Sponsorship Proposal The Philadelphia Union and Wawa

Parker Luhring

Chris Gheysens

Chief Executive Officer

Wawa, Inc.

260 W Baltimore Pike

Wawa, PA 19063

Dear Mr. Gheysens

The Philadelphia Union, a professional soccer team based out of Pennsylvania, would like to invite

Wawa to become an official sponsor of our club. After researching several different options, we believe

that our two organizations share a similar vision and that a partnership would be beneficial to the both

of us. Wawa’s values of “value people,” “delight customers,” and “a passion for winning” are all core

values that the Philadelphia Union aims to uphold, and a partnership would make those values more

attainable.

Attached is a sponsorship proposal that outlines the history of our organization, our facilities,

attendance and demographics, and compatibility. We have also provided different options and

opportunities that, if you accept or proposal, will increase your brand awareness, sales revenues, and

your customer loyalty. Our games attract fans from all over the greater Pennsylvania area and

oftentimes our matches are broadcasted nationally, which could greatly increase your brand exposure.

Here at Philadelphia Union we are committed to providing the best for our partners and aim to nurture

a relationship that can be beneficial to both of our organizations. Please take a look at the proposal

attached below and let us know what you think. If there are any changes or other ideas you may have

for this proposal, please don’t hesitate to contact me; we pride ourselves on working with our partners

to figure out a plan that works for both of our organizations.

Thank you for your time and consideration in this matter and we look forward to hearing back from you.

Sincerely,

Jean-Paul Dardenne

Senior Vice President, Corporate Partnerships

History & Overview

The Philadelphia Union is an American professional soccer team located in Chester, Pennsylvania. The

Union became the 16th member team in Major League Soccer (MLS) and is a competitor in the league’s

Eastern Conference. The team began play in MLS in 2010 when the league expanded its number of

clubs. During the team’s short seven year existence they have been able to promote a winning culture in

Philadelphia and have had a number of successful postseasons.

MLS Cup Playoffs:

2016 – Knockout Round

2011 – Conference Semifinals

Lamar Hunt U.S. Open Cup:

2016 – Quarterfinals

2015 – Runner-up

2014 – Runner-up

2013 – 4th Round

2012 – Semifinals

MLS Fair Play Award:

2015

2014

Venue & Attendance

Talen Energy Stadium is a state-of-the-art facility that is home to the Philadelphia Union. With a

gorgeous view of the Delaware River and Commodore Barry Bridge, this multipurpose stadium has a

capacity of 18,500 during Major League Soccer games and can hold about 8,000 more for concerts.

Talen Energy Stadium features a 2,000-seat supporters section, 29 luxury suites, a full-service club

restaurant, and has expansive grass areas and large promenades surrounding the stadium for tailgating

and outdoor music festivals. The stadium is located about 15 miles from City Center, Philadelphia, has

easy access to major roadways, and is also a short distance from two train platforms.

Attendance figures:

All-time highest attendance: 19,178

2016 Season

17 total home games

Average of 17, 519 fans per game

Total of 297,825 fans

2015 Season

17 total home games

Average of 17,451 fans per game

Total of 296,674

2014 Season

17 total home games

Average of 17,631 fans per game

Total of 299,730

MLS Attendance Demographics

55.50%

44.50%

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

Male Female

Gender

Gender

4.70%

40.40%

34.20%

12.10%

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

45.00%

13-17 18-34 35-49 50-64

Age Group

Age Group

11.70% 15.50%

38.80%

34%

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

45.00%

Under $25,000 $25,000-$49,999 $50,000-$99,999 $100,000 +

Household Income

Household Income

Media Coverage

The Philadelphia Union’s games are broadcasted on several local TV networks in Pennsylvania such as

ABC 6. However, oftentimes anticipated MLS games will be shown on networks such as ESPN and The

Comcast Network which captures a nation-wide audience.

The Philadelphia Union also has a strong social media following where we are able to reach and engage

with a large amount of our fans and followers.

@philadelphiaunion – 162,591 followers

@philaunion – 121,681 followers

@philaunion – 49,000 followersu

Organizational Compatibility

Community Engagement

When it comes to community engagement both the

Philadelphia Union and Wawa are heavily involved.

The Philadelphia Union Foundation provides

Opportunities for children through the power of

relationships to offer transformational change in

areas of education, community, health, and recreation.

The Foundation uses soccer as a conduit

for change by reinforcing character values of integrity, effort, accountability, and pride. It is the aim of

our Foundation to have a positive impact on these children in respect to character development,

academic performance, and physical well-being. The Philadelphia Union Foundation strives to serve not

only in the city of Chester, but also the Greater Philadelphia region.

