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Who are The Bytowns?
We are the Ottawa Bytowns and we have proudly represented our hometown since the founding of our club in 1998, five years after the MLS (Major League Soccer) was founded. In our club’s fourteen-year-old history we have not once, but twice, been placed third in the MLS cup, surpassing thirteen of the toptier teams in North America. These supreme feats took place first in 2002, and then once more in 2008. The name Bytown was chosen for the same reasons that the city of Ottawa itself shares this nickname – after a military man. His name was John Bytown and he was a British royal engineer. At age 47, he had retired, but was nonetheless called back into the army to spearhead the construction of the Rideau Canal. However, his first task was to complete a town for his workers to live in. After having been founded, this town was to become to flourishing city of Ottawa in the many years to come. John Bytown and his endeavors have been embraced in not only the history books, but in the club’s culture as well, as we have named our team after him and featured his figure in our logo. The colors which represent the Bytowns, blue and green, were inspired by ones found in Ottawa’s city flag. In fact, many of the decisions we take originate in our dedication to our hometown, such as the careful selection of our players. Take Ray Kapoor for example, our team captain. Born in India, but raised in the city of Ottawa, Kapoor quickly rose to the top in the Ottawa Rideaus, our junior team, and was then welcomed into the Bytowns at the age of eighteen. Kapoor is not only one of the team’s best players, but he has also become a symbol for the growing multicultural population of Ottawa and Canada at large. However this does not imply that we would have anyone excluded who is not a native. Just as anyone is welcome to Ottawa, so are they to our team. Alessandro De Luca, the famed “Italian bull”, joined the Bytowns two seasons ago at the ripe age of 34. His astonishing track record began to accumulate when he, at 19 years of age, began to play for Parma F.C. There he remained for two years until he joined Juventus, and two seasons later Real Madrid, following his and Italy’s success in the Euro Cup in 2000. After one season in Spain, De Luca decided to try his luck in England, playing for Sunderland, followed by Tottenham. Today, the “Italian bull” has settled down somewhat after the birth of his daughter, Cassandra, and aspires to remain in Ottawa for the foreseeable future. But De Luca’s spirits and skill have remained at their extraordinary level, having kept intact his forward position and his uniquely crowd-pleasing charm. Today, we, the Ottawa Bytowns are working harder than ever to reach our goal of getting to the top and taking home the gold in the MLS Cup. With our star-spangled team, filled with men (and women) of all ages and ethnicities; our combination of players has so far proven to be near unconquerable and the future of our team is more promising than ever before.
Tomorrow, MLS Champions
The Ottawa Bytowns are the great underdogs. Many times have we been on the doorstep of victory, waiting patiently for our time to come. Here we have stood; proud of ourselves in our dedication to the sport we cherish and celebrate every day of our lives. Never has our spirit faltered. And never have we lost sight of what we aim to accomplish, in the knowledge that tomorrow is a new day, a new chance to step through the door and reach our goal of taking the gold to the heart of our Canadian homeland. And so, we invite you share this goal of ours, and to go beyond - to win with us. Because true winners are never alone; no one can ever accomplish great feats without the aid of others. In other words, it’s a team effort, and we sincerely hope that you and your company will want to be on our team Frank Hammerman the great Ottawa Bytowns. Frank Hammerman, Club Manager
Tomorrow, MLS Champions
When people think of Ottawa, what thoughts cross their minds? Do they think of the city as the nation’s capital? Are they reminded of the historic Rideau Canal? Perhaps some reminisce of the city’s highly diverse and multicultural population. However, in the past years, more and more people have come to associate Ottawa as the home of something new and exciting - a sport that has begun to take hold of the hearts of our people. Soccer. This beloved and pride-ridden sport is played and enjoyed at its very best right here in the capital. And so, when people think of Ottawa, more and more they think of the Bytowns. And when people think of our first-rate club, they could be thinking of your company as well. If you choose to partner with us, it will be our goal to associate you with us and our spirit, pride and passion for soccer in everything we do. With that said, we eagerly hope and look forward to hearing from you in the near future.
