Premier Lifestyle

Festival
Sport, Music and Business Converge

INTRODUCTION

Introduction

The DHL-Premier Lifestyle Festival (DHL-PL Fest) will be held from the 5th 8th December
2013.

The DHL-Premier Lifestyle Festival provides the best in business, sport and music it will
appeal to all ages and position the festival as Nigeria's premier sporting /social event.

The DHL-Premier Lifestyle Festival is an Africa wide event with coverage provided by
DSTV Channel 54 and Supersport
TRACE TV TRACE Sport and TRACE Urban
It will provide the DHL brand with continent wide exposure to 1 Million viewers in Nigeria
alone and over 40 Million across Africa
A 4-day festival which will fuse the very best of
sport, entertainment, lifestyle and business.
Creating total experiential value!

Networking
Investment Forum
Live Music and Entertainment
VIP Launch Party
International Rugby 7s Tournament

MORE THAN RUGBY

LIVE MUSIC

FASHION
RUGBY

A Totally
compelling
experience for
audience and
sponsors

BUSINESS
INVESTMENT
FORUM

Celebrities

Fireworks

VIP
Tents

THE TOURNAMENT

Why the PLR 7s?

7s rugby is fastest growing team sport, elite tournaments are
now held in all corners of the globe from Nairobi, Hong
Kong, Los Angeles, Dubai, London, Nairobi to Amsterdam.

In Africa player participation has increased by over 33%

since 2007. 80% of players in Africa are under 20 years of
age.

Three factors have attributed to this growth;

Sevens inclusion in the Olympic Games from 2016.

Event hosting strategies with linked legacy programmes.

IRB investment: US$248 million is being invested from

2009 to 2012. - MasterCard Study

The PLR 7s will provide huge opportunities

For brand activation and consumer engagement

For sponsors to build rewarding relationships with government, customers, staff and
suppliers

The PLR 7s tournament is great festive and business occasions that will generate huge media
coverage.

Why Rugby in Nigeria?

Rugby has been played in Nigeria since the 1930s, while clubs such as Kaduna and Lagos
Rugby Club were established in 1950 and 1962 respectively
In 1976 the present Nigerian Rugby Football Federation (NRFF) patron, Rodney Hecksher
became the first president of the then, Nigerian Rugby Football Union.
The NRFF was inaugurated in 1998 and has
been responsible for the development and
promoting the sport.
Rugby is played in many schools across the
country. There are currently 21 mixed
gender clubs and 1 university side; while the
game is played in 12 states within the
nation.

Nigerians are ideally suited to rugby, many have gained international honours in Scotland,
Wales and England. Some have been capped at senior level, notably, Chris Oti, Victor
Ubogu, Steve Ojomoh, Dayo Adebayo, Topsy Ojo, Ugo Monye and Andy Harriman; the
latter was also the World Cup winning England 7s captain and a former manager of the
England A side.
Nigeria reached the qualifiers for the 2013 Rugby 7s World Cup, and have been
promoted to the IRB Africa Cup 1C League.

Premier Lifestyle Rugby 7s Tournament

West Africas most prestigious sporting event.

December 6th-8th 2013 will witness over

300 players

Senior Men's teams (a minimum of 8 overseas

teams), Women, Boys and Girl teams.

Premier Lifestyle Events intend to make the

Premier Lifestyle Rugby 7s Tournament the social
/sports event of the year, a must go to
destination.

Attracting by invitation only a Nigerian audience and the expatriate community, as

well as visitors, tourists and the like.
The sport will be accompanied by an extensive entertainment schedule live
music, DJs, Fashion and kids corners A total Experience for all the family.

CSR

Grassroots Rugby Development

We believe that rugby empowers, it challenges and
expands norms that have previously limited individuals.
Rugby encourages cooperation and communication,
and gives a player a social context or group in which to
place themselves. By prescribing team roles, rugby
playing youths learn personal responsibility for outcomes; feel unique and able to fully control personal
progress and this has a bearing throughout ones life.
Very few sports can boast that they have empowered as
many participants as rugby; the game empowers players
on and off the field.
Annually Premier Lifestyle Events Limited will invest a proportion of the profit from the
DHL-Premier Lifestyle Festival in grassroots rugby development in Nigeria. The funds
will be donated into The Total Rugby Foundation. The Foundation has developing a five
year plan which will help support the growth of rugby in Nigeria.
The plan is to roll out the following programmes in 12 rugby playing states;
iTRY a youth rugby programme
AMINA a girls/womans rugby empowerment programme
Model Clubs a rugby club development and governance programme
DHL would have the opportunity to be one of the lead supporters of the planned Total
Rugby Foundation.

