Page 22 - 2016 Year In Review

VEGAS GOLDEN KNIGHTS, NHL: The NHL’s soon-to-be newest team
presents a unique opportunity for sponsors. Although the Vegas Golden
Knights won’t begin play until the 2017–18 NHL season, sponsors looking
to become founding partners of the team have the ability to position their
organizations as builders. While Las Vegas has a high tourist population,
it also has a large and growing population base of 2.1 million people
(larger than other established NHL markets, including Buffalo, Nashville,
and San Jose). Las Vegas locals who are familiar with the Las Vegas
strip may look to hockey for a differentiated option, while tourists may
look to hockey as an entertainment option that is a complement, rather
than a replacement, to entertainment options in Vegas.

CIRQUE DU SOLEIL: The Cirque brand has expanded into new
opportunities outside of the scope of its core arena and touring shows.
This past year, Cirque du Soleil announced a new partnership with the
NFL, which will see the world’s largest theatrical production company
create an interactive exhibit for the NFL in New York’s Times Square.
Cirque du Soleil was also featured prominently during the 2016 NBA All-
Star Game in Toronto, which included a five-minute spectacle featuring
acrobats and dancers during the player introductions. Critically praised
for their live show productions and storylines, Cirque du Soleil will likely
continue to grow and expand into new money-making ventures as it
further positions itself as a leader in entertainment, creating new
opportunities for sponsors.

FORMULA E: As an electric-powered autoracing series, Formula E is an
attractive property for brands looking to be associated with innovation.
With virtually zero engine noise, the sport offers a family-friendly
alternative to F1 racing. In Formula E, fans are also able to vote for their
favourite driver through social media to give them an extra power boost.
The three winning Fanboost drivers receive an extra 100 kJ of energy to
be used, allowing fans to affect the outcome of the race. Formula E has
strategically targeted the sport toward younger fans, who are generally
viewed as being more interested in environmental issues. Mumm’s
Champagne concluded their sponsorship of Formula 1 and signed a deal
with Formula E and other Tier-1 brands such as Visa, Tag Heuer, and
Qualcomm also support the Formula E.

20