Attachment 2 - PWS_Ice Wolves.pdf

Performance Work Statement (PWS) for

New Mexico Air National Guard

Sports Franchise Marketing and Partnership Package

1.0 GENERAL

The purpose of this partnership is to improve the visibility and community footprint of the New

Mexico Air National Guard (NMANG). This partnership will increase brand awareness, generate qualified recruiting leads, and promote military service opportunities through strategic marketing, advertising, and community engagement associated with the New Mexico Ice Wolves hockey organization.

1.1 SCOPE OF WORK

The New Mexico Air National Guard Recruiting Office requires a contractor to provide a comprehensive sports marketing and partnership package. The contractor shall provide arena/venue advertising, digital promotional opportunities, branding, and fan engagement activities throughout the period of performance in support of NMANG recruiting efforts.

1.2 BACKGROUND

To effectively market opportunities to serve in the New Mexico Air National Guard, the Recruiting

Office requires access to high-visibility sporting events that attract a diverse and large-scale audience throughout New Mexico. A partnership with the New Mexico Ice Wolves provides continuous exposure to thousands of spectators through venue advertising, digital media, promotional events, and fan engagement opportunities that support recruiting objectives and enhance public awareness of the NMANG mission.

1.3 PERIOD OF PERFORMANCE (POP)

For the duration of one year following award of contract.

1.4 PLACE OF PERFORMANCE

Performance shall occur at all New Mexico Ice Wolves Home Games and Associated Promotional

Events held during the period of performance, located at The Outpost Ice Arena, 9530 Tramway

Blvd NE, Albuquerque, NM 87122.

1.4.1 PARTNERSHIP DELIVERABLES

The contractor shall provide the following partnership assets and promotional opportunities (or equivalent assets of equal or greater visibility/value):

1.4.1.1 “Hat Trick” Partnership Level Package (Baseline Digital & PA Assets)

1.4.1.2 Arena Connect and One-Half Game Video Board Advertisement

1.4.1.3 Prominent 5’ × 12’ Dasher Board Wall Decal

1.4.1.4 Home Game Title Partnership with Minimum 500 Co-Branded Giveaways

1.4.1.5 Veteran’s Day Specialty Jersey Night Partnership

NMANG Ice Wolves Partnership PWS

1.4.1.6 Permanently Installed Framed NMANG Specialty Jersey in Arena

1.4.1.7 Full-Page Outside Back Cover Ad in Official Game Program

2.0 DEFINITIONS AND ACRONYMS

ANG Air National Guard

NMANG New Mexico Air National Guard

COR Contracting Officer’s Representative

3.0 GOVERNMENT FURNISHED INFORMATION/GOVERNMENT FURNISHED

EQUIPMENT (GFI/GFE)

The Government will provide approved NMANG recruiting logos, branding, artwork, recruiting messaging, digital media, and commercial video files for use throughout the partnership. All

Government-furnished materials shall be used only as approved by the Contracting Officer’s

Representative (COR).

4.0 CONTRACTOR FURNISHED PROPERTY, MATERIALS, AND EQUIPMENT

(CFP/M/E)

The contractor shall furnish all personnel, equipment, installation materials, advertising production, display systems, promotional items (when included in the partnership), and event support necessary to execute the partnership package.

5.0 TASK REQUIREMENTS

5.1 NEW MEXICO ICE WOLVES PARTNERSHIP MANAGEMENT

The contractor shall coordinate, install, maintain, and manage all partnership assets included within this agreement throughout the period of performance. The contractor shall coordinate directly with the NMANG Recruiting Office to ensure all branding complies with Government approval requirements and all partnership elements are delivered as contracted. This partnership will run for all home games at the Outpost Ice Arena, stadium for the Ice Wolves.

5.1.1 REQUIRED SERVICES

The contractor shall provide the following partnership assets:

• a. Hat Trick Partnership Package: Provide the baseline “Hat Trick Partnership Package,” which must include a minimum of two (2) digital concourse display loop advertisements during all home games, a minimum of two (2) public address (PA) announcements per game, and web link placement on the team’s primary partnership webpage.