The Wawa Foundation has one of the same principles as the Philadelphia

Union Foundation: “an ongoing commitment to giving back to the

communities where we do business.” As your organization and associates

continuously seek out opportunities to make you “the best neighbor we can

be,” our organization strives to be one of the best and most-engaged professional

team within the community.

With both organizations holding a high regard for giving back to the community, Wawa and the

Philadelphia Union can provide even more charitable giving and community engagement to provide

consumers and fans with even better experiences.

Target Markets

Being that these two organizations are based in the Pennsylvania area, both Wawa and the Philadelphia

Union share a similar target market. Wawa’s potential target market consists of consumers ranging

anywhere from ages 18 to 55 and coming from an average household income. As can be seen in the

charts above, MLS’ attendance demographics are similar to this target market. The largest age group

attending MLS games are the 18-34 year-olds, followed closely by the 35-49 age groups. In terms of

household income, the $50,000 to $99,000 group attended the most games. Many of these fans that

attend our games are families that have a high need for the services your company provides, and

sponsoring our organization is a great chance to reach a larger portion of that target market.

Brand Image

When it comes to our brand image we feel that both of our

organizations share the same goal, and as partners we want

to portray that image for you as best we can. A number of

Wawa’s core values, such as “value people,” “delight

customers,” and “a passion for winning” are all values that we

at Philadelphia Union strive to uphold. When it comes to our

organization we aim to give our fans the best game day

experience possible. Whether that be helping our youngest

fans meet the players, providing friendly service at the game,

or engaging in the community the Philadelphia Union hold

these values at our core. Ever year our team works diligently

to promote a winning culture at our club, and in our short

time in the MLS we have done just that. Partnering with our organization will provide many

opportunities to be seen in an even more positive light and help strengthen your consumer loyalty.

Sponsorship Package

We have developed a sponsorship package that we feel will have the best impact and that will maximize

your return on investment. This package highlights ways to increase your brand awareness, increase

sales, and improve customer loyalty.

Increasing Brand Awareness

Stadium field boards and banners throughout the stadium featuring Wawa

“Wawa Free Kick of the Game.” For every free kick the Philadelphia Union have, the announcer

will call it the “Wawa free kick of the game,” and if they score a lucky section receives free $10

gas cards

Have a whole page in our program advertising Wawa stores

Have a team representative hand out 300 flyers throughout the surrounding area advertising

our upcoming games and listing Wawa as a proud sponsor

Opportunity to have Wawa set up a tent with interactive games and winnable prizes

Potentially become a jersey sponsor when Bimbo contract is up; would increase Wawa exposure

even more, especially on national scale

“Wawa” logo here

Increasing Sales

Our concession stands can accommodate adding Wawa foods to our menu. Wawa will have the

opportunity to showcase their famous made-to-order hoagies

We will put Wawa coupons on all tickets so that fans have

the opportunity to utilize these

Once per game, a lucky section will receive free

$5 gift cards to Wawa stores

Increasing Customer Loyalty

Provide an area where Wawa can setup a tent/station and interact with fans and consumers

through games, prizes, giveaways, etc.

Provide discounted Philadelphia Union tickets at select Wawa stores, bringing in more foot

traffic to Wawa locations

We will list you as a proud sponsor of our organization wherever possible: programs, flyers,

website, and mention your contributions at games

Package Price

Total Package Value Wawa Investment

With Jersey Sponsorship $2.35 million $2.25 million

Without Jersey Sponsorship $70,000 $55,000

Impact Measurement

Increasing Brand Awareness

Monitor sales in Wawa stores after games, especially in the general vicinity of the stadium

Was Wawa tent successful at stadium? How many fans came and interacted?

Did people use Wawa gift cards given out during “Wawa Free Kick of the Game?”

Were banners and field boards setup correctly and easily visible?

Create a survey for fans asking if they are aware that Wawa is a sponsor

Increasing Sales

Review sales from concession stands in the stadium, did Wawa products sell?

Track the number of ticket-coupons used at Wawa stores after games

Did coupons found in program bring more foot traffic to Wawa stores? Keep track if any

coupons are used

Did any Wawa stores within the general vicinity of the stadium see a spike in sales after the

game ended?

Increasing Customer Loyalty

Did the discounted tickets at select Wawa stores sell? If so, did these people also purchase other

Wawa goods?

Hand out questionnaires asking if fans are more likely to use Wawa’s more than any other

convenience stores/gas stations?