IEG SPONSORSHIP REPORTFlorida State Fair centers around a digital billboard located on Tampa’s I-4...

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IEG SPONSORSHIP REPORT

WHO DOES WHAT

WHO DOES WHAT: THE FASTEST GROWING U.S. RESTAURANT CHAINS The country’s fastest growing chains expand portfolios to drive store traffic and support brand positioning.

Conventional wisdom holds true that rapidly growing companies represent prime sponsorship prospects.

Such is the case in the restaurant category, where many of the industry’s fastest growing companies are signing new deals to promote their offerings, drive store traffic and support brand positioning.

In one of the category’s largest deals this year, Buffalo Wild Wings, Inc. replaced Insight Enterprises, Inc. as title of the former Insight Bowl. The company was the sixth fastest-growing restaurant chain in 2011 in terms of sales, according to Stores Magazine, a publication of the National Retail Federation.

Other companies in the top-ten are signing new deals at the local level. Noodles & Co. (8th) this year is sponsoring three stops of the Columbia Muddy Buddy Ride & Run Series, while Wingstop Restaurants, Inc. (9th) last week announced new ties with the ECHL Stockton Thunder and University of Miami athletics.

Other restaurants are using sponsorship as a defensive play. Case in point: A Chick-fil-A, Inc. (10th) franchisee in Nashua, N.H. has partnered with the Aug. 11 New Hampshire Pride Fest in the wake of Chick-fil-A president Dan Cathy’s public stance against gay marriage.

Not every company in the top-ten list has embraced sponsorship. Most notably: Five Guys Enterprises, LLC. The country’s fastest-growing restaurant chain has largely eschewed sponsorship in favor of word-of-mouth marketing. The company posted a whopping 48 percent increase in sales in 2011. The few properties Five Guys sponsors are largely media driven. For example, the company’s sponsorship of the Florida State Fair centers around a digital billboard located on Tampa’s I-4 corridor.

Below, five things to consider when pitching the restaurant category:

Help drive store traffic. Like every other segment in the retail category, restaurant chains use sponsorship to drive traffic to their outlets.

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Companies do that in various ways ranging from coupon distribution at sponsored properties to hosting property-themed events at local restaurants.

For example, Noodles & Co. distributes coupons at Columbia Muddy Buddy Series events, while Buffalo Wild Wings leverages the NFL Minnesota Vikings by hosting live weekly radio broadcasts by Vikings announcer Paul Allen.

Promote menu offerings. Restaurant chains frequently use sponsorship to sample product and promote menu items.

For its part, Noodles & Co. aligned with the Columbia Muddy Buddy Series to educate race participants about the breadth of its menu.

“They want to change the perception that they’re just a pasta company,” said Joseph Dressler, vice president of integrated media with The Competitor Group, which owns and produces the obstacle course series.

Support marketing taglines. Like other industries, restaurant chains frequently use sponsorship to support marketing messages.

For example, Jimmy John’s Franchise, LLC uses its sponsorship of Kevin Harvick’s Richard Childress Racing NASCAR Sprint Cup Series team to promote its “Freaky Fast” tagline.

Lock out immediate competitors. To no surprise, most companies contacted by IEG SR prefer deals that afford category exclusivity.

However, the depth of exclusivity ranges from company to company. For example, Buffalo Wild Wings looks for exclusivity across a number of categories (quick-service restaurants, pizza delivery, sports bars, chicken wings, etc.), while Wingstop opts for exclusivity in the wing category.

“We look for exclusivity in the wing or chicken categories. A company like McDonald’s is not a big competitor for us. If they were involved it wouldn’t be trouble,” said Andy Howard, CMO of Wingstop Restaurants, Inc.

Consider local marketing dollars. Many companies fund pro sports teams, festivals and other local properties out of local marketing budgets.

Those funds typically fall under the jurisdiction of corporate field marketing managers, advertising co-ops and individual franchisees.

For its part, Wingstop sponsors local properties on behalf of14 advertising co-ops that oversee local marketing activity. The company’s six field marketing managers spearhead deals located in markets without advertising co-ops.



