Group Created with Sketch.
Volume 21 No. 1

Events and Attractions

Befitting an event in the capital city of hockey’s home, Ottawa’s coming NHL All-Star Game is a very Canadian affair. From a weekend opening procession of 19 NHL trophies along the Rideau Canal with “Timbits” youth hockey players named after title sponsor Tim Hortons’ doughnut holes, to the Molson Canadian-named fantasy draft, it all connects to Canada’s historic heritage with the game.

Tim Hortons has access to All-Star Game imagery, as well as on-ice branding. 
As title sponsor, Tim Hortons gets on-ice branding and dasherboard signage and has All-Star Game imagery at many of its 3,200 locations, including videos of the “Stars Are Lighting Up Ottawa” tune-in spots, menu boards, posters and tray liners. Locations in and around Ottawa will have employees wearing All-Star garb.

“Hortons has really grabbed ahold of this,” said Kyle McMann, the league’s vice president of partnership marketing.
Canadian NHL sponsor Energizer Batteries is having a portion of the Rideau Canal set aside for a night skate in which thousands wearing Energizer-powered headlamps will stage a 5K skate. After sundown, the NHL will project images of games and players onto the Canadian Parliament buildings and around the canal.

Scotiabank, which holds league banking rights in Canada and naming rights to the arena that will host the game, also is title sponsor of the weekend-long Fan Fair at the Ottawa Convention Centre.

During the Molson-sponsored fantasy draft, team captains Ottawa’s Daniel Alfredsson and Boston’s Zdeno Chara will choose the players, from rosters selected by the fan vote, that will compete in Sunday’s game. Highlighting the difference between the 2011 All-Star Game in Raleigh and this year’s in Ottawa, Brian Jennings, the NHL’s executive vice president of marketing, noted the 66 percent increase in online ballots cast to 24 million. Jennings attributed the increase to sponsorship and promotion by Sirius XM, and increased marketing by NHL clubs along with larger social media efforts and promotion by broadcast rights holders.

League sponsor Canadian Tire is also leveraging its retail locations by selling Fan Fair tickets, along with point of sale ads supporting the weekend with a junior skills contest that began in 15 markets and will hold its national finals on Saturday on the canal.

Molson Canadian title sponsors the Skills Competition, but the event is cluttered with various sponsor names on the individual events, like the Allstate Insurance Breakaway Challenge, the Bridgestone NHL Fastest Skater, the Tim Hortons Shootout, the Canadian Tire Accuracy Shooting, and Gatorade’s G-Series Challenge Relay.

There will be an increase in exposure around the event for U.S. viewers, as the recently rebranded NBC Sports Network will have seven hours of shoulder programming around the All-Star Game, along with the game itself.

Editor's note: This story is revised from the print edition.

Turner Sports is getting into the event business and will take over operations of the prime fan engagement areas at the Final Four — Bracket Town and the Big Dance.

The company is creating a live events division and has hired Shea Guinn to lead the group, which now will take over the NCAA’s ancillary events business from IMG College.

Sponsors buy exhibit space at Bracket Town and lure fans with games.
Guinn formerly ran IMG College’s events department, including management of the Final Four events the last two years, but the company’s contract to run Bracket Town and Big Dance expired after last year’s Final Four in Houston. Turner, owner of those event rights through its 14-year, $11 billion media and marketing deal with the NCAA, decided to bring the ancillary events in-house beginning in 2012.

Those include Bracket Town, Big Dance and the Tipoff Tailgate at the Final Four, as well as fan fest areas at the College World Series, NCAA lacrosse championships and FCS football title game. Guinn said he hopes to extend the live events activation into the NBA, too.

To accommodate the new events, Turner launched its live events unit and hired Guinn to be its senior vice president and chief of live events. Guinn reports to Jon Diament, Turner’s executive vice president of ad sales and marketing.

“This is all about how you create extensions of the branded message for sponsors and advertisers, and talk to consumers at the event where we have rights,” Guinn said. “We’re going to work very closely with ad sales with the goal of addressing the needs of advertisers and sponsors in a more robust and engaging way. It’s going to be about more than 30-second blocks on TV.

“Advertisers and sponsors want the branded message on TV and digital, and they want to take their message to the live events and activate.”

Guinn was part of the IMG team that worked with the NCAA to rebrand Bracket Town and expand Big Dance into areas that would attract more fans and sponsors at the site of the Final Four. The Tipoff Tailgate, an event at Reliant Stadium last year, was new in 2011 and will continue, Guinn said.

While IMG College won’t manage the events anymore, the agency continues to work with Turner and CBS to sell corporate sponsorships for the NCAA.

“Turner had gone through the first year of the tournament and they thought it made sense to assume responsibility for the events,” said Mark Dyer, senior vice president and chief innovation officer at IMG College. “We agreed that it made sense.”

The new focus on ancillary events began after the Detroit Final Four in 2009. That’s when the NCAA brought in IMG College to remake Bracket Town and expand the other offerings. The general structure of the events will remain the same, but Turner has not finalized any new additions for this year’s Final Four in New Orleans, Guinn said.

The NCAA’s three corporate champions, AT&T, Capital One and Coca-Cola, already have committed to sponsor three concerts on the Final Four weekend in New Orleans. Woldenberg Park, on the Mississippi River near the French Quarter, is expected to be the site.

In Bracket Town, which normally is held inside a convention center, sponsors buy exhibit space and use basketball-related games to draw fans.

LG, for example, sets up a kitchen with its appliances and invites college basketball coaches to a cook-off. Coca-Cola lays out several basketball courts for kids to shoot and play 3-on-3 games. Buick jumped in last year with a huge display of cars and autograph signings by former greats such as James Worthy.

Lowe’s, however, chose last year not to activate in Houston and did not buy space in Bracket Town.

Guinn said there’s not a flat fee for sponsors. Most sponsors have Bracket Town activation included in their contracts with the NCAA.

Industry insiders said exhibit space in Bracket Town typically runs in the $250,000 to $350,000 range.

“As the rights holder, we want to be a one-stop solution and this enables us to have dialogue with sponsors and agencies that goes beyond simply advertising,” Guinn said. “We see this extending to the NBA and some of our entertainment networks as well.”

With the loss of the NCAA’s events, IMG College said its events management group has shut down. IMG events employees Rachel Downie and Andre Plaisance moved with Guinn to Turner. Janet Abbazia from Turner also has joined the events team.