Navigating Sports in a Down Economy: a look at the business of motorsports and its dependence on corporate america

“Auto racing, bull fighting andmountain climbing are the only real sports…

all others are games.”- Ernest Hemingway

9 CHAMPIONSHIPS – 103 VICTORIES

“I am in this for one reason.To win. I want to run up front and to win races. But as important to me is to help our sponsors win, to get a return on the investment they have made with us.”

Chip

WIN RACES – ADD VALUE TO SPONSORS

Champions, Diverse Backgrounds and Experience

Daytona Rolex 24 Hour

Virginia International

Miami/Homestead

Watkins Glen Kansas City

Miami/Homestead

Iowa

Daytona

Texas

Indianapolis 500

Edmonton

Birmingham

Nashville

Kentucky

2008 2008 – Most Successful Year in Team History14 Wins and 2 Championships

Sponsorship allows you to cut through the clutter and motorsports sponsorship allows you to do it in a unique way• Motorsports fans are loyal to

sponsors & are a significant segment of the population

• People view sponsorship as not intrusive, but rather necessary to the sport

• Your message is not an interruption from the action, it IS the action

• The association can be used in other value-added ways outside of consumer marketing

Public Relations

-Diversity Initiatives-Philanthropic Initiatives-Race & Non Race PR

Business Opportunities

-External -Customers -B2B Partnerships-Internal -Recruiting -Incentives -Employee Morale

Branding Properties

-Cars/Uniforms-Marketing Comm.-Signage-Clothing

Advertising

- Performance Messaging-TV, Print, Radio- Internet- Photography

Market Extensions

-Merchandising-Sales Promotions-Event Programs-Driver Appearances-Showcars

Sports are NOT Recession Proof

• Top 3 spenders in sports are Financial Institutions, Automotive Companies and Alcohol Companies.

- Bank Failures, Bankruptcies, Mergers - Impact on tickets, suites, naming rights and

valuation of teams

• Leagues and Teams are Faltering - Golf Events, WBNA Team, Arena Football - 3 NASCAR teams are gone - NHL, NFL, MLB, NBA franchises next?

• Fan Attendance is in Flux- Middle class is priced out of the market- Licensing is suffering

• Teams and Leagues are cutting jobs

• Binding contracts are being ignored/terminated

• Increased corporate scrutiny Shrinking Pool of • Difficult economy/bankruptcies Sponsorship Dollars• Less factory/supplier support to Race With

• Open-wheel: value has declined over last few years Team Performance and Value

• NASCAR: continues to deliver value to Sponsors is Morebut costs rising and highly saturated Important than Ever

small pool of new money entering sport

• High cost and lengthy process associated with acquiring new sponsors; particularly for Sponsors Expect More forsponsors who are new to motorsports High Cost of Investment

• Sponsors are less patient and need more measurement and ROI

• Highly competitive on-track and costs are rising Shift to haves and have-nots• Teams being bought by investors with deep pockets Teams begin to dominate and

and multiple paths to create value for sponsors teams who do not win are veryvulnerable to sponsor

switches

Shrinking Pool of Sponsorship Dollars to Race With• Must deliver for existing sponsors to justify increases and steal share from other teams to raise incremental $ to

race with• Series might have to re-think exclusivity (e.g. Sprint, Sunoco, Goodyear)• Series needs to control cost increases/rule changes

Team Performance and Value to Sponsors More Important than Ever• Teams who provide more value and marketing benefits for the $ will attract and retain more $ to race with• Communication of value relative to other marketing opportunities is important

Sponsors Expect More for High Cost of Investment• Teams must maintain Championship/leadership position on-track• It costs less to invest in retaining and renewing existing sponsors than to acquire new ones

Shift to Haves and Have-Nots- Teams Vulnerable to Switches in Off-Years• Multi-car teams have economies of scale to better compete• Multi-sport owners can offer more value and have stronger connections to corporate america• Costly and difficult to win on-track – must allocate resources effectively• Poor performing teams are vulnerable in off-years and sponsors easily can switch teams (see M&M’s, CAT,

Cheerios)

Value for sponsors is a function of what they spend vs. what they get….

If what they spend rises at a rate greater than what they get, eventually you have a loss and they will use the money for something else.

Given the importance of driving value to sponsors, therefore, every decision that is made by the different series should answer one or both of these questions:

1.How does this help us keep all aspects of the sport healthy by adding value to sponsors (especially team primaries and engine manufacturers)?

2. How does this help us grow our fan base at a rate faster than cost to sponsors?

• Companies still want to increase awareness, shape consumer attitudes, incent the trade, differentiate product from competitors, entertain clients, communicate commitment to a particular lifestyle and drive sales…etc.

• 19 of the 20 most attended events in 2009 will still be Motorsports events

• Find partners vs. sponsors

• Work to seek new ways to drive value for sponsors beyond traditional exposure and fan affinity

• Invest in research

• Control expenses – athletes make too much damn money

• Collaboration will be paramount

Performance based contracts will be the norm

This is a great time to get involved - tremendous value

Teams cannot bottom out the market – Must maintain disipline to pricing

Focus on the entertainment value – diversion from their lives

Teams need to share the wealth and focus on collaboration – MLB Teams poach ideas