1 MEDIA KIT 2012
2 TO BE THE WORLD S LEADING AUTHENTIC GRASSROOTS SOCCER, LACROSSE AND RUGBY COMPANY, BUILDING STRONG RELATIONSHIPS IN A VIBRANT, CREATIVE AND ETHICAL ENVIRONMENT. TO INFORM, INSPIRE AND INNOVATE. 3 SPORTS SOCCERLACROSSERUGBY SOCCER LACROSSE This is the mission statement of Sports Endeavors, Inc., a company known to many simply as Eurosport, the title of its soccer catalog. This idea reflects all that Sports Endeavors, Inc. stands for and is the basis for the way we conduct business. Based in Hillsborough, North Carolina, Sports Endeavors, Inc. was founded in 1984 by the Moylan family to provide American soccer players with equipment and information unavailable anywhere else. Since our first catalog, Eurosport, hit the presses, we have worked to promote the game of soccer at all levels and to educate players, officials and their families about our sport and its equipment. Over the years, the Sports Endeavors family has grown and now includes additional brands: Great Atlantic Lacrosse Company; World Rugby Shop; as well as the websites, SOCCER.COM WORLDSOCCERSHOP.COM RUGBYRUGBY.COM, WORLDRUGBYSHOP.COM LACROSSE.COM RUGBY
3 HISTORY LARGEST SOCCER DATABASE IN THE U.S. Fans - Youth Players - Soccer Moms - Soccer Dads - Teams - Coaches - Women - Hispanic e-commerce soccer site in the world SOCCER.COM soccer publication in the U.S. Eurosport It all started with our first soccer catalog in After 28 seasons, seven World Cups, and thousands of soccer matches, Eurosport has become the soccer authority in the U.S. The most complete multimedia soccer platform to reach the U.S. soccer market.
4 U.S. SOCCER MARKET EUROSPORT DEMOGRAPHICS SOCCER IS NO LONGER A NICHE Soccer participation has expanded at an average 8% per year over the last decade. Jim Haner, Soccerheads, North Point Press. Age Breakdown 17 and younger 26.3% Years 7.0% Years 12.6% Years 17.7% Years 15.5% 55+ years 20.8% Education 57% of our customers live in a household with children No High School Diploma 12.6% High School Diploma or Some College 45.4% Associate Degree 6.8% Graduate and Post-Graduate Degree 35.1% Male: 49 Female: 51 Median age: million people attended a professional soccer match in 27 stadiums in the U.S. between June 20 and August 9, Record Magazine. There are more kids playing soccer than any sport except basketball. Today, six million teenagers play in organized leagues, and soccer is being added to the athletic programs of more schools than any other sport. Jim Haner, Soccerheads, North Point Press. Household income of families with members participating in organized soccer is higher than any other sport ($77,600). Sports Marketing Research & porting Goods Manufacturers Association. While soccer in the U.S. has always been a game played mainly by children, that s no longer the case as nearly 30% of all soccer players are over the age of 24. Sporting Goods Manufacturers Association. Average Household income $75,748 92% are home owners 93% live in household with credit card 66% have two or more vehicles in the HH 84% purchase over the internet 80% with internet access at home
5 U.S. SOCCER MARKET Women A DIVERSE CROWD Nearly 50% of all high school soccer players are females and more than 50% of all college soccer players are females. Sporting Goods Manufacturers Association. Soccer is the most popular NCAA sport for women and the number of women playing college soccer has grown by 226% since Sporting Goods Manufacturers Association. Hispanics Hispanics represent 30% of MLS fan base vs. 15% of the general population. Sports Business Journal & ESPN Sports Poll The top two Spanish language cable TV programs in May 2009 & 2010 were soccer games. Advertising Age 39% of the Major League Soccer fan base is female. MLS
