Saints Sales Brochure 17-18

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NATIONALLY RECOGNIZED, LOCALLY LOVED!
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SAINTS ARE POPULAR ACROSS THE UNITED STATES
12th largest fan base
of any pro sports team in the US
9.1M
Saints fans nationwide
Saints have approximately
5.6M
fans across the Gulf South
Over half of the Gulf South population are Saints fans:
GULF COAST MARKETING TERRITORY
STATE
LOUISIANA MISSISSIPPI ALABAMA FLORIDA
POPULATION
- 4.7M - 3.0M - 1.5M - 1.0M
Source: Nielsen Scarborough, ESPN Sports Poll, Simmons Sports Study, 2016 US Census 3


...AND RIGHT IN THE HEART OF NEW ORLEANS
1.02Mactive Saints fans in New Orleans
(75% of New Orleans DMA) 27% higher than next-closest local team
(LSU - 651,000 (48%))
12
consecutive sold-out seasons
17,000+
season ticket holders
80,000+
on season ticket wait list
#2of all NFL markets for fan penetration
#3out of all NFL, NBA, MLB, and NCAA markets
Since 2000, Saints rank 4th out of all NFL, NBA, MLB, and NCAA markets in local fan penetration (73%)
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Source: Nielsen Scarborough, Ticketmaster 5


BLACK & GOLD NATION
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Saints fans at a glance:
2ndin NFL for % of fans who are female
2ndin NFL for % of fans who are manager/professional
3rd in NFL for % of fans who are age 18-34
4thin NFL for % of fans with HHLD income $150k+
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Out of ALL 32 NFL teams, the New Orleans Saints ranked
#1FOR GAMEDAY SATISFACTION & FAN EXPERIENCE
#2 #2 #3
Game Entertainment Safety & Security Concessions
Source: ESPN Sports Poll, NFL’s League Observation Program and third party Expert Review Audits 9


TUNED IN FAN BASE
90M+ page views in 2017
across website and mobile app.
Saints have the LARGEST social media reach in the Gulf South
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Over 85% of New Orleans households watched a Saints game during 2016
#5out of all NFL markets for local ratings
In 2016, 14 of the top 20 telecasts in the New Orleans DMA were Saints games


(as of 12/31/17)
Total Reach: 244,813,617 Total Engagements: 15,714,881 Followers: 4,018,771
Total Impressions: 281,000,000 Total Engagements: 4,926,200 Followers: 1,257,509
Total Impressions: 196,073,000 Total Engagements: 6,850,000 Followers: 766,301
Followers: 117,902
Average Views: 31,000
(views per snap)
Unique Visitors
Visits:
5,359,148 20,598,940 90,362,409
Page Views:
(totals across website and mobile app)
Source: Nielsen NLTV, Nielsen Arianna, Facebook, Twitter, Instagram, Snapchat, App, Desktop, Mobile (as of 12/31/17) 11


YEAR ROUND LOYALTY
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HIGHER ENGAGEMENT
New Orleans market has highest percentage of people in the country who:
Attend 10+ NFL games in a 12-month period
Watch regular season NFL and Thursday Night football
Watch the NFL Draft and NFL Pro Bowl
Source: Nielsen Scarborough 13


THROUGHOUT THE YEAR
Draft Super Boil Saints 5k Kickoff Run Training Camp
2,500+ 5,000+ 50,000+
tickets distributed participating runners
tickets sold
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Among Saints fans, NFL interest is stronger than NFL fans across events:
*sample is low
Source: Ticketmaster, Internal Data, NFL Fan Tracker 15


THE IMPACT ON YOU
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OUR FANS ARE MORE INFLUENCED BY PARTNERS
VS. AVERAGE NFL FANS
8%
more likely to feel positive about Saints partners
VS. GENERAL POPULATION
36%
more likely to have positive disposition toward partners
22% 30%
more likely to consider partner because of Saints partnership
more likely to buy loyally from companies who partner with sports they love
22% 41%
more likely to have a higher opinion of partner because of Saints partnership
more likely to have had great sports experiences because of partnerships
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SAINTS FANS TAKE ACTION AFTER SEEING A SPONSORSHIP AND ARE INFLUENCED ACROSS ACTIVATIONS
New Orleans Saints
I bought the brand
+26%
+10%
+13%
+10%
Avg NFL Fan
New Orleans Saints Total US
% WHO AGREE THEY ARE SOMEWHAT OR VERY INFLUENCED BY
+21%
+88%
+42%
+112%
+47%
+88%
+24%
I went to the social media/website of the brand
25% 20% 15% 10%
5% 0%
I researched/looked at reviews of the brand
I talked about the brand to friends/family
Commercials
Shown During Televised Sports Broadcasts
*Ads on Team/League Websites
Brand Logos on Athlete’s Jerseys/ Uniforms
*Mobile Ads Within Sports Apps
*Signs, Billboards, Screen Ads in Sports
*Banner Ads DuringSports Broadcasts Online
*Ads on Social Media
*sample is low
Source: NFL Fan Tracker, NFL STAT March, ESPN Sports PollNielsen Sports (Repucom) Sponsorlink, 19


YOUR STORY TO TELL!
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TANGIBLE RESULTS
MERCEDES-BENZ
TOTAL MERCEDES BOUGHT OR LEASED WITHIN THE NEW ORLEANS DMA : 2016 VS. 2010
ENTER TO WIN CONTESTS
CONSUMER SWEEPSTAKES CASE STUDIES
10,300+
entries for Community Coffee’s trip to London
8,500
entries for Dudley DeBosier’s trip to Green Bay
YEAR
Source: Nielsen Scarborough, Internal Data 21
TOTAL BOUGHT OR LEASED


MEANINGFUL RELATIONSHIPS
“Community Co ee and the New Orleans Saints organization have a great partnership. We see an opportunity here to reach a lot of di erent consumers and network with the people that we do quite a bit of business with here in New Orleans. Likewise, we are able to take a strong brand like Community [Co ee] and connect with new consumers through the Saints as well. It is truly a reciprocal program and we are very excited about not only what we are doing with them currently, but what it can mean for the future”.
- DAVID BELANGER President & CEO, Community Coffee Company
“Waitr’s partnership with the New Orleans Saints has been a great partnership. Our partnership gives Waitr a great opportunity to reach customers throughout the gulf coast online, in stadium and in the community.
The added visibility has helped brand Waitr in unique and interesting ways reaching the people we need to reach most, hungry consumers! We are excited about the future of our partnership and the continued bene ts it provides our company and employees”.
- CHRIS MEAUX Founder & CEO, Waitr
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NEWORLEANSSAINTS.COM
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