As one of the final courses at NYU's Sports Business Masters program, we were challenged to pitch a sponsorship opportunity to a sports property. We saw an opportunity to pair two of the most recognizable brands in the world: the University of Michigan and Kellogg's. We proposed selling Kellogg's the naming rights to Michigan Stadium, or as it is more commonly known, the Big House. By valuing TV, digital, print rights and more, as well as developing activation concepts, we were able to come up with a compelling proposal. Note that the presentation was for a graduate school program and is in no way officially aligned with either the University of Michigan or Kellogg's. Some formatting was compromised while uploading.

1. Kellogg’s Stadium:
Naming Rights
Proposal

2. A proposal from the University of Michigan Athletic Department to
Kellogg’s to become the
official naming rights partner of Michigan Stadium
and exclusive snack and breakfast food partner.
Provide Kellogg’s unique access to Michigan assets & fans at their primary passion point
Secure Kellogg’s as #1 in cereal/snacks
Demonstrate lift in Michigan Fans & Viewers as Kellogg’s customers
Increase brand loyalty
Kellogg’s Stadium
$6,000,000 per year for 30 years

3. Kellogg’s Company Background
» 10-16 and 35-54
» Suburban
Drive sustainable growth through the power of our
people and brands by better serving the needs of our
consumers, customers, and communities
FROM GREAT STARTS, COME GREAT
THINGS.
Commitment to sustainability and
social responsibility
Mission
Values
Target Market
» Moms & Women
» Middle-Upper Middle
Class
History Founded in 1906, Battle Creek, MI

4. Direct Competition: Market Positioning
Good Food,
Good Life
Food You Love
The Company of Champions
In a crowded marketplace,
Kellogg’s has the opportunity to
differentiate themselves from
their competition through a
unique association with
the University of Michigan.

5. Kellogg’s Sponsorship Audit
Amateur
Swimming
Association
Jim Craig
Noelle
Pikus-Pace
Torin
Yater-Wallace
Meryl Davis and
Charlie White
Gretchen Bleiler Heath Calhoun Amy Purdy Kristi Yamaguchi
Sarah
Hendrickson
Ted Ligety

6. The Team. The Team. The Team.
Competitive
Family
Pride
Tradition
Prestige
Historic
Passionate
Intense
Athletic
“Bloodline”
The Michigan Brand

7. Michigan Football Fans
Detroit-area
1,595,197
11%
34%
29%
26%
Average Age of Michigan Fans
18-24
25-44
45-59
60 or older
Male to Female Fans
59.9% to 40.1%
$75,000+ Income
70.6%
The Michigan Fan
Source: Scarborough

8. U-M Sponsorship Audit

9. Michigan Stadium
» Built in 1927 by Fielding Yost
» Eight expansions/renovations
» Largest in North America; third largest in the world
» 109,901+ capacity
» 112,252 – Average in 2012; #1 in CFB
» 115,109 – 9/7/2013 vs. Notre Dame
» Largest NCAA Collegiate Football Game Ever
» 250+ consecutive crowds of 100,000+
» Added suites, club seating, padded seatback chairs in 2010
» Big Chill, Winter Classic, Private Events

10. Why Michigan + Kellogg’s?
Michigan Based
Iconic
History
Active
Family Oriented
Tradition

11. Naming Rights Comparables
TCF Stadium
$1.4 million/year
$35 million over 25 years
Jones AT&T Stadium
$800,000/year
$20 million over 25 years
Largest capacity with deal
Average of the top 10 college naming rights deals
= $22 million over 22.7 years totaling $996,875 annually
Top 21 major league stadium deals
= $172 million over 22.8 years totaling $7.55 million annually
Top 22 major league arena deals
= $90 million over 20.5 years totaling $4.43 million annually
No food/snack stadium in college
Kabam Field
$1.2 million/year
$18 million over 15 years
Save Mart Center
$2 million/year
$40 million over 20 years
Largest deal

12. Broadcast – TV, Radio

13. Television Ratings
» Despite a 7-5 season, Michigan is the second most-watched college
football team thus far behind Alabama for 2013
» This season, Michigan drew an average of 5,355,476 viewers and a
3.4 rating (Alabama had a 3.9 rating)
» Top teams in the Big 10:
2. Michigan (5,355,476 viewers)
6. Ohio State (4,443,167)
12. Nebraska (3,187,639)
16. Northwestern (2,684,300)
18. Wisconsin (2,619,148)
19. Penn State (2,573,806)
22. Michigan State (2,502,750)
30. Purdue (2,203,500)
33. Iowa (2,118,056)
42. Illinois (1,627,600)
45. Minnesota (1,616,524)
Source: Sports Media Watch, Nielsen, SBNation

