2018 USA HOCKEY WINTER MEETING MARKETING, COMMUNICATIONS AND EVENTS

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1 2018 USA HOCKEY WINTER MEETING MARKETING, COMMUNICATIONS AND EVENTS Marketing, Merchandising and Licensing Partner and Supplier Agreements Sponsorship agreements have been reached with Comcast, Procter and Gamble and Deloitte. An agreement to terms has been reached with Chipotle Mexican Grill to become the title sponsor of the Chipotle/USA Hockey National Championships and they will also sponsor Hockey Weekend Across America and Try Hockey for Free Days. The next six months will be a very busy for contract renewal with 9 contracts expiring in that time frame. Sponsor Contract Service United Q4 United NGB Program reports are due January 5 th. The quarterly reports have been streamlined down to proof of: o Membership (or) o Social media post I ve received the 2018 NGB program enrollment documents and am in the process of filling them out Dunkin Donuts The Time is Now Tour Dunkin has continued to be very involved in activating at each of the tour stops thus far. o This has been centered on a table/booth with a prize wheel (gift cards), mascot, and general giveaways. o However, due to the lack of resources in the San Francisco/San Jose market (four stores), the regional marketing manager has chosen not to activate at the game on December 15 th. General Dunkin brought their five signed USWNT athletes (Meghan Duggan, Kendall Coyne, Brianna Decker, Gigi Marvin, and Kacey Bellamy) to an appearance, December 7 th, at the NHL Centennial Fan Arena at Amalie Arena in Tampa, FL. USA Hockey supported this through social media posts promoting the lead up. Toyota The Time is Now Tour

2 Toyota remains very engaged with each tour stop. This includes all rights that have been fulfilled. From my understanding, the San Francisco/San Jose market is very involved with their sports partnerships, so we re looking to include a second vehicle display at the game on December 15 th. o 20 local dealership employees have utilized their game tickets this will continue at the final game. o The feedback I ve received from MKTG have been positive regarding their experiences which bodes well as we discuss getting them involved with the upcoming Disabled Hockey Festival. Olympics/Paralympics Toyota recently conducted a commercial shoot with sled member Rico Roman in Colorado Springs on November 24 th. o The shoot included an off-ice segment at a local cross fit gym serving as the backdrop for still footage, testimonials and pertinent stories about overcoming odds to make it to this elite level. o The on-ice portion was conducted at Sertich Ice Arena. While the shoot was chosen to be unbranded from a USA Hockey perspective, we supported this through: Blank practice jerseys, ancillary items and myself as the on-ice puck handler/coach Toyota is looking to collaborate on hospitality events with their NGB partners during both the Olympics and Paralympics. o The Olympics will include four top Toyota executives (February 9 th - 13 th ), a potential lunch or dinner with either members of our Men s/women s team, general managers Jim Johannson and/or Reagan Carey, including coaches. Attending the women s game on February 11 th was discussed as well. o The Paralympics will see up to 35 Toyota dealers across the U.S. experiencing a similar opportunity with our Para Ice Hockey team and game on March 10 th. The Hockey IntelliGym The holiday sales push is off to a great start with: o Educational November 1 st o Cyber Monday offer November 25 th o Cyber Monday offer retarget (opens and click-throughs) November 30 th Upcoming marketing activities include: o HPTO December 6 th 8 th

3 o Holiday special December 9 th * Offer includes tangible IntelliGym hockey equipment bag tag o Final holiday special December 21 st * To include supporting social posts through all three USA Hockey channels o December magazine ad Additionally, I ve been working with Matt Leaf on IntelliGym inclusion in the officiating education site as they re looking to promote this to their membership base following the recent HIG study. Merchandising and Licensing The online store is off to a great start for the year. Through November, sales are 17% ahead of the previous Olympic year and 190% ahead of last year. The retail stores in Lake Placid and Las Vegas continue to perform well compared to prior years Report Submitted by: Lee Meyer, Sr. Director Communications Report Youth Hockey New :30 youth hockey spot complete and will air during World Juniors for first time Preparations for national championships underway, including program, PR plans, content plan and HockeyTV broadcasts Helping craft transitions guidebook Working on two body contact videos one for boys/one for girls On-going editing/distribution of all newsletters and pitching/fulfilling of youth hockey stories to various media outlets. World Junior A Challenge Dec Truro, Nova Scotia All games streamed live on HockeyTV Sydney supporting remotely Schedule Dec. 11 CZE-USA 3:30 p.m. AT/2:30 p.m. ET Dec. 12 USA-CAN West 7:30 p.m. AT/6:30 p.m. ET Dec. 13 Quarterfinals TBD Dec. 14 Semifinals 3:30/7:30 p.m. AT/2:30/6:30 p.m. ET Dec. 15 Fifth Place Game 3:30 p.m. AT/2:30 p.m. ET Third-Place Game 7:30 p.m. AT/6:30 p.m. ET Dec. 16 Championship Game 3:00 p.m. AT/2:00 p.m. ET 2017 U.S. Hockey Hall of Fame Induction Celebration Dec. 13 Westin Boston Waterfront Hotel