6 Fans - Youth Players - Soccer Moms - Soccer Dads - Teams - Coaches - Women - Hispanic There is only ONE way to reach ALL segments of the U.S. soccer market efficiently: Online Print Grass Roots Order inserts Integrated Promotions
7 LOOKING FOR SOCCER FANS? Every day, SOCCER.com, WorldSoccerShop.com, and TiendaFutbolMundial.com attract enough visitors to fill the 94,000 seat Soccer City Stadium in Johannesburg (site of 2010 World Cup Finals), with over 25,000 people left over cheering outside of the stadium. OUR NETWORK OF TARGETED SOCCER WEBSITES
8 ONLINE SOCIAL NETWORK Target Blast Over 4.5 million unique visitors every month Over 2 million opt-in addresses Multiple targeting options Soccer.com & Espanol.soccer.com Featured Position Soccer365.com Top horizontal Home page sky- Featured Section Position Spotlight Over 1.5 million engaged fans and growing 20% Monthly Growth Rate Multiple platforms communicating a soccer message Viral promotions 75% US Based, 25% International Story Box Featured Position WorldSoccerShop.com & TiendaFutbolMundial.com Your brand s soccer program can be part of the conversation
9 E-Newsletter JURGEN KLINSMANN: YES MAN 18 THE A WOMEN S HOT SOCCER SUMMER JURGEN A look back at KLINSMANN: the huge year for YES MAN September Edition women s soccer The USA s new Volume 9 12 in the US. 18 men s head coach Jurgen Klinsmann: YesMan by Jacob Klinger On July 29th, 2011 US Soccer announced the hiring of Jurgen Klinsmann as the new coach of the men s national team. Throughout the American soccer nation a sigh of relief could be felt. US Soccer President Sunil Gulati had finally got his man, and he had certainly played hard to get. The courtship of the decorated former German National team player began in 2006 after Klinsmann s Germany had taken third place in the World Cup and Bruce Arena s U.S. team had bombed out of the group stage. Once Arena was dismissed, Klinsmann became the favorite for the position. After all, the former striker had lived in California since his retirement in 1998 and won the World Cup with West Germany in Better still, he wanted the job. Unfortunately, he and Sunil Gulati could not come to terms over details regarding control of the greater national team setup. Similar issues reportedly prevented a hiring after the 2010 World Cup as well. As the saying goes however, the third time proved to be the charm as Klinsmann was finally brought on this summer. His hiring exuded the promise of re-branding the American game. Klinsmann s Germany had played some mouthwatering soccer and the manager himself promised to develop a team reflecting America s melting pot culture. CAN ANYONE dethrone BARçA? Cesc Fabregas and Barcelona kick things off in the group stage against AC Milan. Read more about the Champions League season in CHAMPIONS LEAGUE: MOST LIKELY TO..., page 6 GOAL CLUB KICKBACKS! page 3 WORLD S BEST SOCCER MAGAZINE ON SALE page 8 Mails on 15th of each month English Circulation - 600K - 800K Spanish Circulation - 150K - 200K *Opportunities - full page and half page interactive ads. Direct link to web-site MAgAzINE ROUGH GUIDE TO THE PREMIER LEAGUE MAgAzINE ROUGH GUIDE TO THE PREMIER LEAGUE 23 in La Liga and 2.5 in Serie A), with only Germany s Bundesliga pipping England in terms of top-flight strikes (they managed 2.9, but the defending was probably rubbish). THE EPL S MOST CLINICAL FINISHER IS Guess. Guess again. Then guess 30 more times, and you may eventually get it right. The finest chancetaker in the top flight last season was Wolves Steven Fletcher, who only