14. Television Ratings: 2009 - Present
» Home games on national television average 3.4 over 5 years
Year Number of Games Average Rating
2009 3 3.83
2010 3 2.76
2011 5 3.35
2012 3 2.25
2013 3 4.81
Source: Nielsen

15. Broadcast Valuations
Asset Asset Metrics Impressions Estimated Value
National TV
• 8 mentions of the stadium
per game (5 seconds each)
• 3 national broadcasts
• :30 second commercial
costs $110,000
5,355,476
$146,666 (per game)
$440,000 (per season)
Local TV
• 8 mentions of the stadium
per game (5 seconds each)
• 4 regional broadcasts
• :30 second commercial
costs $35,000
1,000,000
$46,666 (per game)
$186,666 (per season)
TOTAL TV VALUATION: $626,666
Asset Description Metrics Impressions Est. Value
Radio
Four (4) broadcast
commercial spots (:30
second unit) at each
game
• Est. average radio rating is 1
(9 games/year)
• Michigan DMA: 4,525,480 HH
• $500 each spot
814,586 $9,000
TOTAL RADIO VALUATION: $9,000

16. Digital

17. Social Media Presence
» 27 Team Facebook Pages
» 22 Team Twitter Pages
» 18 Twitter Pages for coaches, Dave
Brandon, and misc.
» Instagram, Tumblr, Vine
» Over 2.1 Million Fans/Followers
MGoBlue.com
» 4.75+ Uniques/Year
» 424,000 Uniques in October
» ~45% Female Demographic
MGoBlue App
» Approx. 74,200 downloads
@umichfootball (and then some)
Source: ComScore, XVO.net

18. » Code printed on specially Michigan-branded boxes of
Kellogg’s products
» Once customer purchases box, they must become a
fan of Kellogg’s on Facebook to enter code
» Code is either for a coupon for $2, $5, $10, $100, or a
year’s supply of Kellogg’s products
Activation: Digital
Coupons for Clicks
» Increase Social Media
Presence and
Sales by:
» Appealing to the
money saver in
all of us
» Creating
anticipation to
see if you have
the lucky coupon

19. » Pre-Season: “Like” gated Facebook event for season tickets
» During Season: “Like” gated Facebook event for ultimate fan
experience
» Off-Season: “Like” gated Facebook event to be a Michigan
Football Player for a Day:
» Exercise with Strength and Conditioning coaches
» Meet one-on-one with Coach Hoke
» Get tips from position coaches
Activation: Digital
Like Big to
Win Big
» Increase Social Media
Presence by:
» Creating enticing
never-before-
offered
opportunities
» Appealing to
what the
Michigan Fan
wants

20. Digital Valuation
Asset Description Asset Metrics Total Value
At least 20 Twitter and 20 Facebook posts using
Kellogg’s Stadium on Football pages (1.4M total
followers/fans)
1,755,619 impressions
at $5 CPM
$8,780
At least 65 Twitter and Facebook posts using
Kellogg’s Stadium on non-Football pages (785K total
followers/fans)
831,577 impressions
at $5 CPM
$4,160
Banner Advertising
Banner Advertising on
MGoBlue.com
750,000 impressions
at $5 CPM
$3,750
On-Page Advertising
On-Page Advertising on
MGoBlue.com
600,000 impressions
at $5 CPM
$3,000
Pre-Roll
:15 Pre-Roll before
MGoBlue.com Video Content
500,000 impressions
at $10 CPM
$5,000
Sweepstakes
Execution/Prize
Fulfillment
$5,000
TOTAL DIGITAL VALUATION: $29,690

21. On-Site Signage

22. Valuation: Signage
Kellogg’s mounted sign
In-stadium scoreboards
Two of Kellogg’s Stadium signature features
are the two in-stadium scoreboards and the
block M, a historical landmark to fans and
alumni.
Adjacent to the highway, The Block M can be
seen by daily commuters as well as game
day fans.

23. Valuation: Signage
One of the primary points of
interest at Kellogg’s Stadium
are six, branded wrought iron
gates that fans enter each
event
Kellogg’s Stadium will have
large Kellogg’s logos painted on
the field, which will be visible to
fans in-stadium and receive
exposure to those watching on
TV.

