3D LACROSSE:

SPONSORSHIP

K E V I N H

A M B U R G

3D SPONSORS

WHAT IS SPONSORSHIP?• funds, resources or services to a club or organization in

return for some form of rights• logo on a lacrosse shaft • brand name on a website/newsletter• anything in between

HOW DO SPONSORSHIPS BENEFIT 3D? • there are several ways that sponsorships mutually benefit

all involved parties• (List of benefits from The Ohio Machine sponsorship

representative)

ROOM FOR IMPROVEMENT

• 3d already has a great set of core sponsorships• However…• With the addition of crossover sponsorships (Air, Hotel) and

allowing non-endemics (like Hoven Sunglasses) to become “New-Endemics”, 3d has a very high ceiling for sponsorship opportunities in the near future

LACROSSE GROWTH FACTS• Over 1.2 million players in 2007• 8% increase from 2008 to 2009• High School: 528% growth in 18 years

COLLEGE LACROSSE GROWTH SINCE 2005

NCAA SCHOOLS SPONSORING LACROSSE (%)

GOAL OF SPORTS SPONSORSHIPSSpecific business objective

Resources (staff/dollars) must be allocated 3d: Successful sponsorship with Nike & Gatorade, unsuccessful

sponsorship with Tomahawk Shades

SPONSORSHIP EXAMPLES IN THE LACROSSE WORLD TODAY

Example 1: U15 National Championships (Richmond, Virginia) Spaces & Costs

10x10=$575 10x20=$875 Logo on website=$1500-$2000

Example 2: Denver Shootout Recent focus on Non-Endemic sponsorship types

Rental cars, hotels, food catering, bus transportation & airlines lead the way for up and coming sponsor activation

POWER PLAYERS• Nike, Under Armour, Adidas, Gatorade• Starting to over power older lacrosse powerhouses like Gait,

Brine & Warrior• ADIDAS & UNDER ARMOUR

2 MAIN CLASSES OF SPONSORSHIPEndemic & Non-Endemic

ENDEMIC SPONSORSHIP• Core group of brands• Directly invested• Directly correlate• Warrior & Brine are endemic to lacrosse

3D ENDEMIC SPONSORSHIP EXAMPLES

NON-ENDEMIC SPONSORSHIP• Considered the “Outsiders”• Criticism• Insipres • Puts on pressure• Involvement is mandatory

3D NON ENDEMIC SPONSORSHIP EXAMPLES

NON-ENDEMICS BECOMING ENDEMICS: SPONSORSHIP EXAMPLES

PepsiCo investment in the Superbowl Halftime ShowChipoltle’s involvement with Major League SoccerTarget’s participation in action sports (surfing)

US Lacrosse signed its first Non-Endemic sponsor in 2007• Nationwide Insurance signed a 3 year deal

HOW TO BECOME A “NEW ENDEMIC”Example: What products do you “need” as a participant in

basketball? Sneakers, shorts, shirt and basketball HOWEVER, fans perspective has limitless list of needs/wants

Apps, merchandise, collectibles, etc. Secret to breaking through with sponsorship alongside a non-endemic

product?

OUTSIDERS:• Outsiders are brands that are not currently involved with

the sponsorship process of a given category• Non Endemics

• Sponsorships seen inside the back cover of Lacrosse Magazine (grocery stores, hotels) would be examples of an “outsider” in the lacrosse world

• Potential to become an “Insider” with appropriate advertising/sponsoring/target market

OUTSIDERS: CONTINUED

OUTSIDERS: 3D EXAMPLE

SPONSORSHIP ACTIVATIONExplosion of brands trying to activate in the sport of lacrosse in

the last 10 years• Brands are always looking for “next big thing”• 5 most popular activation devices used today (sponsorship.com)• 5 keys to successful sponsorship activation (sponsorship.com)

WHO IS IN THE SPORT NOW?For decades, smaller (endemic) companies have led the way for

lacrosse sponsorship• But now things are changing…

WHO IS “DIPPING THEIR FEET IN THE WATER”? Leading brands

Want begin to dominate the market. Adidas

NLL Nike

Youth Adidas

Leaning towards college markets (still making their grand entrance)

FUTURE SPONSORSHIP OPPORTUNITIESCrossovers & Outsiders should be the new focus for 3d Must think outside of the box in order for growth

CAR RENTAL SERVICE

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Benefits could include:

• Simplified travel for players/coaches

• Cheaper prices on rental cars/vans

• Better service from rental company

HOTELHotels could give huge discounts to 3d players if they were a

visible sponsor.• Hotels.com recently sponsored multiple sports teams, but

have yet to dive into the world of lacrosse

AIRLINEAn airline sponsorship would mean discounted tickets, free

publicity for the airline, and an “elite” status 3d. This is very common in professional sports, but not so much in

youth/high school/college sports.