James Dickenson Marketing Director
Ahead of the curve
Some things in the way of advertising in soccer will never die. Logos on sportswear, banners on arenas and announcements on the PA are here to stay, probably forever. And of course, the Ottawa Bytowns can offer you all of these tested and proven ways of spreading your brand name. However, things change, improve and become more than they used to be. Today we are at the pinnacle of the Internet Revolution, but many soccer teams have yet to take the jump from the analogous world of yesterday, to the digital world of Now. Ottawa Bytowns remains in the Now, just as we always have since our humble be-
ginnings in 1998. We are in short, on the front lines of communication to our members, new and old. Aside from the 2500 annual media impressions in print and television, we have a staggering 50 000 members on F acebook and 25 000 followers on Twitter, who read and comment on all of our news and content. All our ways of communicating, both modern and time-honoured, yet established and successful, can be yours to share with us. Feel free to look us up today at “The Bytowns” on F acebook and @bytownsoccer on Twitter, or follow what the fans are saying by using the popular hashtag #GoBytowns.
About the Bytowns
The Ottawa Bytowns Football Club is responsible for managing the Bytowns, the junior team (the Rideaus), and the women’s team, which shares its name with the main team. Club Owner: Team Trainer: Team Captain: Founded in: Club’s colors: Team arena: Active members: Félix C. Moreau Paul Anderson Ray Kapoor 1998 (1 Januari) Green and blue Canadian Winds Arena 524 players 101 in personneL
Every day more and more people pay attention to the Bytowns, which is in large because of the attention the team is getting in the local and regional media. The Bytowns are featured in print, television, radio and in social media. By sponsoring the Ottawa Bytowns, your company will have great potential to reach more than 200 000 locals and 15 million in North America at large during the MLS Cup.
Why sponsor Bytown?
The Bytowns exists and thrives because of two things. First, our loyal fans and secondly; you. Seventy per cent of our income is derived from advertising and promotional work for our sponsors. Without you, we would not be able to continue to prosper and work to the extent that we do for reaching our goals. Therefore, we strive to appease our sponsors to the uttermost and to continuously improve our cooperation and advertising solutions in new and exciting ways through monthly (or weekly) meetings and receiving ongoing feedback. This season, we have kept on developing our social media connections, which can now be accessed on over twenty online communities and sites. Through all of these, we do not only spread information about the team’s efforts and accomplishments, but also promotional content from our sponsors. You can read more about this online marketing on page X. Based on the feedback given to us by one of our corporate partners, we have have also started the BMD, Bytown Public Relations Department, which is a subdepartment of our marketing board. This department’s purpose is to develop our connections with the media and raising awareness about the club and its sponsors. It is this active exchange of information, and our ambition for constant improvement in regards to the relationship between sponsor and club, that sets the Bytowns apart from many other professional sports teams. All doors are open at Bytown, which means that any and all marketing options and challenges will be met with enthusiasm and viewed in a sense of opportunity.