24. Signage Valuation
Asset Description Metrics Impressions Est. Value
Kellogg’s
mounted sign
Kellogg’s logo
mounted on top of
block M, facing
outward towards
Ann Arbor
1,750,000
impressions at
$.10 each
1,750,000
• *30,000 daily drivers+
(5,000 unique drivers*
260 work days) +
(60,000 fans * 7 game
days)
$175,000
In-Stadium
scoreboards
Kellogg’s logo
painted onto both
stadium
scoreboards
990,000 impressions
at $0.50 each
19,000,000 at $.02
each
19,990,000
• Annual in-stadium
attendance + annual TV
audience
$825,000
(990,000*0.05) +
(19,000,000*
$.02)
Stadium
Gates
Six stadium gates
re-done to read
Kellogg’s Stadium
990,000 impressions
at $.10 each
990,000
• (Annual in-game
attendance)
$99,000
On-Field
Logos
Two Kellogg’s logos
painted on the 30-
yard line facing
towards the TV
camera
770,000 impressions
at $.25 each
7 minutes of game
exposure at 25%
commercial value
• 19,770,000
• Annual in-stadium
football attendance +
annual TV audience
$1,640,000
TOTAL SIGNAGE VALUATION: $2,739,000
*Source: AnnArbor.com

25. Print – Tickets, Email, Programs

26. Print Samples

27. Winter Classic and Big Chill

28. Printed Tickets Valuation
Asset Equivalent Impression Value (per person) Total Value
Regular Tickets
(106,341/game)
= 3
impressions/attendee/game
(7 games)
$0.25/ticket price per attendee $558,290
Club Seats Tickets
(3,000/game)
= 7
impressions/attendee/game
$1/ticket price per attendee $147,000
Suite Tickets
(560/game)
= 7
impressions/attendee/game
$1/ticket price per attendee $27,440
Hockey Regular Tickets
(106,341/game)
= 3
impressions/attendee/game
(2 games)
$.25/ticket price per attendee $159,511
Hockey Club Seats
(3,000/game)
= 7
impressions/attendee/game
(2 games)
$1/ticket price per attendee $42,000
Hockey Suite Tickets
(560/game)
= 7
impressions/attendee/game
(2 games)
$1/ticket price per attendee $7,840
TOTAL PRINTED TICKET VALUATION: $942,081

29. Print Valuation
Asset Description Metrics Impressions Est. Value
Print Advertising on all
parking, booklets, print
M Club logo inclusion
on all relevant
tickets/passes/cards,
etc. and first page full
color ad in Michigan
Football Media Guide
990,000 impressions
at $.10 each
990,000
• (avg. 110,000
fans/game*9)
• 7 football, 2 hockey
$99,000
(990,000*0.1)
Email Inclusion on M Insider
every month, Kellogg’s
receives banners at
top of email (intent to
promote product)
1,544,000
impressions at
$0.05 each
1,550,000
• (500,000 living
alumni, 50,000
current students,
1MM HH w/children)
$77,500
(1,550,000*0.05)
TOTAL PRINT & EMAIL VALUATION: $176,500

30. Hospitality

32. Hospitality Tickets
Asset Value (per person) Total Value
Football Regular Tickets 50 regular tickets/game (avg. $230) $80,500
Football VIP Tickets 10 VIP tickets/game (avg. $500) $35,000
Football Suite Tickets 16 suite tickets/game $85,000
Winter Classic/Big Chill
Regular Tickets
100 regular tickets/ 2 games (avg. $180) $18,000
Winter Classic/Big Chill VIP
Tickets Kellogg’s=20 VIP tickets/2 games (avg. $500) $10,000
Winter Classic/Big Chill
Suite
Kellogg’s=32 suite tickets/2 games
Included in
Football Suite
TOTAL HOSPITALITY TICKET VALUATION: $ 228,500

33. Hospitality Valuation
Asset Equivalent Impression Value
Facility Usage
• Weddings – 1 (one) *bonus $7,000
• Holiday Party – 1 (one) *bonus $9,000
• Company/Client Football Game – 1 (one) *bonus $7,000
• Univ. of Michigan Golf Course – 1 (one) *bonus $500
Exclusive Parking/Tailgate Area—Kellogg’s
Gold Lot
*bonus $50/game*20 vehicles =
$1,000/game =
$7,000/season
Former Player/Legend Usage – 1 (one)/year *bonus $2,500
TOTAL HOSPITALITY VALUE: $33,000

34. Sales Opportunities

35. Direct Sales
Asset Estimated Sales/Year Value (Sales +
Opportunity & Site)
On-Site at Kellogg’s Stadium $2,400,000 or $268,000/game $2,600,000
Game Day
(Pre kick-off/post game)
$45,000 or $5,000/per $45,000
Union $450,000 $500,000
M-Den $25,000/5 stores $30,000
TOTAL DIRECT SALES OPPORTUNTIES: $3,175,000

