Proposal Deck - American Airlines Center

2011/2012

Since opening in July 28, 2001, the American Airlines Center® has set a new standard for sports and entertainment
facilities. From its traditional architecture to hi-tech innovation, the American Airlines Center has become a
premier sports and entertainment venue in the United States. Currently ranked 2 nd in the U.S., 5 th in North
America and ninth worldwide in terms of tickets sold. Located in the heart of Dallas’ new and underway urban
development, Victory Park, American Airlines Center serves as its crown jewel.
Inside, the facility offers the finest in amenities with four front doors, five concourses, 142 luxury suites, 2 large ,
super suite party boxes and room for 20,200 basketball or 18,500 hockey fans. The retractable seating brings the
bowl in closer to the action, allowing fans a more intimate experience and exceptional sight lines.
In our first 10 years over 200 musical artists have performed, including performances from: The Eagles, Cher,
Prince, Billy Joel and Elton John, Shakira, Simon and Garfunkel, Fleetwood Mac, George Strait, Bruce Springsteen,
Usher, Green Day, Tom Petty, Destiny’s Child, U2, Rolling Stones, Foo Fighters, Paul McCartney, Aerosmith, Bon
Jovi, Cold Play and Vicente Fernandez to name a few. American Airlines Center also annually hosts world
renown family shows such as Disney on Ice, Stars on Ice, Champions on Ice, Ringling Bros. Barnum & Bailey
Circus , The Harlem Globetrotters, World Wrestling Entertainment, Ultimate Fighting Championships and more.
The American Airlines Center has also been no stranger to major sporting events in addition to being home of the
NHL Dallas Stars, NBA Dallas Mavericks and Arena Football League’s Dallas Vigilantes. The 2002 and 2006 NCAA
Men’s Basketball 1 st and 2 nd Round Tournament , Phillips 66 2003, 2004, and 2006 Men’s Big 12 Basketball
Tournament have also been held in Dallas at American Airlines Center. In 2007, American Airlines Center hosted
the 2007 NHL All-Star Game and the NBA All-Star Game Events in February of 2010; and most recently hosting
and winning the 2010-11 NBA Finals for our own Dallas Mavericks as NBA Champions.

Our Worldwide Ranking
American Airlines Center Rankings
United
States
North
America
World
PollStar Magazine Top 100 Arena Venue Rankings year end 2010

Breakdown of Attendance
2010-2011 Total Attendance
2,795,044
Who makes up the 2.79 million attendees?
Mavs games draw 41% of the total attendance…
Stars games draw 29% of the total attendance…
3 rd party events draw 30% of the total attendance…

Dallas Stars Team Highlights
1999 Stanley Cup Champions
2000 Western Conference Champions
Won over 700 games in 17 seasons
7 Division Championships in the Last 14 Seasons
Advanced to the 2008 Western Conference Finals
31Players Selected to Participate in the All-Star Game Since 1993
BY THE NUMBERS
11Seasons of 40+ Wins Over the Last 14 Seasons
14 straight 30+ Win Seasons
Host of the 2007NHL All-Star Celebration
2 Presidents’ Trophies for Best Record (1998, 1999)
3rd Most Home Wins since the 1996-97 Season
3rd Most Wins since the 1996-97 Season

Dallas Mavericks Team Highlights
11 th
consecutive 50+ win season: 55 wins – 27 losses
4 th
franchise in NBA history to have at least ten
consecutive 50-win seasons
11 th
consecutive season to qualify for the playoffs
2 nd
longest active playoff streak in the NBA
Top 10
franchise in the NBA for the 9th
straight year by ESPN’s Ultimate Standings
BY THE NUMBERS
NBA Champions!
1 st
time that a Mavs player receives the Finals MVP award
20,101
457
average home attendance
(105% of capacity)
consecutive home sell-outs (including playoffs)
Since 2001. Longest active streak in NBA
1st 2
Championship in franchise history
nd
Western Conference Championship

