JOIN THE FAMILY Become a partner of the premier innovative leader in the sports and entertainment industry, the HEAT Group. Working together we will design unique and innovative programs to amplify your brand and achieve your business goals. A partnership with the Miami HEAT and the AmericanAirlines Arena gives you direct access to the most passionate consumers in South Florida and the number one fans in the NBA. ESTABLISHED 1988 3 NBA CHAMPIONSHIPS 5 CONFERENCE TITLES 12 DIVISON TITLES 19 PLAYOFF APPEARANCES
LEADER OFF THE COURT 3 rd Largest Social Media Following in the NBA Top 10 in NBA Websites for Aggregate Traffic (Page Views, Unique Visitors, Video Streams) 2 nd in the NBA in Total Tickets Sold for 2015-16 Season #2 Among NBA Teams in Hispanic Attendance 5 th Highest Local TV Broadcast Rating in the NBA 5-Time NBA Retailer of the Year revolution Study - 2016 100% of Corporate Partners recommend a partnership with the HEAT. Primary Reason: The customer service provided by the Account Services teams.
THE NBA Largest international fan base (712.3M Interested) Interest in basketball continues to grow at a faster pace (16%) than any other sport (Baseball = 10%, Soccer = 9%) NBA has the youngest audience (45% of viewers are under 35 years old) Most diverse fan base (60% non-white, which is 3x more than MLB and NCAA Football/Basketball, 15x more than NHL and NASCAR, and 6x more than PGA) NBA GameTime App had 7.4M downloads globally this past season NBA First professional sports league on social media, with more than one billion likes and followers globally across all league, team, and player platforms; the largest following of any sport 2015 Sports Business Awards Adam Silver was name Sports Executive of the Year NBA Commissioner Adam Silver on the HEAT s leadership group: This is truly a model franchise. Not just in the NBA, but in all of professional sports. It s about management at the end of the day and they are the best. It s not just about winning championships (and they do that too), but they are consistently good they run a great organization they are a fixture in the community. I can t say enough about them a Commissioner s dream is to have an organization like this.
WHO IS HEAT NATION? Column1 55% MALE 45% FEMALE 13% AFRICAN-AMERICAN 19% CAUCASIAN 4% OTHER 69% HISPANIC 23% BROWARD 9% OTHER 7% WEST PALM BEACH 61% MIAMI-DADE Femal Male AVERAGE AGE OF ADULT HEAT FAN IS 42 (40 FOR ATTENDEES) 4.12 MILLION PEOPLE IDENTIFY THE HEAT HAS THEIR FAVORITE TEAM
SOCIAL MEDIA FOLLOWING The HEAT have the 3 rd largest social media following across the NBA. 22+ Million Social Media Followers 16,200,000+ Facebook Followers 3,480,000+ Twitter Followers 2,700,000+ Instagram Followers
STATE OF THE HEAT 2015-2016 1.6 #1 95% 2nd 19,740 250+ 75,000 MILLION FAN BASE RENEWAL RATE IN NBA AVG ATTENDANCE GAMES AVG. HH HEAT Fans in South Florida In South Florida by more than 468,000 Season Ticket Holders For total tickets sold Tied for 3 rd highest across the NBA Consecutive sold out home games Viewership for Local Broadcast games (5 th highest in the NBA)
GLOBAL REACH 32.8M HEAT Fans Worldwide 4th Most Popular NBA Team 28% of all HEAT fans are in North America 3% of all HEAT fans are in South America 9% of all HEAT fans are in Europe 0.1% of all HEAT fans are in the Middle East 60% of all HEAT fans are in Asia- Pacific SOURCE: REPUCOM INTL
OUR PRESENCE IN DOWNTOWN MIAMI Located in the center of booming Downtown Miami and the Entertainment District, the AmericanAirlines Arena hosts 80+ non-basketball events each year, including A-list concerts, family shows, sporting events, National Conferences, and more. The HEAT Group has always been committed to making AmericanAirlines Arena the premier sports and entertainment venue in South Florida, adding state-of-the-art technology and investing in cutting edge renovations and additions over its 16-year history.
