Mission and Scope. The Hockey Hall of Fame represents all facets and levels of the game, from the NHL to women s hockey to grassroots.

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Solomon Davis
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1 February 13, 2007

Mission and Scope Much more than the home of hockey, the Hockey Hall of Fame is entrusted with preserving the integrity and history of the sport, celebrating and growing the game, entertaining and

2 Mission and Scope Much more than the home of hockey, the Hockey Hall of Fame is entrusted with preserving the integrity and history of the sport, celebrating and growing the game, entertaining and stimulating the audience, and invoking positive changes in society through the powerful tool which is hockey. The Hockey Hall of Fame represents all facets and levels of the game, from the NHL to women s hockey to grassroots. 1

State of Affairs The Hockey Hall of Fame was founded in 1943 to establish a memorial to those who have developed Canada's great winter sport ice hockey.

3 State of Affairs The Hockey Hall of Fame was founded in 1943 to establish a memorial to those who have developed Canada's great winter sport ice hockey. Incorporated in 1983, HOCKEY HALL OF FAME AND MUSEUM ( HHOF ) is an independent corporation without share capital and a registered charity under the Income Tax Act (Canada). The property, business and affairs of HHOF (including the appointment of members of the Hockey Hall of Fame Selection Committee) are managed by a board of 18 directors nominated by the following entities: City of Toronto (3), Executive Committee of the Board (5), Hockey Canada (1), International Ice Hockey Federation (1), National Hockey League (7), and USA Hockey (1). 2

The Shrine of Hockey The Hockey Hall of Fame is located at BCE Place at the Yonge and Front Streets intersection, the primary gateway to downtown Toronto.

4 The Shrine of Hockey The Hockey Hall of Fame is located at BCE Place at the Yonge and Front Streets intersection, the primary gateway to downtown Toronto. Built within ten years of the birth of hockey, the historic bank building has become a cathedral for the icons of hockey. Construction of the building began in 1885, during a period of great prosperity and optimism in Canada s future. The building symbolized the importance of banking in the formation of a country in much the same way that it now symbolizes the importance of hockey in Canadian culture. The facility is recognized and celebrated worldwide as the model for innovation and efficiencies in the sports hall of fame and museum field. 3

5 HOME OF THE CHAMPIONS 4

6 HOME OF THE FAN Sidney Crosby 5

57,000 SQUARE FOOT EXPERIENCE HHOF success is built on an extensive corporate partnership and licensing program fostering continued growth, development and leverage.

7 57,000 SQUARE FOOT EXPERIENCE HHOF success is built on an extensive corporate partnership and licensing program fostering continued growth, development and leverage. HHOF provides a unique opportunity for its partners to harness the passion the consumer has with the game of hockey and to gain a competitive advantage through association and compelling promotional initiatives. HHOF can offer relevant sports association with consumers, without any territorial restrictions. 1 6

Partnership HHOF success is built on an extensive corporate partnership and licensing program fostering continued growth, development and leverage.

8 Partnership HHOF success is built on an extensive corporate partnership and licensing program fostering continued growth, development and leverage. HHOF provides a unique opportunity for its partners to harness the passion the consumer has with the game of hockey and to gain a competitive advantage through association and compelling promotional initiatives. HHOF can offer relevant sports association with consumers, without any territorial restrictions. 7

Corporate Partners Founding / Premier Sponsors Imperial Oil Limited MCI Canada Ltd. Molson Canada Panasonic Canada Inc. Pepsi Cola Canada Ltd. Sun Media (Toronto) Corp.

9 Corporate Partners Founding / Premier Sponsors Imperial Oil Limited MCI Canada Ltd. Molson Canada Panasonic Canada Inc. Pepsi Cola Canada Ltd. Sun Media (Toronto) Corp. / The Toronto Sun The Sports Network Inc. (TSN/RDS) Contributing Sponsors Hugo Boss Canada Inc. RBC Financial Group Royal Canadian Mint The Upper Deck Company The Westin Harbour Castle, Toronto VIA Rail Canada Inc. Volkswagen Canada Inc. Xentel DM Incorporated Promotional Associates Bulletin Canada Frito Lay Canada IceHockey World Magazine Scarboro Golf & Country Club Ltd. Source For Sports 8

