PARTNERSHIP OVERVIEW
CRYPTO.COM ARENA
L.A. LIVE
MICROSOFT THEATER
THE NOVO
LA KINGS
CONSUMPTION REPORT
a partnership
made well
the perfect pairing
pernod ricard aeg
x
1 Part Pernod Ricard Spirits 1 Part Pernod Ricard Wine 1 Part Pernod Ricard Champagne 1 Part Crypto.com Arena 1 Part L.A. LIVE 1 Part Microsoft Theater 1 Part The Novo 1 Part LA Kings
INGREDIENTS For a
HOW TO MAKE
With a blend of Pernod Ricard’s world-class portfolio and AEG’s iconic venues, this partnership has grown significantly over the years and enhanced the experience for the fans and to Pernod’s brands.
X
An anchor to the L.A. LIVE campus, Pernod Ricard has been an at concession stands throughout Crypto.com Arena over the years.
View Venue Assets
elevated and innovative
Delivering through out-of-home, digital and event activations throughout the campus.
Born to mix
microsoft theater
in live entertainment!
perfect pairing
the novo
The of up-and-coming artists and a younger demographic, Pernod Ricard brands are featured throughout the venue, at concessions and signage.
living legacy between
la kings
A in their craft.
legends
previous and upcoming
marquee events
previous
upcoming
the ones that make it happen
leadership team
Russell silvers
coo, global partnerships
nick baker
sr. director, partner activation
kami stoianov
svp, la kings partner activation
nam mcgrail
manager, partner activation
abby alami
vp, hospitality strategy
sam porter
sr. director of operations
april easterday
2021 NETFLIX WORLD PREMIERE: red notice
2022 Super Bowl City and Music Fest
2021-22 NBA SEASON 82 Home Games – Clippers/Lakers
2022 justin bieber justice tour
2021-22 SEASON la kings nhl playoffs
2022 mlb all-star weekend
2021 + 2022 emmys
2022 kendrick lamar: the big steppers tour
2023+ grammy awards
2023+ emmy awards
2023 college football national championship
2023 u.s. open golf championship
2024 ncaa basketball west region
2026 fifa world cup headquarters
2028 LA olympic headquarters
123rd u.s. open golf championship
back to top
2.8x
more likely than the general U.S. population to consume alcohol while watching or attending a live event
Crypto.com Arena attendees, L.A. Live attendees, and LA Kings fans are:
3.3x
more likely than the general U.S. population to drink tequila once per week
2x
more likely than the general U.S. population to be able to recall seeing a Jameson ad in the past 2 weeks
4.4x
more likely than the general U.S. population to be a current Absolut customer
3.6x
more likely than the general U.S. population to be able to recall having word of mouth exposure to Absolut in the past 2 weeks
Source: YouGov Profiles+ USA 2022-09-25
691,835,216
$4,274,565
Perfect Partnership
Total Annual Impressions*
Total Annual Value*
anchor to the fan
experience
*Source: Wasserman 2021 - 2022 Season Assets that are currently in progress are incorporated within this value.
Cheers, my friends!
Crypto.com Arena
demographics
The Crypto.com Arena attendee group consists of first-party ticket holders that have attended events at Crypto.com Arena. This group is made up of sports game attendees, concert-goers, premium ticket holders, and one-off event ticket buyers.*
Lorem Khaled Ipsum is a major key to success. How’s business? Boomin. Find peace, life is like a water fall, you’ve gotta flow. Put it this way, it took me twenty five years to get these plants.
HEADER
A redesign of the dining areas in the Yaamava’ Club, Lexus Club and other hospitality spaces, along with a refresh of the arena’s Premium and Suite Level entrances, concourses throughout the venue, and the Kings’, Lakers’ and Sparks’ locker rooms.
HOSPITALITY SPACES
A redesigned and upgraded Impact Sports Bar & Grill on the Main Concourse that will include new food and beverage menus. Improvements to the Main Concourse marked by an entirely new arrival experience, as well as upgrades to the Upper-Level Concourse including new food offerings, among other fan amenities.
Impact Sports Bar & Grill
The installation of two new LED screens and ribbon boards visible to the upper and lower bowl seating areas.
LED screens and ribbon boards
The creation of the arena’s first-ever Main Concourse suites that will provide guests with premium seating’s closest view of the action on the court, ice or stage.
Main Concourse suiteS
An expanded and reimagined Chairman’s Club that will offer select season ticket members and VIP guests new benefits and experiences at Crypto.com Arena’s most private and sought-after location before, during, and after events.