needed 3.1 shots to score a goal (he bagged 10 in total). Manchester United s Javier Hernandez was just behind with an enviable ratio of 3.3 and Liverpool s Dirk Kuyt was third with 3.8. Wayne Rooney, meanwhile, took 7.1 attempts to poke one in. That s Sunday league figures! THE PREMIER PASSERS Arsenal made the most passes last season, averaging 428 per game. Stoke hit the least, with 163 passes and 38% possession. Danny Murphy was the record individual pass master, completing 2,330 in ,219,296 TWEEPS AND RISING... Number of Twitter followers Rio Ferdinand has rioferdy5 and increasing by the millisecond. Only An impressive 16 different chants have been Kaka (4.6m Cristiano Ronaldo (3.3m created by opposition fans to abuse and annoy and Andres Iniesta (1.3m Steven Gerrard (compared to just five written defending his honour at Anfield). Manchester United andresiniesta8) can claim more followers in football, and no UK sportsman boasts a bigger online have over 100 songs naming individuals but 25% congregation. Shame, then, that a recent study of them are digs at rivals. Gerrard is top target for reprimanded our Rio for having the worst grammar United, Chelsea and even Arsenal. He must be doing something right, then of all top-flight tweeters. THE EPL S MUSICAL MUSE: STEVEN GERRARD continues on page Manchester United s points per game average after 19 seasons in the Premier League. Is the number of league championships Manchester United has won since ,429,052 The amount of cash poured into Manchester United s coffers last season through TV rights and prize money the first time any side has broken the 60m barrier. The lowest earners of the league, Blackpool, picked up a still-none-too-shabby 39m. Every club got a 13.8m slice of domestic TV rights and 17.9m from overseas TV. Facility fees a payment issued per match televised provided around 500,000 a game: United bagged 13.5m, Liverpool were second most-watched (scooping 12.1m), Arsenal and Chelsea got 11.6m, while Wolves, Wigan, West Brom, Stoke, Fulham, Bolton, Blackburn and Birmingham banked just 5.8m. Winning the title secured a healthy 15.1m cheque for Manchester United, whereas West Ham received 756,756 for coming last a paltry 22,932 for each of their 33 points. Barely worth it. RESULT! The Premier League s incessant bugling about being the most exciting division in the world is borne out in cold, hard fact. There were only 50 goalless draws in its 380 games last season, compared to 54 in Spain and 68 in Italy. There were also more goals per game in the English showpiece (2.8, versus 2.7 MANCHESTER UNITED HAVE A POINT TO PROVE The cynics view that last season s Premier League was the poorest in memory is supported by facts. Manchester United s points total of 80 was the lowest of any Prem champions in the last 10 years, three fewer than United s champions and six behind the third-lowest in the decade, Chelsea in Exciting, though, isn t it? GOALFEST! A huge 1,063 goals were banged into Premier League nets last season a record for a 38-game campaign in England. The previous best was , which saw 1,060 shots fly in. February , in particular, was a waking nightmare for the league s goalkeepers: 41 efforts found the target, a record for a single day in the top flight, as Everton beat Blackpool 5-3, Wigan vanquished Blackburn 4-3 and Newcastle United drew with Arsenal in a 4-4 blockbuster. GOOD CLEAN FUN Reckon the Premier League is cynical and the referees are card-happy maniacs? Think again. Last season saw the men in black brandish only 65 reds in 380 games as opposed to La Liga s 111 and Serie A s 110. There were also fewer fouls and penalties conceded.