LIVE ENTERTAINMENT/ MUSIC

 Produce an outstanding, world class music event featuring top level

International and Nigerian Acts to compliment the Rugby

ARTISTS and ENTERTAINMENT

A celebration of sports and Entertainment, PLR 7s will feature the very best in International
and Nigerian Music and Entertainment.

With a mixture of co-headliners, supported by a robust cast of Nigerian singers and performers.
Over the core two days, the festival will showcase a range of different styles and genres.

TIWA SAVAGE

BOYZ II MEN

BURNA BOY

NEW EDITION

FLAVOUR

CHIDINMA

MI CASA

WIZ KID

MARKETING

360 DEGREE CAMPAIGN

DELIVERABLE
The PLR 7s will be supported by a multi-platform campaign
that explodes this event in the continent on:

TELEVISION
RADIO
EVENTS
DIGITAL MEDIA
MARKETING
PRESS & PROMO

MARKETING CAMPAIGN HIGHLIGHTS

OUTDOOR

SOCIAL MEDIA
Massive twitter and
Facebook competition
with the
distinct hash tag
#PLRSEVENTSNGR

Custom Facebook and

instagram pages

ACTIVATIONS

Sponsors can run

onsite
activations or
related activations in
the run up to the
event

Posters and
Banners in key
locations, including
sales points, main
thoroughfares,
leverage DHL
inventory
WEB
Massive online
campaign with
involvement of all the
major
influencer blogs and
websites
Custom designed
website with
sponsor branding

TV
Over 2000 TV
exposures on Trace
TV and Trace on
terrestrial TV and
other channels
teasers, event teaser,
event broadcast etc
TV
to air promo
material and television
special
post show
COMPETITIONS
Tie-competitions to win
tickets, prizes and
backstage passes to
meet the players and
artists

Total DHL Brand Integration

PRE- EVENT

WEB
Event
website will
Give away
tickets
highlight
DHL
and provide
information
months
before event
A viral video
campaign
with artists
plugging the
event will
make the
rounds a
month to the
Event

Offer
Portability
Opportunities
for Tix
Full social
media
campaign

RADIO

PR

Run promos
on:
BEAT
FM/Classic

To be
specifically
targeted at
high value
targets.

Partner
with
Radio to run
hypes
weeks prior
to the
event, with
daily
Mentions
and weekly
playback of
nominees,
Ticket
giveaways
and sponsor
competitions

Build
anticipation
locally
within the
right
Audiences
.
Focus on
integrating
DHL into
conversations

about the
aim and
lifestyle
implications
Of Rugby

EVENT

TV
Over 2000
TV
exposures
on Trace
Urban/
Sports
and Trace
on
terrestrial
TV, teasers,
Awards
teaser,
Awards TV
Special
broadcast
TV
to air promo
material and
television
special
post show

DHL
Videos
On BIG
SCREENS

DHL
CENTERS /
Portability
Incentives

TAILORED
VIP
EXPERIENC
E for DHL
Special
Guests

BRANDED
BROCHURES
/
PROGRAMS

POST

PRODUCT
INTEGRA
TION

PRODUCT

GIVEAWAYS

STAGE/
LOCATION
BRANDIN
G

CUSTOM
LOGO
MERCHANDISE

TV
Airing of TV
special and post
event behind the
scenes footage.

MESSAGING MEDIA
Confluence
CONVERGENCE
between Earned,

social media posts,

tweets, reviews,
videos, photos, and
open online
communities

Owned and paid

Media

A R

Sponsorship

Sponsorship

Sponsor packages for THE PLR FESTIVAL are designed to create the most visibility and
value. We are enthusiastic about working with sponsors to customize sponsorship
packages to meet their specific marketing goals.

Ideally, we are looking for one major HEADLINE sponsor at extensive value whom will
be complimented 3 or 4 co-sponsors coming in at a relatively smaller financial
contribution and getting similar value for the sponsorship. These co-ponsors will get
category exclusivity. Packages will be customized to the needs of each sponsor with
benefits tailored to their specific branding needs.

