2 0 1 3 - 2 0 1 4 C H I C A G O B L A C K H A W K S

SPONSORSHIP OPPORTUNITIES

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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

TABLE OF CONTENTS

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THE BENEFITS OF CORPORATE SPONSORSHIPSAssociate 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.

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

I’ve never seen a comeback late in the game like the one put on by the @NHLBlackhawks last night in Boston

Phil Jackson@PhilJackson11

AAHH, what a finish for the Blackhawks. Congrats! Didn’t they show great heart in that comeback effort? Great series.

Congrats to 88pkane and the Chicago Blackhawks on winning the Stanley Cup #WhatAFeeling #NothingLikeIt

LEBRON JAMES @KINGJAMES

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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 team’s last-gasp victory including President Obama, who will host his hometown hockey team at the White House for a second time during his term.

#STANLEYCUPCHAMPIONS

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20,000

25,000

15,000

10,000

source: Scarborough Chicago Release 2, 2012

source: SportsBusiness Journal archives

17,724

NHL16,954

ATTENDEDCOLLEGE

MEDIANHHI

MEDIANHOME VALUE

MEDIANAGE

AGES18-34

SMALL BUSINESS OWNER/SELF EMPLOYED

WHITECOLLAR

BLUECOLLAR

BLACKHAWKS

BEARS BULLS CUBS

$80,000

WHITE SOX

66.2%

$220,000

43.9

33%

14%

49%

24%

63.5%

$219,000

30%

45%

61.3%

$217,000

31%

45%

65.2%

$219,000

29%

48%

62.1%

$212,000

31%

45%

2005 - 06 2006 - 07 2007 - 08 2008 - 09 2009 - 10 2010 - 11 2011 - 12 2012 - 13

NHL SEASON

ATTENDANCE PER GAME

BLACKHAWKS13,319

21,728

$73,000 $70,000 $76,000 $69,000

45.2 44.1 46.2 44.4

11% 12% 12% 11%

22% 24% 22% 23%

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SCARBOROUGH RESEARCH

CHICAGO BLACKHAWKS FAN PROFILE COMPARISON

AT THE GATERANKED #1 IN NHL ATTENDANCE THE PAST FIVE SEASONS

SOURCE: Scarborough Local Market Studies R2, 2012

100% 200% 300% 400%

SOURCE: Scarborough Local Market Studies R2, 2007-12

CHICAGOBLACKHAWKS

WASHINGTONCAPITALS

BOSTONCELTICS

BOSTONBRUINS

TAMPA BAYRAYS

340%

141%

132%

123%

100%

1 MILLION

CHICAGOBLACKHAWKS

BOSTONBRUINS 2.2

NEW YORKRANGERS 2.0

PHILADELPHIAFLYERS 1.9

DETROITRED WINGS 1.8

LOS ANGELESKINGS 1.5

NEW JERSEYDEVILS 1.4

PITTSBURGHPENGUINS 1.3

WASHINGTONCAPITALS 1.2

SAN JOSESHARKS 1.1

2 MILLION 3 MILLION

2.6

7

SCARBOROUGH RESEARCH

FASTEST GROWING PRO SPORTS FAN BASES, 2007-12

SCARBOROUGH RESEARCH

LARGEST HOME MARKET NHL FAN BASES

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IN-ARENA BRANDING

200 LEVEL LED BOARD ADVERTISINGLocated 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.

DASHERBOARDSDasherboards 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.

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GAME-TIME EXPOSURESponsorship of four of the eight

LED panels of the main scoreboard provides continuous messaging

throughout game action.

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).

MULTI-PLATFORM COMMUNICATIONAn interactive TV timeout feature

gives your company the opportunity to entertain fans and reach them in

numerous ways.

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.

SCOREBOARD FEATURES

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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.

BLACKHAWKS IN-ARENA& OUT-OF-ARENA PROMOTIONS

GAMEDAY GIVEAWAYSGameday 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:

G A M E DAY G I V E AWAY P R O M OT I O N A L S U P P O R T

TELEVISION ANNOUNCEMENTSSponsor will receive one in-game promotional announcement during each of the three games preceding the giveaway on Comcast SportsNet or WGN-TV’s Blackhawks broadcasts.

RADIO ANNOUNCEMENTSSponsor 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/PUBLICATIONSSponsor’s 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 ANNOUNCEMENTSIn-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 ANNOUNCEMENTSSponsor giveaway will be promoted on our video scoreboard once every home game during each of the three games prior to the giveaway.

OUTDOOR MARQUEE SIGNSSponsor giveaway will be promoted on a rotating basis prior to the giveaway on the United Center’s outdoor matrix boards.

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

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

INTERMISSION ENGAGEMENTAn intermission feature entertains fans before the players hit the ice and helps your company

build brand relevance among an upscale, affluent audience.

