Major  League  Baseball   Sponsorship  Proposal   By: Charley Darcey Brett Hunt James Vick Brad Williams Table of Contents Executive Summary ......................................................................................................................... 3   Letter of Transmittal ....................................................................................................................... 4   Major League Baseball Description ............................................................................................... 5   Major League Baseball History ...................................................................................................... 7   Under Armour Company Description ............................................................................................. 8   Under Armour Company History ................................................................................................. 10   Sponsorship Compatibility ............................................................................................................ 11   Target Markets .............................................................................................................................. 13   Media Plan .................................................................................................................................... 15   Promotional Plan .......................................................................................................................... 18   Hospitality ..................................................................................................................................... 19   Signage and Visibility ................................................................................................................... 21   Impact Measure ............................................................................................................................ 22   Sponsorship Package .................................................................................................................... 23   Addendum ..................................................................................................................................... 25   2 Executive  Summary   A partnership between Major League Baseball and Under Armour Inc. would provide both organizations with an advantageous relationship. Major League Baseball provides itself on creating a unique and exciting product through each of the 32 major league teams. Major League Baseball continues to adapt and advance the two-century year old sport to maintain relevance with modern technology and current social issues. Under Armour Inc. is a company that manufactures state-of-the-art performance apparel with the most current technologies available. A partnership between Major League Baseball and Under Armour Inc. would mutually benefit both organizations. Major League Baseball would have the opportunity to provide players of all 32 major league teams first-class performance apparel and allow fans access to team-logoed Under Armour performance apparel. This agreement would allow Under Armour Inc. to have access to Major League Baseball and its affiliates; Minor League Baseball, Summer Baseball Leagues, etc. We sincerely hope that Under Armour Inc. will join Major League Baseball in continuing our quest for performance excellence. Sponsor Compatibility: Compatibility between Major League Baseball and Under Armour Inc. can best be explained by observing the following areas: Performance - Excellence on the field is Major League Baseball ultimate goal. Cooperation with Under Armour would enhance field performance, as well as allow Under Armour to further develop their performance apparel line. Protection - Because of the vast number of dangers in the sport today, safety has become a top priority. Under Armour provides superior protective for pitchers, catchers, and fielders alike. Increased Awareness and Exposure: An agreement between Under Armour Inc. and Major League Baseball will allow Under Armour access to baseball's Minor League System, Summer Collegiate Leagues, as well as various opportunities with Major League Baseball's youth leagues. Under Armour would become a key contributor for MLB's Reviving Baseball in Inner Cities (RBI) program, and become part of MLB's new "I Play" campaign. The target markets for both organizations demonstrate excellent compatibility between both organizations, with opportunities for both to benefit. 3 Letter  of  Transmittal   Kevin A. Plank Founder, Chief Executive Officer, and Chairman of the Board Under Armour, Inc. - Sponsorships and Community Relations 1020 Hull Street Baltimore, MD 21230 Mr. Plank, As a leader in sport and performance apparel and gear in North America, Under Armour Inc. has become a valuable asset to the sports industry in this country. Like Major League Baseball, Under Armour Inc. has a storied history and track-record for innovation and advancement, all while maintaining excellence in customer service. Major League Baseball would like to introduce to you, a proposal for Under Armour Inc. to sponsor Major League Baseball during the upcoming 2014 season. Major League Baseball focuses as much attention to the on-field product as to the experience at the ballpark itself. Our position in the sports industry would allow unique access for Under Armour Inc. to be associated next to the faces of Major League Baseball; Bryce Harper - Washington Nationals, Mike Trout - Los Angeles Angels, Miguel Cabrera - Detroit Tigers, Derek Jeter - New York Yankees, and many others. Under Armour Inc. will also have the unique opportunity to be a part of the fan experience. As a premier sponsor you will receive: • Signage (outdoor, arena, and print) • Event marketing • Television advertising (network and local) • Print media coverage (newspapers and articles) • Internet coverage (Social Media: Facebook, Twittter, Instagram) • Hospitality opportunities (tickets, dinners, corporate suites, merchandise discounts) • Pre-/Post-game promotions • In-game promotions (t-shirt toss, equipment giveaways) Enclosed please find details of the sponsorship and participation opportunities for the 2014 season. Your involvement will make this year’s season even more memorable. We appreciate your consideration and will contact you soon via phone. Sincerely, Major League Baseball - Sponsorship Team New York City, New York 4 Major  League  Baseball  Description   Major League Baseball has been around since 1869 when the Cincinnati Red Stockings became the first professional baseball team. Today in the MLB, Major League Baseball is made up of two divisions, the American League and the National League. There are 15 teams in the American League and 15 teams in the National League. Each league is divided into three subdivisions- East, Central, and West. Five teams from each division advance to the postseason, which is a four game series. From there, the winner from both divisions then go on to play in the World Series. The World Series