NFL SPONSORSHIP PROPOSALPRESENTED TO WEBER

Melissa DeLeo, Kate Ivory, Megan McGinnis and Rebecca Womack

Official Sponsor of the NFL

About the NFL• America’s professional football league.• Founded in 1920, and now comprised of 32 teams spanning the countries most developed, passionate and loyal cities.• Most profitable professional sports league in the world.• Yearly profit of $984.5 million according to Forbes.

• More than 59 percent of Americans claim to be NFL fans according to Harris Poll.• Highest percentage ever.

• We are a business. We are a culture. We are a brand.

Viewership and Attendance• 200 million fans tuned in in 2012.• 89 percent of homes and 69 percent of viewers

• NFL games most watched television program for all 17 weeks of season.• Average almost 20 million viewers a week between CBS, FOX and NBC.• In 2011, more than 16 million fans attended games in person.• Average of almost 65,000 a game for 256 games.

NFL Entities

Our Fans• A majority (60 percent) of NFL fans are between 25 and 54 years old.• 56 percent are men and 83 percent are Caucasian. • 31.9 percent of fans are avid. • More than any other big four sports league.

• Most have household incomes of more than $50,000 a year.• Second most affluent fan base of big four sports leagues.

How Do They Interact With the NFL?

• Going to Games In-Person• Watching at Home or a Bar• Buying Merchandise• Follow on Social Media and in the News• Tailgating

NFL Tailgaters• 87 percent are between 22 and 55 years old.• 79 percent are men.• View as major part of NFL experience.• Appeals to both avid and causal fans.• Covers vast range of markets.• Grilling is an important component.• 82 percent of tailgaters voted a grill as the number one

must-have item for tailgating. That’s more than food!

NFL Official Sponsors 2013

What’s In It for Weber?• There’s always something going on in the NFL. We take a year round approach.• Tailgating is an easy opportunity to activate this sponsorship.• Can tie in with other elements of the marketing mix, and even cross-promote with other sponsors.• Ample PR and advertising opportunities.

• The NFL is a gigantic platform Weber can use to increase awareness for its brand.• The NFL is the most prestigious and popular sports league in the nation.• Category exclusivity.

Weber’s Background• Weber was founded in 1893 as a metal works company.• George Stephen invented original kettle grill in 1952.• Introduced gas grills in 1985.• Opened first Weber Grill restaurant in 1989.• Acquired Ducane in 2004.

Our Products

Gas Charcoal Electric

Grilling Accessories Cookbooks

Weber Today• World’s leading manufacturer of barbecue grills and grilling accessories.• Boasts 35 percent of market share.

• Sold globally in more than 30 countries. • Demand for grills expected to increase four percent by 2015.• Pride ourselves on making grills that last and providing excellent customer service.• Four of top seven grills on Consumer Reports are Weber made.

Our Target Audience

• 25 to 55 years old• Male• Homeowners• Outdoorsy with Active Families

• Middle to Upper-Middle Class• Value Taste• Grill for Family and Social Gatherings

Fit With the NFL• Weber and the NFL have similar target markets.• Both interested in expanding globally and domestically.

• NFL culture and tailgating present excellent opportunities for activation.• Both Weber and the NFL are already leaders in their respective fields.• Could help NFL by encouraging fans to tailgate and attend games in person.• Would garner national media attention for both brands.• Gives Weber a leg up on the competition in exploding outdoor grill market.

The Proposed Deal• Featured Branding• Game Broadcasts, NFL.com, NFL Network

• Trademarks• Merchandising Rights• Game Tickets• On-Site Display Space• Intangible Benefits• Prestige, Awareness, Media Coverage Potential, Activation

Ability, Audience Loyalty, etc.

• Asking Price: $300 million for five years, at $60 million a year.• Required $5 million media buy.

Activation Plan: Get Fired Up!• Presence at Individual Team Tailgates• Ads in Game Program and In-Stadium Signage

• Weber Grilling Pavilion• Area for Cooking Demos, Swag and Samples.• Showcase Latest Weber Products and Expert Grillers, such

as former NFL player, Kevin Kolman.

• Contest to Find Best Tailgaters

Activation Plan: Get Fired Up!• Experiential Marketing• Weber Bus at Stadium• Player Guest Appearances• Tailgating Themed Competitions• Capture consumer data and build

relationships.

• Contest to Find Best Tailgaters• Giveaways• NFL logo or team logos on Weber

tools and accessories.

Activation Plan: In-Store/Products

• NFL Logo or Team Logo Used on Weber Products• Sold at Home Depot, Wal-Mart, Costco,

Ace, Sam’s Club upon approval.

• NFL Team Decals on Grills• Football Themed Ads with NFL Logo• Publish NFL Tailgating Guide Cookbook• Recipes from players and Weber expert

tailgaters.

Final Negotiation• Weber would like a lower price.• High for no in-focus signage.

• NFL agrees to come down to $55 million a year.• BUT Weber must agree to heavily promote sponsorship on

brand website and social media.

Official Sponsor of the NFL