SBJ/20100517/Sports Business Awards

Sports Event of the Year

Breeders’ Cup World Championships
Efforts to improve the fan experience, from online ticket sales to increased social media outreach
11 percent gain in attendance despite challenging economy
Enhancements for wagering, from the novice to the expert
MLB All-Star Game
Emphasized community service, generating more than $7 million in donations
Had all five living presidents appear in a video tribute to community service
Record-setting attendance for FanFest
U.S. Open
Records for attendance, television viewership and website traffic
Second-highest revenue ($203 million) in event’s history
Record levels of sponsor activation,including two new partners
Bridgestone NHL Winter Classic
Huge ticket demand, with attendance of 38,112
66 percent increase in spending by corporate partners
Extended the event by improving accessibility to the ice for the community
Super Bowl XLIV
Most-watched television showof all time in the U.S.
Incredible game that kept audiences connected to the end
High-end sponsor activation and marquee entertainment
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