TENNIS SPONSORSHIP RESEARCH

GUY PORT Vice President Sales,

Repucom North America *****************

ULI LACHER International Sales, Repucom

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WE ARE REPUCOM

GLOBAL LEADERS IN SPORTS

MARKETING RESEARCH

ULRICH LACHER

FEBRUARY 2013

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WELCOME

TOPICS FOR TODAY Introduction

1 – Tennis and television ratings

2 – Tennis and sponsor integration

3 – Tennis fans

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WE ARE REPUCOM

WE UNDERSTAND THE

BUSINESS OF SPORT AND HOW

FANS ENGAGE WITH IT TO HELP

CLIENTS

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WHEREVER YOU ARE

WHEREVER SPORTS FANS ARE

LEADING THE WAY

AMSTERDAM

BANGALORE

BARCELONA

BRUSSELS

BUENOS AIRES

CHARLOTTE, NC

COLOGNE

COLUMBIA

DUBAI

JOHANNESBURG

KANSAS CITY, MO

KARLSRUHE

LONDON

MELBOURNE

MILAN

NEW YORK

PARIS

SAO PAULO

SINGAPORE

SYDNEY

TOKYO

VANCOUVER

AMERICAS MIDDLE EAST

AFRICA

ASIA PACIFIC

EUROPE

AMERICAS MIDDLE EAST

AFRICA

ASIA PACIFIC

EUROPE

OFFICES WORLDWIDE

20+

TOTAL EMPLOYEES

1400

YEARS EXPERIENCE

25+

CLIENTS OVER

1000

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WE DELIVER THE INSIGHTS

THAT LET YOU MAKE TRULY

INFORMED DECISIONS

THIS IS WHAT WE DO

» COMPREHENSIVE

» ADVANCED

» INDEPENDENT

» VALUABLE

» FOCUSED

MARKET RESEARCH

Understanding target markets through focused research.

MARKET INTELLIGENCE

Comprehensive market and competitor analysis.

CONSULTANCY

Insights around your needs to grow Return on Assets and Objectives.

COMMERCIAL AUDITING

Protecting your global brand and asset rights.

MEDIA EVALUATION

Analyzing brand impact in media around the world.

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BEING SEEN WITH ALL THE RIGHT PEOPLE

THIS IS WHO WE DO IT FOR

Maximizing value for rights holders, brands, broadcasters and agencies

»

»

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INTRODUCTION

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INTRO

WHY DO BRANDS SPONSOR TENNIS

» INCREASE BRAND AWARENESSS

» ENHANCE EMOTIONAL APPEAL OF THE BRAND

» CONSUMER ENGAGEMENT

» GENERATE SALES/LEADS

» ENTERTAINMENT

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INTRO

WHAT ARE THE MAIN SPORTS COMPETING WITH TENNIS

GOLF

+ Exclusivity of platform

+ Affluent audience

+ Growing popularity in key

markets (e.g. China)

- Limited Free-TV

coverage

+ Exclusivity of platform

+ Affluent audience

- Minimal TV coverage

- Reach and interest

low in most countries

- Expensive

+ Unmatched global

coverage and fan base

- No exclusivity

- High clutter

environment

- Lack of clear target

group profile

- Expensive

SAILING

SOCCER

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INTRO

FEEDBACK FROM SPONSORS STRENGTHS AND

WEAKNESSES OF TENNIS SPONSORSHIP

+ - Global

Attractive Target Group

Fragmented

Expensive

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TENNIS AND TELEVISION RATINGS

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1 | TENNIS – TELEVISION

TENNIS VS. GOLF – TELEVISION RATINGS WITHIN THE USA

28.010MM 22.301MM 4.412 MM 2.348 MM

Source: Nielsen

Cumulative HH audience across each event.

