Sponsorship Proposal The Charlotte Hounds & 3d Lacrosse

Michael May

PRT 466 (001)

Dr. Edwards

Fall 2016

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WADE

LEAPHART

310 N Kings Drive

Charlotte, NC 28204

wleaphart@charlotte

hounds.com

704-206-1516

WADE LEAPHART VICE PRESIDENT OF THE CHARLOTTE HOUNDS |

HTTPS://WWW.CHARLOTTEHOUNDS.COM/FRONT-OFFICE

MR. WALDBAUM

CEO • 3D LACROSSE • 1301 S JASON STREET UNIT K • DENVER, CO 80223

10/12/2016

Dear Mr. Waldbaum,

The Charlotte Hounds, a professional field lacrosse team, are interested in

collaborating with 3d Lacrosse in order to grow lacrosse nationally and

experience organizational growth while being socially responsible. We

have followed 3d Lacrosse closely and believe that our organizations have

great symmetry. Together we can help increase your sales, increase your

brand awareness, and improve your overall customer loyalty.

We are offering you the opportunity to become an official sponsor of an

MLL franchise. For $100,000, you will receive the package presented

below that is valued at $125,000. The package includes a camp and

showcase hosted by the Charlotte Hounds, the sale of 3d Lacrosse

equipment at Charlotte Hounds games, access to the Charlotte Hounds

fan database, several methods of advertising, and exclusive access to the

Charlotte Hounds players and staff.

We believe this package will help 3d Lacrosse expand their reach and

grow as a company. We are open to work through the proposal to make

sure it works best for you. Please contact us at your earliest convenience.

Sincerely,

Wade Leaphart

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History

The Charlotte Hounds are a professional field lacrosse team formed in January of 2011 after Major

League Lacrosse (MLL) awarded Charlotte and Ohio expansion teams. Based in Charlotte, North

Carolina, the Hounds officially began play as a member of the MLL during the 2012 season. Prior to the

2012 season, a Facebook campaign allowed fans to vote for their team name resulting in the name

“Hounds” being selected to represent the franchise. The Hounds play their home games at the American

Legion Memorial Stadium located in uptown Charlotte. The team did not qualify for the playoffs in their

first year, but made it to the championship game in their second season, losing by one goal to the

Chesapeake Bayhawks. In their five years of existence, the Hounds have earned two playoff berths.

Charlotte Hounds

Year W L Win % League Standing Playoffs

2012 5 9 .357 6th DNQ

2013 7 7 .500 4th Lost in Championship

2014 4 10 .286 8th DNQ

2015 3 11 .273 8th DNQ

2016 8 6 .571 4th Lost in Semifinal

For the first four seasons in franchise history, Mike Cerino coached the Hounds. Cerino, also the AD at

Limestone College, led the hounds to the Championship game in 2013 but failed to reach the playoffs

again. After the 2015 season, Cerino stepped down as head coach to move into a front office role

focused on player personnel and development. Ultimately, Cerino would serve as the Hounds’ General

Manager. In 2016, following Cerino’s role change, the Hounds hired Penn assistant coach Jim Stagnitta

to fill their head coaching vacancy. In his first year as head coach, Stagnitta lead the Hounds to an 8-6

record and their franchise’s second playoff berth. Following the 2016 campaign, Stagnitta won Coach of

the Year honors.

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Charlotte Hounds Programming

Venue

American Legion Memorial (ALM) Stadium, located right outside the heart of uptown Charlotte, is the

home of the Charlotte Hounds. The historic stadium, built in 1934, also holds high school sporting events

and serves as a public venue. The Stadium is capable of housing 17,000 Hounds fans on game day and is

the largest municipal venue in Charlotte.

The stadium offers great opportunities for fan enjoyment and safety that include food and beverage

vendors, mascot interaction, merchandise tents, and a first aid station. Mecklenburg County Parks &

Recreation provide the food and beverage vendors that operate on the token system. Tokens are

purchased with cash at several locations within the stadium, and used as currency at the vendors’ tents.