Dallas Mavericks Fan Demographics
THE MAVERICKS FAN is as dynamic and diverse as your company. There are 2 million Mavericks fans in the Dallas-Fort Worth
area and 450,000 of those fans regularly attend home games. Overall, Mavs Fans and Attendees are family oriented, are younger,
have slightly higher incomes, live in larger homes, are more active, travel more often and are better educated than the general
population in Dallas Fort Worth.
Scarborough Sports Marketing, May 2011
Ethnic Breakdown
•62% White, 18% Hispanic, 15% African American
Age
• 57% of Mavs Fans are between the ages of 30 and 54
Income
•50% of Mavs Fans & 55% of Mavs Attendees have a HHI of at least $75,000
compared to 26% of DFW general market adults
Gender
•61% are men, 39% are women
Kids
•45% of Mavs’ Fans have at least one child
Education
•32% of Mavs Fans and 32% of Attendees have at least a college education compared
to 29% of Dallas general market adults
Home Value
•40% of Mavs Fans and 41% of Mavs Attendees have a home value of
$150,000+
Social Media
•Mavs Fans use Facebook 11% more often then the average Dallas market adult and
over 1.4 million members follow the Mavs official Facebook page

Dallas Stars Fan Demographics
UPSCALE*
• 23% have family income in excess of $150,000
• 46% have family income in excess of $100,000
• 63% are in the $75,000+ category
• 82% are $50,000+
MALE
• 57% are male
YOUNG
• 82% are in the 18-54 age group
• 70% are in the 18-49 age group
• 35% are in the 18-34 age group
VARIED
• 42% of Dallas Stars season ticket holders share the purchase of their seats
with someone else
• More than 250,000 different people attend at least one game during the
season
WATCHING AND LISTENING
• 88% of Stars fans follow Stars games on TV
• 50% listen to games on SportsRadio 1310 The Ticket
SOCIAL MEDIA
• 100,000+ “likes” on the Dallas Stars Facebook page
• 20,000+ follow the Dallas Stars on Twitter
DALLASSTARS.com
• 78% of Stars fans visit the Stars website, 37% daily
DR PEPPER STARCENTERS
• Attract over 3 million visitors each year
NHL DEMOGRAPHICS**
• NHL Fans are younger, more affluent, and more tech savvy than those of the
other major sports leagues
• The cost per point of an NHL fan is worth a 40% premium over the average
cost per point of the typical (ESPN) sports fan*
MLB NBA NFL NASCAR
Male 65.5% 59.7% 62.8% 59.8% 64.8%
Adults 18-49 63.3% 54.8% 60.2% 56.7% 58.5%
Average Age 44.0 47.1 45.1 46.5 46.0
Some College or
More
Internet Purchase (past
yr)
68.0% 63.0% 63.6% 60.4% 52.9%
63% 57% 57% 56% 52%
Cable Modem 34% 31% 31% 31% 28%
Work Full Time 64.0% 57.1% 58.1% 57.0% 60.4%
Average HHI $103,963 $96,194 $96,040 $94,475 $85,981
*Based on an independent research survey conducted in March, 2010
**Based on GroupM media target analysis

Our Exclusive Sponsors
American Airlines: Airline Services, Including Commercial and Cargo
AT&T: Local/Long Distance, DSL/Cable/Satellite, Web Hosting, VoIP, Wi-Fi
Bachendorf ’s: Time Pieces
Beer: Anheuser-Busch, Miller Brewing Company, Heineken
Bubba Burger: Official Burger
Classic Foods: Hot Dogs, Bratwurst, Sausages, Chili, Nacho Cheese, Premium
Condiments & Garbage Can Liners
Coca-Cola & Dr Pepper: Cola; Soda
Community Coffee: Coffee, Tea & Hot Chocolate
Deja Blue: Water
Dreyer’s: Frozen Desserts
Ford: Automobile, Excluding Luxury Domestic and Imported categories (Not Motorcycles
or Watercraft)
Igloo: Exclusive frozen beverage with alcohol
Pizza Patron: Pizza, Bone-In Wings, Breadsticks & Churros
Red Bull: Energy Drink
Rudy’s Tortillas: Tortillas, Tortilla Chips & Taco Shells
Slurpee/7-11: Exclusive non-alcoholic frozen beverage
MetroPCS: Wireless Communication Products and Services
TXU Energy: Energy Services

