SUPERCROSS/MOTOCROSS 101 PRESENTED BY WASSERMAN MEDIA GROUP www.wmgllc.com
TABLE OF CONTENTS
CHAD REED
KEN ROCZEN
TABLE OF CONTENTS Section 1: Monster Energy Supercross and Lucas Oil Pro Motocross Series Overviews 2016 Series Schedules 2015 Series Highlights Series Programming Section 2: The Fans Fan Characteristics Demographics and Sponsor Loyalty NASCAR Comparison...Food For Thought Series Social Media Reach Comparison Section 3: Case Studies AT&T and LG Discount Tire Co. Dodge/Ram GEICO
MEDIA QUOTES
MONSTER ENERGY SUPERCROSS
Click To See The Interview
“WHAT’S GREAT ABOUT SUPERCROSS IS THAT IT’S TIMED FOR THE ATTENTION SPAN OF THE AUDIENCES OF TODAY. FOR YOUNG PEOPLE 18-34, WHICH IS OUR KEY DEMOGRAPHIC, THE LONGEST RACE OF THE ENTIRE EVENT IS 20 MINUTES OF UNINTERRUPTED ACTION. FANS CAN BE THERE IN THE MOMENT AND THAT IS VERY UNIQUE AMONGST A LOT OF SPORTS. THERE’S NO REFEREES, THERE’S NOT A TIMEOUT DURING THE RACE...ITS JUST 20 MINUTES OF HEART POUNDING ACTION.”
- JULIETTE FELD
EVP Feld Entertainment, on Forbes SportsMoney
JEREMY MARTIN
Click To See The Interview
“SUPERCROSS SEEMS TO HAVE FULL UNDERSTANDING OF THEIR AUDIENCE. THE TYPICAL FAN IS A MEMBER OF GENERATION Y, OR A MALE IN HIS LATE TEENS TO EARLY 20S. HIGH FLYING DIRT BIKES PROVIDE FOR A HIGH ENERGY EVENT IN PACKED FOOTBALL AND BASEBALL STADIUMS ALL ACROSS THE COUNTRY.” -
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BLEACHER REPORT January 1, 2013
MONSTER ENERGY SUPERCROSS AND LUCAS OIL PRO MOTOCROSS LUCAS OIL PRO MOTOCROSS
SECTION 1: MONSTER ENERGY SUPERCROSS AND LUCAS OIL PRO MOTOCROSS Series Overviews 2016 Series Schedules 2015 Series Highlights Series Programming
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SERIES OVERVIEWS
MONSTER ENERGY SUPERCROSS Monster Energy Supercross places the world’s top motocross athletes in America’s premier urban settings including New York City, Dallas, and Atlanta. The sport delivers edge-of-your-seat racing on man-made, dirt courses featuring monstrous jumps, whoops, and turns all within iconic NFL stadiums and MLB parks.
LUCAS OIL PRO MOTOCROSS
At the conclusion of the 2015 season, Feld Motor Sports announced that the 2016 Monster Energy AMA Supercross season would once again visit the most prestigious stadiums across the US, including a pair of new stops. Notable changes to the 2016 schedule: Anaheim will only have two rounds in 2016, instead of the three featured in 2015. University of Phoenix Stadium, home of the Arizona Cardinals, will replace Chase Field for the Phoenix round. San Diego will have two rounds in 2016, Rounds 2 and 6 The series will return to Toronto, Canada in 2016, after not visiting in 2015 Atlanta will have just one round in 2016, after the series went there twice in 2015 on back-to-back weekends The series also returns to the Boston area as Gillette Stadium will host Round 15
MONSTER ENERGY SUPERCROSS
LUCAS OIL PRO MOTOCROSS Recognized as the world’s premier professional motocross championship, the Lucas Oil Pro Motocross Championship is a 12-round series stopping at natural terrain racing courses in California, Colorado, Indiana, Maryland, Michigan, Minnesota, New York, Pennsylvania, Utah, Tennessee, and Washington. Motocross has been recognized as one of the most physically demanding sports in the world. Following another extremely successful racing season, MX Sports Pro Racing and Alli Sports, a division of NBC Sports Group, announced the 2015 schedule for the Lucas Oil Pro Motocross Championship. Making its highly anticipated return as the season opener to Lucas Oil Pro Motocross, the Hangtown National kicked off the season in Sacramento, CA before making stops throughout the summer at preeminent American motocross facilities across the US. The series concluded with the Indiana National in Crawfordsville, IN.