#1 RANKED VENUE IN FLORIDA FOR TICKET SALES #5 in the United States 18,000 Concert Capacity 120+ Events Per Year 1.7 Million Average Annual Attendance 63% Hispanic, 24% Caucasian, 11% African-American, 2% Other
GREEN LEADER In 2014, The AmericanAirlines Arena was identified as the first Sports & Entertainment Facility to Achieve LEED Gold Recertification. In 2009, the Arena became one of the first Arenas in the US to receive LEED Certification. LEED is U.S. Green Building Council s leading rating system for designing, constructing and operating the world s greenest, most energy-efficient, and highest performing buildings.
BRAND AMPLIFICATION STUDY AMPLIFICATION A measure of how a sponsorship or third-party logo changes the perceptions and attitudes that consumers hold about your brand and how inclusion of these logos improves the effectiveness of your existing marketing tactics. Partnership with the HEAT significantly increases the likelihood a product will stand out and be noticed. Sponsorship with the HEAT has a positive impact on the perceived likeability of a brand. HEAT marks and logos increase the effectiveness of a partner s perceived involvement in the community. Brands featuring HEAT IP are more relevant to consumers. Heat IP offers partners a point of differentiation over competitors. Partnership with the HEAT increases the trust consumers will place in a partner s brands. Sponsorship with the HEAT has a significant impact on consumers likelihood to recommend and consider a partner s products and services. Inclusion of HEAT marks and logos improves the effectiveness of a partner s advertising spend by 27% 53% Lift 31% Lift 34% Lift 31% Lift 31% Lift 39% Lift 33% Lift 22% Lift Grab Attention Likeability Community Involvement Someone Like Me Brand Differentiation Trustworthiness Brand Advocacy Impact on Consideration Based on a study by SRi, completed in April 2015
SPONSORSHIP IMPACT STUDY During the 2015-16 season, the HEAT teamed up with Navigate, an industry leader in sponsorship research and evaluation, to conduct a study designed to gauge the impact of long term, high spend HEAT partners. Results from the survey showed a positive lift across all metrics. Miami Heat fans are more likely to be influenced by the sponsorship than non-fans, demonstrated by the large lifts seen among fans over non-fans in the brand metrics (Brand Impact, Purchase Influence, and Good Fit). Aware fans score higher than unaware fans in the purchase funnel metrics (Consideration, Purchase Intent and Likelihood to Recommend), indicating that the sponsorship successfully influences fans to consider HEAT partners once they become aware. FAN VS NON-FAN LIFT (%) AWARE VS UNAWARE FAN LIFT (%) 46 44 32 32 36 24 12 17 17 11 7 6 12 Sponsorship Awareness Consideration Purchase Intent Recommend Brand Impact Purchase Influence Good Fit Consideration Purchase Intent Recommend Brand Impact Purchase Influence Good Fit
PARTNERSHIP IMPACT ACTION Sponsorship Stirs Action After seeing a sponsorship while watching a game on TV, HEAT Fans are more likely than the average sports fan to 54% Go to the Partner s Website 71% Research the Brand 36% Buy the Brand 55% Talk about the Brand to Friends/Family 70% Connect with the Brand on Social Media 64% Tweet about the Brand 63% Post about the Brand on Facebook LOYALTY HEAT Fans are loyal to partners of the team. 62% more likely than the average sports fan to be very loyal towards a brand that sponsors their team. 73% of fans are very or somewhat loyal towards a brand that sponsors their team.