Buffalo Wild Wings, Inc.5500 Wayzata Blvd., Ste. 1600Minneapolis, MN 55416

Bob Ruhland, vice president of marketing952/593-9943

Sponsorship/Activation Strategy: The country’s sixth fastest-growing restaurant chain this year replaced Insight Enterprises, Inc. as title of the former Insight Bowl. BWW will use the sponsorship to promote its sports-centric positioning to a national audience. “Since we started the company in 1982 we have become synonymous with sports. Sponsoring a bowl game is a natural next step that will resonate with our guests,” said Ruhland. The company also will use the tie to promote its in-store “stadium experience” beyond the four walls of its more than 835 restaurants, he said. Looks for broad category exclusivity. Local deals are orchestrated between eight regional marketing managers and local franchisees; roughly 60 percent of the company’s restaurants are franchised.

Current deals: Title: Buffalo Wild Wings Bowl. Cosponsor: AHL Charlotte Checkers and Milwaukee Admirals; ALSAC St. Jude Children’s Research Hospital; Eastern Illinois University Athletics; Fifth Third River Bank Run, Grand Rapids, Mich.; IFL Chicago Slaughter; Iona College Athletics; MLS Chicago Fire; 94.5 Country Stampede presented by Verizon, Manhattan, Kan.; Naperville Park District, Ill.; NBA Dallas Mavericks, Detroit Pistons and Oklahoma City Thunder; NBDL Dakota Wizards; NFL Minnesota Vikings; NHL Detroit Red Wings; Northwestern University Athletics; PGA Tour The Principal Charity Classic presented by Wells Fargo.

Additional Comments: Activates local ties with in-store athlete appearances, on-site sampling programs and traffic-driving promotions. For example, leverages Minnesota Vikings with live weekly broadcasts by radio announcer Paul Allen at local restaurants; the company also samples chicken wings out of a food truck at Mall of America Field at Hubert H. Humphrey Metrodome. Horizon Media’s Scout Sports and Entertainment negotiated the Buffalo Wild Wings Bowl sponsorship.

Chick-fil-A, Inc.5200 Buffington Rd.Atlanta, GA 30349

Steve Robinson, senior vice president and CMO404/765-8038

Sponsorship/Activation Strategy: The tenth fastest-growing U.S. restaurant chain uses sponsorship to demonstrate its community citizenship, sample product and drive store traffic. Activates 15-year-old Chick-fil-A Bowl at the national, regional and local level ranging from ticket sweepstakes to in-store marketing collateral that promotes the sponsorship. Frequently activates ties with cow mascot. For example, Chick-fil-A activated Dick’s Sporting Goods Bolder Boulder with 20 on-site mascots, a presence at the event’s expo and a mobile food truck that distributed free sandwiches. Activated Florida’s Sunfest with appearances by the cow mascot and by providing food to the event’s 2,500 volunteers; the company also offered the volunteers special offers to drive store traffic. Operates roughly 1,500 restaurants in 40 states.



Current Deals: Title: Chick-fil-A Bowl; Chick-fil-A Leadercast. Cosponsor: AHL Charlotte Checkers; Atlanta Jazz Festival; BBVA Compass Bowl; Bell Helicopter Armed Forces Bowl; Colorado National Speedway; Delaware State University Athletics; Dick’s Sporting Goods Bolder Boulder; Georgia World Congress Center; Great Georgia Air Show; James Madison University Athletics; Kennesaw State University Athletics; Memorial Hermann Ironman Texas; Mercer University Athletics; Miami-Dade County Fair & Exposition; MLB Atlanta Braves, Cincinnati Reds, Houston Astros and Tampa Bay Rays; NBA Atlanta Hawks and Orlando Magic; New Hampshire Pride Fest; NFL Atlanta Falcons; PGA Tour AT&T Championship presented by Alcatel-Lucent and Mississippi Gulf Resort Classic; San Antonio Stock Show & Rodeo; SPHL Columbus Cottonmouths; Sunfest, West Palm Beach, Fla.

Additional comments: Chick-fil-A Bowl partnership includes Chick-fil-A Kickoff Game and the Chick-fil-A Bowl Challenge charity golf tournament. L.J. Yankosky, sponsorships & event marketing manager, helps activate.

