NFL & Jaguars Marketing

Today’s presentation1) Update on Jaguars ticket sales

2) Jaguars current marketing campaign

3) Previous NFL Marketing Campaigns

4) The NFL Brand

5) The Jaguars: Re-engaging with our communityi) The Champions Club

ii) Team Teal

6) NFL Priority Fan Platforms: Youth and Hispanic

7) Entertainment Marketing and Players

Current ticket sales

Current Jaguars ‘Retail’ Campaign

• Affordability & value

• Importance of Jaguars to

Jacksonville

• The 30-30 Plan: Lock in price for 3

years and pay over 30 months, no

deposit, no interest

• Teal Deals: $2,500 of gift

certificates for every ST purchase

State of the NFL Brand

The Brand Essence

Intense.Passionate, edge of your seat, heart pounding excitement.

Meaningful.Much more than just a game.  An epic weekly drama where every moment matters.

Unifying.Nothing forges bonds among families, friends and even strangers, nor unites entire cities or the

nation quite like the NFL.

2010 NFL Advertising

Previous NFL Campaigns

1) Feel the Power - 1997

2) Who Wants it More? - 2007

3) Believe in Now - 2008

4) Own the Moment – 2009

5) Back to Football - 2010

“Back to Football” Campaign Timing

• Late July – Early September: Retail and marketing campaign integrated across all NFL, Club and Partner platforms

• Thursday Night Kickoff Event and Game in New Orleans

• “Back to Football Friday”- September 10, 2010

• Kickoff Weekend and throughout September

Jaguars community engagement

Champions Club

• 150 season ticket owning volunteers

• Assist in season ticket sales and renewals Jan-Dec

• Over 5,500 new season tickets sold since 2006• Helped renew over 6,000 current season tickets this

year• Rewarded for their sales and service with unique

prizes• Great credibility and understanding – STH to STH

Team Teal

• Grassroots community effort headed up by Tony Boselli, Carl Cannon, Ed Burr and Touchdown

Jacksonville

• Energized over 500 to join to promote Jaguars ticket sales in the wider community

• Two-pronged approach: Business & Individuals• Those who join are incentivized with special prizes based

on how many tickets they help sell• Team Teal events promote Jaguars throughout community

and have helped re-energize support base

Priority Fan Platforms: Hispanic, Youth & NFL PLAY 60

• The NFL is America’s favorite sport among Hispanics

• 2009 regular season averaged 1.1 million Hispanic viewers, +31% vs. 2008

• Super Bowl XLIV is most-watched English-language program ever among Hispanics, and 2nd most-watched TV program ever among Hispanics

• Traffic to NFL’s Spanish-language website, NFLatino.com, +70% year-over-year

• Hispanic NFL fans spend, on average, nearly 14 hours engaged with the NFL each week during the regular season

• 28 clubs activate locally in Hispanic market

• The NFL is America’s favorite sport among Hispanics

• 2009 regular season averaged 1.1 million Hispanic viewers, +31% vs. 2008

• Super Bowl XLIV is most-watched English-language program ever among Hispanics, and 2nd most-watched TV program ever among Hispanics

• Traffic to NFL’s Spanish-language website, NFLatino.com, +70% year-over-year

• Hispanic NFL fans spend, on average, nearly 14 hours engaged with the NFL each week during the regular season

• 28 clubs activate locally in Hispanic market

POWER OF THE NFL AMONG HISPANICSPOWER OF THE NFL AMONG HISPANICS

Young Fans = Avid Fans

Source: OTX Tracker, NFL Off Season Week 5 2009, Q. When did you first become interested in NFL football? (Avid base = 159; Casual base = 141)

POWER OF THE NFL AMONG KIDS

• NFL is favorite league among kids 7-11, boys and girls• The 2009 regular season delivered the most Kids viewers

since the 2002 regular season– Youth (6-14) ratings up 16% vs. 2008

• Super Bowl XLIV was watched by an average of 9.0 million Kids age 6 to 14, the most watched Super Bowl in 12 years

• Over 1MM monthly visits to NFLRUSH.com– #5 most trafficked site in NFL Internet Network

• 3MM participants in NFL Youth Football programs (NFL FLAG & NFL PPK)

Focus on Established Platforms• NFLRUSH & NFLRUSH Zone

– More than 2MM Registered Users– More than 60k registered users

per team

• NFL PLAY 60– Great momentum at national and

local levels (in 75,000 schools)

• Youth Media Partnerships

NFL PLAY 60 Super School• Program to unify and drive “Back to Football” initiative

– Schools encouraged to show their passion for local team– Submit photos and story on NFLRush.com– One school in each NFL market to be chosen as NFL PLAY 60

Super School with Tuesday visit from player(s) and team and $10k grant

• NFL is exploring attaching a commercial and media partner:– Player booking process– Use of logo lock-up

Questions & Comments