10 PRINT #1 SOCCER PUBLICATION IN THE U.S. 11+ Million copies distributed yearly Multiple editions to specific targets: English Bilingual Spanish Herosport Youth PRINT CATALOGS IN HOME DATES CLOSING DATES AD BRIEF DEADLINES supplied ad deadline Circulation Entire SPANISH Herosport Youth EUROSPORT VOLUME 1 1/16/12 10/10/11 11/16/11 11/28/11 520,000 85,000 EUROSPORT VOLUME 2 2/6/12 10/31/11 12/7/11 12/19/11 570,000 85,000 75,000 65,000 EUROSPORT VOLUME 3 3/5/12 11/28/11 1/4/12 1/16/12 635,000 85,000 65,000 EUROSPORT VOLUME 4 4/2/12 12/26/11 2/1/12 2/13/12 685,000 84,000 75,000 EUROSPORT VOLUME 5 5/7/12 1/30/12 3/7/12 3/19/12 480,000 84,000 EUROSPORT VOLUME 6 6/4/12 2/27/12 4/4/12 4/16/12 785,000 84,000 75,000 68,250 Pasión por el Fútbol EN ESPAÑOL SOCCER.COM/ESPANOL OCTUBRE 2011 EUROSPORT VOLUME 7 7/2/12 3/26/12 5/2/12 5/14/12 520,000 90,000 80,000 68,250 EUROSPORT VOLUME 8 8/6/12 4/30/12 6/6/12 6/18/12 1,250,000 90,000 80,000 EUROSPORT VOLUME 9 8/20/12 5/14/12 6/20/12 7/2/12 535,000 90,000 68,250 EUROSPORT VOLUME 10 9/17/12 6/11/12 7/18/12 7/30/12 655,000 95,000 EUROSPORT VOLUME 11 10/17/12 7/11/12 8/17/12 8/29/12 375,000 95,000 EUROSPORT VOLUME 12: HOLIDAY EDITION WORLD SOCCER SHOP HOLIDAY EDITION 11/8/12 8/2/12 9/8/12 9/20/12 1,250, ,000 80,000 70,000 11/22/12 8/16/12 9/22/12 10/4/12 300, ,000 EUROSPORT VOLUME 13 12/26/12 9/19/ /12 11/7/12 420,000 10,000 Únete hoy y ahorra al instante! Ahorra más, juega más aquí y en SOCCER.COM! Alvaro Saborio SECCION ESPECIAL! EF113sp_001sp_LEC.indd 1 8/31/11 10:34:16 AM EF113sp_001sp SEI FILECODE
11 GRASSROOTS MARKETING A SHOPPING SPREE Over 500 bilingual events every year Grassroots marketing program proactively interacting with soccer consumers 52 weeks a year All Staff is bilingual Interaction with consumers through contest, raffles, product demos, and on-site games Ability to deliver targeted messages through product distribution, data capture, product demos 2,000,000+ impressions delivered in 2011 Ability to staff events as your brand ambassadors Sponsorship packages available from 10 to 500 events
12 PASSBACK SHARE THE GAME THE PASSBACK PROGRAM The 2012 Tour features ten clinics for youth in underserved communities in ten markets across the U.S. Each clinic was held on a stateof-the-art field by some of the best coaches and professional players around. In addition, each participant received a free ball, jersey, and healthy snack! The Passback Program was started in 1989 as a way to donate used, but still playable, gear to less fortunate soccer players here at home and around the world. Eurosport partnered with the US Soccer Foundation six years ago to give the Passback program a national platform. Since its inception, the Passback Program has collected and distributed over 924,361 pieces of soccer gear.
13 NON-PROFIT PARTNERSHIP OPPORTUNITY: America SCORES America SCORES empowers students in urban communities using soccer, creative expression, and service learning to inspire healthy lifestyles, and engage students. 47% of America SCORES students are Hispanic America SCORES students: range in age from 8 to 14 45% speak English as a second Language 29% African-American 6% Asian-American/Pacic Islander 200 Elementary and Middle Schools 550 Public School Teachers Thousands of Volunteers and Donors All schools are located in urban cities. Partnership Opportunities: Game Days: Hosts Game Days in 16 cities once a week with up to 1,000 students, parents, and supporters. Sampling: Hands out close to 100,000 samples a year throughout the country. America SCORES affiliates: Major Events: Presents 4 to 5 signature events in 16 major cities. Atlanta Boston Chicago Cleveland Dallas DC Denver Los Angeles Milwaukee New York Oakland Portland Richmond San Francisco Seattle St. Louis SCORES Cup: Citywide corporate soccer tournament in 16 cities, often at MLS stadiums.
