Executive Summary 4 acc information and History 6 Potential Sponsor Background and History: 11 Hardees Information and History 13



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Contents


Executive Summary 4

ACC Information and History 6

Potential Sponsor Background and History: 11

Hardees Information and History 13

2013 ACC Men’s Basketball Tournament 16

Compatibility 21

Target Market of the Potential Sponsorship Organization 25

Media Plan 28

Hospitality and Promotion 30

Impact Measurement 33

Sponsorship Package 35

On Site Signage 37

Total Value of Sponsorship Package 38

Addendums 41

2013 ACC Tournament Questionnaire 50



Bob Starke
Executive Vice President,
Operations, Hardee’s

Dear Mr. Stark,

On behalf of the Atlantic Coast Conference and all of its member institutions, we would like to invite Hardee’s, a member of CKE Enterprises, to be the Title Sponsor for the 2013 ACC Men’s Basketball Tournament.

After careful consideration, ACC leadership has decided that the rich history of Hardee’s in many of the states in which our member institutions reside, strongly correlates to the rich history and tradition of our conference. The ACC men’s basketball tournament dates back to 1954 and has been one of the most popular sporting events in the southeast for the past 59 years. Hardee’s dates back to 1960 and has proudly served premium quality food to the region for over fifty years. The combination of a shared history in our region and a mutual pursuit of excellence made the decision to form a winning team with your organization a no brainer.

The goal of the Atlantic Coast Conference is to inspire student athletes to achieve success in the classroom and in their respective sports. We support our athletes and member institutions in pursuing dreams and lifelong accomplishments. In the same manner we have recognized that the ownership at Hardee’s does everything they can to support their employees and promote success on a personal and organizational level. The leadership of your organization and the values that are instrumental to your success align with the beliefs of our conference.

Most importantly Hardee’s supports the local communities that it serves by raising college scholarship money and helping with relief efforts in disaster stricken areas. This service to the people in the community who support your company is very admirable and coincides with the ACC’s ideals.

The ACC Tournament has been host to some of the most exciting moments in college basketball history and has been the best conference basketball tournament in the nation since its inception. Over a million spectators are expected to visit Greensboro for the 2013 tournament and millions more will watch the games on TV. As the action returns to the Greensboro Coliseum, it is our hope that Hardee’s will join us as the title sponsor for the 2013 Atlantic Coast Conference Tournament. The following documents will detail many of the benefits associated with being the title sponsor, highlight Atlantic Coast Conference and tournament history, and breakdown the value of the sponsorship. We look forward to creating a winning team with Hardee’s!

Warm Regards,

John Swofford

Executive Summary


This sponsorship proposal package explains the compatibility of the ACC Men’s Basketball Tournament with Hardee’s Restaurant, and why the two organizations would benefit from one another. This sponsorship proposal provides compelling information that supports Hardees as a sponsor for the ACC Men’s Basketball Tournament.

The purpose for choosing a restaurant such as Hardee’s is because the ACC Tournament is located in Greensboro, North Carolina and Hardees is a chain famous to the Carolinas as well as in the Midwestern and Southeastern United States. The Atlantic Coast Conference and Hardee’s, a brand of CKE Restaurants, Inc., are a great match for a potential sponsorship. The Hardee’s brand is undeniably compatible with the image of the ACC. This compatibility can be seen in the geographic landscape shared by both organizations, in the mission and values of both, and through the quality and tradition of excellence that each organization offers. Greensboro, North Carolina, less than 200 miles from where the first Hardee’s restaurant was opened, the opportunity to create a sponsorship that will benefit both parties has emerged.



Both Hardee’s and the Atlantic Coast Conference have high standards and expectations for the respective services they provide. CKE Enterprises offers thousands of dollars in college scholarships recognizing both academic excellence and community leadership. The ACC strives to help student athletes exemplify these traits on and off the field. Hardee’s strives to turn their employees in to well-rounded leaders. The ACC focuses on promoting the success of each student athlete.
The ACC and Hardees also share compatible demographics that focus on ages between 18-34. The average income that eats fast food has now risen to $60,000 while the avid NCAA basketball fan brings in $50,000-$100,000. This means that those who are watching the basketball tournament are inclined to order fast food, especially with added signage and advertisement. Men are more dependable fans of the ACC tournament compared to woman, men also eat more fast food which gives added incentive for the ACC to use Hardee’s as a sponsor.
With the information found in performing this sponsorship proposal it is evident that Hardee’s would be an excellent sponsor for the ACC Men’s Basketball Tournament. It is our recommendation that the ACC and its other sponsors accept this sponsorship for the next ACC Men’s Basketball Tournament.