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2016 SERIES SCHEDULES
2016 MONSTER ENERGY SUPERCROSS SCHEDULE January 09 January 16 January 23 January 30 February 06 February 13 February 20 February 27 March 05 March 12 March 19 April 02 April 09 April 16 April 23 April 30 May 07
Angel Stadium I Petco Park Angel Stadium II O.Co Coliseum U. of Phoenix Stadium* Petco Park AT&T Stadium Georgia Dome Daytona Int’l Speedway Rogers Centre * Ford Field Levi’s stadium Lucas Oil Stadium Edward Jones Dome Gillette Stadium* MetLife Stadium Sam Boyd Stadium
LUCAS OIL PRO MOTOCROSS
Anaheim, CA San Diego, CA Anaheim, CA Oakland, CA Glendale, AZ San Diego, CA Arlington, TX Atlanta, GA Daytona Beach, FL Toronto, ON, CANADA Detroit, MI Santa Clara, CA Indianapolis, IN St. Louis, MO Foxborough, MA East Rutherford, NJ Las Vegas, NV
*NEW to 2016 Schedule
MONSTER ENERGY SUPERCROSS
2016 LUCAS OIL PRO MOTOCROSS SCHEDULE May 21 May 28 June 04 June 18 June 25 July 02 July 09 July 16 July 23 August 13 August 20 August 27
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Hangtown Motocross Classic Glen Helen National Thunder Valley National High Point National Tennessee National RedBud National Southwick National* Spring Creek National Washougal National Unadilla National Budds Creek National Indiana National
*NEW to 2016 Schedule
Sacramento, CA San Bernardino, CA Lakewood, CO Mount Morris, PA Blountville, TN Buchanan, MI Southwick, MA Millville, MN Washougal, WA New Berlin, NY Mechanicsville, MD Crawfordsville, IN
SERIES HIGHLIGHTS
2015 MONSTER ENERGY SUPERCROSS HIGHLIGHTS
KEN ROCZEN
Total LIVE Attendees: 829,427* Total PIT Attendees: 362,367** Household Television Viewers: 16,750,048 Average Household Viewers Per Broadcast: 985,296 Fox Sports 1, Anaheim 1: 448,000 Average Hourly Viewers (11% Increase from 2014) Fox Sports 2, Phoenix: #1 show on network for ages 18-49 Fox Sports 1, Anaheim 2: #1 show on network for ages M18-49 + nearly doubled all other shows Season Overall Average Rating: 0.28; 227,000 HH viewers Per Episode (18% Increase from 2014) East Rutherford FOX Broadcast: 0.49; 575,000 HH viewers *Approximately 50,000 LIVE Attendees at Daytona Supercross; Not a Feld Event **Approximately 25,000 PIT Attendees at Daytona Sueprcross; Not a Feld Event
ONLINE FAN ENGAGEMENT AND SOCIAL MEDIA HIGHTLIGHTS Facebook: 1.8 Million + Likes Twitter: 181,000 + Followers Instagram: 167,000 + Followers YouTube Views: 22.5 Million SupercrossOnline.com (Series Website): 19.2 Million Page Views; 3.6 Million Unique Users ZACH OSBORNE
2015 LUCAS OIL PRO MOTOCROSS HIGHLIGHTS Total LIVE Attendees: 276,800 Household Television Viewers: 5,443,000+ Average Household Viewers Per Broadcast: 162,000 +
ONLINE FAN ENGAGEMENT AND SOCIAL MEDIA HIGHTLIGHTS Live Stream Starts: 1 Million + Live Stream Unique Users: 422,000+ Minutes Watched: 24.2 Million+ ProMotocross.com (Series Website): 3.2 Million+ Page Views; 717,900+ Unique users Pro Motocross Social Media Followers: 694,900+ (Facebook, Twitter, and Instagram combined) 05
SERIES PROGRAMMING
2015 MONSTER ENERGY SUPERCROSS PROGRAMMING
LUCAS OIL PRO MOTOCROSS
The 2015 Monster Energy Supercross television schedule included 17 races airing live on the FOX family of networks with East Rutherford headlined by the first-ever live FOX network broadcast from MetLife Stadium. Rounding out the season, Fox Sports 1 aired 13 races live while Fox Sports 2 aired 3 live races. In addition to the live race coverage, CBS Sports aired network programming specials including the ‘Monster Energy Supercross Preview/Year in Review’ shows and 5 episodes of ‘Supercross: Behind the Dream’ giving fans an inside look at the trials and tribulations that top Supercross athletes endure in their pursuit of excellence. Fox Sports 1 is available to more than 90 million homes and Fox Sports 2 is in more than 40 million Live racing coverage included live streaming on the Fox Sports Go app Over 200 hours of television and online stream coverage was shared, 106 of those were original programming. FOX Sports 1 /