BRANDING
Exterior Signage
Marquee
Digital Marquee
Vent Stacks
Interior Signage
Plaza Concourse
Terrace Concourse
Restroom Signage
Platinum Level Signage
Platinum Garage Signage
Interior Bowl Signage
LED Fascia Position
LED Digital Scoreboard (New)
LED Digital End Boards (New)
Upper Vomitory
Zamboni Tunnel

Exterior Signage
1- Marquee Tower Static Signage
The American Airlines Center marquee tower offers a ‘marquee’ location adjacent to
I-35 Stemmons Freeway with vehicular traffic providing over 280,000 impressions
daily. This static signage panel measures approximately 6’ x 10’and is backlit.
2- Marquee Tower Digital Signage
Also located on the marquee tower, state-of-the-art marquee tower digital signage
offers :30 spots, with a guarantee of two (2) spots per hour. Marquee tower digital
signage is illuminated 24 hours per day, seven days a week.
1
2

Exterior Signage
Vent Stack Signage
Vent Stacks are located on the building’s perimeter walkways and present a four-sided backlit signage opportunity
with exposure to both pedestrians and vehicles for daily traffic flow and all events. Vent stacks are located at the
NE, NW, SW, and SE corners of the facility near high traffic American Airlines Center destination like the north
box office and platinum parking garage (NE), north fan shop (NW), south box office (SW), and Jack Daniel’s Old
No. 7 Club (SE).

Interior Signage
Concourse Signage
Concourse Signage offers framed signage panels throughout the Plaza and Terrace Levels of American Airlines Center. (Platinum
level concourse signage also available.) This static and front lit signage measures 3’ x 4’. Sponsor responsible for all signage production
and installation costs. Estimates and direct invoicing available via preferred vendors. All signage subject to prior approval by Center Operating
Company.

Interior Signage
Men’s & Women’s Restroom Signage
Men’s & Women’s Restrooms throughout American Airlines Center offer recognition in the form of interior wall signage. Located in
all single-sex restrooms throughout the plaza and terrace levels of the building, 16 in total. Signage measures approximately 22” x 28”
and it strategically placed. Sponsor responsible for all signage production and installation costs. Estimates and direct invoicing available via preferred
vendor(s). All signage subject to prior approval by Center Operating Company. May Sell Any Combination of the Following: 4 Plaza Level
Men’s Restrooms, 4 Plaza Level Women’s Restrooms, 4 Terrace Level Men’s Restrooms, 4 Terrace Level Women’s Restrooms

Platinum Level Signage
Platinum Level Signage This signage offers custom framed signage panels in both the East and West corridors of the
exclusive Platinum Level of American Airlines Center. This static signage will measure approximately 3’ x 16’. The
Platinum Level offers the finest in amenities including 142 luxury suites and 2100 Platinum Club Seats which serves our
highest-end VIP clientele. Currently there is no other sponsor signage on the Platinum Level. Sponsor responsible for all
signage production and installation costs. Estimates and direct invoicing available via preferred vendors. All signage subject to prior approval by
Center Operating Company.
Mock up of Platinum Level signage

Platinum Level Signage
Platinum Garage Signage This signage offers framed, backlit signage panels in the Platinum Garage near escalators
and elevators. The Platinum Garage is located directly across from the VIP entrance on the east side of American
Airlines Center. Sponsor responsible for all signage production and installation costs. Estimates and direct invoicing available via preferred
vendors. All signage subject to prior approval by Center Operating Company.

Interior Bowl Signage
LED Digital Fascia Position
State-of-the-Art, LED (Light Emitting Diode) Digital Signage is displayed on a 360 ring along the interior bowl and is illuminated for ALL
events. LED signage measures approximately 2 ½’ x 20’ or 387 (W) x 40 (H) Pixels and strategically repositions every 60 seconds to ensure all
guests have an unobstructed sightline toward each image. All logos are required to be displayed on a black background for a refined look.

