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The Arena Media Networks Sponsor Scouting Report is a new monthly feature that will provide in-depth analysis on specfic sports sponsor categories with an insider's look at how a specific company within the category approaches sports marketing decisions. For more information on adding Arena Media Networks to your facility or to inquire about advertising opportunities,
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Category: Airline
Brand: United Air Lines, Inc.
Source: Julie Koewler, United's Director of Domestic Advertising and Promotions

Sports marketing activities: The company has emerged from bankruptcy with only one national sponsorship remaining (USOC). United has stated publicly plans to pursue sponsorship opportunities in its carrier hub markets in Chicago, Denver, San Francisco and Washington, D.C., as well as for Ted, its low-fare carrier in Chicago and Washington, D.C.

In these markets, United's approach has traditionally been a "less is more" approach which allows for more activation and leveraging opportunities.

Must-have elements: Every relationship must have a revenue-driving mechanism. For example, an IEG Sponsorship Report stated that the airline leveraged its recently signed sponsorship as the official airline of the Denver Post-News Colorado Colfax Marathon through an offer giving the race's 7,000 runners a 15 percent flight discount coupon.

Sponsorship objectives: The primary objective is to drive revenue-generation through purchase-incentive based programs that target key audience segments.

Target audience: United: business travelers. Ted: leisure travelers.

 

AIRLINE INSURANCE ANALYSIS
Source: Scarborough Research

Adults 18+ (208,348 respondents) – Release 2, 2005 – Scarborough USA+

Airlines used for domestic/foreign travel past 12 months: United

  • United customers are MLS and Pro Tennis fans.

    - United Airlines customers are more likely relative to market average to be Very Or Somewhat interested in:

    1. Major League Soccer (MLS) - 44% more likely than market average to be Very OR Somewhat interested in MLS
    2. Pro Tennis (ATP/WTA) - 41% more likely than market average to be Very OR Somewhat interested in Pro Tennis (ATP/WTA)
    3. LPGA - 34% more likely than market average to be Very OR Somewhat interested in the LPGA
    4. PGA Tour - 30% more likely than market average to be Very OR Somewhat interested in the PGA Tour
    5. National Hockey League (NHL) - 29% more likely than market average to be Very OR Somewhat interested in the NHL

5+ total airline trips past 12 months:

  • Frequent airline travelers are pro golf fans (PGA Tour and LPGA)

    - Frequent airline travelers are more likely relative to market average to be Very Or Somewhat interested in:
    1. PGA Tour - 57% more likely than market average to be Very OR Somewhat interested in the PGA Tour
    2. Pro Tennis (ATP/WTA) - 56% more likely than market average to be Very OR Somewhat interested in Pro Tennis (ATP/WTA)
    3. LPGA - 51% more likely than market average to be Very OR Somewhat interested in the LPGA
    4. Major League Soccer (MLS) - 50% more likely than market average to be Very OR Somewhat interested in the MLS
    5 tie. College Basketball - 49% more likely than market average to be Very OR Somewhat interested in College Basketball
    5 tie. National Hockey League (NHL) - 49% more likely than market average to be Very OR Somewhat interested in the NHL

Top Leisure Activities past 12 months: United Airlined Customers:

-Leisure Activities participated in past 12 months

  • 1. Snow Skiing (Index 273) – United airlines customers are 173% more likely than market average to snow ski as a leisure activity past 12 months.
    2. Tennis (Index 211)
    3. Snow Boarding (Index 210)
    4. Hiking – backpacking (Index 199)
    5. Golf (Index 177)

Top DMA’s of United Airlines Customers: - Market Penetration:

  • 1. San Francisco/Oakland/San Jose – 31% of all adults 18+ living in the San Francisco DMA have flown United past 12 months
    2. Denver – 28%
    3. Honolulu – 21%
    4. Chicago – 20%
    5. Washington DC – 19%

 

Scarborough Research
 Study: Scarborough USA+ 2005 Release 2 (12 Months only)
Release: Total Weight (August 2004 - September 2005)
Base: Total
Projected: 221976909 Respondents: 208348