13 - THREE (3) HOUR LIVE RACE BROADCASTS + RE-AIRS FOX Sports 2 /
3 - THREE (3) HOUR LIVE RACE BROADCASTS + RE-AIRS FOX /
EAST RUTHERFORD SX LIVE 2-HOUR RACE
RACEDAY LIVE! 1.5 MILLION
* 49% increase in viewership from 2014
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NBC, NBC Sports Network, and MAVTV provided live coverage from all 12 rounds of the 2015 Lucas Oil Pro Motocross Championship this summer. First motos from each round were televised live on MAVTV while second motos were seen on either NBCSN or NBC. In addition to television coverage, all races aired on NBC, NBC Sports, and MAVTV were also steamed live through ProMotocross.com or the NBC Sports Live Extra app, the NBC Sports Group’s live streaming product for desktops, mobile devices, and tablets. The NBC Sports Live Extra app has virtually made Lucas Oil Pro Motocross racing available to authenticated customers everywhere both in and out of the home. NBC /
Supercross LIVE! provides viewers with 3-hours of pre-show live streaming from each Monster Energy Supercross race. Hosts Jim Holley and Andy Bowyer provide insider analysis from practice and qualifying sessions along with rider/team interviews and behind the scenes coverage. Total Live Views /
2015 LUCAS OIL PRO MOTOCROSS PROGRAMMING
Avg Viewers/Broadcasts* /
82,000
Highest Audience Broadcast /
320,000
3 - 450 MOTO 2 LIVE RACE BROADCASTS NBC Sports Network /
12 - MOTO 2 RACE BROADCASTS, 8 LIVE MAVTV/
12 - MOTO 1 LIVE RACE BROADCASTS + RE-AIRS
SECTION 2: THE FANS
LUCAS OIL PRO MOTOCROSS
SECTION 2: THE FANS Fan Characteristics Demographics and Sponsor Loyalty NASCAR Comparison...Food For Thought Series Social Media Reach Comparison
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SERIES FAN CHARACTERISTICS
SUPERCROSS & MOTOCROSS FAN CHARACTERISTICS SX Fan Characteristics: Young, Urban, Celebrity, Tech Savvy, Trendy MX Fan Characteristics: Male, Middle America, Conservative, Blue Collar, Outdoor Enthusiasts
98% OF FANS WATCH RACES ON TV
73% OF MOTOCROSS FANS ATTEND 1-3 RACES PER YEAR
85% OF FANS SAY THEY SUPPORT THE BRANDS THAT SUPPORT MOTOCROSS
71% OF FANS WOULD SWITCH BRANDS TO SUPPORT THE SPORT
*Source: 2010 MX Sports On-Site Survey
RANKED AHEAD OF NFL AND NASCAR IN FAN AVIDITY - Scarborough Dialogue, May 3, 2013
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SERIES DEMOGRAPHICS AND SPONSOR LOYALTY
SUPERCROSS & MOTOCROSS DEMOGRAPHICS
67% MALE 33% FEMALE
Motocross fans are some of the most passionate fans in the world with an unmatched loyalty to the sport, the athletes, the series, and brands that support it.
INCOME
25%
ON-SITE
17%
<$35K
13%
17%
13%
$35K-$50K
17%
20%
$50K-$75K
27%
$75K-$100K
27%
>$100K
35%
39%
BLUE COLLAR
9%
80%
FULL-TIME
7%
PART-TIME
11%
7%
5%
STUDENT
8%
UNEMPLOYMENT/ RETIRED
3%
24%
13%
23%
WHITE COLLAR OFFICE/MANAGER
EMPLOYMENT STATUS
74%
HHI: $48,047
OCCUPATION
ONLINE
23%
85% WHITE/NON-HISPANIC 15% HISPANIC
48% OF HOUSEHOLDS HAVE CHILDREN >17
5%
AGRICULTURAL
2%
11%
OTHER
3%
2%
MILITARY
11%
7%
SELF-EMPLOYED
1%
RETIRED
1%
9%
8%
WHITE COLLAR EXECUTIVE
2%
TEMP. UNEMPLOYED
Questions Asked: 1. Please select the category that represents your total annual household income before taxes. 2. Are you currently employed and/or a student? 3. How would you describe your occupation? *Turnkey Intellegence, 2013
SPONSOR LOYALTY AWARE OF SPONSORS
Motocross continues to have one of the most attractive fan bases for sponsors. The percent of fans who would consider trying a sponsor’s product increased in 2013 to move ahead of MLS.