10 Official Marks Art of Hockey Blades of Steel Gallery Game Time Hockey Hall of Fame Hockey Legends Legends Legends Club Legends of Hockey Legends on Ice Images On Ice Legends of the Game Shoot Out Showdown Shut Out Silverware Slapshot Spirit of Hockey Spotlight Teammates World of Hockey 9

HHOF Visitor Information Annual Attendance (inclusive) Corporate Events Education Program Family Rate Repeat Visits GTA Ontario (excluding GTA) Canada (excluding

11 HHOF Visitor Information Annual Attendance (inclusive) Corporate Events Education Program Family Rate Repeat Visits GTA Ontario (excluding GTA) Canada (excluding Ontario) United States International Male Female 310,000 37,000 34,000 66,000 14% 19% 27% 24% 21% 9% 68% 32% Under % 23% 26% 34% 4% 10

Annual Online Access Statistics 2006 No. of page views (impressions) No. of user sessions No. of unique users @ 59% No.

12 Annual Online Access Statistics 2006 No. of page views (impressions) No. of user sessions No. of unique 59% No. of daily users Average length of user session 18,906,990 4,047,207 2,253,153 11,088 00:07:40 Web traffic growth over past 5 years 328% 11

Premier Sponsor Package The following pages outline HHOF category exclusive Premier Sponsor rights and benefits featuring on site titled exhibit branding in association with HHOF s two new permanent

13 Premier Sponsor Package The following pages outline HHOF category exclusive Premier Sponsor rights and benefits featuring on site titled exhibit branding in association with HHOF s two new permanent exhibits, the NHL Zone and Dynasties (constituting the final phase of the Hall s $12.0 million new millennium exhibit revitalization plan). Also listed, on page 36, is a breakdown of the entry level Promotional Associate category. 12

14 Premier Sponsor Rights and Benefits A. Exclusive worldwide sponsorship and promotional licensing rights in the home hardware (TBD) sector: Royalty free license to reproduce and use HHOF Official Marks and HHOF Archival Materials (i.e. photographic and artifact images, etc., subject to third party IP rights) in approved advertising, promotion and publicity Mutually agreed promotional designations {i.e. Official Sponsor (Power Tool, Home Improvement Product/s) of the Hockey Hall of Fame }; 13

Sample HHOF promotional and logistical assistance to activate and leverage licensing rights via creative media, special events and consumer promotions, including cross promotions with other HHOF

15 Sample HHOF promotional and logistical assistance to activate and leverage licensing rights via creative media, special events and consumer promotions, including cross promotions with other HHOF sponsors and licensees: o o o o o o o Induction Weekend/Celebration contest prize packages; On line contest prizing via HHOF.com ( Pepsi Game Time ); HHOF merchandise premiums via retail licensees (i.e. New Era and Bulletin apparel, Frameworth, Royal Canadian Mint, etc.); HHOF on site contests and sampling/ couponing; Access to Honoured Members / NHL Alumni; Access to game and event tickets; See samples of HHOF partner advertising and promotional activities on pages 15 and

16 HHOF success is built on an extensive corporate partnership and licensing program fostering continued growth, development and leverage. HHOF provides a unique opportunity for its partners to harness the passion the consumer has with the game of hockey and to gain a competitive advantage through association and compelling promotional initiatives. HHOF can offer relevant sports association with consumers, without any territorial restrictions. 151

harness the passion the consumer has with the game of

association and compelling promotional initiatives.

17 HHOF success is built on an extensive corporate partnership and licensing program fostering continued growth, development and leverage. HHOF provides a unique opportunity for its partners to harness the passion the consumer has with the game of hockey and to gain a competitive advantage through association and compelling promotional initiatives. HHOF can offer relevant sports association with consumers, without any territorial restrictions. 161

18 Premier Sponsor Rights and Benefits Royalty free license to produce custom merchandise i.e. Black & Decker/HHOF cobranded products plus right to purchase HHOF licensed products at wholesale cost, for approved promotional and premium uses; 17