Chipotle Mexican Grill, Inc.1401 Wynkoop St., Suite 500Denver, CO 80202

Mark Crumpacker, chief marketing officer 303/595-4000

Sponsorship/Activation Strategy: With 23.5% sales growth, Chipotle is the third fastest-growing restaurant chain in the U.S. The company uses sponsorship to support local communities, drive store traffic and support its food artisan positioning. For example, the company uses the proprietary Cultivate Food, Ideas & Music Festivals to let consumers experience Chipotle in an atmosphere that features cooking demonstrations by celebrity chefs and live music. Chipotle this year expanded the festival with a new event in Denver, joining its existing festival in Chicago. The company focuses on film festivals, food fests, music events and other types of properties that draw tastemakers. Local store marketing managers spearhead local deals. Owns and operates roughly 1,200 restaurants.

Current deals: Epik Dance Company, Phoenix; Food Network South Beach Wine & Food Festival; Food Network Wine & Food Festival presented by Food & Wine; Illinois Youth Soccer Assn.; Loyola Marymount University Athletics; Matthews Alive! festival, N.C.; MLB San Francisco Giants; Nationwide Children’s Hospital Columbus Marathon; NBA Washington Wizards; NHL Boston Bruins and Washington Capitals; Northwestern University Athletics; Pitchfork Music Festival, Chicago; PrideFest Denver; Pygmalion Music Festival, Champaign-Urban, Ill.; Santa Barbara International Film Festival; Seattle International Film Festival; Team Garmin-Sharp-Barracuda professional cycling team; Toughman, Rochester, N.Y.; University of Portland Athletics; Vail Film Festival presented by Cadillac.

Additional comments: Chipotle in 2011 expanded its partnership with the Team Garmin-Sharp-Barracuda pro cycling team with title of Slipstream Sport’s development cycling team. The company is co-sponsoring the team with First Solar, Inc. in 2012.



Jimmy John’s Franchise, LLC2212 Fox Dr.Champaign, IL 61820

Tina Gilman, director of marketing & communications 217/356-9900

Sponsorship/Activation Strategy: The country’s second-fastest growing chain operates and franchises more than 1,000 restaurants in more than 35 states, most of which are based in the Midwest. The company uses its partnership with Kevin Harvick’s Richard Childress Racing NASCAR Sprint Cup Series team and the ISOC AMSOIL Championship Snocross Series to support its “Freaky Fast” tagline.

Current deals: AMSOIL Championship Snocross Series; Boss Racing ACSS team; Eastern Kentucky University Athletics; GoDaddy.com Bowl; IFL Chicago Slaughter; Kennesaw State University Athletics; Marquette University Athletics; Matthews Alive festival, N.C.; NFL Minnesota Vikings; NHL Chicago Blackhawks and Detroit Red Wings; PGA Tour Principal Charity Classic presented by Wells Fargo; Richard Childress Racing NASCAR Sprint Cup Series team; Southern Illinois University Edwardsville Athletics; University of South Carolina Upstate Athletics; Western Michigan University Athletics.

Additional Comments: Has endorsement deal with UFC fighter Brock Lesnar.

Noodles & Co.520 Zang St., Ste. DBroomfield, CO 80021

Dan Fogarty, CMO 720/214-1900

Sponsorship/Activation Strategy: While it may not be quite as active as other restaurant chains, the eighth fastest-growing chain is increasing its use of sponsorship. The privately-owned seller of noodle dishes, vegetable bowls and other entrees his year is sponsoring three stops on the Columbia Muddy Buddy Ride & Run Series. Noodles & Co. took the sponsorship to educate consumers about its diverse menu. The company is activating the tie with on-site coupon distribution. Noodles & Co. operates and franchises more than 300 restaurants in roughly 20 states.

Current deals: Bite of Oregon presented by Amica; Columbia Muddy Buddy Ride & Run Series (three events); Matthews Alive festival, N.C.; University of Denver Athletics.

Additional comments: Activates three-year-old Bite of Oregon tie by selling family-friendly meals at the three-day event.



