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Sponsorship Proposal The Philadelphia Union and Wawa
Parker Luhring
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Chris Gheysens
Chief Executive Officer
Wawa, Inc.
260 W Baltimore Pike
Wawa, PA 19063
Dear Mr. Gheysens
The Philadelphia Union, a professional soccer team based out of Pennsylvania, would like to invite
Wawa to become an official sponsor of our club. After researching several different options, we believe
that our two organizations share a similar vision and that a partnership would be beneficial to the both
of us. Wawa’s values of “value people,” “delight customers,” and “a passion for winning” are all core
values that the Philadelphia Union aims to uphold, and a partnership would make those values more
attainable.
Attached is a sponsorship proposal that outlines the history of our organization, our facilities,
attendance and demographics, and compatibility. We have also provided different options and
opportunities that, if you accept or proposal, will increase your brand awareness, sales revenues, and
your customer loyalty. Our games attract fans from all over the greater Pennsylvania area and
oftentimes our matches are broadcasted nationally, which could greatly increase your brand exposure.
Here at Philadelphia Union we are committed to providing the best for our partners and aim to nurture
a relationship that can be beneficial to both of our organizations. Please take a look at the proposal
attached below and let us know what you think. If there are any changes or other ideas you may have
for this proposal, please don’t hesitate to contact me; we pride ourselves on working with our partners
to figure out a plan that works for both of our organizations.
Thank you for your time and consideration in this matter and we look forward to hearing back from you.
Sincerely,
Jean-Paul Dardenne
Senior Vice President, Corporate Partnerships
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History & Overview
The Philadelphia Union is an American professional soccer team located in Chester, Pennsylvania. The
Union became the 16th member team in Major League Soccer (MLS) and is a competitor in the league’s
Eastern Conference. The team began play in MLS in 2010 when the league expanded its number of
clubs. During the team’s short seven year existence they have been able to promote a winning culture in
Philadelphia and have had a number of successful postseasons.
MLS Cup Playoffs:
2016 – Knockout Round
2011 – Conference Semifinals
Lamar Hunt U.S. Open Cup:
2016 – Quarterfinals
2015 – Runner-up
2014 – Runner-up
2013 – 4th Round
2012 – Semifinals
MLS Fair Play Award:
2015
2014
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Venue & Attendance
Talen Energy Stadium is a state-of-the-art facility that is home to the Philadelphia Union. With a
gorgeous view of the Delaware River and Commodore Barry Bridge, this multipurpose stadium has a
capacity of 18,500 during Major League Soccer games and can hold about 8,000 more for concerts.
Talen Energy Stadium features a 2,000-seat supporters section, 29 luxury suites, a full-service club
restaurant, and has expansive grass areas and large promenades surrounding the stadium for tailgating
and outdoor music festivals. The stadium is located about 15 miles from City Center, Philadelphia, has
easy access to major roadways, and is also a short distance from two train platforms.
Attendance figures:
All-time highest attendance: 19,178
2016 Season
17 total home games
Average of 17, 519 fans per game
Total of 297,825 fans
2015 Season
17 total home games
Average of 17,451 fans per game
Total of 296,674
2014 Season
17 total home games
Average of 17,631 fans per game
Total of 299,730
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MLS Attendance Demographics
55.50%
44.50%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
Male Female
Gender
Gender
4.70%
40.40%
34.20%
12.10%
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
13-17 18-34 35-49 50-64
Age Group
Age Group
11.70% 15.50%
38.80%
34%
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
Under $25,000 $25,000-$49,999 $50,000-$99,999 $100,000 +
Household Income
Household Income
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Media Coverage
The Philadelphia Union’s games are broadcasted on several local TV networks in Pennsylvania such as
ABC 6. However, oftentimes anticipated MLS games will be shown on networks such as ESPN and The
Comcast Network which captures a nation-wide audience.
The Philadelphia Union also has a strong social media following where we are able to reach and engage
with a large amount of our fans and followers.
@philadelphiaunion – 162,591 followers
@philaunion – 121,681 followers
@philaunion – 49,000 followersu
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Organizational Compatibility
Community Engagement
When it comes to community engagement both the
Philadelphia Union and Wawa are heavily involved.
The Philadelphia Union Foundation provides
Opportunities for children through the power of
relationships to offer transformational change in
areas of education, community, health, and recreation.
The Foundation uses soccer as a conduit
for change by reinforcing character values of integrity, effort, accountability, and pride. It is the aim of
our Foundation to have a positive impact on these children in respect to character development,
academic performance, and physical well-being. The Philadelphia Union Foundation strives to serve not
only in the city of Chester, but also the Greater Philadelphia region.
