printer friendly

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, click (http://www.arena-media.com) or call 212-779-2021.

Miller Brewing Co.'s six objectives for its team sponsorship activities are:

1. Pursue assets owned exclusively by Miller
   Miller Lite has its Miller Lite Party Deck in many team sponsorship. The deck is an invite-only area that allows Miller Lite to entertain customers and contest winners in a Miller Lite-branded section of the facility.
2. Leveraging opportunities
   Generally speaking, Miller Lite’s master brand philosophy is to establish local brand platforms to leverage national initiatives. The goal of these platforms is to drive out brand equity through activation on the local level.
3. Expand upon “service passion points”
   Miller Lite looks for assistance from the property to drive consumers from what they call the “service passion points” from the property. It is these passion points that Miller focuses on to help use the sponsorship to drive purchase intent.
4. Exclusivity
   Miller Lite is a proponent of exclusive relationships. These deals allow the brand to further maximize its sponsorship and enhance the activation of the sponsorship.
5. Conversation
   One thing Miller Lite stresses is for the property to come in and talk to them about the brand’s goals and objectives and come back with a benefits package.
6. Long-term relationships
   Where possible, Miller Lite pursues multiple-year packages with properties to create a deeper partnership with the property and its fans.

Beer Data Analysis
Source: Scarborough Research

Adults 21+ (201,046 respondents)

Any A-B regular or light beer drank past 30 days:

• A-B drinkers are Motor Sports fans

  A-B drinkers are more likely to be most interested in the following sports:
  - A-B drinkers are more likely relative to market average to be Very Or Somewhat interested in:
  1. Supercross/Motocross - 62% more likely than market average to be Very OR Somewhat interested in Supercross/Motocross
  2. National Hot Rod Association (NHRA) - 55% more likely than market average to be Very OR Somewhat interested in National Hot Rod Association (NHRA)
  3. Monster trucks - 53% more likely than market average to be Very OR Somewhat interested in Monster trucks

Any Coors regular or light beer drank past 30 days:

• Coors drinkers are hockey fans

  Coors drinkers are more likely to be most interested in the following sports:
  - Coors drinkers are more likely relative to market average to be Very Or Somewhat interested in:
  1. Supercross/Motocross - 76% more likely than market average to be Very OR Somewhat interested in Supercross/Motocross
  2. Minor League Hockey - 72% more likely than market average to be Very OR Somewhat interested in Minor League Hockey
  3. National Hockey League (NHL) - 69% more likely than market average to be Very OR Somewhat interested in the NHL

Any Miller regular or light beer drank past 30 days:

• Miller drinkers are Arena Football and Motor Sports fans

  Miller drinkers are more likely to be most interested in the following sports:
  - Miller drinkers are more likely relative to market average to be Very Or Somewhat interested in:
  1. Arena Football League (AFL) - 52% more likely than market average to be Very OR Somewhat interested in the AFL
  2. CART/Champ Car Racing - 48% more likely than market average to be Very OR Somewhat interested in CART/Champ Car Racing
  3. National Hot Rod Association (NHRA) - 47% more likely than market average to be Very OR Somewhat interested in the NHRA
  

Any domestic light beer drank past 30 days:

Domestic light drinkers are more likely to be most interested in the following sports:
- Domestic light drinkers are more likely relative to market average to be Very Or Somewhat interested in:
1. Supercross/Motocross - 54% more likely than market average to be Very OR Somewhat interested in Supercross/Motocross
2. National Hot Rod Association (NHRA) - 50% more likely than market average to be Very OR Somewhat interested in the NHRA
3. Monster trucks - 43% more likely than market average to be Very OR Somewhat interested in Monster trucks

Any domestic regular beer drank past 30 days:

Domestic regular drinkers are more likely to be most interested in the following sports:
- Domestic regular drinkers are more likely relative to market average to be Very Or Somewhat interested in:
1. National Hockey League (NHL) - 56% more likely than market average to be Very OR Somewhat interested in the NHL
2. CART/Champ Car Racing – 55% more likely than market average to be Very OR Somewhat interested in CART/Champ Car Racing
3. Supercross/Motocross - 55% more likely than market average to be Very OR Somewhat interested in Supercross/Motocross

Any imported beer drank past 30 days:

Imported beer drinkers are more likely to be most interested in the following sports:
- Imported beer drinkers are more likely relative to market average to be Very Or Somewhat interested in:
1. Major League Soccer (MLS) - 90% more likely than market average to be Very OR Somewhat interested in the MLS
2. National Hockey League (NHL) – 63% more likely than market average to be Very OR Somewhat interested in the NHL
3. Minor League Hockey - 53% more likely than market average to be Very OR Somewhat interested in Minor League Hockey

Did you know:

• 58% of imported beer drinkers are Very OR Somewhat interested in the Olympics AND that 23% of all people Very OR Somewhat interested in the Olympics have drank an imported beer in the past 30 days.
• 57% of domestic light beer drinkers past 30 days are Very OR Somewhat interested in the NFL.
• 41% of domestic regular beer drinkers are Very OR Somewhat interested in Major League Baseball

Top Markets for Beer Consumption – Market Penetration:

Domestic light beer drank past 30 days with highest market penetration:

1. St. Louis - 41% of all people in St. Louis drank domestic light beer past 30 days
2. Des Moines - 40%
3. Minneapolis – 39%
4. Denver – 38%
5. San Antonio – 38%

Domestic regular beer drank past 30 days with highest market penetration:

1. Milwaukee -33% of all people in Milwaukee drank domestic regular beer past 30 days
2. Minneapolis -31 %
3. Wilkes-Barre/Scranton – 30%
4. Portland – 30%
5. Seattle/Tacoma – 30%

Imported beer drank past 30 days with highest market penetration:

1. San Diego - 33% of all people in San Diego drank imported beer past 30 days
2. Rochester - 32%
3. San Francisco/Oakland/San Jose – 31%
4. New York – 30%
5. Los Angeles – 28%

Scarborough Research
Study: Scarborough USA+ 2005 Release 1 (12 Months only)
Release: Total Weight (February 2004 - March 2005)
Base: Total
Projected: 220698430 Respondents: 208208

Target: Domestic regular beer drank past 30 days: Any domestic regular beer past 30 days
Projected: 47816045 Respondents: 41043
Percent of Base: 21.67

Scarborough Research
Study: Scarborough USA+ 2005 Release 1 (12 Months only)
Release: Total Weight (February 2004 - March 2005)
Base: Total
Projected: 220698430 Respondents: 208208

Target: Imported beer drank past 30 days: Any imported beer past 30 days
Projected: 44374738 Respondents: 40261
Percent of Base: 20.11