AWARENESS OF MOTOCROSS SPONSORS (ONLINE)
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94%
IMPORTANCE OF BEING AWARE OF SPONSORS (ONLINE)
VERY AWARE
60%
VERY IMPORTANT
51%
SOMEWHAT AWARE
34%
SOMEWHAT IMPORTANT
38%
Questions Asked: How aware are you of which companies are official Motocross sponsors? Is it important to you to be aware of which companies are official Motocross sponsors? *Turnkey Intelligence, 2013
MOTOCROSS /
87%
NASCAR /
86%
MLS/
83%
MLB/
71%
CONSIDER TRYING SPONSOR’S PRODUCTS MOTOCROSS /
MLB/
PGA /
IMPORTANT TO BE AWARE OF SPONSORS
85%
MLS /
80%
NASCAR /
73%
PGA /
69%
MOTOCROSS /
88%
MLS /
85%
NASCAR /
82%
PGA /
75%
MLB /
61%
CONSCIOUSLY SUPPORT SPONSOR’S PRODUCTS MLB/
55%
MOTOCROSS /
87%
MLS /
82%
NASCAR /
74%
Questions Asked: How aware are you of which companies are official Motocross sponsors? Is it important to you to be aware of which companies are official Motocross sponsors? Are you more or less likely to consider trying a product/service if that product/service is an official Motocross sponsor? Are you more or less likely to consciously support a company y purchasing its products/services if the company is an official Motocross sponsor? *Data from other properties comes from Turnkey Sponsor Loyalty research in conjunction with SportsBusiness Journal (avid fans).
PGA /
66%
MLB /
56%
NASCAR COMPARISON
NASCAR COMPARISON... FOOD FOR THOUGHT Xfinity Spectators /
Supercross + Motocross Spectators /
Xfinity Races /
Supercross + Motocross Races /
1,529,000
1,106,226
33
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Xfinity Seats Filled /
Supercross Seats Filled** /
Xfinity Possible Max Capacity /
Supercross Possible Max Capacity /
Xfinity Avg. Spectators Each Race /
Motocross Possible Max Capacity /
44.85%
80.12%
3,410,569 46,357
972,782 NONE
Supercross + Motocross /
35,890 COMBINED AVG. SPECTATORS EACH RACE SUPERCROSS = 48,714 Supercross + Motocross / 10% MOTOCROSS ATTENDANCE GROWTH 2013-2014
MOTOCROSS = 23,067
3.5% SUPERCROSS ATTENDANCE GROWTH
4% COMBINED ATTENDANCE GROWTH
*2012 Xfinity attendance stats (NASCAR has not reported race attendance since 2012); 2015 Supercross and Motocross Stats **Does not include Daytona Supercross attendance; Not a Feld event
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SERIES SOCIAL MEDIA REACH COMPARISON
SERIES COMPARISON... SOCIAL MEDIA REACH MotoGP /
NASCAR /
Supercross + Motocross /
Formula Drift /
NHRA /
Ken Roczen /
10,878,854 2,649,412
1,039,078
6,658,236
2,366,167
1,016,756
Chad Reed /
World Superbike /
TORC Series/
IndyCar /
LOORS /
MXGP (World Motocross) /
857,632
510,536 380,922
837,748
446,596 345,546
Global Rallycross /
United SportsCar/
Grand National Cross Country (GNCC) /
Endurocross /
303,092
167,084
167,345
155,656
*Facebook, Twitter, and Instagram Likes/Followers combined as of July 1, 2015
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CASE STUDIES RCH RACING
SECTION 3: CASE STUDIES AT&T and LG Discount Tire Co. Dodge/RAM GEICO
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CASE STUDY: AT&T AND LG
CASE STUDY: AT&T AND LG
AT&T AND LG TEXT DIGITAL JUMBOTRON
Project
Feld Motorsports/Monster Energy Supercross
Brand
AT&T and LG
Challenge
Create AT&T and LG brand awareness among Monster Energy Supercross fans by leveraging the Monster Energy Supercross platform
Objectives
Promote AT&T Wireless services and LG handsets/accessories to Monster Energy Supercross live event attendees through the AT&T Supercross Xperience Establish an interactive and engaging display during Monster Energy Supercross Party in the Pits within key markets Collect Monster Energy Supercross fan data through a special textto-win AT&T offer exclusive to Monster Energy Supercross attendees Drive traffic to local AT&T retail locations and convert LG product and accessory sales.
