coca cola sponsorship

Coca-Cola and the New England Patriots

Cover LetterDear Bob Sanderson,

I am Chad Smith President of Marketing and Sales for the New England Patriots. The New England Patriots are a professional football team in the NFL. The New England Patriots and Coca-Cola would make good partners, because your product would be exposed to 65,000 plus people in the stadium. Coca Cola and its products would be the only soft drink sold in Gillette Stadium. With this sponsorship of the New England Patriots you will receive many accommodations from prime signage to a private suit. If you wish to contact me here is my email address and phone number csmith@nepatriots.com, 774-313-8603. I will follow up with a phone call in the next few days. I look forward to meeting with you to discuss the specifics of this sponsorship.

Sincerely,

Chad SmithChad SmithNew England PatriotsPresident of Marketing and Sales

The New England Patriots Product National Football League Sold out every game since 1993 Gillette Stadium 8 games a year plus playoffs Have made it to playoffs last 6 of 7 years

Adds 2 more games 3 Superbowl Championships since 2001 Patriot place new complex around stadium

Gillette Stadium Financing: Privately financed Capacity: 68,756 Club Seats: 6,000+ Concession points of sale: 500+ Permanent novelty stands: 15 HDTV video screens: 2 (48 feet x 27 feet) Stadium area: 1.9 million sqft ATM locations: 8

Details of sponsorship Price

$10,000,000 for the next 5 years Why its worth it

Signage Sampling Tickets Mentions Use Logo Only soft drink in Gillette stadium and Patriot Place Coca-Cola Merchandise sold in stadium and Patriots Pro

Shop

Signage Scoreboards

Each end of end zone Entrance to stadium Coca Cola logo on goal post Coca Cola bottles on light house Billboards around the stadium Coca-Cola logo on Tickets

Pictures of Signage

Sampling 8 oz. Coca Cola

Handed out upon entrance to game Coupons

Handed out when leaving stadium

Tickets Private box Box seats behind N.E Patriots bench Other tickets possible when asked

Mentions Television

Mentions One per quarter while zoom on sign and one during pre game

Commercials One per quarter with one played during pre game and post game shows

Radio Mentions

Two mentions per quarter Commercials

Two per quarter with two during pre and post game shows

Use of Logo Bottles Cans Packaging Trucks

Patriot Place 11 eateries

All places would serve Coca-Cola and its products Include a themed CBS Sports Bar Red Robin Studio 3

24 Retail stores Vending Machines around the premises

$350 million dollar project all funded by Robert Craft the N.E Patriots owner

What you need to you know Demographics Ratings What you will make back

Where do they come from? 6 New England States

Massachusetts Vermont New Hampshire Connecticut Rhode Island Maine

Ratings Average Ratings for Patriots

Television The Patriots helped raised CBS ratings 5% Record breakers

22.5 million viewers overall for Sunday night Eagles vs. Patriots.

Radio WRKO New Patriots radio broadcast partner always

in top 4 in radio market.

What you get back Exposure

Signage 68,000 plus people per game

Sold out every game since 93

New England Revolution games What you will get back

If one game sells to all seats you would make +100,000 – Based on 1 fan buying a $1.50 soft drink This does not include TV and Radio Exposure and the year

round presence at Patriots Place.

Questions

This was a factious presentation for my Springfield College Sport Marketing class in November 2008.