Chairman’s Club
The development of Crypto.com Arena’s first-ever multi-level Tunnel Club that will feature new hospitality spaces and an exclusive Event Level viewing experience that offers select season ticket members and other VIP guests a personal backstage window to watch players and performers as they enter and exit their locker rooms.
multi-level Tunnel CluB
A reimagined City View Terrace with flexible indoor-outdoor dining and entertainment experiences where fans can eat, drink and socialize while overlooking the expansive downtown Los Angeles skyline to the north and the arena bowl to the south.
CITY VIEW TERRACE
AEG recently announced plans for a multimillion-dollar renovation project at Crypto.com Arena – the largest in its history. With 4.5 million annual guests, Crypto.com Arena is the epicenter of sports, entertainment and culture in Los Angeles. Click the arrows on the right to view the extensive renovations to Crypto.com Arena. These renovations provide a multitude of opportunities for Pernod Ricard to expand its portfolio within these upgraded spaces and connect with fans through premium brand exposure. A unique curation of Pernod Ricard beverages in various new spaces throughout the arena will bring elevated experiences to events.
renovations
IN-ARENA
DIGITAL
HOSPITALITY
total annual impressions
DIGITAL MENU BOARD SIGNAGE
265,000+
total annual value
$205,544
Pernod Ricard receives digital menu board advertisement space that is in rotation for branding during all publicly ticketed events throughout the concessions. Connect with fans as they are interacting with the concessions and keeping your brands top of mind!
Consumption Report
LEVY CONCESSIONS
XXXK+
net sales
$XXX+
Levy Concessions, the caterer for all L.A. LIVE venues, exclusivey serves Pernod Ricard products in speciality drinks customized for the iconic events that take place on campus.
attendees
TASTE OF PREMIUM
XXX
caption goes here
All Crypto.com Arena Premium members were invited to a kickoff event that transformed the arena's center court into a sultry speakeasy showcasing Levy's new menu offerings for the upcoming season.
While sipping on premium, specialty cocktails curated between Pernod and Levy, guests enjoy food, live music, a tour of Lakers’ and Kings’ locker rooms, photo opportunities, and Laker legend speakers! This experience is an exclusive event to highlight the Pernod branding and connect the fans with the brands they will be enjoying all season long.
NEWSLETTERS + E-BLASTS
288,935
$109,624
Pernod receive one (1) banner advertisement placement in each monthly Crypto.com Arena newsletter. Each newsletter is distributed to a list of over 485,000+ and gives fans a preview of the brands they can enjoy!
MONTHLY NEWSLETTER
One (1) banner advertisement in each 2-Day reminder email sent to ticket buyers for each specific event.
2-DAY EMAILS
annual impressions
SOCIAL MEDIA
133,766
Pernod Ricard receives ten (10) social media posts each contract year from the Crypto.com Arena social media channels. With Levy’s collaboration, Pernod specialty cocktails have been curated for major concerts, sporting events and Lakers, Kings, and Sparks teams to increase buzz and sales! Those specialty cocktails are highlighted and shared for the hundreds of thousands of followers to see!
Luxury Suite
Pernod Ricard receives twelve (12) tickets to all publicly ticketed events at Crypto.com Arena, plus two (2) parking passes. The luxury suite is the perfect opportunity to host clients and bring the branding to life in an experiential, premium way.
HYDE LOUNGE MEMBERSHIP PASS
Pernod Ricard also received a membership pass to Hyde Lounge, the exclusive suite-level lounge at Crypto.com Arena.
VIP EXPERIENCES
Pernod Ricard received six (6) mutually agreed upon event dates per year at Crypto.com Arena to host five (5) guests with "360-degree hospitality access" throughout the entire event to allow an exclusive VIP experience.
partnership elements
ticketed audience
*Source: AEG 1PD
55%
male ticket-buyer
45%
female ticket-buyer
20%
18-34
36%
35-54
55-74
8%
75+
gender
age
3%
Black
9%
Asian
29%
Hispanic
59%
Caucasion/ other
RACE
income
Median Income Range: $75,000 - $99,999
23%
51%
10%
16%
<$30k
$30k-$60k
$60k-$150k
>$150k
57%
married
43%
single
Marital Status
48%
have children
52%
do not have children
CHILDREN
education
47%
34%
18%
high school graduate
college graduate
grad school
home ownership
own
95%
do not own
5%
Phase one of the project will be ready before the 2022-23 NBA and NHL seasons begin, with the remainder of the phases scheduled to complete by Fall of 2024.
anchor to the fan experience
$624,750
BRAND EXPOSURE
2,302,152
$946,151
Pernod Ricard is featured throughout the Arena, with elements ranging from branded bars and digital menu banner advertisements to product display and specialty menus. Pernod is highlighted through digital elements to expand the reach with inclusions in newsletters, e-blasts and social posts. Elements are incorporated throughout the Arena’s Premium spaces, elevating the fan experience with your brands and hospitality activation!