Vendors will take tokens or major credit cards as forms of payment. Located at the main gate is the

merchandise tent where fans have the ability to purchase hounds gear and memorabilia. Also located on

the main concourse is the Carolinas HealthCare Systems First Aid Tent, providing first aid to anyone who

may need it. Fans may also interact with the team mascot, Blue the Plott Hound. These accommodations

provide fans an entertaining experience all at a reasonable price.

Attendance

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2016 Attendance o Total Fans: 13,994

o Home Games: 7

o Average Attendance: 1,999

2015 Attendance o Total Fans: 15,980

o Home Games: 7

o Average Attendance: 2,283

2014 Attendance o Total Fans: 26,062

o Home Games: 7

o Average Attendance: 3,723

MLL Audience Demographics

• 86% are college graduates

• 45% have household incomes of $115K+

• 27% have household incomes of $165K+

• 82% own residence

• 49% of fans are age 18-34

• 84% take three or more overnight vacations annually

• 80% own two or more vehicles

• 72% own or frequently use a computer

• 72% Male, 28% Female

72%

28%

MLL Fan Gender Distribution

Male Female

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Media Coverage

CBS Sports Network serves as the MLL’s special event media provider. CBS covers the MLL All-

star game, and the playoff semifinals and finals.

ESPN3.com serves as a regular season partner of the MLL, streaming games over the internet.

610AM the Fan serves as the official radio partner of the Charlotte Hounds.

WMYT TV (MY TV 12) serves as the official local television partner of the Charlotte Hounds

broadcasting their away games.

Other Opportunities

The Charlotte Hounds provide a fantastic venue, an affluent audience, and great media partnerships.

However, now it is important to connect with fans on a different level in order to maintain a progressive

relationship. The Charlotte Hounds achieve this by utilizing social media. The Charlotte Hounds use

Facebook (16,532 likes), Twitter (13,500 followers), and Instagram (16,400 followers) to stay connected

to their fan base. The Charlotte Hounds also utilize the MLL’s official Snapchat.

Snapchat

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Facebook

Twitter

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Instagram

Organizational Compatibility

Growth of Lacrosse

The Charlotte Hounds and 3d Lacrosse are both organizations committed to the growth of lacrosse in

the US.

Lacrosse is one of the fastest growing sports in the US thanks to the committed work of organizations

such as the Charlotte Hounds and 3d Lacrosse. 3d Lacrosse is known for their excellent lacrosse

showcases and one of a kind training programs. 3d Lacrosse allows players all over the country the

opportunity to receive a high quality lacrosse education and training experience. They currently run

eight showcases that have allowed youth lacrosse to become a more viable competitive sport option. 3d

Lacrosse services 14 different regions in the United States, not including their national program. These

regions include Colorado, Dallas, Georgia, Houston, Michigan, Mid-Atlantic, New England, New England

South, Northern California, Oregon, San Diego, Southland, Upstate, and Tri-State.

3d Lacrosse has helped the growth of lacrosse from a youth training and awareness standpoint, while

the Charlotte Hounds have provided a professional level of play that inspires the youth to participate.

The Charlotte Hounds and the MLL have played a major role in the growth of lacrosse throughout the

country. The league has created an image that youth lacrosse players can dream to achieve. These

dreams are what lead players to play competitively and search for opportunities to enhance their skills.

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Organizational Awareness

The Charlotte Hounds and 3d Lacrosse are both organizations that are striving to increase their

organizational awareness amongst the youth in their respective regions and throughout the country.

With the growth of lacrosse in the US comes the necessity for lacrosse organizations to grow as well. 3d

Lacrosse has shown their desire to achieve greater organizational awareness by their national

partnerships and regional expansion. Their desire to provide the best lacrosse training is not limited to

one region but rather as many regions as they can reach.

The Charlotte Hounds are a part of one of the youngest professional sport leagues in the US. Founded in

1999 the MLL played its inaugural season in 2001. The league is positioned in a highly competitive sport

market, and has limited exposure compared to other sports. The Charlotte Hounds desire to achieve

greater organizational awareness by collaborating with nationally recognized lacrosse companies like 3d

Lacrosse. A growth in youth lacrosse is good for the Charlotte Hounds as it creates potential fans and

future professional players. A growth in professional lacrosse is good for 3d Lacrosse as it creates more

awareness for the sport and creates a desire to receive better training.