Wingstop Restaurants, Inc. 1101 E. Arapaho Rd., Ste. 150Richardson, Texas 75081

Andy Howard, CMO 972/686-6500

Sponsorship/Activation Strategy: The country’s ninth fastest-growing chain operates more than 525 stores, roughly 95 percent of which are franchised. The company focuses on college and pro sports teams to support its sports positioning. “Chicken wings and sports go well together,” said Howard. Inked new deals this month with University of Miami athletics and ECHL Stockton Thunder, the latter of which represents the company’s first tie with a pro hockey team. Activates with in-store player appearances on on-site text message promotions; also looks to cater food for team meetings and other get-togethers. Looks for exclusivity in the wing category. Funds deals out of 14 local advertising co-ops. For example, the Wingstop Southern California Advertising Assn. spearheaded MLB Los Angeles Dodgers deal. Six field marketing managers help review. Former NFL Dallas Cowboys quarterback Troy Aikman serves as company spokesman and sits on Wingstop’s board of directors.

Current deals: ECHL Stockton Thunder; Grambling State University Athletics; MLB Los Angeles Angels of Anaheim and Los Angeles Dodgers; NBA Los Angeles Lakers and Sacramento Kings; NFL Dallas Cowboys; PGA Tour Valero Texas Open; University of Memphis Athletics; University of Miami Athletics.

Additional comments: Wingstop will celebrate its 20th anniversary in 2013. Plans to open roughly 60 to 80 stores annually over the next few years. Takeout food represents roughly 70 percent of the company’s business, with chicken wings and fries representing 90 percent of business.

COMPANY SALES GROWTH (2011 V 2010)

U.S. RETAIL SALES (000)

2011 STORES GROWTH (2011 V 2010)

Five Guys 48% 921,000 918 24.9%

Jimmy John’s 28.3% 953,000 1,329 17.6%

Chipotle Mexican Grill 23.5 2,261,000 1,226 13.4%

BJ’s Restaurants 20.8% 621,000 116 12.6%

Cheddar’s Casual Café 20.5% 438,000 106 51.4%

Buffalo Wild Wings 19.8% 2,040,000 813 11.1%

Panda Restaurant Group 17.1% 1,457,000 1,438 3.2%

Noodles & Co. 17% 304,000 212 14%

Wingstop Restaurants 16.4% 361,000 488 4.5%

Chick-fil-A 13.1% 4,051,000 1,615 4.9%

Source: Stores Magazine, Kantar Retail

THE TOP TEN: THE FASTEST GROWING U.S. RESTAURANT CHAINS



ADDING VALUE

QUICK HITS: HOW FOUR PROPERTIES ARE ADDING VALUE Sellers need to move away from selling assets in favor of customized packages that move the marketing needle.

What are properties doing to stand out from the pack? What are they doing to add value to sponsorship offers?

IEG SR asked those questions to marketing execs at four properties: The NBA, Professional Bull Riders, Pier 39 and Chicagoland Speedway.

Three key takeaways: Rightsholders need to offer tailored marketing platforms, facilitate business-building relationships and provide turnkey marketing services.

Emilo Collins, senior vice president of global marketing partnerships, NBAProvide platforms that tell an authentic story, offer turnkey marketing services and deliver business back.

The pro sports league centers its sales strategy on offering ownable platforms that allow sponsors to engage NBA fans in an authentic, credible way.

“We work closely and collaboratively with our partners to develop custom packages that help tell an authentic story,” said Collins, pointing to the Kia Performance Awards, Sprite Slam Dunk and the Gatorade NBA Training Center as examples.

The NBA also provides value by offering turnkey marketing services. That includes coordinating endorsement deals, producing TV commercials, creating PR campaigns and measuring ROI.

“We try to make it as easy as possible for sponsors,” said Collins.

Another way to add value: provide business back. For example, the NBA purchases videconferencing, telephony and other services from Cisco Systems, Inc., (“Cisco Plugs Into More Sports To Enhance Brand, Showcase Products” 03.17.08) a league sponsor.