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1 | TENNIS – TELEVISION

TENNIS VS. GOLF – TELEVISION AUDIENCE SHARE M/F 25-54 YO

43% 49% 35% 36%

Source: Nielsen

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TENNIS VS. GOLF – GLOBAL COVERAGE

2012 ATP WORLD TOUR FINAL – BMW CHAMPIONSHIP WENTWORTH

1 | TENNIS – TELEVISION

Base: big 5 Europe incl. Eurosport

342

hours of coverage

200

Hours of coverage

298

million viewers

18

million viewers

138

points

30

points

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1 | TENNIS – TELEVISION

GLOBAL AUDIENCES – TOP ATP TOUR EVENTS

20,741

23,384

28,001

28,430

29,986

33,498

40,066

41,815

57,872

64,873

Rogers Cup

Western and Southern Cincinnati Open

Sony Ericsson Open

Barcelona Open Banc Sabadell

Rolex Shanghai Masters

BNP Paribas Masters

Mutua Madrid Open

Monte-Carlo Rolex Masters

Internazionali BNL d'Italia

ATP World Tour Finals

» THREE OF THE NORTH

AMERICAN TENNIS EVENTS

RANKED IN THE ATP TOP

#10 DURING 2012.

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TENNIS AND SPONSOR INTEGRATION

2

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2 | TENNIS – SPONSORS

STRENGTH OF TENNIS BRAND VISIBILITY

US SPONSORSHIP PROPERTIES

$927,932

$2,268,793 $2,717,518

$6,220,522

$4,193,093

$295,494

$16,136,144

$17,696,231

$4,348,440

Source: Repucom Sport24 Tracking

US DOMESTIC

GLOBAL

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$1,686,556

$9,265,179

$3,985,940

$1,285,967

Top Asset (Broadcaster) Top Asset (Event)

2 | TENNIS – SPONSORS

TENNIS VS. GOLF – STRENGTH OF BRAND VISIBILITY

Brand Visibility %

67% of total broadcast

11% of total broadcast

VALUE IN GOLF

WITH

BROADCASTER

Source: Repucom Sport24 Tracking

TENNIS

GOLF

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2 | TENNIS – SPONSORS

Source: Repucom Sport24 Tracking

STRENGTH OF TENNIS BRAND VISIBILITY

GLOBAL SPONSORSHIP PROPERTIES

TWO WEEK MAJOR

EVENTS IN LINE WITH

GLOBAL FOOTBALL

PROPERTIES

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2 | TENNIS – SPONSORS

SPONSOR ROI MEDIA vs. INVESTMENT

ROI Comparison of Various Sponsorship Platforms

Cycling Top Team 9:1 – investment around € 6-7 million

Formula One Team Sponsor 7:1 – invest around € 10-15 million

Golf Tournament – Title Sponsor 3:1 – investment between € 3-6 million

Motorcycling Event Sponsorship 9:1 – investment around € 1 million

Base: France, Germany, Italy, Spain, UK, Netherlands, Scandinavia, Pan-Europe, USA, China, Australia

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2 | TENNIS – SPONSORS

MAXIMIZING VALUE OF EXISTING INVENTORY

WHAT IS RICOH AND FEDEX TENNIS INVESTMENT IN THE USA?

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TENNIS: FANS

3

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GLOBAL FAN BASE – POTENTIAL OF TENNIS

TOTAL 12 countries:

291.9 mill.

Extrapolation from field samples based on official population figures of total 16-69 year olds in each country.

*Indicates population sample based on an urban population figure

Key:

BRAZIL

13.80 mill.

10% Tennis (rank 11)

7% ATP Tour

SPAIN

17.47 mill.

53% Tennis (rank 1)

28% ATP Tour

U.K.

17.14 mill.

40% Tennis (rank 4)

19% ATP Tour

GERMANY

13.33 mill.

23% Tennis (rank 9)

12% ATP Tour

ITALY

11.83 mill.

28% Tennis (rank 4)

11% ATP Tour

FRANCE

18.84 mill.

43% Tennis (rank 3)

25% ATP Tour

INDIA*

37.23 mill.

16% Tennis (rank 3)

7% ATP Tour

SOUTH AFRICA

5.49 mill.