is a seven game series to determine the champion for that year. The World Series has been around since 1903. There are 162 games for each team in the regular season starting in April and ending in September. Major League Baseball is also in charge of all of the Minor League Teams that are associated with a major league club. Also, the MLB is in charge of hiring and training umpires and negotiating contracts (Television, radio, labor, marketing). The commissioner is considered the chief executive for the MLB. Bud Selig has been the commissioner of Major League Baseball since 1992. The commissioner is determined by a vote of the owners of all 30 teams. MLB also has many executives, they include: Contact Information Major League Baseball - Commissioner’s Office Address: 245 Park Avenue, 31st Floor New York, NY 10167 Phone: 212-931-7800 Fax: 212-949-5654 Office of Sponsorships and Affiliate Relations Address: 75 Ninth Avenue New York, NY 10011 Phone: 212-485-3444 Fax: 212-485-3456 Website: www.mlb.com/home 5 Executives: Tim Brosnan.....................Executive Vice President, Business Rob Manfred.....................Executive Vice President, Economics & League Affairs Jonathan Mariner..............Executive Vice President and Chief Financial Officer John McHale Jr.................Executive Vice President, Administration & Chief Information Officer Joe Torre...........................Executive Vice President of Baseball Operations Frank Robinson.................Executive Vice President of Baseball Development Recent Facts 2012 World Series Winner:..........San Francisco Giants def. Detroit Tigers, 4-0 2012 AL MVP:.............................Miguel Cabrera (Triple Crown Winner), Detroit Tigers 2012 AL Cy Young Winner:........David Price, Tampa Bay Rays 2012 NL MVP:.............................Buster Posey, San Francisco Giants 2012 NL Cy Young Winner:........RA Dickey, New York Mets 6 Major  League  Baseball  History   1869: First Professional Baseball team - The Cincinnati Red Stocking were the first professional baseball team. February 2, 1876: National League was created - The National League (NL) was established by William Hulbert and it started with eight teams. April 22, 1876: The first professional baseball game was played in Philadelphia between the Philadelphia Athletics and the Boston baseball club. January 28, 1901: American League was created - The American League (AL) was established by Ban Johnson and it started with eight teams. 1903: The start of the modern “World Series”. 1933: First All-Star Game - The first All-Star Game was held in Chicago at Comiskey Park between the New York Giants and the Philadelphia Athletics. April 15, 1947: First African American to play professional baseball - Jackie Robinson was the first African American to play professional baseball. 1960’s: Teams started to tear down their old stadiums and started to build multi-purpose stadiums - built stadiums that could host both baseball and football; the first indoor baseball stadium was built. 1965: Marked the beginning of the First-Year Player Draft. Rick Monday was the first player to be drafted in Major League Baseball. 2006: Steroid Testing - Bud Selig appointed George Mitchell to investigate performance- enhancing drugs in Major League Baseball. August 28, 2008: Instant replay was implemented in MLB. Teams were able to use the instant replay to view whether a hit was a homerun or not. 7 Under  Armour  Company  Description   Under Armour Inc. is an American sports clothing and accessories company that offers a variety of options from performance sportswear to casual apparel. Globally headquartered in Baltimore, Maryland, Under Armour (UA) has 109 retail locations within the United States with 34 factory house location from Maine to California. Under Armour is rapidly expanding international development with offices in Amsterdam, Netherlands; Guangzhou, China; Hong Kong; and Toronto, Canada. Along with being a leader in performance apparel, Under Armour is among the leaders in community outreach programs. UA has initiated programs such as UA Power in Pink, UA FREEDOM, UA Green, UA Youth Movement. Under Armour is also legacy partners with The Boomer Esiason Foundation, The V Foundation, and Ronald McDonald House Charities. Mission: to make all athletes better through passion, design, and the relentless pursuit of innovation. Vision: to empower athletes everywhere. Contact Information: Under Armour, Inc. - Sponsorships and Community Relations Address: 1020 Hull Street Baltimore, MD 21230 Phone: 1.888.7-Armour (1.888.727.6687) Webpage: www.underarmour.com 8 Executives: Kevin A. Plank....................Founder, Chief Executive Officer, Chairman of the Board Byron K. Adams Jr..............Chief Performance Officer Brad Dickson.......................Chief Financial Officer Kip J. Fulks..........................Chief Operating Officer James H. Hardy Jr................Chief Supply Chain Officer Karl-Heinz Maurath.............President, International Matthew C. Mirchin.............Senior Vice President, Global Brand & Sports Marketing Adam Peake.........................Senior Vice President of U.S. Sales Henry B. Stafford.................Senior Vice President of Apparel Products: • Apparel o Gloves o Men's o Sunglasses o Women's o Watches o Kid's o Water Bottles • Footwear o Footballs and Basketball o Sport Specific • Protective Gear o Casual o Mouth Guards • Accessories o Compression Sleeves o Backpacks o Knee and Elbow Pads o Headwear o Catcher's Gear Current MLB Athletes: Bryce Harper, Washington Nationals Pablo Sandavol, San Francisco Giants Ryan Zimmerman, Washington Nationals Jose Reyes, Toronto Blue Jays Ryan Howard, Philadelphia Phillies Matt Wieters, Baltimore Orioles Buster Posey, San Francisco Giants 9 Under  Armour  Company  History   1996: Kevin Plank designs first Under Armour HeatGear® T-Shirt 1997: Under Armour introduces ColdGear® fabric and AllSeasonGear® line 1998: Moved to new headquarters and warehouse in Baltimore, MD 1999: Under Armour supplies product for film Any Given Sunday 2001: Relationships with NHL and Baltimore Marathon begin 2002: Headquarters moves to the Tide Point section of the historic Inner Harbor in Baltimore 2003: Protect this House® TV Commercials begin to air; Women's line is officially launched 2004: Boys' and Girls' lines are launched; Outdoor athletic line is launched 2005: Under Armour Golf is introduced; Signs first all-school exclusive rights deal with University of Maryland (Plank's alma mater) November 18: Opens first day as a publicly traded company 2006: Click-Clack® campaign is launched, introducing footwear through its first line of football cleats 2008: Unveils full line of performance training athletic footwear; Additions of Ray Lewis, Lindsey Vonn, Georges St-Pierre, and Brandon Jennings to the Under Armour Elite Roster 2010: Michael Phelps and Tom Brady join UA Elite Roster; Opened European Headquarters in Amsterdam, Netherlands; Built first branded-retail store in Annapolis, MD End of 2010: Surpassed $1 billion in annual revenue 10