Corporate partners contributing in-kind goods and services will receive significantly less
visibility as noted in the sponsorship matrix.
CATEGORIES:
AUTOMOTIVE / TRANSPORTATION

CONSUMER ELECTRONICS

AIRLINE

TELECOMS/MOBILE

BEVERAGE / FMCG
FOOD

Sponsorship Offer for DHL

We have designed a package to enable DHL to entertain

special business associates, employees, friends and family in
grand style in a specially designed Grand Deluxe Pavilion

The Grand Deluxe Pavilion are spacious and have

luxurious seating accommodations for 500 of your
guests each day of tournament play. This 48m x 10m
elevated pavilion with adjoining private lawn area, size
48m x 4m, offers an excellent venue for you to display
your unique product or service to the spectators of the
tournament, or "wine and dine" your clients, guests, and
friends. Your pavilion is fully outfitted with VIP luxury
furnishings, such as carpeting, full complement
of lounges, tables and chairs, daily newspapers, event
programmes, picket fencing around the lawn that has
tables with umbrellas and chairs for outside viewing.

Exclusive entrance into Grand Deluxe facility

Glass frontage marquee
Private Bespoke Bar facilities
Full complimentary Bar from 11am 12am
Full Upscale Buffet lunch 1pm 4pm
Light Dinner from 6pm 8pm
VIP Luxury Lounge and Dcor
Air Conditioning & Plasma Screens
Fully staffed facility, dedicated waitresses, bar
staff, hostesses, security and senior manager
Private VIP Trailer Toilets

Sponsorship Offer for DHL contd.

BENEFITS

70% of major branding real estate at

the event including being the major
banner sponsor as guests enter the
event
100% of all branding on pre-event
announcements, advertising and all
public communications
Strong brand presence on event
website
Brand exclusivity
1000 invitations to each day of events
Rights to run activations and
promotions in conjunction with the
event
Mentions, status and strong logo
presence at associated events (press
conferences, buildup events etc.)
Full page ad (inside front cover and
outside back cover positions) and
Editorial in event brochure
DHL CSR Integration

SPONSORSHIP MATRIX HEADLINE SPONSOR

NAMING
CONVENTION

DHL presents THE PLR 7s 2013

Branding

Main stage branding

Maximum event branding - Exclusive Tournament Naming Rights
Product placement and integration, dominant logo walls, all videos and media
images

Amplification

Merchandise

Main merchandise partner with Premier Lifestyle. All event merchandise will have
brand logo

Advertising

Dominant logo placement on all outgoing advertising and materials. Dominant logo
placement on websites and social media sites

Exclusivity

Sector Exclusivity

Brand
Competitions

Full Rights to any pre-event competitions and promotions

Invitations

VIP Invitations Give aways for each day of the event

Brochure

Logo and editorial in four full page, full color advertisements (Inside Front, Outside
Back
Covers positions plus one Double Page Spread) in the Official PLR 7s Programme

Events

Exclusive event launch cocktail reception evening. Mentions, prime branding and
status at launch party and all events.

Over 2000 TV exposures on Trace , on terrestrial and other Channels (Supersport etc),
thanks to team teasers, event teaser, event broadcast etc, Radio and Digital

SAMPLE MEDIA DELIVERABLES

ELEMENT

PLATFORM

FREQUENCY

PERIOD

TOTAL

30 PLR 7s Coming
Soon

TRACE SPORTS
DSTV

5 PER DAY

2 week

70

N4,200,000

2 clip of press
conference

TRACE SPORTS
DSTV

3 PER DAY

1 week

21

N6,300,000

30 website/Blog
promo

TRACE SPORTS
DSTV

7 PER DAY

10 weeks

490

N29,000,000

30 PLR 7s promo
(Venue, date and
Performances)

TRACE SPORTS
DSTV

5 PER DAY

2 weeks

70

N4,200,000

3 hrs post event

broadcast of
EVENT

TRACE SPORTS
DSTV

ONE OFF

N15,000,000

1 hr post event
broadcast of
EVENT

STV Network

ONE OFF

N2,000,000

2 clips of
Performances at
EVENT

DSTV

3 PER DAY

84

N25,200,000

Online and Print

10 Leading
Newspapers and
Blogs

Radio hype and

promotion

Classic/Beat Fm
and Smooth Fm

5 PER DAY

12 weeks

420

N5,000,000

60 generic
complimentary
Spots

TRACE Urban
DSTV

2 PER DAY

4 weeks

60

N7,500,000

Total

N108,400,000

4 weeks

8 Weeks

N10,000,000

Headline Sponsor Package

Zone & Welcome Event Sponsorship
Business Network Zone

Your company will host the Business Network Zone will play host to
over 600 dignitaries and business executives daily, from Friday to
Sunday. It will provide your company the opportunity to sponsor a
leading best practise international business facilitator and be the focus
of a dedicated business audience. Non competitive businesses will
represent the following sectors; Automobile, Aviation, Banking, FMCG,
Construction, Electronics, Finance, Hospitality, Housing, Insurance, Oil
& Gas