Statistics from 2011:
Coverage in print: 174 full pages in total Record number of TV-viewers: 190 000 Average number of TV-viewers: 120 000 Average number of radio-listeners: 60 000
50 000 members of the official Facebook 25 000 followers of the official Twitter
Average audience attendees: 17 845 Record number of attendees: 25 000
Success in cooperation
Sarah Reid, president of the intercontinental airline Canadian Winds has not only been an avid fan of the Bytowns since the club started in 1998, but is also the club’s main sponsor, sharing her company’s name with the Bytowns soccer stadium – Canadian Winds Arena. Reid nostalgically reminisces about the time when her company was still a small local airline, just servicing Ottawa, Toronto, Quebec and Montréal. - Back then, I mean when [Canadian Winds] started out fourteen years ago, the company was still struggling to compete with many of the other similarly sized airlines in the Ontario/Quebec area. We just didn’t have that edge, that thing that separated us from the mass. Don’t get me wrong, the airline itself was hardy at fault. We offered the same services as everyone else. Free drinks, service minded stewards and so on. Even at a better rate than most! The problem was people didn’t know who we were, or cared for that matter. I mean, there just wasn’t anything special about us. Back then anyway. - I got the idea to approach the Bytowns shortly after the team started up in town. Partly because it was one of the first soccer clubs to start up in Ottawa, and having grown up in soccer crazed Ireland, I had that innate need to cheer for a team. So that was part of it. The thing that drew my attention to the Bytowns specifically was the team’s personality. The Ottawa Bytowns really are the lovable underdogs. So I believed in the team, and I believed that other people would want to believe in them too. But, most importantly,
About the Arena
Sarah Reid, president of Canadian Winds
I chose to work with the team because of its openness towards corporate sponsorship. Sure, all teams want to have sponsors, but no other club or organization has worked so hard to please us and help us reach our common goals. As the popularity of the Bytowns grew, so did Canadian Winds. And within ten years Reid’s company has grown to include service to all Canadian states and many American cities as well. Naturally, sponsoring one of the biggest sports teams in Ottawa doesn’t come without a price tag, but Sarah Reid sees the sponsorship as an investment well placed. - Canadian Winds has basked in the success of the Bytowns. It’s that simple, really. I honestly do not believe that we would have gained nearly as much popularity if it were not for our cooperation with Ottawa’s favorites.
The decision to replace the Bytowns’s old arena with the much larger and modern Canadian Winds Arena was taken in December of 2008, one month after the Bytowns had placed third in the MLS. Little over one year later, construction had been completed and the iconic arena was inaugurated. The Canadians Winds Arena sports conference premises for any size, 54 lounges with room for twelve spectators each and a VIP lounge, accommodating a maximum of 60 persons. A visitor to the arena can purchase refreshments anywhere at the 24 food outlets, or come to the arena’s restaurant for a larger meal, which has a capacity of 2000 people. There are also one hundred spots available for wheelchairs at the arena, and twice as many for attendants, 330 men’s rooms and urinals, 120 restrooms for ladies, 6 wheelchair accessible restrooms and finally a souvenir shop.
Name: Capacity: Cost:
Canadian Winds Arena 25 000 seats 33 000 during concerts 120 million dollars
Owner: TPB Group Architects: Rossi Architects Adress: Canadian Winds Arena 1000 Palladium Dr. Kantana, Ontario K2V
The future with the Bytowns
The lifeblood of sports is its followers. Without the roaring cheers, hopes and spirits of people, young and old, sports would be nothing but an empty shell. Soccer was like this for many years in North America. But thankfully, something happened. The MLS came to light and the first major teams started up. The Bytowns were one of the first in Canada and we’ve been here from the start, going from nothing much, to something significant, to something spectacular. And we are set on continuing to prosper. In the coming years, business wise, we will continue to develop our advertising strategies for ourselves and our sponsors. This will be done by tapping in to new markets through new television commercials as well as innovative guerilla marketing, created by our expanding in-house communications department. Regarding the team itself, we hope that 2012 be of great success when it comes to the MLS
Championship. Last year, we placed fourth in the cup, coming up short of the bronze trophy. But with the fervent training of our team and the introduction of skilled new players to the Bytowns, we are confident that this year we will at the very least attain third place. Our goal is to take home the gold cup within a five-year-period, basing our prediction on the time it will take to fine-tune our new recruits to our game strategies and the play styles of their teammates. We also hope to further our international recruiting activity in the coming years. The funds for this strengthening of the team will derive from new income following the Bytowns new advertising campaign, “Who doesn’t love an underdog?”, which will launch in September and attract new visitors to our arena.
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