PARTNERSHIP IMPACT AWARENESS After watching a game on TV, HEAT Fans are 30% more likely than the average sports fan to recall seeing sponsorship. After attending a game in person, HEAT fans are 25% more likely than the average sports fan to recall seeing sponsorship. CONSIDERATION When a company partners with the HEAT, HEAT fans are 59% more likely than the average sports fan to be very likely to consider the brand s product. 80% of HEAT fans are very or somewhat likely to consider the brand s product.
CREATING CUSTOM PARTNERSHIPS HEAT Group Partnerships offer solutions to amplify partner brands, drive revenue and retention, and increase customer loyalty. Every single partnership is customized to help achieve partner goals. We will work together to design unique and innovative programs that highlight your brand and achieve your business objectives.
PARTNERSHIP RIGHTS & ACTIVATION Partnering with the Miami HEAT provides use of the following promotional assets: Rights to use the HEAT logo and marks in local market advertising and marketing programs (local market is defined as a 150-mile radius around downtown Miami per NBA regulations) Rights to use AmericanAirlines Arena logo and marks in local, national and/or global advertising and marketing programs Partnership elements can include, but aren t limited to: Permanent & Digital Signage Internet & Mobile Advertising Promotions & Appearances Community Initiatives Customized Retail Activation Arena Activation Social Media Print & Radio Broadcasts Hospitality Programs
BRAND AMPLIFICATION AmericanAirlines Arena boasts numerous visual touchpoints on property in the form of digital and static signage. Courtside Rotational Package 360 LED Fascia and Ring Permanent or Static Branding or Signage Apron Branding Pole Pad Branding Scoreboard Features HEATV Replay Wipes Corner Stat Boards Miami Media Mesh (3,400 square foot exterior digital marquis) Concourse Messaging
IN-ARENA ACTIVATION AmericanAirlines Arena offers many activation opportunities on the property and in-game. Partners can leverage these platforms to share, show, sell, and socialize with HEAT fans. Entitlement Areas Cup Holder Inserts Concourse Displays/Kiosks Exterior Displays Egress Sampling Premium Items In-Game Promotions Print (Tipoff Magazine, Yearbook, etc )
DRIVING SALES HEAT Appearances and retail promotions are great tools for driving traffic and supporting existing promotions. Retail Promotions Talent Appearances HEAT Players HEAT Legends/Coaching Staff HEAT Mascot, Burnie HEAT Dancers
DIGITAL ACTIVATION HEAT.com is in the Top 5 in the NBA for aggregate traffic, including total page views, unique visitors, video streams and time spent online. As the digital space evolves and becomes increasingly relevant, the HEAT Group continues to provide value across digital properties. A newly designed website, broad social audience, and constantly evolving digital strategy provide new opportunities constantly for partner engagement. Opportunities Include: HEAT.COM Banner Advertisements Features & Promotions Page Sponsorships Pre-Roll Video E-NEWSLETTER LIVE!WIRE Premium
DIGITAL ACTIVATION SOCIAL MEDIA Over 22 Million Social Media Followers 3 RD Largest Social Media following in the NBA
THE NEW MIAMI HEAT MOBILE APP New app launched October 2015 Registered App Users: 27% located within 75 miles of AmericanAirlines Arena 73% are outside the Market App sessions (during the regular season): 1,771,356 Content, Promotion, and Branding Opportunities throughout the Mobile App Banner Ads Native Ads Features & Promotions
RADIO English and Spanish Radio :30 and :60 Commercials Live Mentions Billboards Special Features
CREATING LOYALTY Whether you re entertaining potential clients or rewarding employees, we offer customized ticket plans and packages to meet your needs. The HEAT offer a number of hospitality programs for all types of outings. SUITE NIGHTS SEASON TICKETS UNIQUE EXPERIENCES HYDE LOUNGE
COMMUNITY The Miami HEAT are active leaders in the South Florida Community hosting approximately 40 community events throughout a season. Partner with us to make a difference and give back.
For more information contact Corporate Partnerships Marketing at 786-777-4212 or email cmaragno@heat.com