14 ORDER INSERTS Saving is easy. Get a free car insurance quote today. Thank you for participating in the Citibank Soccer Promotion! Customer: Name: Phone: Citibanker: Name: Phone: Qualified For: $100 Soccer.com gift certificate I agree with the terms and conditions of this offer and understand that the face value of the gift certificate will be reported as interest income for tax purposes. 1,500,000 orders shipped every year Customer Signature Sample premiums To get a $100 Soccer.com gift certificate the customer must open a new Regular checking account in the Citibank Account or Citigold Account package and deposit $3,000 or more in new balances. Existing customers must deposit $3,000 in new balances into a new or existing Regular Checking account in the Citibank Account or Citigold Account package. For all customers, at least $1,000 must remain on deposit for at least 14 days from day of deposit to qualify. Business clients must have or open a CitiBusiness checking account and deposit $3,000 or more into a CitiBusiness Savings or CitiBusiness Insured Money Market Account by August 14, 2010 and maintain a balance of $1,000 in savings for 14 days to be eligible. Fees may apply to the checking account. The Soccer.com gift certificate will be provided within 60 days from the day the funding requirement is met. The gift certificate value will be reported to the IRS as interest for income tax purposes. Gift certificates and/or products are not returnable. One offer per customer. Customer must be either a citizen, resident alien, or legal entity of the United States (U.S.) with a valid U.S. taxpayer identification number or a Non-Resident Alien or foreign corporation with a valid W-8BEN on file. Customers applying through the phone or online must be citizens or resident aliens of the United States (U.S.) with a valid U.S. taxpayer identification number Citibank, N.A. Member FDIC. Citibank, Citigold, Citibank with Arc Design and CitiBusiness are registered service marks of Citigroup Inc. 5.00" Targeted options for order inserts Put your brand in front of fans when they are thinking about soccer 5.50" Clorox 2 makes every team look good. Clorox 2 is proud to be the Official Stain Remover of US Youth Soccer 30944_C2_Catalog_Ad_April_Soccer_R4nca.indd 1 2/2/10 10:29 AM
15 HISPANIC PROGRAMS 20 PERCENT OF OUR MARKET IS HISPANIC We have a multimedia platform to specifically target Hispanic soccer fans: Reaching over 1.7 million bilingual/hispanic consumers Bilingual publications Espanol.soccer.com & tiendafutbolmundial.com ES113sp_001sp_siLEC.indd 66 APOYA A LA ALBICELSTE! ENCUENTRA LA NUEVA CAMISETA OFICIAL DE ARGENTINA EN LA PÁGINA 2! Únete al Goal Club y ahorra! SOCCER.COM/GOALCLUB 2/16/11 5:50:19 PM ES113sp_001aa_ SEI FILECODE Average household income $65,791 83% live in household with credit card 61% have two or more vehicles in the HH 65% purchase over the internet 60% with internet access at home Age Breakdown 17 and younger 27.79% Years 8.22% Years 13.83% Years 17.04% Years 14.08% 55+ years 19.04% Education No High School Diploma 19.8% High School Diploma or Some College 46.5% Associate Degree 6.4% Graduate and Post-Graduate Degree 27.3% Country Of Origin DEMOGRAPHICS Male: 49 Female: 51 Median age: 35.0 Mexican 63% Puerto Rican 7% Cuban 3% Other Hispanic 28% Spanish affiliate sites Bilingual grassroots teams Bilingual customer service
16 PARTNER OPPORTUNITIES Exclusive gear and product promotions Customized programs Unique contests and promotions On-line / Mobile Gift Card Redemption Program Grassroots and Corporate Branded Product Development
17 CONTACT INFORMATION If soccer is part of your marketing strategy in 2012, our network is your best option to deliver your program. Durward Williams EUROSPORT Vicente Navarro EUROSPORT