Interior Bowl Signage
Scoreboard Digital Signage (New)
Our new center hung scoreboard will not only be one of the largest of its kind but will also be the first and only 1080 HD video
scoreboard in the NBA or NHL. Scoreboard signage will be visible for all sporting events and advertiser placement will be comparable to
that of the previous scoreboard. Digital signage will strategically reposition periodically, to ensure all guests have a sightline toward each
image. The four video boards will measure 18’ x 30’ in size.
Digital LED Rings

Interior Bowl Signage
Digital End Board Signage (New)
End Board Signage offers branding in the interior bowl’s newly updated north and south end boards. Signage opportunities on the end
boards will be comparable to previous bass trap signage and will be visible and active for all American Airlines Center events (exact
signage measurements TBD). Sponsor responsible for all signage production and installation costs. Estimates and direct invoicing available via
preferred vendors. All signage subject to prior approval by Center Operating Company.
Digital End
Board Layout
All new, full video end board measures 24’x72’

Interior Bowl Signage
Upper Vomitory Signage
Terrace level vomitory portals are located in the upper seating bowl and
offer an opportunity for overhead signage at each. Eight total locations
available, 4 on each side of terrace level. This new and size TBD signage
will be backlit. Sponsor responsible for all signage production and installation
costs. Estimates and direct invoicing available via preferred vendor(s). All
signage subject to prior approval by Center Operating Company.
Zamboni Tunnel Signage
The home of the Zamboni offers a highly visible signage panel located
directly above the Zamboni’s entrance/exit portal. Visible for all Dallas
Stars, as well as Dallas Mavericks games and other events, this signage
measures 2 ½’ x 14-22’ (dependent upon event seating onfiguration).
Sponsor responsible for all signage production and installation costs. Estimates
and direct invoicing available via preferred vendor(s). All signage subject to prior
approval by Center Operating Company

MEDIA
Exterior
HD Spectacular
Interior
In-Arena Television Network
Website
americanairlinescenter.com
In-Suite PC Screen Saver
Center AAccess/Platinum Club Newsletters
Access
Premium Direct Mailings
In Seat/In Suite Direct Access
Sampling/Tabling

Exterior Media
HD Spectacular
Sponsors will receive equal time/visibility on the HD Spectacular each day throughout the sponsorship period. The HD Spectacular
operates daily from 10am-10:30pm, 7 days/week. Built by Daktronics, the world leader in outdoor video displays; Owned and Operated by
American Airlines Center/Center Operating Company. Sponsor to provide produced spot on beta tape with traffic instructions. All spots
subject to prior approval by Center Operating Company. Affidavits available upon requests.
- 30 Ft H x 50 Ft W , 1080i High Definition, 12 mm LED Technology, Full Audio -
Total spots w/Audio: Thirteen (13) per day | Total spots w/o Audio: Twelve (12) per day
Total spots/day: Twenty-five (25)

Interior Media
In-Arena Television Network
Offers the opportunity to air :30 second television commercials on all 600+ television monitors displayed throughout the
facility. TV monitors and plasmas are located on each of the five (5) concourses, in each luxury suite and platinum party box, all
the exclusive/non-exclusive clubs plus other strategic, high traffic locations throughout the facility during all events. Sponsor to
provide produced spot on beta tape with traffic instructions. All spots subject to prior approval by Center Operating Company. Affidavits
available upon requests.

Interior Media
americanairlinescenter.com Exposure
americanairlinescenter.com offers the opportunity for internet
exposure on the official website of American Airlines Center.
Branded recognition offered at sponsor-relevant locations
throughout the site, which is the primary source of ticketing and
event information for all guests. Location of sponsor recognition to be
mutually agreed upon. Sponsor responsible for all website graphic
production and installation costs. All website graphics subject to prior
approval by Center Operating Company.
In-Suite PC Screensaver
Each of the 142 suites offers an opportunity to display branded
message in the form of a rotating Screensaver on all in-suite
computers for all events. Location of sponsor recognition to be
mutually agreed upon. Sponsor responsible for all website graphic
production and installation costs. All website graphics subject to prior
approval by Center Operating Company.