ACC Information and History


The Men’s Atlantic Coast Conference (ACC) Basketball Tournament is a yearly competition between all the teams that make up the Atlantic Coast Conference. The 2013 tournament will take place between March 14th and March 17th at the Greensboro Coliseum in Greensboro, North Carolina. The winner of the tournament is crowned league tournament champion and receives an automatic invitation into the NCAA Tournament. All twelve teams participate in the event, with the top four seeds receiving first-round byes. Four games are played on both Thursday and Friday, The semi-finals are played Saturday, and the finals will take place Sunday March 17th, 2013. This will be the last year the tournament operates with 12 teams, as Syracuse and Pittsburgh are both joining the conference next season and will expand the tournament to fourteen teams.

Tournament Records and Statistics

Titles by School

  • Duke (19)

  • North Carolina (17)

  • NC State (10)

  • Wake Forest (4)

  • Georgia Tech (3)

  • Maryland (3)

  • Florida State (1)

  • Virginia (1)

  • South Carolina (1)

Individual Records

  • Career Points

    • J.J. Redick (225)

    • Len Chappell (220)

    • Tim Duncan (202)

  • Career Rebounds

    • Tim Duncan (139)

    • Ronnine Shavlik (1360

    • Carroll Youngkin (118)

  • Career Assists

    • Ed Cota (68)

    • Steve Blake (64)

    • Drew Barry (61)

Accomplishments: Athletic success has been a staple of the league. The statistics regarding championships, All-Americans, tournament wins, and professional athletes are staggering in comparison to other NCAA Division I conferences.

  • 127 Team National Championships

    • 67 women’s

    • 60 men’s

  • 249 Individual National Championships

    • 104 women’s

    • 145 men’s

  • 364-188 NCAA Tournament Record (.659)

  • 24 Final Four Teams

  • 12 Basketball National Championships

  • 15 Men’s Soccer National Championships

  • 21 Women’s Soccer National Championships

  • 39 Consensus All-Americans (since 1981)

  • 16 Consensus National Players of the Year (since 1975)

  • 61 Players On NBA Rosters (in 2011)







League History:

1953 The Atlantic Coast Conference was formed on May 8, 1953 at the Sedgefield Inn near Greensboro, North Carolina with the creation of by-laws and the induction of the seven charter schools. Clemson, Duke, Maryland, North Carolina, North Carolina State, South Carolina and Wake Forest were the leagues first members.

1953 In December of this same year, the University of Virginia joined the league

1954 Jim Weaver begins serving as the inaugural commissioner

1971 South Carolina becomes the first and only league member to withdrawal from the ACC. IN the same year, Bob James is named the league’s second commissioner

1979 Georgia Institute of Technology joins the conference

1987 Gene Corrigan becomes the third commissioner of the ACC

1991 The ACC adds Florida State University

1997 Current commissioner John Swofford is announced as the fourth commissioner

2004 University of Miami and Virginia Polytechnic Institute both joined the league

2005 Boston College joined the league on July 1 to bring the total number of members up to twelve.

2011 On September 18 both Syracuse and Pittsburg accepted invitations to become the 13th and 14th members of the conference beginning July 1, 2013.

2012 One year later on September 12 The University of Notre Dame agreed to join the conference sometime in the future (a date has not yet been determined).

ACC Tournament History:

1954 The first ACC Tournament was held at Reynolds Coliseum in Raleigh, N.C. on March 4-6, 1954. Tournament session tickets were sold at two prices, $9 and $6. In total, 39,200 fans attended the tournament. Sunday’s championship game between Wake Forest and NC State drew 900 fans under capacity and the league posted $70,252 in revenue that first year. The first 13 tournaments were held at Reynolds’s Coliseum, with NC State taking the title in five of those.

1974 The title game of the 1974 tournament between NC State and Maryland is considered one of the greatest college basketball games of all time. The Wolfpack entered the game ranked number 1 and the Terrapins were 4th. Held in Greensboro, the game had an attendance of 15,541. Four Maryland players played all 45 minutes but were defeated in the final six seconds of overtime 103-100. Tom Burleson took home the Everett Case award as the tournament MVP.

1978 This was a year of firsts for the ACC Tournament. Every team entered with a winning record, non-ACC officials were used, and the title game was nationally televised. Duke took home the championship over Wake Forest by starting two freshmen, two sophomores, and one junior.

1986 Coach Mike Krzyzewski wins his first of 11 ACC Tournament titles when the Blue Devils defeat Georgia Tech by one point, 68-67.

1995 Randolph Childress of Wake Forest sets a tournament scoring record with 107 total points over three games. His performances led Wake Forest to the title game and the Demon Deacons took home the championship.

2001 The tournament is held in Atlanta’s Georgia Dome for the first time numerous records are set for the most attended conference tournament in college basketball history. Total attendance (182,525), per-session average attendance (36,505), and single-session total attendance (40,083) are all NCAA records that are set.

2009 The tournament returns to the Georgia Dome and becomes the second most attended conference tournament in NCAA history. Florida State makes the championship game for the first time since entering the league in the early 1990s, but loses to Coach K and Duke 79-69.

Reynold’s Coliseum (left) and the Greensboro Coliseum (right), two of the ACC tournament’s most hallowed and historic venues.




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