Sponsorship Of The Exclusive VIP 7s

Cocktail Party (Friday Evening Launch)

Your organisation is guaranteed to receive maximum marketing and branding

exposure throughout the complete reception marketing cycle.

Leveraging On Existing DHL Partner Program Assets

With a portfolio that spans from Formula One to fashion, DHL has long used sponsorship
as a global platform to demonstrate its logistics expertise in a real-world setting.

The DHL-Premier Lifestyle Festival will

provide a fantastic opportunity to
demonstrate that you are the leading
global logistics company; by leveraging
your existing sponsored assets.
Enter a Harlequins and a Western Province
Stormers 7s Squad in the PLR 7s tournament.
Allow DHL-PL Fest visitors the opportunity to win a drive in a Ferrari F1 Simulator.
Nigeria is a football mad country and your brand would definitely be enhanced by
flying in a Manchester United legend.
By leveraging on these assets we know that DHL reach out to a wider consumer
group to drive leads, new business while creating a massive media interest.

DHL-Premier Lifestyle Festival

Reasons to attend include:
ASSURANCE OF QUALITY
It is acknowledged worldwide that rugby is great for business. Premier Lifestyle Events
has experience in providing networking platforms for business.
UNRIVALLED VALUE
The average attendee will have the opportunity to meet a cross-section of the top
business executives in Nigeria. Our events will offer you the opportunity to secure
meetings and new business, thus saving and making you money.
COMPLETE INDUSTRY OVERVIEW
Our events offer superb opportunities to sponsors and attendees. For example the
Premier Lifestyle Rugby 7s Tournament will provide two days of exhibition, lunches, and
networking with the Nigerian/Expatriate business community plus a three-day rugby
music festival bringing together international and local sides of all ages, rugby legends,
major sponsors, international and local media and the local consumer base.

THE FINANCIALS - The PLR 7s is an extremely cost effective and

scalable consumer engagement and advertising campaign

Category

Description

Total (N)

TOURNAMENT /
VIP PAVILIONS

VIP Pavilions including Dcor, drinks and

Food.

80 Million

TOURNAMENT STAFFING

Bar staff, Parking Attendants, Tournament

Officials, Etc

3 Million

ACCOMODATION

Player and Tournament officials

25 Million

TRAVEL AND TRANSPORTATION

Air Travel for all teams and on ground

transportation, Buses and Exec Cars for
VIPS

43 Million

TOURNAMENT EQUIPMENT

Pitch Equipment and Tournament Set-up

20 Million

MUSIC ENTS: VENUE

Security / Medical Set-up

3.5 Million

STAGING

Stage Set-up / Back Up power / Set Design

and Pyro

17.5 Million

PRE PRODUCTION and EVENT CREW

Pre Production set up, Concert crew and

Audio and Video Coverage

15 Million

ARTIST FEES

Nigerian Artists (20M) International Options

(30M)

50 Million

LOGISTICS and BACK OF HOUSE

GREEN ROOM, ARTISTS LOUNGE,

PHOTOGRAPHY, USHERS etc

4 Million

INTNL ARTIST TRAVEL AND

ACCOMODATION

International artists, Travel, Transport and

Logistics

25 Million

PUBLICITY and BRANDING

Marketing, PR and Media Needs

10 Million

TOTAL

296 MILLION

Exclusive brand association to the event and all its ATL

and BTL Communication (as listed in prior slides):

Over 2000 TV exposures on Trace Urban and Trace on terrestrial TV, Supersport and
others thanks to team introteasers, event teaser, event broadcast etc.
Millions of pages views on all digital tools (website, mobile apps, FaceBook pages)
Sponsor presentation on all B2C and B2B marketing tool
Sponsor presentation during the press conference and the event
Sponsor Awards given by the sponsor CEO during the show Player of the tournament
Special VIP packages (for staff) to attend the event