The Wawa Foundation has one of the same principles as the Philadelphia
Union Foundation: “an ongoing commitment to giving back to the
communities where we do business.” As your organization and associates
continuously seek out opportunities to make you “the best neighbor we can
be,” our organization strives to be one of the best and most-engaged professional
team within the community.
With both organizations holding a high regard for giving back to the community, Wawa and the
Philadelphia Union can provide even more charitable giving and community engagement to provide
consumers and fans with even better experiences.
Target Markets
Being that these two organizations are based in the Pennsylvania area, both Wawa and the Philadelphia
Union share a similar target market. Wawa’s potential target market consists of consumers ranging
anywhere from ages 18 to 55 and coming from an average household income. As can be seen in the
charts above, MLS’ attendance demographics are similar to this target market. The largest age group
attending MLS games are the 18-34 year-olds, followed closely by the 35-49 age groups. In terms of
household income, the $50,000 to $99,000 group attended the most games. Many of these fans that
attend our games are families that have a high need for the services your company provides, and
sponsoring our organization is a great chance to reach a larger portion of that target market.
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Brand Image
When it comes to our brand image we feel that both of our
organizations share the same goal, and as partners we want
to portray that image for you as best we can. A number of
Wawa’s core values, such as “value people,” “delight
customers,” and “a passion for winning” are all values that we
at Philadelphia Union strive to uphold. When it comes to our
organization we aim to give our fans the best game day
experience possible. Whether that be helping our youngest
fans meet the players, providing friendly service at the game,
or engaging in the community the Philadelphia Union hold
these values at our core. Ever year our team works diligently
to promote a winning culture at our club, and in our short
time in the MLS we have done just that. Partnering with our organization will provide many
opportunities to be seen in an even more positive light and help strengthen your consumer loyalty.
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Sponsorship Package
We have developed a sponsorship package that we feel will have the best impact and that will maximize
your return on investment. This package highlights ways to increase your brand awareness, increase
sales, and improve customer loyalty.
Increasing Brand Awareness
Stadium field boards and banners throughout the stadium featuring Wawa
“Wawa Free Kick of the Game.” For every free kick the Philadelphia Union have, the announcer
will call it the “Wawa free kick of the game,” and if they score a lucky section receives free $10
gas cards
Have a whole page in our program advertising Wawa stores
Have a team representative hand out 300 flyers throughout the surrounding area advertising
our upcoming games and listing Wawa as a proud sponsor
Opportunity to have Wawa set up a tent with interactive games and winnable prizes
Potentially become a jersey sponsor when Bimbo contract is up; would increase Wawa exposure
even more, especially on national scale
“Wawa” logo here
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Increasing Sales
Our concession stands can accommodate adding Wawa foods to our menu. Wawa will have the
opportunity to showcase their famous made-to-order hoagies
We will put Wawa coupons on all tickets so that fans have
the opportunity to utilize these
Once per game, a lucky section will receive free
$5 gift cards to Wawa stores
Increasing Customer Loyalty
Provide an area where Wawa can setup a tent/station and interact with fans and consumers
through games, prizes, giveaways, etc.
Provide discounted Philadelphia Union tickets at select Wawa stores, bringing in more foot
traffic to Wawa locations
We will list you as a proud sponsor of our organization wherever possible: programs, flyers,
website, and mention your contributions at games
Package Price
Total Package Value Wawa Investment
With Jersey Sponsorship $2.35 million $2.25 million
Without Jersey Sponsorship $70,000 $55,000
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Impact Measurement
Increasing Brand Awareness
Monitor sales in Wawa stores after games, especially in the general vicinity of the stadium
Was Wawa tent successful at stadium? How many fans came and interacted?
Did people use Wawa gift cards given out during “Wawa Free Kick of the Game?”
Were banners and field boards setup correctly and easily visible?
Create a survey for fans asking if they are aware that Wawa is a sponsor
Increasing Sales
Review sales from concession stands in the stadium, did Wawa products sell?
Track the number of ticket-coupons used at Wawa stores after games
Did coupons found in program bring more foot traffic to Wawa stores? Keep track if any
coupons are used
Did any Wawa stores within the general vicinity of the stadium see a spike in sales after the
game ended?
Increasing Customer Loyalty
Did the discounted tickets at select Wawa stores sell? If so, did these people also purchase other
Wawa goods?
Hand out questionnaires asking if fans are more likely to use Wawa’s more than any other
convenience stores/gas stations?