2014 PARTNERSHIP OPPORTUNITIES - United States …assets.usta.com/assets/664/15/2014_-_Partnership_Opportunities... · of leveraging an international sporting event to ... • ESPN2

2014 PARTNERSHIP OPPORTUNITIES

ABOUT NEW HAVEN OPEN AT YALE

TOURNAMENT PHILOSOPHY: Much more than a tennis tournament, the New Haven Open at Yale is a leading example of leveraging an international sporting event to generate regional economic activity and to impact the community in a healthy, active, and positive way, especially among youth. The tournament is a not-for-profit 501c3 that supports corporate philanthropy and volunteerism. • Women’s professional tennis event on worldwide WTA and culmination of Emirates Airline US Open Series leading

into the US Open. • Enthusiastically owned by the State of Connecticut and has generated hundreds of millions of dollars in economic

impact to the region since 1998, including significant job creation and tax revenues. • 2013 player field featured players from 35 different countries and more than half of the top 25 players in the

world, including four of the top 10. • Fourth best attended women’s-only WTA event in the world with 1.2M fans having attended since 1998. • Scheduled the week prior to the US Open and enjoys the halo effect of international news coverage. • Domestic and international TV telecasts on ESPN2, Tennis Channel and networks in 160 countries. • Tournament marketing initiatives valued at over $1M. • Major sponsors include leading corporations and institutions such as Aetna, American Express, Yale New Haven

Health System, Yale University and regional bank First Niagara.

At-a-Glance

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2014 Tournament Snapshot

DATES: August 15 – 23, 2013

LOCATION: Connecticut Tennis Center at Yale New Haven, Connecticut

PRIZE MONEY: $690,000

PLAYER FIELD: The list of New Haven Open past champions reads like a “Who’s Who” of women’s professional tennis: Steffi Graf, Venus Williams, Jennifer Capriati, Lindsay Davenport, Justine Henin, Caroline Wozniacki, and Petra Kvitova. In 2013, players came to New Haven from 35 countries. DEFENDING SINGLES CHAMPION: Simona Halep (ROU), World #11 DEFENDING DOUBLES CHAMPIONS: Sania Mirza (IND) and Jie Zheng (CHN) ATTENDANCE: 46,000 - of the 39 WTA global women’s only events,

New Haven Open at Yale is the fourth best attended in the world.*

TELEVISION Domestic TV – ESPN2 (8 hours), Tennis Channel (8 hours) COVERAGE: Global TV – 160 countries on six continents for 100+ hours**

*WTA attendance figures **WTA TV 2013 3

2013 Champion and Rising Star Simona Halep


Tournament Philosophy and Year-Round Community Outreach

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Much more than a tennis tournament, the 501c3 New Haven Open at Yale is committed to leveraging the power of professional tennis to build interest and participation at the community level. It is not about creating tennis players, it’s about providing opportunities for youth that will improve their lives and give them a chance to become confident, successful adults. The tournament also closely partners with 501c3 New HYTEs, “Helping kids reach the top through tennis and education.”

YEAR-ROUND NEW HAVEN OPEN PROGRAMS & EVENTS • Family Classic parent/child tournament (March - August) • Free Lesson/New Haven Public Schools Clinic (April/May) • Summer Community Clinic (July) • Aetna Kids Day (Tournament Week) • Girl Scout/Boy Scout Days (Tournament Week) • Latino Day (Tournament Week) • Perfect Match (Tournament Week)

New HYTEs • TEaM – After school tennis, education, and mentoring

program (Year-round) • Parks & Rec Affordable Lessons (Year-round) • USTA Junior Team Tennis (Year-round) • Tennis in the Neighborhood (July/August)


Sponsors may demonstrate their commitment to philanthropy and volunteerism by joining New Haven Open in its efforts to impact the local community. Examples of established initiatives include:

• PERFECT MATCH – Sponsors may host 20-30 kids from a local community youth organization for a session of tennis with tickets provided by New Haven Open.

• NEW HAVEN OPEN SALUTES VETERANS AND HEROES/MILITARY APPRECIATION – To align with a commitment to U.S. Veterans, sponsors may participate in New Haven Open’s Military Appreciation Night. In addition to ticket discounts for heroes and their families, sponsors may add their own salute e.g., underwriting a hospitality suite for vets.

