Agenda 09/24/2024 Item #16F10 (Sponsorship Agreement with FC Naples for the years 2025-2027)9/24/2024
Item # 16.F.10.
ID#: 2024-1059
Executive Summary
Recommendation to approve a three-year Sponsorship Agreement with FC Naples for an annual tourist development tax
expenditure of $149,000, totaling $447,000 for the United Soccer League (USL) 2025-2027 seasons, authorize the
Chairman to sign the attached Agreement, and make a finding that the related expenditure promotes tourism.
OBJECTIVE: Recommend approval of a sponsorship with FC Naples for the years 2025 - 2027.
CONSIDERATIONS: FC Naples has requested that Collier County provide sponsorship funds to FC Naples to
leverage the team’s platform for showcasing the Naples destination including Naples, Marco Island, and Everglades to a
national audience.
Collier County’s proposed sponsorship is $149,000 per year for three years and includes:
• Top Back of Jersey: Sponsoring the back of FC Naples' jersey, ensuring brand visibility during 18+ home
games and 18-20 away games.
• Field Boards: Sponsoring two double-sided static 20-foot field boards, strategically placed for high visibility
during every soccer match, particularly during corner kicks.
• Clock Wrap: Ensuring brand presence during home game broadcasts with two 5-minute slots.
• Player Benches: Fixed branding on player benches, ensuring year-round visibility during all stadium events
and broadcasts.
• Social Media Campaigns: Collaborating on social media campaigns to highlight Naples, Marco Island and
the Everglades attractions and support of future rebranding efforts. Leverage the team’s social platforms to
engage fans and players to promote the destination.
• Website Presence: Featuring Naples, Marco Island and the Everglades as an “Official Partner of FC Naples”
on digital platforms and social media.
• Airing of two nationally broadcast 30-second commercials during each home game on ESPN+ / CBS
Sports, promoting the Naples, Marco Island and the Everglades premier luxury destination amenities,
maximizing exposure to a national audience.
This marketing collaboration will maximize the visibility of Collier County across the nation, attract visitors, and
promote the Paradise Coast through strategic marketing and branding initiatives. The Tourism impact of the sponsorship
elements can be measured through documentation of game-day television viewership (ESPN and CBS Sports)
viewership of post-game day televised reruns, proof-of-performance metrics for audience reach associated with our
commercial air-time, ticketed game-day sales and team jersey merchandise sales.
Payment will be made in two payments each year in accordance with milestones as set-forth in the agreement as
follows:
50% ($74,500) due following receipt of an invoice to be submitted on or before January 1st for the term of the
Agreement
Prior to the commencement of the season the following deliverables will be confirmed with an invoice submitted
with required documentation - completion of sponsor logos on official FC Naples team jerseys, confirmation of
signage assets including field boards and player benches, scheduling of national broadcast spots (March - June).
• 50% ($74,500) due following receipt of an invoice to be submitted on or before July 1st for the term of
the Agreement
At the mid-point of the season Licensor shall submit an invoice and confirm alignment with documentation
confirming the activation of social media and digital campaigns. Document implementation of public relations
opportunities. Provide proof of performance for national commercial spots broadcast for the season, to be
forthcoming as soon as possible upon the conclusion of the season. Provide reports of ticket sales with visitor zip
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codes.
ADVISORY COMMITTEE RECOMMENDATION: This item was presented to the Tourist Development Council at
its meeting on August 20, 2024, and was approved unanimously.
FISCAL IMPACT: The total fiscal impact is $447,000 for sponsorship over a 3-year term or $149,000 per fiscal year.
The FY 25 payments totaling $149,000 will be allocated from the FY 25 Tourism Division budget for sports marketing.
The CVB will budget funds in future fiscal years as outlined in the agreement.
GROWTH MANAGEMENT IMPACT: There is no growth management impact associated with this action.
LEGAL CONSIDERATIONS: This item is approved as to form and legality and requires a majority vote for approval.
- CMG
RECOMMENDATIONS: Recommendation to approve a three-year Sponsorship Agreement with FC Naples for a total
tourist development tax expenditure of $447,000 for the United Soccer League (USL) 2025-2027 seasons, authorize the
Chairman to sign the attached Agreement, and make a finding that the related expenditure promotes tourism.
PREPARED BY: Jay Tusa, Division Director, Tourism
ATTACHMENTS:
1. CVB Dept of Tourism x FC Naples
2. Final Print FC Naples Sponsorship Agreement signed
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CVB DEPARTMENT OF TOURISM
Experience the beautiful game in paradise!
Custom Partnership Package for one of our Founding Partners
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Partnering with FC Naples will provide the Department of Tourism with
an unparalleled platform to showcase all that Naples has to offer.
With representation from the CVB in every city we travel to across the
nation, as well as in-stadium signage, broadcasting and engaging
experiences Naples will be top of mind for viewers both locally and
abroad.
This partnership ensures that the beauty and attractions of our
paradise are highlighted to a wide and diverse audience, enhancing
tourism and promoting the unique charm of Naples.