Interior Media
Center AAccess Newsletter/Platinum Club Member Newsletter
In addition to the website American Airlines Center offers exposure on it’s two web-based newsletters, Center AAccess and
Platinum Club Newsletter. Both newsletters are monthly publications that keep our guests updated on the latest and greatest
from American Airlines Center. Center AAccess is available to people who purchase tickets via our website and Platinum Club
Newsletter caters to our premium guests. Location of sponsor recognition to be mutually agreed upon. Sponsor responsible for all
website graphic production and installation costs. All website graphics subject to prior approval by Center Operating Company.
Center AAccess Newsletter Platinum Club Member Newsletter

Suite/Platinum Seat Holder
Premium Guest Direct Mail
Opportunity to communicate to American Airlines Center’s premium
customer base through direct mail. Sponsor responsible for all printing and
mailing costs. Each direct mailing is total 800 pieces. Sponsor responsible
for all printing and mailing costs. All direct mail pieces are subject to
prior approval by Center Operating Company.
Suite/Platinum Seat Holder In-Seat/In-Suite Access
Opportunity to display product/service brochure in each of the 142
luxury suites and 2,100 platinum club seats. Sponsor responsible for all
printing and distribution costs. Events and dates to be mutually agreed
upon. Sponsor responsible for providing materials in advance of event
date. All in-seat/in-suite placements are subject to prior approval by
Center Operating Company.

Sampling/Tabling Opportunities
Sampling/Tabling Opportunities
Opportunity to communicate and/or distribute samples and collateral to American Airlines Center’s guests through strategically placed,
Plaza, Terrace, or AT&T Plaza table locations. COC will provide 8’ table and chairs, sponsor responsible for all printing, production, &
distributing costs. All distributed material are subject prior approval by COC, exact event and location during event are mutually agreed
upon and are based on availability.

REAL ESTATE
Branded Spaces
Themed Rotunda
Themed Lobby
Gold Garage Lobby
Naming Rights
Platinum Party Box
Fixed Service Area
Platinum Garage
Plaza Level Retail/Concession Space
Platinum Club
Unique Branding
Cup Holders
Condiment Kiosks
First Aid Stations

Real Estate
Themed Rotunda
Each themed rotunda offers a unique real estate feature that lends itself to
marketing concepts for interactive and/or direct marketing. Each rotunda provides
visibility from all five levels of the building allowing for horizontal, vertical and
interactive signage opportunities. Sponsor responsible for all signage production and
installation costs. All signage subject to prior approval by Center Operating Company.
American Airlines
AT&T North Texas Tollway Authority

Real Estate
Themed Lobby
Each themed lobby offers a unique real estate feature that lends itself to marketing concepts for interactive and/or direct marketing. This
lobby provides visibility to all three levels of premium seating in American Airlines Center allowing for horizontal, vertical and interactive
signage opportunities. Sponsor responsible for all signage production and installation costs. Estimates and direct invoicing available via preferred
vendor(s). All signage subject to prior approval by Center Operating Company.
Ford Lobby American Airlines Lobby

Gold Garage Lobby Signage
The Gold Garage Lobby at American Airlines Center is reserved for premium guests and provides multiple
opportunities for decorative branding as well as direct access to this higher end demographic within the entrance/exit
corridor. Sponsor is responsible for all production and installation cost of signage and collateral materials. Collateral
material and distribution dates to be mutually agreed upon.
Lobby signage mock up

Naming Rights Real Estate
Platinum Party Box Naming Rights
Two newly constructed American Airlines Center Platinum Party Boxes
allow large groups to take advantage of the luxury suite experience for all
team events. Located on the platinum level, each Platinum Party Box will
accommodate 55-65 guests. Naming rights for platinum party boxes offers
the opportunity for full brand integration into this area of American
Airlines Center, including but not limited to: naming rights recognition on
all collateral materials and ticket stock, interior signage, staff uniforms,
etc. Sponsor responsible for all signage production and installation costs.
Estimates and direct invoicing available via preferred vendor(s). All signage
subject to prior approval by Center Operating Company.
Fixed Service Areas
Located throughout the platinum level and offering multiple
opportunities for experiential marketing and/or branded food
and beverage distribution. Each fixed service area offers
museum quality display cases, as well as gathering locations
for Platinum level patrons.