• BREAST CANCER AWARENESS TO BENEFIT THE BREAST CENTER AT SMILOW CANCER HOSPITAL – In recent years, the tournament has auctioned pink treadmills autographed by WTA players, conducted an auction of paintings featuring Caroline Wozniacki and golfer Rory McIlroy, and encouraged fans to contribute by logging miles on the treadmill. The Yale-New Haven Hospital Mammogram Van heightens awareness with free on-site screenings.

• YALE NEW HAVEN HOSPITAL – YNHH holds an annual fundraiser “Serve Love” in a tournament suite to benefit charitable organizations such Juvenile Diabetes Research Funding and the Dorothy Adler Geriatric Assessment Center at Yale-New Haven Hospital.

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Year-Round Community Outreach


Sponsors Making a Difference

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AMERICAN EXPRESS – In August of 2012 the New Haven Open and American Express unveiled refurbished tennis courts at McClain Park in New Haven as part of Amex’s Fresh Courts partnership with the USTA, designed to support local tennis in communities across the U.S. After the ribbon cutting, former top-10 ranked WTA star Andrea Petkovic hosted a free clinic for local youth from the New Haven Boys’ and Girls’ Club. EMIRATES AIRLINE – In 2012 and 2013 US Open Series title sponsor Emirates Airline activated a racquet return program and an on-site tennis clinic for New HYTEs. In 2013 New HYTEs received a $15,000 cash and equipment contribution from Emirates. AETNA (TOURNAMENT WEEK) – The Aetna FitZone continued to promote a healthy lifestyle with interactive games and tennis activities, including the use of 10 and Under Tennis, “equipment sized just right for kids.” FIRST NIAGARA – In 2011-2013, First Niagara entitled an annual Spring tennis clinic for 300+ children from New Haven Elementary schools who received new racquets and tennis equipment for their schools. The annual Summer clinic provided a similar focus with each event hosted by WTA players including Bethanie Mattek-Sands and Christina McHale. The 2013 clinic was held for the kids in Newtown, using tennis as a powerful healing tool.


• Spectators are 60% female; 30-64 years old.

• Over 50% of spectators have an average household income (HHI) of $143,500; 12% have an HHI of $250k+; 4% have an HHI of $500k+.

• 90% of spectators have attended and/or graduated college – or higher.

• In 2013, fans traveled from 28 states and internationally, with the majority attending from affluent Connecticut suburbs and NYC commuter towns, especially New Haven and Fairfield Counties.

Spectator Demographics

*Source: The George Washington University, Economic Impact Analysis, 2009 7

NEW HAVEN OPEN FANS ARE MATURE, AFFLUENT, AND WELL EDUCATED.


• ESPN2 holds the domestic television rights to the tournament with a live telecast from the quarterfinals through finals – providing eight (8) hours of audience exposure.

• Tennis Channel will telecast the 2013 tournament for eight (8) hours

• Internationally, the tournament’s global feed offers exposure in 159 countries on six continents.*

• A sampling of countries and regions includes China, Japan, India, Australia, Brazil, United Kingdom, Canada, Germany, France, Spain, Israel, and the Middle East and Africa.**

Domestic and International Television Coverage

8 *Source: WTA TV, 2013 **Full list available upon request.


MARKETING INCLUSION – In 2013 the New Haven Open limited all tickets sales to the lower box ring, thus bringing all fans closer to the action and centralizing buzz and electricity within the stadium. The tournament’s marketing strategy centered around a more energized stadium, enhanced advertising, and robust social media.

EXECUTIVE SUMMARY OF 2013 CAMPAIGN

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Marketing

New Haven Open at Yale

Approximate Impressions

Estimated Media Value

Markets

Advertising and Collateral Min 14MM* $1MM+* Statewide and regional markets including: New Haven, Hartford, Stamford, Bridgeport and NYC

Public Relations 500-750MM** - Regional, National, and International Media Outlets

Emirates Airline US Open Series

Marketing Campaign*

350MM $3.5MM* Atlanta, Cincinnati, LA, NY, Raleigh-Durham, San Diego, San Francisco, Houston, Philadelphia and Miami

*2012 Media Plan/2013 numbers in process **Source: Google News, Compete.com, Meltwater 2012


A fully integrated marketing plan supported outreach to NYC commuters, Connecticut families, and hard core tennis fans via print, digital, social, out of home, direct mail and radio.