“We do direct business with Cisco, and they can use the story as a case study when they talk to information technology executives,” said Collins.

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AUGUST 13, 2012



Terry Bassett, executive vice president, sales and partnerships, PBRHire a dedicated staffer to manage social media activation

The international bull riding organization in December 2011 hired a dedicated staffer to manage Ford Division’s social media programs. The automaker titles the Built Ford Tough Series, the PBR’s top-tier series.

The PBR has since expanded the role of the position to other sponsors.

“We have account managers who manage relationships, but now we have a social media account manager who helps partners build their social media message,” said Bassett.

The staffer touts sponsor activity through the PBR’s social media program and provides content for sponsor initiatives.

For example, the PBR recently gave video content to Williamson-Dickie Manufacturing Co. The content was captured from video cameras embedded in the dirt at PBR events.

“Every company is spending time and money trying to figure out the social media space, because that is where the world has shifted.”

Those efforts have paid off: The PBR Facebook page gained more than 900 likes within 48 hours after posting an image of a handsome cowboy wearing Wrangler (“Inside Wrangler’s Sponsorship Strategy” 04.30.12) jeans. The apparel brand is one of the PBR’s top-tier sponsors.

“Was it gimmicky? Yes. Did it work? Hell yes,” said Bassett.

Beth Schnitzer, vice president of strategic alliances, Pier 39Facilitate B2B business; support national marketing programs, provide incremental visibility.

As a shopping center and tourist destination, San Francisco’s Pier 39 sells marketing solutions based around visibility and on-site sales.

But knowing that many companies use sponsorship for B2B objectives, the organization now offers client hosting opportunities.

Case in point: Pier 39 will host VIP viewing events for sponsors and their guests around the Oct. 4-8 San Francisco Fleet Week air and water show.

“We don’t have hospitality like sports teams, so we developed it as a value-add,” said Schnitzer.

Pier 39 also facilitates business-building opportunities between sponsors and its tenants. For example, the organization earlier this year hosted a breakfast for Wells Fargo & Co. and merchants. The financial services company used the event to educate merchants about its credit card processing service.

“Credit card processing is so competitive. The partnership gives them a platform to have one-on-one discussions with merchants they may not normally be able to line up,” said Schnitzer.

In addition to B2B platforms, Pier 39 also adds value by offering activation programs that support its sponsor’s national marketing initiatives.



For example, the tourist attraction last year developed an activation platform that supported Verizon Wireless’ NFL sponsorship and its partnerships with the San Francisco 49ers and Oakland Raiders. The enter-to-win Football with the Pros on Monday Night event featured appearances by Patrick Willis of the 49ers and Jacoby Ford of the Raiders, as well as product demos and other activities.

Pier 39 put the program together in six weeks at the end of the NFL lockout. “Adding value is about being flexible and nimble by working with partners that may not necessarily have an activation idea in their head,” said Schnitzer.

Another way to add value: provide more visibility. Pier 39 in January installed a high-definition TV near a garage elevator to provide sponsors more exposure. The TV runs sponsor ads and recognition spots.

Pier 39 has since rolled out two more TVs, said Schnitzer.

Scott Howard, vice president, partnerships, Chicagoland Speedway Offer integrated marketing platforms that enhance the fan experience; surprise and delight by offering incremental inventory

Rather than selling a list of assets, Chicagoland Speedway offers tailored packages that provide tangible value and move the marketing needle.

“One of our top priorities is over-delivering for our partners, and that starts with a clear understanding of their particular objectives. It’s no longer about selling a menu of assets, but engaging brands around ideas and a solid integrated plan to help their business,” said Howard.

The speedway accomplishes that objective by offering marketing platforms that enhance the fan experience. For example, the track supports Geico’s title of a camping area by providing complimentary newspapers to campers. The newspapers are branded “compliments of Geico.”

“We wanted to provide added value for Geico and wanted the added value to be aligned with their goal of fun fan experiences,” said Howard.

The speedway also adds value by providing incremental inventory. For example, the track supported STP’s title of a NASCAR Nationwide Series race by giving the oil brand exposure on stairs leading up to the grandstands.