36. Activations

37. » Expand the current Blue Bike program from 34 to 150 bikes campus
wide, brand bikes with Kellogg’s logo
» Subsidize rides during mid-term and finals week and before 10 am
» Thousands of riders over the course of the year plus 50,000 student
body exposed daily and current trendiness of bike sharing
» Value of $10 per student = $500,000 annual value
Activation: Student Body
Kellogg’s Blue
Bike Share
» Inexpensive
transportation
» Promote healthy
living
» Reinforce
campus
sustainability

38. Kellogg’s Zone
» Two annual Noon kickoffs
» Kellogg’s activation area adjacent to the Big House that will
» Provide Kellogg’s breakfast products to students
» Through contests and raffles, award the most passionate fans
with Michigan gear
» Guest appearances from former Michigan players
» 2,500 students experience area per game at $5 per impression
» 50,000 fans pass by each game at $.25 per impression
» Annual value = $50,000
Activation: Student Body
» Create a positive
association between:
» Michigan athletics
and starting your
day off right to be
at your best
» Get products into
the hands of
students at the
peak of their
passion

39. » Free breakfast products will be distributed to students in high
traffic areas of campus
» Kellogg’s branded thumb drives will be distributed outside of
the library
» Calculators and pencil distribution outside of classrooms
» Average value of $10 per student = $500,000 annual value
Activation: Student Body
Finals Week Pick
You Up
» Be the “hero” to
students by:
» Providing food to
students during
the time they
need it the most
» Reinforce idea of
using Kellogg’s
breakfast to be at
your best when
you need it the
most

40. » “Welcome Back!” Kellogg’s Kits at Ann Arbor Hotels and Airbnb
homes for alumni returning to campus
» Kellogg’s Pep Rally with banners, swag, and sampling around Diag
» Kellogg’s Michigan Moments highlights families who attended U-M
» Film with your family in a booth during the Pep Rally
» Air edited content throughout football game
» Value of $10 per hotel room alumni kit = $25,000
» Impressions through Pep Rally: 10,000 at $0.25 = $2,500
» Michigan Moment Video in Stadium: 70,000 at $.50 = $45,000
» Total Homecoming Value: $72,500 annual value
Activation: Kellogg’s Homecoming Week
Kellogg’s
Homecoming
Week
» Connect with
Alumni
» Emphasize
Family Legacy
» Support the
team off the field

41. » Highly interactive “fun zone” for parents to take their kids
» Mascots such as Tony the Tiger, Snap, Crackle, and Pop
» Educating and fun experience for everyone
» Value of $2 for engaged kids/parents; $0.25 for aware kids/parents
» 5,000 engaged kids + 5,000 parents = 10,000 impressions/game=
$140,000 annual value
» 5,000 aware kids + 5,000 parents = 10,000 impressions/game =
$17,500
Activation: Kids & Parents
Kellogg’s Kids
Club
» Connect with
kids and parents
» Make it fun
» Interactive
» Emphasize
healthy eating
habits and an
active lifestyle

42. » For fans who want to experience the benefits of choosing healthier
breakfast and snack options
» Mascots such as Dig ‘Em or Toucan Sam
» A safe area where fans can come enjoy the interactive opportunities
offered by Kellogg’s
» Value of $1 for engaged fans
» 7,500 fans/game= 7,500 impressions= $52,500 annual value
Activation: Game Day Fans
Kellogg’s Kickoff
Corner
» Create a fun and
safe place for
pre-game
activities for fans
» Make it fun and
positive
» Interactivity

43. Total Activation Valuation
Asset Value
Bike Share $500,000
Kellogg’s Zone $50,000
Finals Week $500,000
Homecoming $72,500
Kellogg’s Kids Club $157,500
Kellogg’s Kickoff Corner $52,500
TOTAL ACTIVATION VALUE: $1,332,500

44. Cause Marketing

45. Cause Marketing
» Kellogg’s Michigan Fund
- $1 of every ticket sold goes to feeding hungry in Detroit
» Kellogg’s Michigan Volunteer Day
» Kellogg’s Coaching Clinic for area schools
» Kellogg’s Field Day
- Way to teach inner-city youth about health and wellness through fun
activities with football team

46. Total Impressions and Valuation

47. Total Valuation
Asset Impressions Value (Annual)
Television 6,355,476 $626,666
Radio 814,586 $9,000
Digital 4,437,196 $29,690
Signage 42,500,000 $2,739,000
Printed Materials 3,530,000 $1,118,581
Hospitality - $261,500
Direct Sales - $3,175,000
Activation 432,500 $1,332,500
58,069,758 Value: $9,291,937
15% Premium for Intellectual Property $1,393,790
Total Value: $10,685,727
Cost: $6,000,000/year
Value:Cost 1.78:1