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Marketing

Ticket Brochure

Metro North Platform Poster

The New York Times

Newsletter

YouTube

Billboards Twitter


The tournament generates substantial media coverage annually throughout Connecticut, the region, the U.S. and the world. In 2013, global coverage included sports news coverage on China’s CCTV and feature stories in Nikkei.com, Japan’s Wall Street Journal (3M+ audience), and Dainik Jagran, India’s largest newspaper (16M+ audience).

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Marketing – PR/Media Coverage

PARTNERSHIP OPPORTUNITIES

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Align Your Brand with Industry Leaders

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Tournament Assets

Whether you're looking to promote your brand, engage consumers or entertain VIPs, the New Haven Open at Yale provides service-oriented sponsorship activation to help support your company's objectives and position your brand ahead of the competition.

BRANDING: GAIN A COMPETITIVE ADVANTAGE, IMPACT MARKET SHARE AND BRAND PERCEPTION

• High-profile branding to regional, domestic and global audience

• Association with women’s tennis, the pre-eminent sport for women in the world

• Category exclusivity available at high level partnerships

• Borrowed brand equity via alignment with Fortune 500 giants and leading institutions

CONSUMER ENGAGEMENT: REINFORCE BRAND PREFERENCE, DRIVE A MEASURABLE RETURN

• On-site consumer engagement with a highly attractive demographic

VIP HOSPITALITY: CULTIVATE RELATIONSHIPS

• Entertain clients and key stakeholders

• Recognize executives and employees

COMMUNITY SUPPORT: DEMONSTRATE CHARITABLE COMMITMENT

• Exposure via year-round community outreach programs

• Support philanthropic initiatives and employee volunteerism


Propel your brand into a regional, national, and international spotlight with in-stadium branding opportunities, including signage in domestic and global television view.

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Branding


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TV View Signage

Sidewall Signage

Backwall Signage

Umpire Chair Signage

Programs designed to include TV view branding may also include: • Radar Gun/Serve Speed (on court/backwall) • On-court player amenities: umbrellas,

towels, side tables


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Stadium and Tournament Ground Exposure

Grandstand Scoreboard

Electronic Scoreboard in Tournament Plaza

Video Scoreboard in Stadium


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Consumer Engagement

Make it measurable, reach your target market and interact with tennis fans.

Service Promotion

Product Sampling and Sales Data Capture

Sales


Entitlement of fan-friendly amenities and special events.

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Consumer Engagement

SVEDKA Vodka Lounge Ooh La La Wine Bar

Entrance to the Aetna FitZone Comfort Food & Cocktails presented by SVEDKA Vodka


SPONSOR HOSPITALITY – An all-new sponsor hospitality venue overlooks Stadium Court, accessible to Sponsors at a Bronze level and above. Guests will enjoy a buffet and beverages in air-conditioned comfort while never missing a beat of the action on the court. STADIUM SUITES – Private stadium suites overlooking Stadium Court are available for groups of 20 and 30 guests. Suites may be reserved for multiple or individual sessions, as available.

WEEKLONG BOX SEATS – Entertain guests throughout the week from the best seats in the house: • Access to the exclusive Boxholder

Restaurant overlooking Stadium Court • Invitation to the exciting Meet the

Player Party • Personalized plaque identifying your

seats

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VIP Hospitality


Employees of New Haven Open sponsors will be offered the opportunity to purchase tickets at a discounted price not offered to the general public. To help promote, the tournament will provide creative for a custom email blast that sponsors may distribute to employees. Other employee engagement ideas might include volunteerism or information session at your office.

Employee Engagement

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The New Haven Open encourages its partners to integrate their tournament sponsorship with existing year-round marketing efforts. Below are examples that co-promote the New Haven Open while maximizing the partnership and achieving specific and measurable sponsor goals.

