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This was a factious presentation for my Springfield College Sport Marketing class in November 2008. This presentation is about a corporate partnership between the New England Patriots and the Coca Cola Corporation
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Coca-Cola and the New England Patriots
Cover LetterDear Bob Sanderson,
I am Chad Smith President of Marketing and Sales for the New England Patriots. The New England Patriots are a professional football team in the NFL. The New England Patriots and Coca-Cola would make good partners, because your product would be exposed to 65,000 plus people in the stadium. Coca Cola and its products would be the only soft drink sold in Gillette Stadium. With this sponsorship of the New England Patriots you will receive many accommodations from prime signage to a private suit. If you wish to contact me here is my email address and phone number [email protected], 774-313-8603. I will follow up with a phone call in the next few days. I look forward to meeting with you to discuss the specifics of this sponsorship.
Sincerely,
Chad SmithChad SmithNew England PatriotsPresident of Marketing and Sales
The New England Patriots Product National Football League Sold out every game since 1993 Gillette Stadium 8 games a year plus playoffs Have made it to playoffs last 6 of 7 years
Adds 2 more games 3 Superbowl Championships since 2001 Patriot place new complex around stadium
Gillette Stadium Financing: Privately financed Capacity: 68,756 Club Seats: 6,000+ Concession points of sale: 500+ Permanent novelty stands: 15 HDTV video screens: 2 (48 feet x 27 feet) Stadium area: 1.9 million sqft ATM locations: 8
Details of sponsorship Price
$10,000,000 for the next 5 years Why its worth it
Signage Sampling Tickets Mentions Use Logo Only soft drink in Gillette stadium and Patriot Place Coca-Cola Merchandise sold in stadium and Patriots Pro
Shop
Signage Scoreboards
Each end of end zone Entrance to stadium Coca Cola logo on goal post Coca Cola bottles on light house Billboards around the stadium Coca-Cola logo on Tickets
Pictures of Signage
Sampling 8 oz. Coca Cola
Handed out upon entrance to game Coupons
Handed out when leaving stadium
Tickets Private box Box seats behind N.E Patriots bench Other tickets possible when asked
Mentions Television
Mentions One per quarter while zoom on sign and one during pre game
Commercials One per quarter with one played during pre game and post game shows
Radio Mentions
Two mentions per quarter Commercials
Two per quarter with two during pre and post game shows
Use of Logo Bottles Cans Packaging Trucks
Patriot Place 11 eateries
All places would serve Coca-Cola and its products Include a themed CBS Sports Bar Red Robin Studio 3
24 Retail stores Vending Machines around the premises
$350 million dollar project all funded by Robert Craft the N.E Patriots owner
What you need to you know Demographics Ratings What you will make back
Where do they come from? 6 New England States
Massachusetts Vermont New Hampshire Connecticut Rhode Island Maine
Ratings Average Ratings for Patriots
Television The Patriots helped raised CBS ratings 5% Record breakers
22.5 million viewers overall for Sunday night Eagles vs. Patriots.
Radio WRKO New Patriots radio broadcast partner always
in top 4 in radio market.
What you get back Exposure
Signage 68,000 plus people per game
Sold out every game since 93
New England Revolution games What you will get back
If one game sells to all seats you would make +100,000 – Based on 1 fan buying a $1.50 soft drink This does not include TV and Radio Exposure and the year
round presence at Patriots Place.
Questions
This was a factious presentation for my Springfield College Sport Marketing class in November 2008.