4 Event completely sold out; steamed live at USHockeyHallofFame.com at 7 p.m. ET Content plan in place All final logistics being solidified Class of 2017: Kevin Collins, Jack Parker, Ben Smith, Ron Wilson, Scott Young Lester Patrick Trophy recipients: Dave Ogrean, Peter Lindberg Onsite staff: Dave Fischer, Pat Durant, Harry Thompson, Sydney Blackman, Jayson Hron The Time Is Now Tour TimeIsNowTour.com Dec. 15 San Jose (Live on NBCSN) Content plan in place Finalizing all media operations logistics in concert with Sharks PR staff Onsite staff: Andrea Mazzarelli, Harry Thompson, Dave Fischer Women s Residency Program/Women s National Team Program On-going efforts to fulfill numerous media requests, including in-person in Florida and remotely at events and/or on phone/through other technologies Discussing opportunities with NHL on involvement with NHL All-Star Weekend Dec. 17 USA-Canada in Edmonton is live on NHL Network Sled Residency Program/National Sled Team Program Finalizing plan for scheduled media opportunities in Chicago Sled tournament Jan Turin, Italy Sled Series vs. Canada o Feb. 7 at HarborCenter in Buffalo at 7 p.m. ET o Feb. 10 in Pt. Colborne, Ont. USA Hockey Magazine January issue in final proofing process February issue (Olympic) production in process Ads sales for December and January issues were solid, however, market continues to be a challenge 2018 IIHF World Junior Championship Dec. 26, 2017 Jan. 5, 2018 Buffalo, N.Y. Final modifications being made to media operations plan; in good shape 200-plus media accreditation requests have been received, not including broadcast rights holders All games on NHL Network; all U.S. games live; finalizing all TV logistics Medal round tickets on sale today Team USA content plan in place

5 U.S. pre-camp in Columbus Dec ; Two U.S. pre-tournament games set Dec. 20 in Jamestown, N.Y. and Dec. 22 in Erie, Pa. Onsite staff: Dave Fischer (event), Jon Gomez (team PR), Andrew Ketterer (content), Harry Thompson (magazine piece) U.S. Tournament Schedule Dec. 26 Denmark 8:00 p.m. ET Dec. 28 Slovakia 8:00 p.m. ET Dec. 29 Canada 3:00 p.m. ET Dec. 31 Finland 4:00 p.m. ET Jan. 2 Quarterfinals 8:00 p.m. ET Jan. 4 Semifinals 4:00 p.m. ET Jan. 5 Gold Medal Game 8:00 p.m. ET 2018 IIHF U18 Women s World Championship Jan. 6-13, 2018 Dmitrov, Russia Content plan being developed Digital media guide to be produced All games will be streamed live on IIHF.com Onsite staff: Pat Durant (PR/content) Schedule Jan. 6 Sweden 7:30 p.m. local/11:30 a.m. ET Jan. 7 Russia 3:30 p.m. local/7:30 a.m. ET Jan. 9 Canada 3:30 p.m. local/7:30 a.m. ET Jan. 10 Quarterfinals TBD Jan. 12 Semifinals 3:30/7:30 p.m. local 7:30 a.m./11:30 a.m. ET Jan. 13 Bronze/Gold Gms 3:30/7:30 p.m. local 7:30 a.m./11:30 a.m. ET 2018 Olympics/Paralympics Announcement of Olympic/Paralympic team rosters set for Jan. 1 as part of NHL Winter Classic. Four athletes and head coach from each of three teams. Announcement in first intermission in venue and live on NBC. Media availability in second intermission. Onsite staff: Dave Fischer (men s PR), Andrea Mazzarelli (women s PR), Brian Kelley (PR both teams), Harry Thompson (content), Andrew Ketterer (content) Men s arrival slated for Feb. 9 in village Men s Schedule Feb. 14 Slovenia 9:10 p.m. local/7:10 a.m. ET Feb. 16 Slovakia 12:10 p.m. local/10:10 p.m. ET (Feb. 15) Feb. 17 Russia 9:10 p.m. local/7:10 a.m. ET Feb. 21 Quarterfinal TBD Feb. 23 Semifinals TBD Feb. 24 Bronze Medal Game 9:10 p.m. local/7:10 a.m. ET Feb. 25 Gold Medal Game 1:10 p.m./11:10 p.m. (Feb. 24)

