Guiding Principles

1. Integrity
2. Responsibility
3. Excellence and Continuous Improvement
4. Strategy, Creativity, and Innovation
5. Engagement and Inclusion

Built on a continuously- renewed commitment of distinction in Student-Athlete Well-Being &

Performance Development, Academic Achievement & Student-Athlete Development,
Competitive Expectations, Athletics Generated Revenues, Athletics Facilities,
Accessibility & Inclusivity, Fiscal Accountability & Transparency

Mission
JMU Athletics contributes to a vibrant University, community and student experience. Through our
resolute commitment to excellence, service, inclusiveness and engagement, we generate pride,
passion and national exposure for the University. Central to our mission is ensuring an exemplary
student-athlete experience emphasizing academic achievement, personal development, social
responsibility and competitive excellence.
Vision
To be the NCAA model for the student-athlete experience distinguished by our academic
achievement, integrity, personal development and nationally-competitive programs.

To touch and enhance lives through the joy that is Krispy Kreme.

To be the worldwide leader in sharing delicious tastes and creating joyful memories.

1. Joy
2. Good-Heartedness
3. Sharing
-

Consumers are the lifeblood-- the center of the doughnut

There is no substitute for quality in service to consumers
Impeccable presentation is critical wherever Krispy Kreme is sold
Must produce a collaborative team effort that is unexcelled
Must cast the best possible image in all that Krispy Kreme does

JMU FAN DEMOGRAPHICS

The JMU fan base consist of a well-rounded demographic of fans throughout the Shenandoah Valley,
Virginia and the mid-Atlantic region.
JMU fans are loyal and passionate about their sports teams and university year-round.
JMU FAN BASE
- 67% of JMU fans say they are proud to utilize the products/services of a JMU Athletics corporate
partner
- 74% of JMU fans say they would consider switching brands/buying habits to support a corporate
partner of JMU Athletics
- JMU fans are 33% more likely to be business decision makers
- Over 60% of JMU alumni reside in the state of Virginia (75,000+)

JMU ATHLETICS REACH

For the 2015-2016 athletic calendar, 243,026 fans attended JMU home
games/events. Below is a breakdown of people who attended JMU Athletics events per
specific Virginia region based on ticket sales from 2015-2016 athletic year
Region

Fans

% of Fans

Harrisonburg/Shenandoah Valley

133,664

55%

Central Virginia (Cville/Staunton)

36,454

15%

Northern Virginia

26,733

11%

Richmond

24,303

10%

Roanoke/Lynchburg

9,722

4%

Virginia Beach

7,291

3%

Outside of Virginia

4,861

2%

Pre-game Video Board Commercial

- Krispy Kreme will have their commercial on the video board during the pregame of JMU home
games
- The commercial will run for :30 to :45 seconds on the video board during each game

*Krispy Kreme
has the ability to
change their
commercial
throughout the
season*

Video Board Structure Padding

- Krispy Kreme will receive logo placement on all four (4) of the video board structure pads
- Signage will be displayed year-round for all home games and events hosted at Bridgeforth
Stadium
- Signage is viewable for all JMU football televised and MadiZONE broadcasts

Fan Barricade Cover Signage

- Krispy Kreme will have signage on all fan barricade covers used at Bridgeforth Stadium for
JMU football
- Fan barricades are used at all stadium entrance areas of Bridgeforth Stadium for all home
games
- JMU Athletics uses fifty (50) fan barricades at Bridgeforth Stadium. Krispy Kreme can have
different artwork designs on the fan barricade covers

Single Game Sponsorship

- Kickoff
- C Gate/Godwin Field Activation
- Krispy Kreme Klub Level
- Radio mention
- Madizone mention
- DNR advertisement inclusion
- Social media inclusion
- Insider/Student Email inclusion
Krispy Kreme Kiss Kam
- Video Board segment played every game
during a media timeout

Courtside Digital Display

- Courtside digital display will run for pre-game, in-game & halftime of all JMU home basketball
games
- Courtside digital display is television and MadiZONE viewable for all JMU basketball broadcasts
Krispy Kreme display artwork can be changed throughout the season when requested
- Courtside digital display is the only digital platform at the Convocation Center for JMU basketball

Single Game Sponsorship

- Public Address Announcements
- Tabling on Convo concourse
- Branding on all forms of external communication
Program Advertisement
- 1 program segment of 3-4 games
- Branding printed repetitively on numerous pages in order to form recognition and constant
messaging
Dukes Win, You Win
- Public Address Announcements
- Post-Game Coupons at every game

Scoreboard Signage
Krispy Kreme will receive one (1) static scoreboard sign at Veterans Memorial Park for JMU Softball
- Scoreboard signage will be displayed year-round for all JMU games and events at Veterans
Memorial Park
- Scoreboard signage is viewable on all televised and MadiZONE broadcasts for JMU softball

Krispy Kreme Glazed Gate

A Krispy Kreme-Branded K will be posted on Veterans Memorial Parks outfield gate every time a
JMU pitcher gets a strikeout.
- JMU Softball averaged eight (8) strikeouts per game in the 2016 season, totaling 411 over the
entire season.
- Traditional form of posting seen at numerous MLB venues; encourages engagement while
driving curiosity from all attendees.

Additional Elements of Glazed Gate strikeout package

Fans will have the ability to pick up a Krispy Kreme-Branded K Sign at the marketing table upon entry
into Veterans Memorial Park.
- Fans are instructed to raise their signs into the air after every strikeout
- JMU Softballs in-game Emcee will throw out Krispy Kreme Koupons after every strikeout, giving
them away only to people who are utilizing the K Signs
- Encourages crowd interactivity, excitement, and arena atmosphere
On-Deck Circles
Krispy Kreme logos will be printed onto all-weather tarping where JMU batters who are on-deck will be
warming up.
- Encourages fan/player viewing of the brand in another unique platform

Partnership Components
- Football
- Mens/Womens Basketball
- Softball
Value of Partnership to Krispy Kreme
Extent of Media Coverage
Community Support
Attendance Summary
Football: 136,483
Basketball: 91,147
Mens: 54,026
Womens: 37,121
Softball: 15,396

Total Attendees for 2015-2016: 243,026

PARTNERSHIP CONTRACTUAL DETAILS

Investment: $24,000
Term of Contract: 2 years
Terms of Billing: 5% (beginning in year-two)
2017 - 2018

2018 - 2019

$24,000 CASH
$2000 due on or before July 1, 2017
$2000 due on or before August 1, 2017
$2000 due on or before September 1, 2017
$2000 due on or before October 1, 2017
$2000 due on or before November 1, 2017
$2000 due on or before December 1, 2017
$2000 due on or before January 1, 2018
$2000 due on or before February1, 2018
$2000 due on or before March 1, 2018
$2000 due on or before April 1, 2018
$2000 due on or before May 1, 2018
$2000 due on or before June 1, 2018

$25,200 CASH
$2100 due on or before July 1, 2017
$2100 due on or before August 1, 2017
$2100 due on or before September 1, 2017
$2100 due on or before October 1, 2017
$2100 due on or before November 1, 2017
$2100 due on or before December 1, 2017
$2100 due on or before January 1, 2018
$2100 due on or before February1, 2018
$2100 due on or before March 1, 2018
$2100 due on or before April 1, 2018
$2100 due on or before May 1, 2018
$2100 due on or before June 1, 2018

IN CONCLUSION
1. THE Model
2. Focus on overall stakeholder experience
3. Foundation built on previous excellence and high hopes for the
future
4. New building, new franchise= high demand
5. Unlimited potential due to overall momentum

What is the power of a dime?