Delivering content through out-of-home, digital and event activations throughout the campus.
l.a. live
LED SIGNAGE
DIGITAL + SOCIAL
EVENT ACTIVATION
LED OOH
65.6M+
$2.28M+
Pernod Ricard receives digital LED out-of-home signage throughout the L.A. LIVE campus each year. Pernod receives branding exposure for 2 minutes per hour on the nine (9) LED boards within XBOX Plaza, three (3) LED boards on the hotels, and one (1) LED board on Regal Rotunda.
DIGITAL + SOCIAL POSTS
151,469
$7,643
One (1) advertisement banner for Pernod brand exposure in the L.A. LIVE newsletter on a quarterly basis to connect the L.A. LIVE diners
QUARTERLY NEWSLETTER
One (1) post per quarter on L.A. LIVE social channels to create synergy and increased visibility between Pernod brands and L.A. LIVE restaurants specialty cocktails featured on menus.
SOCIAL POSTS
XBOX PLAZA EVENTS
315,377
$110,152
Pernod Ricard was the Presenting Partner of the L.A. LIVE event, Fieston en la Plaza, to celebrate Hispanic Heritage Month with the LA Community! Avion was the title brand, along with Altos brand exposure. Activation elements included pre and post digital content pieces varying from social media to press releases, 3 branded bars, L.A. LIVE LED bonus logo and creative exposure during the event, specialty Pernod cocktails and menu features, and additional branding throughout assets
value of membership??
L.A. LIVE HOTELS
???
Pernod Ricard and AEG to facilitate the relationship and experiential process at the L.A. LIVE JW Marriott/Ritz-Carlton hotels for the spirits and wine branding and distribution within the property. This property brings a holistic experience for fans traveling to the Arena and seeing the same brand exposure amongst Pernod’s premium portfolio across all of L.A. LIVE! For a year over year consumption report for volume and sales, see below.
flight schedule
March - May
65,600,000+
$2,287,000+
This past contract year, Pernod showcased the following flights within their L.A. LIVE rotation:
2021
janurary - May
2022
16,470,000
total impressions
may - janurary
2021-22
june - present
22,150,000
*hover over each logo to view their total impressions
janurary - may
26,940,000
january - march
5,750,000
7,480,000
BLAKE SHELTON SUPER BOWL PLACEMENT
50%
60%
40%
53%
30%
11%
37%
14%
32%
44%
42%
The L.A. LIVE attendee group consists of first-party ticket holders that have attended events at Crypto.com Arena, Microsoft Theater, The Novo and other ticketed events on campus. This group is made up of sports game attendees, concert-goers, premium ticket holders, and one-off event ticket buyers.
total CASE CONSUMPTION
402
total cases
+131
january 1, 2022 - october 1, 2022
liquor + wine sales
Ritz-Carlton + JW Marriott
$9,400.28
64
cases
2022 Results
$2,119.74
9
$3,071
15
-$872.00
-6
$2,824.50
18
$3,755.23
11
$6,966.90
46
$1,276.38
5
$1,273.75
6
$2,251.50
22
Year-Over-Year
$6,168.00
$825.00
$11,052.40
81
$1,325.21
3
$115.74
1
$1,316.75
23
$3,267.84
32
$111.60
4
$3,062.5
20
$4,224
16
Liquor + Wine Sales
total case consumption
total sales consumption
$64,459.52
For a detailed flight information and Pernod past creatives, see below.
Pernod Ricard receives the preferred room rate at the L.A. LIVE JW Marriott/Ritz-Carlton hotels.
$51.20
0
Microsoft Theater
ACTIVATION ELEMENTS
MICROSOFT THEATER SIGNAGE
265K+
$5K+
Pernod Ricard receives three (3) interior static signs throughout Microsoft Theater, located on the Orchestra, Loge, and Mezzanine levels.
610,928
$45,063
One (1) advertisement placement within the Microsoft Theater newsletter. Each newsletter has a distribution of 205,000+ show-goers, giving Pernod the opportunity for high visibility for your brands!
One (1) post per quarter on Microsoft Theater social channels to promote specialty cocktails and activations for those heading to the show!