Platinum Garage
Platinum Garage Naming Rights: The Platinum Garage offers a unique opportunity for exposure as a naming rights partner. This
exclusive exposure includes, but is not limited to: Signage on the exterior of the garage, logo inclusion on all Platinum Garage passes, logo
inclusion on all garage parking staff uniforms, any and all references in promotion/sales/literature

Plaza Level Retail/Concession Space
Fixed Retail Space
This unique, 1,300 sqft. space offers an opportunity for a fixed retail store/branch location with access to the interior and
exterior of American Airlines Center for both event and non-event days. Located on the north side of the building and
with easy access to I-35, Dallas Toll Way, Downtown & Uptown Dallas and other surrounding areas, this space may be fully
branded and developed for interactive and/or direct marketing. Sponsor responsible for all signage production and installation
costs. Estimates and direct invoicing available via preferred vendor(s). All signage subject to prior approval by Center Operating
Company.
Space # 1
Space # 2

Platinum Club Naming Rights
Platinum Club Naming Rights:
The Platinum Club is the ultimate showplace for corporate entertaining, exquisite dining, and privileged access to the most prestigious area of
American Airlines Center. Naming rights for the platinum club offers the opportunity for full brand integration into this area of American Airlines
Center, including but not limited to: naming rights recognition on all collateral materials, interior signage, staff uniforms, Platinum Club website
etc. Sponsor responsible for all signage production and installation costs. Estimates and direct invoicing available via preferred vendor(s). All signage subject to
prior approval by Center Operating Company.

Unique Branding
Cup Holders
Each seat in American Airlines Center provides a cup holder for
patrons’ beverages. The opportunity exists to place an adhesive
message or logo identification on the inside back or front portions
of each of the 16,500 cup holders.
Condiment Kiosks
Mobile condiment kiosks offers exposure near concession and
dining areas on all levels of the American Airlines Center.
Sponsor responsible for all branding production and installation
costs. Estimates and direct invoicing available via preferred
vendor(s). All branding subject to prior approval by Center
Operating Company.

Unique Branding
First Aid Stations
American Airlines Center provides certified medical professionals, during all events, to assist guests with medical needs. Guests in
need of medical attention can find first aid stations on the Plaza and Terrace levels. First Aid stations are visible from concourses
and lend themselves well to external and internal branding. Sponsor responsible for all signage production and installation costs. Estimates
and direct invoicing available via preferred vendor(s). All signage subject to prior approval by Center Operating Company.
Plaza Level First Aid Station Terrace Level First Aid Station

HOSPITALITY
Luxury Suites
Platinum Seats

Luxury Suites
Luxury Suites
American Airlines Center Luxury Suites provide the finest in amenities and services with great sightlines for the ultimate
experience in entertainment and comfort. With premium parking and private entrances, luxury suites provide access to
private concourses, restaurants, bars and clubs, concierge service, wait service, and pre-order in-suite/seat service.
Luxury Suites available on long-term lease, as well as on a nightly rental basis.

Platinum Seats
Platinum Seating
Platinum Club Seats offer the finest in sports an entertainment seating. Platinum Club Seats include Dallas Mavericks and
Dallas Stars Regular Seasons only. Platinum Club Seat holders are also given first right to purchase all playoffs and 3Party
events e.g. concerts, etc. With premium parking and private entrances, Platinum Seats provide access to private concourses,
restaurants, bars and clubs, concierge service, wait service, and in-seat service.
Platinum Premier Seating
Platinum Premier seats are located in the Center most sections of the platinum level and offers an inclusive food and
Beverage package at exclusive dining facility for each Dallas Mavericks and Dallas Stars game. With premium parking and
private entrances, Platinum Premier Seats provide access to private concourses, restaurants, bars and clubs, concierge
service, wait service, and in-seat service.
$13,050 $145
$10,980 $122
$9,450 $105
$7,875 $87.50
$19,080 GOLD CIRCLE N/A
N/A