The FC Naples team, front office and investors will always be promoting
Collier County in press conferences, interviews, league meetings and
more. We will become the #1 marketers of this beautiful community
and help attract visitors from all over the world.
PARTNERSHIP COMMITMENTS
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TOP BACK OF JERSEY
Sponsoring the back of a professional soccer team's Jersey offers
unparalleled brand visibility, extending from televised broadcasts. Not
only during our 18+ home games but during all the cities across the
nation we visit during our 18-20 away games and reach thousands of
fans!
ABOVE NUMBER
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Sponsoring the two 20 foot field boards offers a high traffic strategic
opportunity to elevate your brand's visibility during every soccer match.
As one of the most dynamic moments in the game, the corner kick
draws the focus of players, spectators, and television viewers alike.
Television broadcasts frequently feature close-ups of the corner kick
area, providing your brand with valuable airtime that extends far beyond
the stadium walls.
Additionally, with the eyes of thousands of passionate fans regularly
fixed on this section of the field, your sponsorship guarantees
consistent recognition among the live audience.
FIELD BOARDS
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Two 30-second nationally broadcasted commercials will air across
ESPN + / CBS sports networks (depending on broadcasting for specific
game) in each FC Naples home game and will showcase the beautiful
amenities and lifestyle that Collier County has to offer.
These ads will showcase the unique attractions, luxurious experiences,
and vibrant community of Collier County, effectively capturing the
attention of a broad audience and enticing them to explore all that our
paradise has to offer.
TWO 30 SECOND COMMERCIALS
NATIONAL BROADCAST
COMMERCIALS
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Clock-wrap visibility ensures your brand is prominently displayed
throughout our home game broadcasts (package of two 5 minute slots)
BROADCAST
CLOCK WRAP
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The visibility of the players' benches is a dynamic three-way asset,
providing extensive exposure for the CVB. This prime location is
associated with our team in-stadium on game days, utilized
prominently for all stadium events year-round, and featured in
broadcasts during home games. This ensures continuous brand
visibility and association with high-profile events, enhancing your reach
and impact.
MAXIMIZE VISIBILITY
PLAYER BENCHES
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We're excited to collaborate with you on one mutually agreed-upon
social campaign.
Whether it's capturing our players enjoying the scenic beaches or
exploring the vibrant attractions around town, we're committed to
showcasing the most attractive aspects of Naples.
Let's work together to create engaging content that highlights the
beauty and excitement of our community, that drives tourism.
ONE MUTUALLY AGREED UPON SOCIAL CAMPAIGN
SOCIAL MEDIA
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Rebranding is a significant milestone, and we would be honored to
assist in projecting your new image and brand. Our comprehensive
social media campaigns will spotlight your new logo, generating
excitement and engagement across various platforms.
By collaborating closely with your team, we aim to craft a cohesive and
memorable rebranding campaign that not only highlights your new logo
but also strengthens your brand identity and resonates with your
audience.
IN PERSON AND SOCIAL MEDIA
REBRANDING CAMPAIGN
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Having your brand and logo on our website as a founding partner will
cement your place and support in the sporting category of Naples
history.
CVB Department of Tourism can feature itself as an “Official Partner of
FC Naples” on digital platforms, print materials and social media.
DIGITAL
WEBSITE PRESENCE
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●T op B ack o f Jerse y
●Field Boar ds (2)
●2 Na tionally Br oadcast ed Comm er cials / Hom e G am e
●Br oadcast Clock W rap
●Fix ed, Y e ar Roun d Br an ding in Pla y ers Ben ch e s
●Social Media C ampaigns (in cluding lar ge r ebran ding campaign)
●W ebsit e Pr e sen ce an d Official F oun ding Partn er
F ounding P artner Special C VB P ack age: $149,000 per y ear (3 y ears starting January 1,
2025)
*All in clusiv e pack age
SUMMAR Y OF
A SSET S
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USL Fanbase data
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USL Fans Traveling Behavior
For Soccer Fans in Naples and USL Fans, going to the beach is the #1 most preferred aspect of a leisure vacation, ahead of sightseeing,
culture & history and physical activities (walking, hiking, cycling, etc).
62%
Of USL Fans have
traveled domestically
for a vacation in the
last 12 months
Of the U.S.
Gen. Pop.
vs.48%
49%
Summer Spring
48%
Fall
36%
TOP ACTIVITIES
Visiting Friends/ Family
Walking
Shopping
Outdoor performances
Visiting Museums
ATTEND SPORTING EVENTS
42%
Summer Spring
36%
Fall
30%
USL Fans are more passionate, more
apt to incorporating physical
activities, generally spend more, and
tend to revisit the same places.
TRAVEL BEHAVIOR
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54%
USL Fans are more ap
to travelling to attend
sporting events
Of the U.S.
Gen. Pop.
vs.36%33%
USL Fans are willing to
travel 100 miles or more
to attend professional
sporting events
Of the U.S.
Gen. Pop.
vs.18%
USL Fans Traveling Behavior
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THANK YOU!
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