Social Responsibility

The Charlotte Hounds and 3d Lacrosse are both organizations that believe in giving back to the

community and being socially responsible.

3d Lacrosse donates funds, uniforms and equipment to non-profit and community based groups both

within the lacrosse industry and outside of it. On a yearly basis, they donate more than $25,000 to

school auctions, non-profit fundraisers, and other organizations. 3d Lacrosse also provides more than

$50,000 of scholarship money to less privileged players interested in joining their program. Each year,

they also run an equipment and uniform drive that collects gear and distributes it to non-profit groups.

3d Lacrosse has also partnered with Harlem Lacrosse, a school-based non-profit whose mission is to

provide a safe, structured environment for children to compete and learn while they develop into

leaders for their community.

The Charlotte Hounds also recognize that social responsibility is important. The Hounds run free clinics

that allow players and coaches the opportunity to learn from some of the best in the game. The Hounds

also do community outreach volunteering at local non-profits.

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Target Market

3d Lacrosse has a target market of youth, ages 6-18, that are raised in affluent households who have an

interest in sport. They may or may not have experience playing lacrosse but do have an interest in trying

the sport out. This aligns well with the Charlotte Hounds, as the MLL fan base is strongly affluent and in

the youth category.

Sponsorship Package By collaborating with the Charlotte Hounds, 3d Lacrosse will have the opportunity to increase sales

opportunities, increase brand awareness, all while improving customer loyalty.

Increased Sales Opportunities

Charlotte Hounds will run 3d Lacrosse camps each summer at ALM Stadium

Charlotte Hounds will sell 3d Lacrosse training equipment at home games

Charlotte Hounds will host a 3d Lacrosse showcase at ALM Stadium at your choice in time

Charlotte Hounds will email fan database concerning opportunities to participate in 3d Lacrosse

events

Increased Brand Awareness

3d Lacrosse logo will be placed on the Charlotte Hounds website including a description of the

partnership and a link to the 3d Lacrosse website

3d Lacrosse logo will be displayed on field signs

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3d Lacrosse will have one PA announcement at each Hounds home game

3d Lacrosse will receive two advertisements on each local radio broadcast

3d Lacrosse will be the official sponsor of the team mascot. 3d Lacrosse log will be place on the

mascots jersey.

3d Lacrosse will receive a full page advertisement in Hounds game day program

Improving Customer Loyalty

Charlotte Hounds players will provide videos for 3d Lacrosse outlining why 3d Lacrosse is the

program kids should use

Charlotte Hounds coaching staff will run two clinics a year and speak on why 3d Lacrosse is the

best option for lacrosse training in the nation

Charlotte Hounds will provide 3d lacrosse members an opportunity to win a monthly raffle that

includes lacrosse equipment (mesh, heads, shafts, gloves, cleats and pennies), Charlotte Hounds

attire, and tickets to an MLL game of their choice

Package Price

Total Package Value: $125,000

Total Investment: $100,000

Impact Measurement

Increased Sales Opportunities

Track profits made at the Charlotte Hounds sponsored 3d Lacrosse Camp

Track profits made on sales of 3d lacrosse training gear at Charlotte Hounds home games

Track profits made at the Charlotte Hounds hosted showcase

Intercept surveys to see how many people participated in 3d Lacrosse events as a result of the

Charlotte Hounds

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Increased Brand Awareness

The use of intercept surveys to find out the awareness level of Charlotte Hounds fans regarding

3d Lacrosse as a result of the sponsorship

Track how many people listened to the radio broadcasts to determine how many people heard

the 3d Lacrosse advertisement

Track 3d Lacrosse website traffic during Charlotte Hounds events

Intercept surveys on the 3d Lacrosse website asking how you found out about 3d Lacrosse

Improving Customer Loyalty

Track the retaining rate of 3d Lacrosse customers before the sponsorship deal and during