An fan is an adult who has watched, attended or listened to a game in the last 12 months

Source: Scarborough Research Multi-Market DMA 2010 Release 2

122

132

156

176

181 “We at Pepsi believe we have a great opportunity to influence loyal sports fans by partnering with Colorado University Athletics.  College students are making decisions regarding what brands they trust and we feel this is a great opportunity to grow our business and support Colorado Athletics. “

-Chris Harr, VPGM at Pepsi Bottling Company

WHY COLLEGE SPORTS

COLLEGE SPORTS VS. PRO SPORTS FANSAdvantages of College Sports College sports are not subject to lockouts or strikes Year-round activation opportunities More cost effective than pro sports Increase brand credibility by aligning with top-tier athletic programs Nearly as many women are college sports fans as are NFL fan College sports is about as popular as the NFL and beats both the MLB

and NBA

College sports reaches America:

*Millions of fans

COLLEGE vs. PRO Source: ESPN/TNS Sports Poll; Scarborough Sports Marketing

Success Story:

REACH PASSIONATE FANS WHO SUPPORT THEIR SCHOOLS & SPONSORSCollege sports fans are more loyal and passionate. Whether it’s another sold out Penn State football game, the electric atmosphere of a Tar Heel basketball game or the excitement of Alford Arena during a Maine Black Bear hockey game, college sports provides the drama, excitement and intimacy unmatched by other events. Even casual fans fiercely support their teams, universities and sponsors.

Advantages of College Sports College football fan avidity has increased more than 37% from 2001-2009 Effectively reaches local, state, regional and national audiences Partnering with a property allows sponsors to tap into rich traditions and tie

their brand to these storied programsAmericans are Interested in College Sports

WHY COLLEGE SPORTS

College sports reaches avid fans College sports fans buy from sponsors

*endorsement likelihood of purchase of a sponsored brand *Millions of Fans

38

40

53

64

85

5.33

7.15

7.82

10.35

11.37

PASSION & LOYALTY Source: SportsBusiness Journal; The Marketing Arm’s Sports Property Index, 2012

A fan is an adult 18+ who has watched, attended or listened to a game in the last 12 months

Source: Scarborough Sports Marketing Multi-Market DMA 2012 Release 1

REACH YOUR BEST PROSPECTS & CUSTOMERS

DEMOGRAPHICS – COLLEGE SPORTS

Sex: 40% Female 60% MaleAge: 12% Age18-24 17% Age 25-34 18% Age 35-4420% Age 45-54 16% Age 55-64 17% Age 65+Race: 80% White 13% African Am. 10% Hispanic

3% Asian

Income: 26% $100K+16% $75K-$99K18% $50 - $74K40% $0 - $49KEducation: 33% College Grad 61% HS Grad/Some College Married: 59% MarriedHome Owner: 73% own their residence# of Children in Home:30% 1 or 28% 3 or more

FACTS ABOUT COLLEGE SPORTS FANS:43% of the country follows college sports!Over 100 million fans attended a college sports event in the 2010-11!20% more likely to be a college graduate and have income of $100K or more!9% more likely to own a home!23% more likely to be males!

COLLEGE SPORTS FAN DEMO PROFILE:

An attendee is an adult 18+ who has attended a game in the last 12 monthsSource: Scarborough Sports Marketing Multi-Market DMA 2012 Release 1

REACH YOUR BEST PROSPECTS & CUSTOMERS

DEMOGRAPHICS – COLLEGE ATTENDEES

Sex: 40% Female 60% MaleAge: 17% Age18-24 19% Age 25-34 19% Age 35-4420% Age 45-54 14% Age 55-64 10% Age 65+Race: 81% White 11% African Am. 12% Hispanic

3% Asian

Income: 34% $100K+18% $75K-$99K17% $50 - $74K31% $0 - $49KEducation: 41% College Grad 54% HS Grad/Some College Married: 59% MarriedHome Owner: 75% own their residence# of Children in Home:33% 1 or 29% 3 or more

FACTS ABOUT COLLEGE SPORTS ATTENDEES:!

Over 100 million fans attended a college sports event in the 2010-11!51% more likely to be a college graduate! 57% more likely to have income of $100K or more!11% more likely to own a home!41% more likely to be adults 18 - 24!

COLLEGE SPORTS ATTENDEE DEMO PROFILE:

An listener is an adult 18+ who has listened a game in the last 12 monthsSource: Scarborough Sports Marketing Multi-Market DMA 2012 Release 1

REACH YOUR BEST PROSPECTS & CUSTOMERS

DEMOGRAPHICS – COLLEGE LISTENERS

Sex: 32% Female 68% MaleAge: 11% Age18-24 19% Age 25-34 21% Age 35-4422% Age 45-54 15% Age 55-64 11% Age 65+Race: 85% White 9% African Am. 8% Hispanic

3% Asian

Income: 30% $100K+19% $75K-$99K18% $50 - $74K33% $0 - $49KEducation: 38% College Grad 57% HS Grad/Some College Married: 65% MarriedHome Owner: 77% own their residence# of Children in Home:34% 1 or 29% 3 or more

FACTS ABOUT COLLEGE SPORTS LISTENERS:

10% of the country follows college sports on the radio!19% more likely to be adults 35 - 54!41% more likely to be a college graduate and have income of $100K or more!15% more likely to own a home!12% more likely to have 1-2 children living at home!18% more likely to be married!

COLLEGE SPORTS LISTENERS DEMO PROFILE:

An listener is an adult 18+ who has listened a game in the last 12 monthsSource: Scarborough Sports Marketing Multi-Market DMA 2012 Release 1

REACH YOUR BEST PROSPECTS & CUSTOMERS

DEMOS – COLLEGE LISTENERS

Sex: 32% Female 68% MaleAge: 11% Age18-24 19% Age 25-34 21% Age 35-4422% Age 45-54 15% Age 55-64 11% Age 65+Race: 85% White 9% African Am. 8% Hispanic

3% Asian

Income: 30% $100K+19% $75K-$99K18% $50 - $74K33% $0 - $49KEducation: 38% College Grad 57% HS Grad/Some College Married: 65% MarriedHome Owner: 77% own their residence# of Children in Home:34% 1 or 29% 3 or more

FACTS ABOUT COLLEGE SPORTS LISTENERS:

16% of the men 25 -54 follow college sports on the radio!41% more likely to be a college graduate and have income of $100K or more!15% more likely to own a home!12% more likely to have 1-2 children living at home!18% more likely to be married!

COLLEGE SPORTS LISTENERS DEMO PROFILE: