REED SORENSON RACING NASCAR SPONSORSHIP PRESENTATION
PRESENTED BY
ABOUT REED SORENSON RACING
ABOUT REED SORENSON RACING
REEDSORENSON BIRTHDAY February 5, 1986 (Age 24)
BIO » Reed Sorenson is a NASCAR driver » 5th NASCAR Season in 2010 PARTNERSHIP SUCCESS
Highlights » 3 Career NASCAR victories (Sprint Cup and Nationwide Series) » 75 Top 10 NASCAR Victories (Sprint Cup and Nationwide Series) » Holds Record for Youngest Ever Pole Winner at Indianapolis Motor Speedway » 2006 NASCAR Sprint Cup Rookie of the Year - Top 5 » 2006 NASCAR Busch Series Rookie of the Year Runner Up Awards » 2003 American Speed Association Rookie of the Year
WHY REED? » Up and Coming Young NASCAR driver » Growing Success on the Race Track
WORK WITH REED Endorsements/Spokesperson » Television Commercials & Marketing Materials » PR (SMT) » Use of Image and Likeness Customized Events & Programs » Driving Lesson in race car » Retail Programs Meet and Greet Appearances » Autograph and/or Photo Sessions Corporate Functions » Dinners » Sales Conferences » Corporate Sales meetings
NASCAR OVERVIEW
NASCAR is the #2-rated regular-season sport on U.S. television. NASCAR sanctions more than 1,200 races at 100 tracks in more than 30 U.S. states, Canada and Mexico. NASCAR has three national racing series, four regional racing series, a local racing series with over 50 participating tracks throughout North America, and two international racing series.
REGIONAL / INTERNATIONAL
NASCAR is the #1 spectator sport, with 17 of the 20 most attended sporting events in the United States and an average of nearly 120,000 spectators at each NASCAR Sprint Cup Series event.
LOCAL
NASCAR is the #1 sport in brand loyalty. Fans are three times as likely as non-fans to try and purchase sponsors’ products and services.
NATIONAL
NASCAR OVERVIEW
NASCAR OVERVIEW NASCAR is broadcast in over 150 countries in 20 languages. More Fortune 500Ž companies rely on NASCAR to build their brands than any other sport. NASCAR Sprint Cup Series events typically add $100-$200 million to local and regional economies. Forbes magazine ranks the Daytona 500 as the world’s #4 most valuable sporting event brand (and the #2 most valuable among annual sporting events).
AN ALL-STAR EVENT EVERY WEEKEND
Most high-profile series in NASCAR 36 points events at 22 different tracks One of the premier sports properties in the world
The second most-popular form of motorsports in the U.S.
Favorite among fans who like big, powerful trucks and touch, rugged racing
35 points races at 26 tracks in North America
25 events at 23 different tracks
This series is where hard-charging up-and-comers compete against the best of the best
Features full-size, American-made trucks, highly accessible drivers and the sport’s most avid fans
BUILDING MOMENTUM FOR THE FUTURE • Back-to-basics racing initiatives • Attracting the best world-wide talent • New series partner, Camping World • Increased on-track drama and rivalries • Strong television viewership • New and long standing industry-wide partner commitments
THE NASCAR BRAND AND FAN BASE
THE NASCAR FAN TO BRAND RELATIONSHIP NASCAR is the only sports brand that thrills fans and creates a powerful connection through traditional values they admire UNDUPLICATED SPORTS
SHARED VALUES
Speed & Power
Regular People
Edge of Seat Action
Honorable
Skillful Competition Intense Competition Play Never Stops
+
Down to Earth Genuine Straight Up/Honest
Daring/Courageous
Like a Big Family
Thrilling & Exciting Entertainment
Sense of Belonging
NASCAR FANS
= Part of the Family
NASCAR RACING IS A WAY OF LIFE • Fans are part of a community with shared values and a passion for racing • They are among the most passionate fans in all of sports • They are by far the most brand loyal and sponsor supportive NASCAR FANS ARE 3X AS LIKELY TO TRY AND PURCHASE NASCAR SPONSORS’ PRDOUCTS AND SERVICES NASCAR FAN BASE DEMOGRAPHICS • Gender neutral 59% male / 41% female • One-third 18-34 • One-half 18-44 • One-half $50,000+ • Two out of five with kids under 18 • One in five fans is a minority (9.0% Hispanic / 7.8% African-American)
NASCAR SPONSORSHIP AND FAN LOYALTY
NASCAR FANS UNDERSTAND THE NEED & ROLE OF SPONSORS % of NASCAR Avid Fans Who Agree
“NASCAR drivers could not run their cars without sponsors’ support.” “Nationwide Series team sponsors are just as important as Cup Series Sponsors.” “NASCAR driver use the products they endorse.” “I support NASCAR sponsors more than sponsors of other sports.”
86% 85% 72% 55%
“NASCAR sponsorship is the best buy in marketing. The combination of awareness, favorability and effectiveness is unparalleled in the sports world or anywhere else.” — Larry DeGaris, Former Director of the Center for Sports Sponsorship, JMU
SPORTS INDUSTRY EXECUTIVES AGREE NASCAR Fans are the most sponsor loyal fans in all of sports WHOSE FANS DO YOU THINK ARE THE MOST AWARE OF LEAGUE SPONSORS?
WHOSE FANS DO YOU THINK ARE THE MOST LOYAL TO LEAGUE SPONSORS?
