Nashville Predators Hockey ClubThe Business of Hockey

Presented By: Jeff Cogen, CEO

FOUR NUMBERS

PLAYER PAYROLL

TICKET REVENUE

SPONSORSHIP REVENUE

BROADCAST REVENUE

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PLAYER PAYROLL

NOT MY JOB!

OPERATES AS A PERCENTAGE OF REVENUE

MIX OF VETERANS AND YOUTH

NASHVILLE FORTUNATE TO HAVE THE BEST IN THE BUSINESS

GOOD AFFILIATE PROGRAM

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• Create mix of veterans, youth• Payroll a % average of revenues

TICKETS

“NOTHING SELLS TICKETS LIKE SELLING TICKETS”

CREATE A COMPANY WIDE SALES CULTURE

LEVERAGE VENDORS

PRIMARY FOCUS - NOTHING HAPPENS UNTIL THE BUILDING IS FULL

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TICKETS

SEASON TICKETS

GROUP TICKETS

INDIVIDUAL TICKETS

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TICKETS

PEAK ON PEAK!

DATA CAPTURE SAMPLE SELL

ADVERTISING & GIVEAWAY SUPPORT

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SPONSORSHIP

SELL MORE THAN THE SIGN

COMPETITION WITH OTHER MEDIA

CREATE ROI AND USE PARTNERSHIPS TO FURTHER DATA CAPTURE, SAMPLE SELL

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Design the Mask – Presented by AT&TJanuary 2012

Fans had the opportunity to design superstar Pekka Rinne’s mask that he wore in a rivalry game versus Detroit.

All of the marketing materials (including TV and Radio commercials) included Pekka Rinne.

Point of sale displays at AT&T stores across Middle Tennessee driving traffic to locations.

Player appearances at two AT&T Stores – including on-site radio remote

Media partners included WZTV-TV (FOX) and WSM-FM (95.5 The Wolf)

Also promoted the activation in arena and through Nashville Predators assets (broadcast, radio, Megatron, newsletters, social media, etc.)

A total of 450+ mask designs were created – exceeding the client’s expectations

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NissanTest Drive For Tickets

• Stop by any participating Middle Tennessee Nissan dealer and test drive any vehicle and receive two complimentary Nashville Predators Tickets.

• All of the marketing materials (including TV and Radio commercials) included Nissan vehicles, as well as a Nashville Predators Ticket Message

• Point of sale displays at all participating Nissan dealerships

• Media partners included WZTV-TV (FOX) and WCJK-FM (96.3 Jack-FM)

• Also promoted the activation in arena and through Nashville Predators assets (broadcast, radio, Megatron, seat stuffer, newsletters, social media, etc.)

• 1000+ vouchers were redeemed for two tickets each feeding Data Capture, Sample, Sell

McDonald’s

• Family 4-Pack Nights - This package includes four tickets to any Saturday or Sunday home game, four soft drinks, as well as four hot dogs for $124. Family Four Pack games are supported in-store with tray liners and counter displays

• Vertical Metal Fascia at main entrance of the featured menu item of McDonald’s choice (Big Mac Sign)

• Ronald McDonald House night – $10 per every ticket purchased through a special link was donated back to the House. Predators provided silent auction items to raise additional funds.

• Media partners include WSMV-TV (NBC) and Mix 92.9

BROADCAST

EXTENDED DEAL WITH FSN – PLUS ATLANTA

GREAT REGIONAL FOOTPRINT

USE AS SALES AND DATA CAPTURE TOOL

EASIEST POINT OF ENTRY FOR NEW FAN

NEW DEAL WITH THE GAME 102.5

GROW THE PIE

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MARKETING

HELMETS OFF

CASH TRADE PROMOTION TRILOGY

(WORK HARD PLAY HARD) (AT&T)

2 VIDEOS

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COMMUNITY RELATIONS

ACCESSIBILITY OF HOCKEY PLAYERS

GENERATE REVENUE FROM EVENTS

DISTRIBUTE BACK TO COMMUNITY

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SUMMARY

PLAYER PAYROLL AS A PERCENTAGE OF REVENUES

USE BROADCAST AS TOOL TO CREATE AND CAPTURE FANS

GROW SEASON TICKET BASE PRODUCT, AMENITY AND SERVICE

INCREASE PARTNERSHIP THROUGH ACTIVATION AND FEED BACK TO DATA CAPTURE, SAMPLE, SELL

COMMUNITY RELATIONS AND FOUNDATION ACTIVITIES ARE GOOD BUSINESS

RELEVANT SOUND IN THE WOODS

ACCESSIBILITY/SERVICE/TRANSPARENCY, PROFESSIONALISM

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