• b. Arena Connect and Half-Game Advertisement: Provide the digital “Arena Connect” advertising capabilities (e.g., arena Wi-Fi landing page or fan-connect digital space) and one (1) prominent half-game digital advertising block (e.g., dedicated LED board time or video board loop) during a designated home game agreed upon by the COR.

• c. Dasher Board Wall Decal: Install and maintain one (1) permanent, high-durability, 5-foot by

12-foot dasher board wall decal displaying approved NMANG branding in a prominent, high-traffic location.

• d. Home Game Partnership with Branded Giveaway: Provide the title partnership of one (1) designated home game, including on-concourse promotional space (minimum 10’×10’) with electrical access for NMANG recruiters and the distribution of a minimum of 500 co-branded

(NMANG/Ice Wolves) promotional giveaway items (e.g., custom rally towels, pucks, or apparel) agreed upon by the COR.

• e. Specialty Jersey Night Partnership (Veteran’s Day): Provide exclusive partnership of one

(1) Specialty Jersey Night (designated as Veteran’s Day). The team will wear custom jerseys featuring the NMANG logo on Veteran’s Day. Following the event, one (1) authentic, framed

NMANG Veteran’s Day jersey will be installed and displayed indefinitely at a high-visibility location in the Outpost Ice Arena. This deliverable includes high-visibility promotional advertising across all digital platforms (e.g., social media, website, in-game LED/video boards) to promote the specialty game.

• f. Official Game Program Advertisement: Provide one (1) permanent, full-page, full-color advertisement featured on the outside back cover of the official New Mexico Ice Wolves printed game program for all home games.

• g. Partnership Coordination: Coordinate all installation schedules, artwork proofs, branding placement, and game-night logistical activities with the NMANG COR to ensure all partnership deliverables are finalized and approved prior to scheduled events.

• h. Performance Documentation: Provide a comprehensive partnership performance report upon completion of the period of performance. The report shall include high-resolution photographs of all installed advertising (including the permanent framed jersey display), confirmation that partnership elements were delivered, authenticated attendance/foot-traffic figures, and available digital analytics or impression data (e.g., website clicks, digital ad impressions).

6.0 PERFORMANCE REQUIREMENTS SUMMARY (PRS)

The service requirements are summarized into performance objectives that relate directly to mission essential items. The performance threshold briefly describes the minimum acceptable levels of service required for each requirement.

PWS Para Task Performance Standard Acceptable Quality

Level Surveillance

Method

5.1.1(a) Hat Trick Partnership Package

Baseline assets delivered (PA reads, digital loops, web links) during all games.

100% completion during POP

COR observation and digital link verification

5.1.1(b) Arena Connect & Half- Game Ad

Digital ads and half-game video block executed as scheduled.

100% completion during the designated home game.

Video board tracking and COR observation

5.1.1(c) Dasher Board Wall Decal

5’ × 12’ decal installed and maintained free of damage or wear.

100% availability during POP

COR periodic inspection (Physical/Visual)

5.1.1(d) Home Game Partnership & Giveaway

Promotional booth space ready; co-branded giveaways distributed.

100% execution on designated game night

Direct COR observation and event verification

5.1.1(e) Specialty Jersey Partnership (Veteran’s Day)

Veteran’s Day game executed; NMANG logo jerseys worn; high-vis digital promo delivered.

100% completion Event log verification and COR observation

5.1.1(e) Framed Jersey Display Authentic NMANG framed jersey installed permanently in arena.

100% verified installation before POP end date

Initial Install & COR Inspection (Physical/Visual)

5.1.1(f) Game Program Advertisement

Full-page back cover advertisement published continuously.

100% inclusion in all game programs

COR physical sample review

5.1.1(g) Coordination & Approvals

Production proofs submitted to COR before printing or digital deployment.

100% of assets must receive written COR approval.

COR tracking log of approval emails

5.1.1(h) Performance Report Comprehensive report submitted covering all metrics and proofs.

100% submission at the end of the POP.

COR review of submitted report