NASCAR
60%
NASCAR
65%
NFL
20%
NFL
13%
MLB
8%
MLB
6%
MLS
4%
MLS
4%
NBA
4%
NBA
3%
PGA Tour
2%
PGA Tour
3%
NHL
1%
NHL
2%
NASCAR MEDIA COVERAGE
INDUSTRY LEADING MEDIA PARTNERS
A TELEVISION VIEWERSHIP LEADER • #2 regular season sport on television • #1 motorsports series on television • Outperforms 75% of primetime TV and all late night comedy shows • Excluding the NFL, NASCAR has more weekends as the #1 or #2 sport other than any other sports property • #2 motorsports series on television • #3 regular season sport on cable television • #1 motorsports series on ESPN2
• #1 motorsports series on SPEED • #3 motorsports series on cable television
NETWORK RATINGS AMONG SPORTS 12.0 10.0
AVERAGE NETWORK RATINGS: 2009
10.4
Most Recently Completed Regular Season
8.0 6.0 4.0
4.8 3.5
2.0 0.0
2.3
2.2
2.0
2.0
1.3
0.9
Results reflect the following completed regular season: NFL (2009), NSCS (2009), NCAA Football (2009), PGA (2009), MLB (2009), NNS (2009), NBA (2008-2009), NCAA Basketball (2008-2009), and NHL (2008-2009). Based on Live + Same Day data stream. Source: Nielsen Media Research
CABLE RATINGS AMONG SPORTS 10.0 8.0
AVERAGE CABLE RATINGS: 2009 Most Recently Completed Regular Season
8.0
6.0 4.0
4.2
2.0 1.5 0.0
1.2
1.2
1.1
0.6
0.6
0.3
Results reflect the following completed regular season: NFL (2009), NSCS (2009), NCAA Football (2009), PGA (2009), MLB (2009), NNS (2009), NBA (2008-2009), NCAA Basketball (2008-2009), and NHL (2008-2009). Based on Live + Same Day data stream. Source: Nielsen Media Research
HOUSEHOLD VIEWERSHIP AMONG SPORTS 12000 10000
AVERAGE HOUSEHOLDS (000): 2009
10359
Most Recently Completed Regular Season (NETWORK & CABLE COMBINED)
8000 6000 4000
4938 1936
2000 0
1569
1350
1298
1259
722
326
TRACKS, DRIVERS & TOP VIEWERSHIP MARKETS 1 4 15
9
1 3 3
4
8
16
2
5
1
10
4
2
11
2
4 5
2
5
2
5 14
12
6
6
17
3 4
4
3
2
6
17
17
1
International Drivers
NASCAR attracts racing talent from across the globe and currently features drivers from South America and Australia
NASCAR National Series Tracks
Numbers in ovals indicate total annual events held
250 Mile Track Radius NASCAR Sprint Cup Series Driver Home Towns Top 20 Television Market Households (Households 000’s)
4
2
3
2
17
2
13
2
7 4
7
Australia 3
Colombia
NASCAR TRACKS WORLD-CLASS VENUES FROM COAST-TO-COAST
SPONSORSHIP OPPORTUNITIES
SPONSORSHIP OPPORTUNITIES ADVERTISING AND PROMOTIONS Team sponsors can incorporate their sponsorships into their general marketing programs. Promotions, sweepstakes and targeted communications all enable team sponsors to attract NASCAR fans (and nonfans alike) in exciting new ways.
SHOW CARS Bring cars to retail locations, charity events and other points of consumer contact provide team sponsors with a way to connect with consumers by creating a “special occasion” for fans to take notice of team sponsorships.
ALTERNATE PAINT SCHEMES Primary team sponsors leverage their promotions, sweepstakes, line extensions and other marketing initiatives through the use of alternate paint schemes.
VICTORY LANE When your driver wins a race, Victory Lane puts team sponsors in an exclusive spotlight, giving sponsor brands valuable added exposure and prestige.
SPECIAL PAINT SCHEMES Special paint schemes replace a primary team sponsor’s scheme for individual events. These schemes provide primary-level exposure for associate team sponsors, movie promotions or other short-term marketing programs.
LICENSING OPPORTUNITIES NASCAR licensed products are a powerful way to reach consumers, giving them additional chances to show their loyalty and interact with brands. Product categories include die-cast collectibles, apparel and many others. BUSINESS-TO--BUSINESS When companies become team sponsors, they gain privileged status as a part of the NASCAR community. This creates a number of business-to-business opportunities to build relationships and goodwill among employees, suppliers, distributors, retailers and others, and can lead to increased business that can strengthen ROI for sponsors.
LOCAL IN-MARKET PROGRAMS When NASCAR events come to each market, they create added opportunities for team sponsors to interact with consumers and leverage the excitement of the event. DRIVER APPEARANCES Drivers are powerful spokespeople for NASCAR team sponsors, providing accessible personalities to share brand messages. Everywhere they go, drivers serve as ambassadors for team sponsor brands as they interact with consumers. DRIVER ENDORSEMENTS Consumers recognize NASCAR drivers and equate them to their sponsor’s brands, making them some of the most effective endorsers in marketing.
PLACEMENT OPTIONS
ASSOCIATE SPONSOR PRIMARY SPONSOR
Multiple placement positions are available on all vehicles and uniforms, ranging from primary to associate. A2M can assist any sponsor in finding the right opportunity that maximizes brand exposure and return on investment HOOD
B-POST C-POST REAR QUARTER PANEL LOWER REAR QUARTER PANEL LOWER FRONT QUARTER PANEL
FOR MORE INFORMATION ABOUT REED SORENSON RACING PLEASE CONTACT: Russell Franklin, CEO and Managing Partner, (404) 630-5354 or Jeremy Seamon, Vice President of Sports and Senior Partner, (334) 538-5866