6 Women s arrival slated for Feb. 2 in village; through team processing on Feb. 1 Women s Schedule Feb. 11 Finland 4:40 p.m. local/2:40 a.m. ET Feb. 13 Russia 9:10 p.m. local/7:10 a.m. ET Feb. 15 Canada 12:10 p.m. local/10:10 a.m. ET (Feb. 14) Feb. 17 Quarterfinal TBD Feb. 19 Semifinals TBD Feb. 21 Bronze Medal Game 4:40 p.m. local/2:40 a.m. ET Feb. 22 Gold Medal Game 1:10 p.m./11:10 p.m. (Feb. 21) Paralympic Schedule TBD 11 th Annual Hockey Weekend Across America Nationwide March 2-4 Integrating new sponsor into weekend Developing additional promotional materials Discussing new concepts focused on social media engagement 21 st Patty Kazmaier Memorial Award March 17, Minneapolis Selection committee established; voting schedule in place Brunch ceremony set for Alumni McNamara Center on University of Minnesota campus Event in conjunction with NCAA Women s Frozen Four Kaz Watch schedule set Miscellaneous Working on some minor modifications to history wall at USAH Arena this week Finalizing holiday card HTML Putting Brian Fishman brochure together to solicit Brian Fishman Intern Annual Report for finalized and at printer. Will be available at Winter Meeting Revamped athlete bios on website; implemented a more consistent format for all tournaments online Report Submitted by: Dave Fischer, Sr. Director Pre-Olympic Women s Activity Event Marketing October 25: Boston, MA (Agganis Arena at Boston University) A sold out crowd in Boston of 6,100 helped set the tone for the start of the tour.

7 Many members of the Gold Medal winning 1998 Women s Olympic Team were honored during the first intermission in celebration of their 20 year anniversary. The game was aired live on the NHL Network. November 7-12: 2017 Four Nations Cup in Tampa, FL The three preliminary round games at Florida Hospital Center Ice in Wesley Chapel saw great crowds, including (2) that were completely sold out. For the first time in the history of the event being held in the U.S., the Championship Day of action took place in an NHL venue with Amalie Arena playing host to over 3,500 spectators who saw the United States win the Four Nations Cup. December 3rd- St. Paul, MN (Xcel Energy Center) The first of two Olympic Exhibition Games, operated in conjunction with the USOC, saw the United States lose a close game in OT in front of a crowd north of 9,000. The game set the attendance record for a women s hockey game at the Xcel Energy Center. The three members of the Gold Medal winning 1998 Women s Olympic Team in attendance were honored during the second intermission in celebration of their 20 year anniversary. The game was aired live on NBC Sports Network December 15th- San Jose, CA (SAP Center) Promotions for the game are well underway in the San Jose marketplace, including use of multiple SAP Center and San Jose Shark owned and operated assets. The game will be aired live on NBC Sports Network 2018 IIHF World Junior Championship o Planning continues for a great event, with daily conversations taking place between USA Hockey and Buffalo staff members. o As of December 7, all tickets are now on sale including single game tickets for the medal round games. o Although officially not part of the event, USA Hockey has entered into agreements with Jamestown, NY and Erie, PA to host (2) Team USA exhibition games prior to the team s arrival into Buffalo. Report Submitted by: Kevin Couture, Director Internet Content and Development

8 The content calendar, involving staff as well as freelance writers, remains packed and busy as we head into the final stretch before World Juniors and the Olympics. Technology projects continue to proceed toward new versions for seasons as well as redesigns for some websites. Current Projects NTDP website redesign mockups complete pending final review. Launch in January. Upcoming site redesigns: Will begin transitioning all sites to latest SportsEngine code over the spring. Assisting various departments with statements of work for next phases of development on their projects. Intention is to have final contracts signed ahead of Winter Meeting such that work can begin and be completed by Annual Congress. USA Hockey Mobile Coach 4.0 has launched for ios and Android is coming in the next several days. Biggest new features include a practice plan analyzer, goaltender activity tracker, and navigation overhaul. Zoom continues to expand its footprint at the national and local level. Tutorial planned for Winter Meeting to further education on technology. Website and Video Content All numbers cover Aug. 1-Nov. 30 with % change compared to same time 2016 National Site: Up 6% in sessions, 14% in page views o Coaching clinic traffic in August was up 42% and Officiating Seminar traffic was up 68% driving this bump over the summer Biggest increase: USA Hockey Arena (Up 56% - Credit staff in Plymouth expanding content posted on that site) Biggest decrease: US Hockey Hall of Fame (Down 55% - Timing of class announcements was different this year Overall time on site is up 59%) Video: Traffic is holding strong when compared to last year, which is impressive considering the World Cup drew significant traffic during this time period. o Most watched video: How to Dress a Youth Hockey Player (30,510 views) o Most shared video: From Child s View, Parents Find Full-Ice Hockey No Fun (240 shares) Report submitted by Cameron Eickmeyer, Director

9 Full Report Submitted By; Mike Trimboli, VP and Chair, Marketing Council Mike Bertsch, AED

Marketing, Communications and Events October 13, Marketing, Merchandising and Licensing

Marketing, Communications and Events October 13, 2016 Marketing, Merchandising and Licensing Partner and Supplier Agreements The USA Hockey store in the Fashion Show Mall in Las Vegas opened on October