19 Premier Sponsor Rights and Benefits B1.Title sponsorship and naming rights in and to the new NHL Zone exhibit, including identification via marquee signage and related HHOF promotional materials (i.e. Exhibit Map Guides, Exhibits Tour via HHOF.com). 18

20 Premier Sponsor Rights and Benefits 19

21 Premier Sponsor Rights and Benefits NHL Zone entrance 20

22 Premier Sponsor Rights and Benefits 2 of 22 Legends showcases 21

23 Premier Sponsor Rights and Benefits NHL Today showcases 22

24 Premier Sponsor Rights and Benefits NHL Milestones showcases 23

25 Premier Sponsor Rights and Benefits B2.Title sponsorship and naming rights in and to the new Dynasties exhibit, including identification via marquee signage and related HHOF promotional materials (i.e. Exhibit Map Guides, Exhibits Tour via HHOF.com). 24

26 Premier Sponsor Rights and Benefits 25

27 Premier Sponsor Rights and Benefits One of two entrances to the Dynasties exhibit 26

28 Premier Sponsor Rights and Benefits A northern view of the floor to ceiling engraved Stanley Cup "Bands of Champions wall within the Dynasties exhibit. 27

29 Premier Sponsor Rights and Benefits C. Additional exposure within HHOF facility: Run of schedule sponsor billboard on HHOF InfoNet plasma display in entrance foyer; Two inner rink board logo displays in the NHLPA Be A Player Zone. Jean Beliveau 28

30 Premier Sponsor Rights and Benefits D. Private rent free use of HHOF facilities to hold dinners, receptions, meetings, press conferences, product demonstrations, training seminars, commercial productions, etc.: Full facility 2 uses each year; Esso Theatre or Hartland Molson Theatre 2 uses each year; Meeting Rooms 6 uses each year. 29

31 Premier Sponsor Rights and Benefits E. HHOF Induction and Admission Tickets: Ten complimentary Gala Tickets to the annual Induction Celebration (including four MCI Great Hall seats); One Thousand complimentary general admission tickets each year o Additional complimentary or discounted tickets for use in approved consumer promotions. 30

32 Premier Sponsor Rights and Benefits F. HHOF Official Program ( LEGENDS ): One four colour, full page advertisement in each annual edition distributed via HHOF admissions, retail and direct marketing channels. 31

33 Premier Sponsor Rights and Benefits G. HHOF Portable Exhibits: 50% discount off rate card for rental use of HHOF s Legends of Hockey Mobile Exhibit (including the Showdown interactive game). 32

34 Premier Sponsor Rights and Benefits H. On line Exposure: Branding and web linking within online exhibits tour; Opportunities for additional exposure via on line contests and active promotional initiatives. 33

35 Marketing Dollar Comparison CBC 2 x 30 sec. playoff national commercial $69,193 CTV 3 x 30 sec. national commercial $53,000 YTV 8 x 30 sec. ROS national commercial $54,544 Toronto Star Saturday full page colour ad $71,922 Reader s Digest (Can.) full page colour ad $38,425 Chatelaine full page colour ad $50,774 Pattison Outdoor Ads (Toronto/Oshawa/ Hamilton 25 GRPs street level 425 faces x 4 weeks) $75,578 34

36 Premier Sponsor Promotional Fees and Term NHL Zone Promotional Fee: Dynasties Promotional Fee: Term and Renewal: $80,000 cash contribution each contract year $45,000 cash contribution each contract year each at three year terms 35

37 Promotional Associate Promotional Fee and Term Promotional Fee: Term and Renewal: $25,000 cash contribution each contract year two year term Includes items A, F, and G, plus a reduction in items C, D and E, specifically 4 Induction Gala tickets, 500 admission tickets, elimination of rink boards ads, and rent free use of: full facility (one time each year); theatre (one time each year); meeting rooms (two times each year). 36

HOCKEY HALL OF FAME INTERMEDIATE EDUCATION PROGRAM

HOCKEY HALL OF FAME INTERMEDIATE EDUCATION PROGRAM MATH PRE-VISIT ACTIVITY 1. Mathematical concepts can be found everywhere in our day-to-day lives. In the space below, discuss how mathematics are at work during a game of hockey. (i.e. statistics, geometry,