17% Tennis (rank 5)

8% ATP Tour

AUSTRALIA

2.46 mill.

46% Tennis (rank 2)

26% ATP Tour

CHINA*

132.15 mill.

28% Tennis (rank 7)

18% ATP Tour

SOUTH KOREA

6.70 mill.

22% Tennis (rank 10)

11% ATP Tour

JAPAN

15.46 mill.

19% Tennis (rank 7)

12% ATP Tour

COUNTRY

Fan potential – Top 2

(mill. = million)

3 | TENNIS – FANS

Source: Repucom SportsDNA

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GLOBAL FAN – HOW DOES TENNIS INDEX VS. POPULATION

3 | TENNIS – FANS

MALES

108

AGE

100

HIGHER

EDU

119

TOP

INCOME

128

BALANCED AGE, GENDER – MORE EDUCATED AND GREATER INCOMES

Source: Repucom SportsDNA

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GLOBAL FAN – INTENT TO PURCHASE (INDEX VS. POPULATION)

3 | TENNIS – FANS

BETTING

165

CABLE TV

137

CREDIT

CARDS

131

CAR

125

TENNIS FANS OVER INDEX VS. POPULATION ACROSS EVERY PRODUCT CATEGORY

Source: Repucom SportsDNA

LUXURY

ACC.

117

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VIA

TV

VIA

ATTENDANCE

Men's Tennis 30% 43%

Women's Tennis 28% 34%

3 | TENNIS – FANS

RECALL OF SPONSORS FROM TENNIS EVENTS

Source: Repucom SportsDNA

US FAN – HIGH RECOGNITION OF TOURNAMENT SPONSORS

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222.2 million POPULATION - 18+ YO

94.3 million MEN’S TENNIS

INTERESTED

94.2 million WOMEN’S TENNIS

INTERESTED

FAN INTEREST

TENNIS PARTICIPATION

47%

38%

43%

43%

18%

11%

13%

14%

Professional Golf (Men’s)

Professional Golf (Women’s)

Professional Tennis (Men’s)

Professional Tennis (Women’s)

% Fan - Any Level

% Avid Fan

21%

12%

7%

Avid Tennis FansTennis FansAll Sports Fans

On TV At-Event

Men's Tennis 30% 43%

Women's

Tennis 28% 34%

3 | TENNIS – FANS

SPONSOR RECALL

STRENGTH – AT EVENT BRANDING

Source: Repucom SportsDNA

THE US TENNIS FAN

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TENNIS FANS USA – POWER OF THE TENNIS CELEBRITY

SERENA WILLIAMS – QUEEN OF THE TENNIS CELEBRITY

3 | TENNIS – FANS

Source: Celebrity DBI

6th – of all athletes

3rd – amongst African American

sport fans

16th – among 13-24 YO sport fans

15th – amongst 55+ YO sport fans

(Foreman)

Top women in all categories, MJ

leads all groups.

THE CELEBRITY DBI

RANKS ALL ATHLETES

ACROSS THE USA BASED

ON AWARENESS AND SET

OF KEY ATTRIBUTES

(Awareness, appeal,

aspiration, breakthrough,

endorsement, influence,

trend setter and trust)

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MARKETING THROUGH ATHLETES – POWER OF THE TENNIS CELEBRITY

3 | TENNIS – FANS

Source: Celebrity DBI

Best all rounder –

across all sport

fans.

Best all rounder –

within 13-24 YO

fans.

ALL ROUNDER – all key brand attributes outside of

celebrity awareness.

Best all rounder –

within 55+ YO

fans.

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TENNIS: SPONSORSHIP

3

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3 | SELLING SPONSORSHIPS

HOW TO USE DATA FOR SELLING SPONSORSHIPS ?

» Understand your strengths and weaknesses

» Understand the client's objectives and target markets

» Important: tailor packages – no standardized proposals !

» Performance-related contracts

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GET IN TOUCH

THANK YOU

REPUCOM

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» PAUL SMITH, CEO

» PHONE: +1 203 975 9000

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