May 12, 2004

Volume 3, Issue 8

Grizzlies Sell A "Lot"

Grizzlies partner with

 Memphis Area Ford Dealers on unique naming rights deal

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Contact: Chad Bolen, Sr. Director of Sponsorship Sales

              (901) 205-1247, [email protected]

Organization: Memphis Grizzlies
 
Program Title: Ford Parking Garage
 
Objectives: There were three main objectives with this program:

       *Develop a branding opportunity that would be exclusively available to Ford

       *Expand and integrate the existing marketing partnership

       *Increase brand presence in the thriving downtown Memphis area

Program Description: The Memphis Grizzlies have already improved their "lot" in more ways than one next season...not only will they be moving into their brand new home FedExForum - but they've also recently inked a naming rights deal on their new parking garage! The Memphis Area Ford Dealers signed on with the Grizz to create the "Ford Parking Garage"...a new 5-level, 1,500 space garage that is directly attached to FedExForum.

The program provides both parties with mutual benefits by increasing exposure of Memphis Area Ford Dealers as well as increasing available parking for Memphis Grizzlies basketball games.

Each level of the parking garage will be named after a Ford model automobile and pictures of Ford vehicles will be placed on the walls of the garage. The sponsorship will impact thousands of people every day, as it will not only serve FedExForum but will also serve the nearly 4 million visitors that come to Beale Street each year. What's more, for the Grizzlies, this garage will help alleviate any apprehension fans may have about attending a game due to scarce parking downtown.

Partner: Memphis Area Ford Dealers were the only partner involved in this program. As part of their package, Ford Dealers will receive Grizzlies television and radio drop-ins as well as arena signage and special team promotions.

Results: Last season, this partnership provided Ford with a platform for the regional launch of its 2004 Ford F-150 model...and this coming season, with the purchase of the naming rights to the parking garage, Ford is obviously anticipating even greater brand exposure! The Ford F-150 truck is the best selling model in its class and over 4 million potential Ford customers will be reached with this initiative. This deal was a "no-brainer" considering Memphis and the Mid-South region is a hotbed for truck and SUV sales so it was only natural to partner with the Grizzlies.
 

Looking Ahead: The Memphis Area Ford Dealers have been a marketing partner of the Grizzlies since the team’s arrival in 2001, and with this program both parties are assured longevity with this partnership.  Clearly this program demonstrates the Grizzlies commitment to provide their sponsors with new and exciting opportunities to reach fans.

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