Nashville Predators Hockey Club

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• Nashville Predators Hockey Club
• The Business of Hockey

Presented By Jeff Cogen, CEO
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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

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

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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 ATTJanuary 2012

• Fans had the opportunity to design superstar
  Pekka Rinnes 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 ATT stores across
  Middle Tennessee driving traffic to locations.
• Player appearances at two ATT 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 clients 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

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McDonalds

• 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 McDonalds 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

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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) (ATT)
• 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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