  Airlines used for domestic/foreign travel past 12 months  
  Cell Base United Any airline flown 5+ trips:Total
Total Proj 221,976,909 17,384,802 94,652,666 14,560,568
Horz % 100.0% 7.8% 42.6% 6.6%
Vert % 100.0% 100.0% 100.0% 100.0%
Index 100 100 100 100
Current level of interest in Arena Football League (AFL)          
Very /Somewhat Proj 11,529,786 786,898 4,913,943 756,062
Horz % 100.0% 6.8% 42.6% 6.6%
Vert % 5.2% 4.5% 5.2% 5.2%
Index 100 87 100 100
Current level of interest in CART/Champ Car racing          
Very/Somewhat Proj 12,433,958 731,686 4,524,261 811,045
Horz % 100.0% 5.9% 36.4% 6.5%
Vert % 5.6% 4.2% 4.8% 5.6%
Index 100 75 85 99
Current level of interest in College basketball          
Very/Somewhat Proj 54,094,580 5,290,038 26,384,788 5,299,348
Horz % 100.0% 9.8% 48.8% 9.8%
Vert % 24.4% 30.4% 27.9% 36.4%
Index 100 125 114 149
Current level of interest in College football          
Very/Somewhat Proj 70,112,759 6,387,086 33,356,765 6,442,122
Horz % 100.0% 9.1% 47.6% 9.2%
Vert % 31.6% 36.7% 35.2% 44.2%
Index 100 116 112 140
Current level of interest in horse racing          
Very/Somewhat Proj 23,046,918 1,661,042 10,142,282 1,629,980
Horz % 100.0% 7.2% 44.0% 7.1%
Vert % 10.4% 9.6% 10.7% 11.2%
Index 100 92 103 108
Current level of interest in IndyCar/IRL          
Very/Somewhat Proj 19,008,771 1,398,859 7,605,351 1,256,587
Horz % 100.0% 7.4% 40.0% 6.6%
Vert % 8.6% 8.0% 8.0% 8.6%
Index 100 94 94 101
Current level of interest in Ladies' golf (LPGA)          
Very/Somewhat Proj 14,631,803 1,538,017 7,421,036 1,450,316
Horz % 100.0% 10.5% 50.7% 9.9%
Vert % 6.6% 8.8% 7.8% 10.0%
Index 100 134 119 151
Current level of interest in Major League Baseball (MLB)          
Very/Somewhat Proj 73,122,086 6,567,586 34,887,828 5,861,852
Horz % 100.0% 9.0% 47.7% 8.0%
Vert % 32.9% 37.8% 36.9% 40.3%
Index 100 115 112 122
Current level of interest in Major League Soccer (MLS)          
Very/Somewhat Proj 13,297,422 1,498,424 6,991,018 1,307,150
Horz % 100.0% 11.3% 52.6% 9.8%
Vert % 6.0% 8.6% 7.4% 9.0%
Index 100 144 123 150
Current level of interest in Men's golf (PGA)          
Very/Somewhat Proj 36,761,107 3,732,358 18,849,463 3,782,630
Horz % 100.0% 10.2% 51.3% 10.3%
Vert % 16.6% 21.5% 19.9% 26.0%
Index 100 130 120 157
Current level of interest in Minor League Baseball          
Very/Somewhat Proj 17,189,943 1,435,194 7,467,817 1,181,326
Horz % 100.0% 8.3% 43.4% 6.9%
Vert % 7.7% 8.3% 7.9% 8.1%
Index 100 107 102 105
Current level of interest in Minor League Hockey          
Very/Somewhat Proj 7,475,335 722,698 3,603,589 715,922
Horz % 100.0% 9.7% 48.2% 9.6%
Vert % 3.4% 4.2% 3.8% 4.9%
Index 100 123 113 146
Current level of interest in Monster trucks          
Very/Somewhat Proj 18,132,194 683,789 5,411,879 747,269
Horz % 100.0% 3.8% 29.8% 4.1%
Vert % 8.2% 3.9% 5.7% 5.1%
Index 100 48 70 63
Current level of interest in NASCAR          
Very/Somewhat Proj 46,024,164 2,593,223 16,252,986 2,465,502
Horz % 100.0% 5.6% 35.3% 5.4%
Vert % 20.7% 14.9% 17.2% 16.9%
Index 100 72 83 82
Current level of interest in Nat'l Basketball Assoc (NBA)          
Very/Somewhat Proj 49,310,539 4,158,384 23,326,963 4,145,908
Horz % 100.0% 8.4% 47.3% 8.4%
Vert % 22.2% 23.9% 24.6% 28.5%
Index 100 108 111 128
Current level of interest in National Football League (NFL)          
Very/Somewhat Proj 95,259,029 8,362,495 44,120,990 7,878,735
Horz % 100.0% 8.8% 46.3% 8.3%
Vert % 42.9% 48.1% 46.6% 54.1%
Index 100 112 109 126
Current level of interest in National Hockey League (NHL)          
Very/Somewhat Proj 22,262,288 2,249,207 11,697,291 2,182,427
Horz % 100.0% 10.1% 52.5% 9.8%
Vert % 10.0% 12.9% 12.4% 15.0%
Index 100 129 123 149
Current level of interest in NHRA (National Hot Rod Assoc)          
Very/Somewhat Proj 17,409,593 813,950 5,454,532 839,219
Horz % 100.0% 4.7% 31.3% 4.8%
Vert % 7.8% 4.7% 5.8% 5.8%
Index 100 60 73 73
Current level of interest in Olympics          
Very Or Current level of interest in Olympics: Somewhat Proj 116,802,550 11,580,752 57,963,232 9,594,169
Horz % 100.0% 9.9% 49.6% 8.2%
Vert % 52.6% 66.6% 61.2% 65.9%
Index 100 127 116 125
Current level of interest in Pro bowling (PBA)          
Very/Somewhat Proj 11,791,446 581,633 4,147,547 533,270
Horz % 100.0% 4.9% 35.2% 4.5%
Vert % 5.3% 3.3% 4.4% 3.7%
Index 100 63 82 69
Current level of interest in Pro Bull Riding (PBR)          
Very/Somewhat Proj 23,068,197 1,210,181 7,626,417 952,998
Horz % 100.0% 5.2% 33.1% 4.1%
Vert % 10.4% 7.0% 8.1% 6.5%
Index 100 67 78 63
Current level of interest in Pro Rodeo          
Very/Somewhat Proj 21,412,612 1,188,287 7,294,741 982,393
Horz % 100.0% 5.5% 34.1% 4.6%
Vert % 9.6% 6.8% 7.7% 6.7%
Index 100 71 80 70
Current level of interest in Pro tennis (ATP/WTA)          
Very/Somewhat Proj 22,740,610 2,502,824 12,492,333 2,322,769
Horz % 100.0% 11.0% 54.9% 10.2%
Vert % 10.2% 14.4% 13.2% 16.0%
Index 100 141 129 156
Current level of interest in Supercross/Motocross          
Very/Somewhat Proj 14,750,375 722,548 5,269,314 704,760
Horz % 100.0% 4.9% 35.7% 4.8%
Vert % 6.6% 4.2% 5.6% 4.8%
Index 100 63 84 73
Current level of interest in Women's Nat'l Basketball (WNBA)          
Very/Somewhat Proj 14,476,219 928,397 5,843,147 871,098
Horz % 100.0% 6.4% 40.4% 6.0%
Vert % 6.5% 5.3% 6.2% 6.0%
Index 100 82 95 92
Current level of interest in WWE (pro wrestling)          
Very/Somewhat Proj 16,015,626 588,105 4,405,322 554,374
Horz % 100.0% 3.7% 27.5% 3.5%
Vert % 7.2% 3.4% 4.7% 3.8%
Index 100 47 65 53