46%
54%
58%
31%
62%
renting
4%
41%
21%
22%
7%
38%
The Microsoft Theater attendee group consists of first-party ticket holders that have attended events at Microsoft Theater. This group is made up of concert-goers, comedy and award show attendees, premium ticket holders, and one-off event ticket buyers.*
unknown
385,000
$7,700
Pernod Ricard receives four (4) tickets to all publicly ticketed events at Microsoft Theater as well as rent-free use of the theater for one (1) day each year.
total annual ticket value
$30,000
total annual rental value
$45,000
ACTIVATIONS
Microsoft Theater hosts a variety of award shows and events within their venue, and Pernod Ricard products are at the forefront, elevating each event. There has been various activations executed at Microsoft Theater ranging from extravagant champagne displays to an automated cocktail mixology machine. These activations are innovative marketing tools for Pernod Ricard!
The Novo
61%
27%
93%
24%
25%
The Novo attendee group consists of first-party ticket holders that have attended events at The Novo. This group is made up of concert-goers, comedy and award show attendees, premium ticket holders, and one-off event ticket buyers.*
Pernod Ricard receives four (4) tickets to all publicly held events at The Novo. In addition, Pernod has use of the VIP Lounge four (4) times per year for private events, along with one (1) day of Rent-Free Use of the venue.
$97,000
3.7
6.7
13
17.2
22.7
55.6
1.3
January 1 - October 1, 2022
total cases by brand
120.2
grand total
PHYSICAL cases
THE NOVO SIGNAGE
Pernod Ricard receives two (2) interior static signs throughout The Novo, located on the Main and Upper lobby levels. In addition, Pernod bottles are prominently on display throughout the main and upper bars, along with the VIP lounge, for increased exposure and promotion.
256,000+
$5,000+
One (1) post per year on The Novo social channels
DIGITAL+ SOCIAL
250,174
living legacy between legends
LA Kings
56%
15%
6%
39%
17%
1%
64%
The LA Kings attendee group consists of first-party ticket holders that have attended LA Kings home games. This group is made up of season ticket holders, single game buyers, and premium seat holders.
PLAYOFFS
ME Value: TV + social media
GLASS VIRTUAL SIGNAGE
$158,918
Jameson received glass virtual signage behind one goal for one period (20:00) during all locally televised home games from October 5th through April 23rd - a total of thirty-six (36) games. As a BONUS, Jameson received glass virtual signage behind one goal for half a period (10:00) during thirty-six (36) locally televised away games through April 28th – a total of fifty-two (52) ten-minute (10:00) blocks.
average attendance per game
IN-GAME FEATURE
14,582
Jameson was the presenting partner of the Jammin’ with Jameson feature during all regular season home games. This feature runs during both intermissions at all home games.
Regular Season
pours
KEEP THE CUP
2,038
Pernod Ricard, the LA Kings and Levy teamed up to provide a souvenir cup for specialty games! This Pernod x Kings branded cup, was a “Keep the Cup” feature for fans to sip on a specialty cocktail and get a souvenir cup to take home. This specialty cocktail feature was highlighted on menus at all of the bars along with social media exposure. Last season, we ran this feature during St. Patrick’s Day Kings Fan Fest + game, and during the three Kings playoff games. This season, Pernod will have an Avion branded LA Kings cup feature for every home game, and St. Patrick’s Day Jameson x Kings cup!
** Highest performing glass virtual signage among LA Kings partners
broadcast impressions
60,536,365
social media impressions
2,135,184
HOME GAME
AWAY GAME
$30,173
tv impressions
14,437,298
85,457
Jameson received glass virtual signage behind one goal for one period (20:00) during three (3) home games in Round 1. As a bonus, Jameson received glass virtual signage behind one goal for an additional half of one period (10:00) during one (1) home game and one full period (20:00) during four (4) away games in Round 1.
Playoffs
ST. PATRICK'S DAY
$868
video views
6,143
45,185
Jameson was the presenting partner of the VIP tent at the LA Kings St. Patrick’s Day Block Party. Prior to the game on March 17th, the LA Kings hosted a Block Party outside Crypto.com Arena. Season Ticket Members and VIPs were invited to enjoy Jameson Ginger, Jameson Orange, and ready-to-drink (RTD) cocktails.
A custom video was produced and shared via social media.
