nonprofit organizations to serve sick and hungry kids. This is accomplished through their Joy in Childhood Foundation. This aligns with the Falcons First Down for Fitness program. This is a 3

month program designed to challenge 3rd through 7th grade students to participate in fitness activities, eat healthy, and lead a healthy lifestyle. Sustainability

Dunkin Donuts understands its impact on the environment, knowing that what they do matters tomorrow. Dunkin Donuts looks for ways to constantly improve their packaging to make it the most eco-friendly possible. Dunkin Donuts also looks to have the most sustainable sourcing possible, including animal welfare, deforestation, and certified products. Finally they look to have sustainable buildings that are good for the climate and energy efficient. The Falcons have the Green Team Recycling Program that aims to recognize schools throughout the state for their recycling efforts. The Falcons new Mercedes-Benz Stadium is also transforming climate change, with the highest level of environmental sustainability. The stadium has water conservation with a capture and reuse system to cool the building and for irrigation, the first for any sport facility. Its renewable energy effort having over 4,000 solar panels, which is enough energy in one year to provide power for 9 home games and 13 other events. They are reducing energy usage with the open stadium, which allows for opening and closing of stadium to make heating, cooling, and lighting more efficient and reduces energy by as much as 50%.

Franchise and Employee Giving and VolunteerismFor Dunkin Donuts, charitable giving begins at their own front

doors. Their franchisees support many local organizations and fundraisers in their own communities. Within the company, Dunkin Donuts has a company-wide commitment to volunteering. Employees are known to volunteer at food banks, collecting gently used items for families, hosting blood drives, sponsoring families, and working with special needs teens and adults. The Atlanta Falcons and their players are

always in the community volunteering and giving back whenever they have the time. A large event they participate in is called Hometown Huddle. This is a league wide event that the NFL does encourage all players to go out and help in the community. The Falcons are currently the only team in the NFL that makes all its players participate.

Sponsorship Package

1-Increase Local Spending2-Increased Community Image3-Increase Brand Awareness (Preference)

1-Increase Local Spending- Sell Dunkin Donuts products in the Falcons Landing. - Include the Falcons logo on Dunkin Donuts coffee cups in

Georgia and make them the official “Rise Up” of the Falcons.

- Run promotions at local Dunkin Donuts where winners get Falcons tickets, prizes, etc.

2-

Increased Community Image-Falcons participate in Dunkin Donuts and Baskin-Robbins Community Foundation.-Dunkin Donuts joins the Falcons First Down for Fitness.-Sell sustainable products at games with healthy, local

ingredients.

3- Increase Brand Awareness (Preference) - At home games, have a minimum of 8, 15-second

advertisements during the game.

- In the 4th quarter, have a Dunkin Donuts Defense section that highlights the best defensive plays of the game.

- On social media, have Dunkin Donuts listed as the official “Rise Up” of the Falcons.

Package Price

Total package Value- $20 MillionDunkin Donuts Investment- $17 Million

Impact Measurement

Increase Local Spending-Check local sales figures compared to those before the sponsorship. -See if sales increase during promotions.

Increase Community Image-Check to see if foundations success increases. -Document joint efforts on social media.-See if local Dunkin Donuts receive more customers.-See if searches in Atlanta for Dunkin Donuts increase.

Increase Brand Awareness (Preference) -Measure TV exposure-See if we traffic increases during and after advertisements. -Check local Atlanta sales numbers.