AT&T AND LG PIT ACTIVATION
Activation
AT&T and LG activation took place during Monster Energy Supercross in Atlanta’s Georgia Dome within a custom 30’x50’ area during the Monster Energy Party in the Pits. This interactive consumer experience offered a variety of thoughtful technology applications centered around green screen photo opportunities, interactive gaming stations, video play-by-plays, airbrush tattoo stations, mobile photo squids, and more. AT&T and LG branding was integrated into live program elements such as tuffblox and banners. Sponsor branding was also leveraged within digital live event assets such as the jumbotron video board and LED ribbon boards used to promote the exclusive AT&T text-in opportunities. The call to action for AT&T and LG consumers included special code words that give fans a chance to see their personal message appear on the digital elements throughout the stadium and the chance to win ticket upgrades.
Results
1,500+ LG phones were sold as a direct result of AT&T’s onsite presence at Monster Energy Supercross 3,000+ Monster Energy Supercross fans went to local AT&t stores to redeem discount coupons they received at the event for LG accessories
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AT&T received more than 46,000 texts in response to their on-site activation
CASE STUDY: DISCOUNT TIRE CO.
CASE STUDY: DISCOUNT TIRE CO. Project
CHAD REED
Feld Motorsports/TwoTwo Motorsports
Brand
Discount Tire/America’s Tire
Challenge
Increase brand awareness to the elusive 18-34 year old demographic on Discount Tire/America’s Tire brand and educate them on Discount Tire/America’s Tire’s products, services, and accessibility.
Approach
Secure a multi-year partnership with Feld motorsprots and TwoTwo Motorsports to capitalize on the popularity and reach of Supercross while leveraging the popularity and influence of Chad Reed. Utilize pit activation and promote the accessibility of the sport to the consumer. Ride the wave of growing interest in Supercross and cross market with other sponsored athletes (i.e. Brad Keselowski - NASCAR, Dai Yoshihara - Formula Drift, Travis Pastrana - Rally Car, Bryce Menzies - Off Road). MONSTER ENERGY SUPERCROSS
Result
In-broadcast graphics package and on-site branding at each race reaching millions across tv, print, and online media. Chad Reed POP advertising in all Discount Tire/America’s Tire stores nationwide; built brand awareness and confidence in store tire services tying the partnership between athlete and series together. Store appearances and Discount Tire VIP behind-the-scenes experience and hospitaltiy at each round of Monster Energy Supercross for deserving employees and special guests. Engaged 300,000 fans in the Monster Energy Supercross pits with active marketing; collected new customer data for Discount Tire corporate communication.
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CASE STUDY: DODGE/RAM
CASE STUDY: DODGE/RAM
RCH RACING PIT ACTIVATION
Project
RCH Racing
Brand
Dodge/Ram
Challenge
Build the Dodge brand amongst the elusive 18-34 year old demographic
Approach
Secure a multi-year deal with RCH Racing to capitalize on the popularity and reach of Supercross/Motocross while leveraging Ricky Carmichael’s racing success and Carey Hart’s celebrity appeal in Mainstream Media.
RCH RACING
Result
Promoted newly released Dodge Durango to the Supercross demographic and the Ram Express to the Motocross demographic.
Created commercial featuring Carey which aired during broadcasts nationally across multiple media platorms and channels. Engaged 300,000 fans in the pits with active marketing including eShots photo booth and live holeshot racing experience. Achieved thousands of sales leads for dealerships nationwide through eShots and Moses data collection registration. Hosted a ride-and-drive in conjunction with RCH Racing and Soaring Eagle Casino & Resort during one of the casino’s biggest promotional events of the year.
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CASE STUDY: GEICO
CASE STUDY: GEICO Project
JUSTIN BOGLE
Factory Connection Honda
Brand GEICO
Challenge
Showcase GEICOâ&#x20AC;&#x2122;s 2-wheel insurance opportunities to motorcycles enthusiasts demographic
Approach
Partner with an established Supercross/Motocross team with championship contending racers who would be good ambassadors for the GEICO brand.
Result
Title sponsor of the GEICO Honda team since 2009 Increased brand awareness amongst Supercross fans by partnering and growing with Factory Connection Honda into a championship contending team Sponsorship includes premier logo placement on team and rider; official team merchandise available to fans Minimal media buy; rely on in-broadcast race team branding for logo exposure
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