Regular Season Activation
total ME Value: tv + social media
PRESENTING PARTNER
$155,006
social media impressions: earned + owned
7,904,029
social media engagements
73,481
As one of four presenting partners of the playoffs, Jameson received the following during Round 1:
Inclusion in LA Kings Press Release Logo inclusion on the following:
Rally Towels for each home game All applicable media/collateral promoting the LA Kings playoffs In-Arena Graphics Out of Home Campaign
555,561,315
In-Ice Virtual Signage during all home game broadcasts One (1) Static Dasherboard during all home games
BONUS elements
As an opt-in partner for the playoffs, Jameson received the following regular season elements during Round 1:
Glass Virtual Signage during all home and away game broadcasts In-Game Feature (Jammin' with Jameson) during all home games LED Arenamation during all home games Scoreboard Lower Halo during all home games
18,254
total attendance
54,761
Jameson was the presenting partner of the Jammin’ with Jameson feature during three (3) home games in Round 1.
PARTNERSHIP ELEMENTS
132,654
LED Arenamation + Lower Halo
LED ARENAMATION
Jameson receives a minimum of one-minute (1:00) of exposure during all regular season home games.
SCOREBOARD LOWER HALO
Jameson also receives a minimum of one-minute (1:00) of exposure on the scoreboard Lower Halo during all regular season home games.
Pernod tripled their value by being a Presenting Partner during the LA Kings Playoff run!
SHARE OF SALES
pernod liquor sales
consumption report
cocktail kegs
keep the cup sales
August 2021 - july 2022
3,000
2,814
1,937
1,505
700
662
339
248
225
102
91
67
55
39
21
12
10
8
7
august 2021 - july 2022
share of SALES
N/A Beverage Sales
15.9%
package beer sales
39.3%
draft beer sales
22.3%
5.1%
wine sales
3.8%
liquor sales
35.6%
32.9%
full venue
42.3%
37.7%
16.4%
7.9%
0.7%
19.6%
22.6%
18.8%
premium
35%
29.7%
2.9%
1.1%
26.5%
5.5%
41.3%
26.9%
15.3%
15.7%
concessions
sales category (%)
General + Premium concessions
$1,099,628.58
76,628
units
cocktails by brand
9,256
crypto.com arena
Avion Margarita Keg
brand
sales
# of kegs
$73,774
567
MULE IT YOUR WAY keg
$34,491
255
(ABSOLUT, AVION, JAMESON)
CALIFORNIA POPPY keg
$9,839
72
(ABSOLUT)
$118,104
894
Luxury and Event Suites Cocktail Keg Consumption
TOTAL KEG NET SALES
St.Patrick's Day + Playoff Home Games*
keep the cup metrics
TOTAL pours/cups
type
# of items sold
Kings Jameson Irish Mule
291
Jameson Orange Mule
481
Jameson Orange Creamsicle
977
Kings Jameson Mule
Avion "Go Kings Go" Paloma
116
Jameson Cocktails
173
*total of three home games
$517.00
34
$3,828,664.23
26,3253
total units
total net sales
general concessions
$279,261.77
20,699
General Concessions
Premium Concessions
$833,573.09
57,366
$306,130.18
21,467
$388,384.57
29,859
$64,778.71
4,824
$648,401.89
41,042
$829,003.77
64,201
$330,547.53
20,995
$181,052.11
11,858
$170,661.82
12,765
$55,598.51
4,168
$87,091.11
5,647
$38,021.01
2,563
$56,832.62
3,810
$37,007.36
2,470
$49,720.71
3,423
$9,700.77
650
$30,523.9
2,432
$2,062.50
169
$15,126.31
1,043
$18,607.23
1,287
$22,654.82
1,503
$12,848.38
851
$9,542.31
628
$2,724.95
185
$4,741.534
$6,124.27
338
General Concessions Only
$7,677.90
629
Premium Concessions Only
$6,231.06
413
$1,865,376.14
137,511
Premium concessions
$175,887.64
12,344
$87,540.16
6,103
ready to drink
$59,167.68
4,084
$32,433.91
2,250
$41,569.69
2,843
$19,291.87
1,330
$52,542.70
3,600
$27,386.09
1,878
$10,960.94
892
$3,242.29
272
$1,530
$3,180
213
$3,038.5
228
$5,97.57
391
$28,720.05
2,499
$2,179.89
178
$22,407.52
1,866
$3,48.75
31
$10,370.67
907
$3,084.62
216
$11,829.35
$7,059.21
659
$5,720.88
603
$40,875.68
3,514
$25,453.01
2,203
$85,444.10
8,885
$5,167.78
540
$152,097.67
14,163
$116,019.40
10,231
$5,119.13
$3,311.64
342
$10,116.63
823
$2,006
160
physical cases
447
$101,101.28
7,137
$39,508.22
2,777
467