18 CASE STUDY - INTEGRATED PROMOTIONS Eurosport Print Advertising Bilingual Case study American Airlines Give & GO contest Prizes Trip to Rio de Janeiro with VIP soccer experience, authographed soccer gear and soccer.com gift cards. Social Networks Leveraged Multiple Eurosport platforms to promote the contest and delivered AAdvantage enrollments SOCCER.COM MLS Activations
19 CASE STUDY - WOMEN & HISPANIC Volkswagen Women & Hispanic Volkswagen Program Overview: Utilize Eurosport/SOCCER. COM marketing assets to directly influence the purchase behavior of female and Hispanic consumers. Program Objectives: Build brand awareness for Volkswagen and move key demographics further down the purchase funnel to consideration. Marketing Assets Used: Print, , Social Media, E-newsletter, Grassroots Events Program Results: -48,471 Vehicle interactions - 5,511 Sales leads generated
20 2010 Anheuser-Busch, Inc., Budweiser Beer, St. Louis, MO CBL No purchase necessary. Must be 21 years or older to participate. Open to residents of the US (except ID, LA & MN). Void where prohibited. Limit of one (1) discount code per mobile number. Discount code valid for 2 weeks after receipt of code. Offer expires 7/31/10. Jerseys available while supplies last Anheuser-Busch, Inc., Budweiser Beer, St. Louis, MO CBL CASE STUDY - HISPANIC Budweiser Hispanic Budweiser Program Overview: Utilize Eurosport/SOCCER. COM marketing assets and fulfillment capabilities to increase sales of Budweiser and Bud Light to Hispanic consumers (21 years and older) in specific states. Program Objectives: Offer $20 SOCCER.COM gift card as reward for texting in mobile number 35.5" 35.5" Marketing Assets Used: No se requiere compra. Debes tener 21 años de edad para participar. Abierto a residentes de los EE.UU. (excepto ID, LA y MN). Nulo donde esté prohibido. Límite de un (1) código de descuento por número de teléfono celular. El código de descuento es válido por 2 semanas después de haber recibido el código. La oferta vence el 31 de julio de Las camisetas están disponibles hasta agotar existencias. Targeted package inserts, s, social media, and flyer distribution events No se requiere compra. Debes tener 21 años de edad para participar. Abierto a residentes de los EE.UU. (excepto ID, LA y MN). Nulo donde esté prohibido. Límite de un (1) código de descuento por número de teléfono celular. El código de descuento es válido por 2 semanas después de haber recibido el código. La oferta vence el 31 de julio de Las camisetas están disponibles hasta agotar existencias. 35.5" World Cup Tri 2 Latino 3x3 Signmaking Side A 35.5" x 35.5" 10AB-016 No purchase necessary. Must be 21 years or older to participate. Open to residents of the US (except ID, LA & MN). Void where prohibited. Limit of one (1) discount code per mobile number. Discount code valid for 2 weeks after receipt of code. Offer expires 7/31/10. Jerseys available while supplies last Anheuser-Busch, Inc., Budweiser Beer, St. Louis, MO CBL ANHEUSER-BUSCH, INC. ST. LOUIS, MO ITEM DESCRIPTION: Bud World Cup Signmaking ITEM NO: SIZE: 35.5" x 35.5" CONSTRUCTION: COST: 35.5" World Cup Tri 2 CA Signmaking 3x3 Version 35.5" x 35.5" 10AB Anheuser-Busch, Inc., Budweiser Beer, St. Louis, MO CBL Program Results: - 43,231 Mobile addresses captured - 12% increase in sales 2010 Anheuser-Busch, Inc., Budweiser Beer, St. Louis, MO CBL ANHEUSER-BUSCH, INC. ST. LOUIS, MO ITEM DESCRIPTION: Bud SM ITEM NO: SIZE: 35.5" x 35.5" CONSTRUCTION: COST:
21 CASE STUDY - YOUTH EA Sports - Youth EA Sports Program Overview: Utilize Eurosport/SOCCER.COM marketing assets to directly influence the purchase behavior of casual male gamers (8-14 year olds) Program Objectives: Influence youth soccer fanatics into purchasing new EA Sports FIFA game launch Marketing Assets Used: Soccer.com takeover, package inserts, E-newsletter, and hold messaging Program Results: - 7,329,802 impressions delivered - 22% increase in sales to casual male gamer
22 PAST/PRESENT CORPORATE PARTNERS