2011-12

2010-11

2009-10

2008-09

2007-08

3.10

2.78

2.44

1.26

.63

2012-13 5.38

CO M C A S T S P O R T S N E T R E G U L A R S E A S O N T E L E V I S I O N R AT I N G S

73% 754%INCREASE OVER LAST SEASON’S REGULAR- SEASON RATINGS.

INCREASE FROM THE 2007-08 REGULAR SEASON

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VIRTUAL SIGNAGE ADVERTISINGCutting-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.

VIRTUAL SIGNAGE

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BLACKHAWKS TVBecome 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 SEGMENTShow your product during a Blackhawks TV segment.

TELEVISION COMMERCIALBlackhawks TV can produce a commercial to use not only with your Chicago Blackhawks

assets, but also in your company’s media and digital advertising buys.

RADIO

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 WGN’s 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.

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BLACKHAWKS MAGAZINE

PROGRAM ADFull-page, four-color advertisement

promoting your products and their association with the Blackhawks.

POCKET SCHEDULESBe seen throughout the Chicagoland

area on the back of Chicago Blackhawks pocket schedules.

PRINT

LUCKYPROGRAM

Showcase your brand in print and on the scoreboard during Chicago Blackhawks games.

I N T E R N E T S I T E S V I S I T E D I N T H E PA S T M O N T H BLACKHAWKS FANS CHICAGO POPULATION

51%

56%

FAC E B O O K

41%

52%

YO U T U B E

10%

21%T W I T T E R

source: Scarborough Chicago Release 2, 2012

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BLACKHAWKS MOBILE APPLICATIONS

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.

RED & WHITEEMAIL NEWSLETTEROVER 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.

CHICAGOBLACKHAWKS.COMWebsite 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.

WEBSITE & MOBILE

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.

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SOCIAL MEDIA INTEGRATIONReaching 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.

FACEBOOKOVER 1,365,000 FANS

Speak directly to one of the NHL’s 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.

TWITTEROVER 418,000 FOLLOWERSLet our award-winning Twitter feed, @NHLBlackhawks, alert thousands of fans about your upcoming event or promotion.

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

SOCIAL MEDIA

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BLACKHAWKS CONVENTIONHelp 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.

CHICAGO BLACKHAWKS SPECIAL EVENTS

S O L D - O U T E V E N T

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

source: Chicago Blackhawks Youth Hockey Department

2 0 0 9 -1 0 2 0 1 0 -1 1 2 0 1 1 -1 2 2 0 1 2 -1 3

M I N O R H AW K S YO U T H H O C K E Y PA R T I C I PAT I O N

5 ,0 0 0

3 ,0 0 0

2 ,0 0 0

1 ,0 0 0

4 ,0 0 0

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

CHICAGO BLACKHAWKS CHARITIES

FOUR FEATHERS GOLF INVITATIONALAligning 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.

Chicago Blackhawks Youth Hockey initiatives teach the most effective skill development techniques available to young players today.

YOUTH HOCKEY PROGRAMS

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RETAIL PROMOTIONSThe 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 RIGHTSCo-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.

RETAIL PROMOTIONS & ON-PREMISE ACTIVATION

RETAIL PROMOTIONS & ON PREMISE ACTIVATION22

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

CHICAGO BLACKHAWKS PLAYER APPEARANCESA Blackhawks player appearance can help kick off a sweepstakes promotion or give a sponsor’s products or services exposure to Blackhawks fans.

MCDONALD’S BLACKHAWKS BREAKFAST MEAL DEAL

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

COCA-COLA ACTIVATION AT RETAIL OUTLETS

End cap displays help drive incremental sales and enhance retailer relationships.

RETAIL PROMOTION OPPORTUNITIES

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The Blackhawks offer first-class hospitality at the United Center’s clubs and banquet facilities, each with a different feel and ideally suited for many types of events.

HOSPITALITY

THE KETEL ONE CLUB & CHICAGO STADIUM CLUBThese restaurants provide a memorable dining experience for your key customers and prospects. Exceptional food

and service simplifies your pregame dining needs.

BANQUET PARTIESA 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.

GAMEDAY RENTAL SUITESOur 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.

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SPONSOR VIP SKATESProvide 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 TICKETSSeason 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.

CHICAGO BLACKHAWKS EXPERIENCES

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

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

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

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.

STANLEY CUP PLAYOFFS

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“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.

125’ LED TEXT MESSAGING Text messaging on two 125’ areas.

840’ LED MESSAGING Exclusive sponsor animation advertising that dominates

the in-arena bowl area.

LED STATIC SIGN Measures 2’ x 17’ and can rotate between games.

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

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.

UNITED CENTER ADVERTISING

CONCOURSE SIGNAGEConcourse 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.

CHICAGO BLACKHAWKS CONTACT INFORMATIONTo become a member of the Chicago Blackhawks Corporate Sponsorships family, please call 312-455-7000.

MAILING ADDRESSChicago Blackhawk Hockey Team, Inc.1901 West Madison StreetChicago, IL 60612

WEBSITE URLchicagoblackhawks.com

CONTACT

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