Unsponsored Hockey Arenas Could Miss Out On More Than $20 Million in Playoff Exposure

Detroits Joe Louis Arena and Carolinas Raleigh Entertainment & Sports Arena are void of an entitlement sponsor. If those teams should happen to meet up in the NHL Stanley Cup Finals, a potential playoff total of some $9 million-$12 million per venue in television exposure value will fail to materialize.

ANN ARBOR, MI, May 7, 2002 -- Of the eight remaining teams still alive in the NHL Stanley Cup Playoffs, only two venues - Detroits Joe Louis Arena and Carolinas Raleigh Entertainment & Sports Arena - are void of an entitlement sponsor. If those teams should happen to meet up in the Stanley Cup Finals, a potential playoff total of some $9 million-$12 million per venue in television exposure value will fail to materialize.

   According to research conducted by Joyce Julius and Associates - which specializes in documentation and analysis of exposure received by corporate sponsors - had sponsor names been associated with the two arenas thus far in the playoffs, the sponsors would have already reaped nearly $5 million in exposure value through game two of the second round, with another $15 million of comparable value expected if each team continues to advance and each respective series goes the full seven games. Exposure values are based on each potential sponsors clear, in-focus time and verbal references compared to the cost of purchasing a 30-second commercial during each playoff broadcast.

   This past weekend, the opening two games of the Western Conference Semifinals between the Detroit Red Wings and St. Louis Blues originating from Detroit enjoyed coverage on ESPN and ABC. In the absence of a corporate stadium sponsor, the Joe Louis Arena logo was monitored by Joyce Julius and Associates on such locations as center ice, a marquee sign and broadcast graphics for a total of nine minutes, 13 seconds (9:13), while the buildings name was mentioned one time during the ESPN telecast, leading to a value $405,360. During ABCs Saturday afternoon coverage, the Joe Louis Arena name was monitored for 6:40 and one mention, good for an exposure value totaling $683,330. Had a corporate name enjoyed the same placements as the Joe Louis Arena moniker during the weekends telecasts, a sponsor would have tallied $1,088,690.

   The following table provides a breakdown of potential exposure value an entitlement sponsor of Detroits Joe Louis Arena could receive.

Round                   Television Exposure Value

Conference Quarterfinals    $1.9 Million
Conference Semifinals            2.9 Million
Western Conference Finals    2.9 Million
Stanley Cup Finals            4.1 Million

Grand Total:                   $11.8 Million

   The Ann Arbor, Michigan-based Joyce Julius and Associates produces the Sponsors Report, which conducts in-depth studies of sponsor exposure monitored during more than 2,300 nationally televised sports and special event programs annually. For more information regarding the research products and services offered by Joyce Julius and Associates, please visit our web site at www.joycejulius.com.

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