“We surprised them with additional creative on-site branding without an incremental investment. They loved seeing this when they arrived and it was a marque entrance statement for fans to see,” said Howard.

Sources Chicagoland Speedway, Tel: 815/722-5500 NBA, Tel: 212/407-8000 Pier 39, Tel: 415/705-5500 Professional Bull Riders, Tel: 719/242-2800



SELLING

TORONTO INT’L FILM FESTIVAL POSTS 25 PERCENT INCREASE IN SPONSORSHIP REVENUE Tapping new categories, segmenting audience and offering proprietary platforms are among keys to sponsorship success.

Although cutting-edge films and high-profile celebrities will capture the spotlight at next month’s Toronto International Film Festival, the event’s sponsorship program also deserves some recognition.

To wit: The Sept. 6-16 festival has increased sponsorship revenue by roughly 25 percent over the 2011 event. That follows a 30 percent increase in revenue from 2010 to 2011.

New top-tier sponsors for 2012 include Audi Canada, Inc. and L’Oreal Canada, the latter of which stepped up from a lower-level tie last year.

Other new partners include SABMiller plc’s Grolsch beer, SAP Canada, Inc., outerwear manufacturer Canada Goose, Inc., and Reckitt Benckiser, Inc.’s Durex condoms and VEET hair removal products.

The increase in revenue is driven in large part by necessity: sponsorship represents just over one-third of TIFF’s total operating budget.

“That’s a big responsibility, and we have to take a strategic approach on how we deliver on that,” said Franca Miraglia, TIFF’s director of sponsorship, who joined the organization in early 2011.

Below, IEG SR highlights four steps Miraglia has taken to achieve sponsorship success:

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AUGUST 13, 2012

FILM FESTS: THE TEN MOST ACTIVE CATEGORIES

source: IEG Research

Note: *TV and cable companies are 5.6 times more likely to sponsor film festivals than the average of all sponsor categories in the sector.



Fill open categories. TIFF over the past two years has placed more focus on filling open categories.

“Most properties feed off the low-hanging fruit. The challenge is to go beyond those categories to those we haven’t pursued,” said Miraglia.

One of those categories: consumer health. The festival this year secured new deals with Durex and VEET.

“We’re starting on the edge of the category. We want to make sure we can leverage our learnings to present a solid business model.”

Segment audience base. While most film festivals play up access to two core consumer groups—film fans and celebrity watchers—TIFF offers access to two other segments: early technology adopters and business decision-makers.

Those efforts have paid off. Canada Goose will use its partnership to support its relationship with Canadian filmmakers, while SAP Canada aligned with TIFF to reach business decision-makers.

Provide proprietary platforms. The festival over the past few years has placed more focus on marketing platforms sponsors can “own”.

“Our goal is to make sure every sponsor has a piece of real estate they can own and fully leverage. We don’t want them to be one of many,” said Miraglia.

That also includes one-of-a-kind promotions. The festival this year is running a promotion with Royal Bank of Canada that dangles an up-close opportunity to view celebrities on the red carpet. The winners also will receive the opportunity to walk the carpet in front of the paparazzi on their way backstage.

“They will get the experience of what it’s like to be on the fan side and the celebrity side of the red carpet,” said Miraglia.

Offer year-round packages. After moving into the TIFF Bell Lightbox building in 2010, the organization now offers packages offering year-round exposure.

TIFF uses the film festival to secure partners with the intention of expanding the relationships into year-round partnerships.

“Many sponsors use the festival as an entry point. Once they learn about the organization and our mandate, they have the opportunity to get involved with an exhibition or year-round program.”

For example, TIFF this year upsold L’Oreal Paris on a year-round partnership that includes the film festival and the other programming. First-time sponsor Audi receives a presence at the festival as well as year-round vehicle display.

Source Toronto International Film Festival, Tel: 416/599-8433



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our teams bring unparalleled perspective and proven

methodology to every challenge.

We partner with top brands and properties to create fresh

strategies, evaluate opportunities and maximize results.

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IEG SPONSORSHIP REPORTFlorida State Fair centers around a digital billboard located on Tampa’s I-4...

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