 

      Airlines used for domestic/foreign travel past 12 months  
  Cell Base United Any airline flown 5+ trips:Total
Total Proj 221,976,909 17,384,802 94,652,666 14,560,568
Horz % 100.0% 7.8% 42.6% 6.6%
Vert % 100.0% 100.0% 100.0% 100.0%
Index 100 100 100 100
Activities past 12 months          
Adult continuing education Proj 31,224,324 3,652,514 16,933,571 2,963,504
Horz % 100.0% 11.7% 54.2% 9.5%
Vert % 14.1% 21.0% 17.9% 20.4%
Index 100 149 127 145
Bicycling Proj 50,870,473 5,915,229 26,843,484 5,255,415
Horz % 100.0% 11.6% 52.8% 10.3%
Vert % 22.9% 34.0% 28.4% 36.1%
Index 100 148 124 157
Bowling Proj 45,016,732 4,318,759 22,672,371 3,760,794
Horz % 100.0% 9.6% 50.4% 8.4%
Vert % 20.3% 24.8% 24.0% 25.8%
Index 100 122 118 127
Camping Proj 43,568,297 3,856,862 19,538,009 3,249,371
Horz % 100.0% 8.9% 44.8% 7.5%
Vert % 19.6% 22.2% 20.6% 22.3%
Index 100 113 105 114
Fishing Proj 51,451,966 3,522,193 20,213,687 3,417,606
Horz % 100.0% 6.8% 39.3% 6.6%
Vert % 23.2% 20.3% 21.4% 23.5%
Index 100 87 92 101
Free weights - circuit training Proj 43,405,629 5,611,598 25,768,914 5,399,911
Horz % 100.0% 12.9% 59.4% 12.4%
Vert % 19.6% 32.3% 27.2% 37.1%
Index 100 165 139 190
Gardening Proj 104,469,851 9,370,639 47,957,991 7,515,446
Horz % 100.0% 9.0% 45.9% 7.2%
Vert % 47.1% 53.9% 50.7% 51.6%
Index 100 115 108 110
Golf Proj 30,748,149 4,252,305 19,200,347 4,539,303
Horz % 100.0% 13.8% 62.4% 14.8%
Vert % 13.9% 24.5% 20.3% 31.2%
Index 100 177 146 225