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Year-Round Marketing Platform

Yale Daily News – Online Articles

Lux Bond & Green and vineyard vines trip giveaway to Antigua

Dichello Distributors’ Goose Island Banners

hang at New Haven clubs and bars

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APPENDIX

RESEARCH

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Why Tennis?

1. Great way to reach female sports enthusiasts. Offers a Sizable Female Audience – 55% vs Golf (34%) 2. It attracts a diverse audience. 69% white/19% black/12% Hispanic/4% Asian) vs Golf (77% white/14% black) 3. Tennis fans are open to connecting with Sponsors. The average fan spends 6.5 hours on the grounds per visit 4. Tennis fans are highly engaged on-site. 67% visit and interact with Sponsors on-site 5. Allows brands to have an extended “conversation” with fans. Average attendees spend 51 minutes visiting Sponsor Booths 6. Facilitates a connection with something consumers are passionate about. 81% of fans understand the importance of Sponsor support 7. Sponsorship has a positive impact on brand image and perceptions 64% of fans feel more positive towards a Sponsor’s brand 8. Tennis fans have a positive impression of Sponsors 88% view sponsorships as a good way to promote products 9. Tennis tournaments drive sales 64% of fans more likely to buy a Sponsor’s product as a result of sponsorship 10. Tennis tournaments drives ROI Cost/Benefit ratio (avg. 2:1) meets or exceeds industry thresholds

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The Women’s Tennis Association is

the global leader in women's professional sport

• More than 2,500 players

• Representing 92 nations

• Competing for more than $118 million in prize money

• 54 events and four Grand Slams in 33 countries

• Over 5.4 million people attended women's tennis events in 2012 with hundreds of millions more watching on television and digital channels around the world

Why Women’s Tennis?

RESEARCH

APPENDIX

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Five of the World’s Top 50 Most Marketable Females are from the WTA tour, the most of any single league or tour:

• Sloane Stephens* • Victoria Azarenka • Maria Sharapova • Caroline Wozniacki* • Laura Robson**

Central criteria that shaped the list: value for money, age, home market, charisma, willingness to be marketed, crossover appeal. *Sports Pro/EuroSport 2013 **Played 2013 New Haven Open at Yale ***Four-time champion, New Haven Open at Yale

APPENDIX

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Powerful, exciting, competitors Seven of the Top 10 Highest-Paid Female Athletes in the world are from the WTA tour, the most of any single league or tour:

1. Maria Sharapova ($29M) 2. Serena Williams ($20.5M) 3. Li Na ($18.2M)** 4. Victoria Azarenka ($15.7M) 7. Caroline Wozniacki ($13.6M) 8. Agnieska Radwanska ($7.4M) 9. Ana Ivanovic ($7M)

*Forbes, 2013 **Played New Haven in 2011

Li Na at 2011 New Haven Open

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The Women’s Tennis Association is

the global leader in women's professional sport

THE WTA STORY – Pioneers in Sports History

Billie Jean King and her group of eight other renegades were revolutionary by 1970s standards. A full two years ahead of the passage of Title IX in the United States, they envisioned a better future for women's tennis.

In September 1970, the birth of women's professional tennis was launched when nine players signed

$1 contracts with World Tennis publications publisher Gladys Heldman to compete in a newly created Virginia Slims Series. The Original 9, as they were called, included King, Rosie Casals, Nancy Richey, Kerry Melville, Peaches Bartkowicz, Kristy Pigeon, Judy Dalton, Valerie Ziegenfuss and Julie Heldman.

Heldman, along with her friend Joe Cullman from Philip Morris and several others, provided women's professional tennis the opportunity the Original 9 and so many others sought. The inaugural $7,500 Virginia Slims of Houston was established on September 23, 1970 and it was the event that became the groundbreaker for all others.


APPENDIX

Thank you for considering a partnership with

New Haven Open at Yale!

August 15 – 23, 2014

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THANK YOU!

Documents

2014 PARTNERSHIP OPPORTUNITIES - United States …assets.usta.com/assets/664/15/2014_-_Partnership_Opportunities... · of leveraging an international sporting event to ... • ESPN2