POWERADE PLAY SOCCER CHALLENGE 5v5 YOUTH SOCCER TOURNAMENT

ALB Field Marketing<Northern California>

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Soccer Landscape In America+ There are approximately 18MM soccer players in the United States

(u9 – u19)

> 78% of them are under the age of 18> Combine parents and influencers, there are

50MM participants in the U.S.> Youth soccer outpaces Little League Baseball 3

to 1 in size+ Some of the key “Players”

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Program: POWERADE Premier Soccer Club (Youth Soccer)Program: POWERADE Premier Soccer Club (Youth Soccer)

Overview• National grassroots activation against premier level youth soccer clubs• 17 youth soccer clubs sponsored by POWERADE• Male and female ages under 9 – under 18• Speak to, and influence the next generation of athletes/soccer players Activation Elements• Squeeze bottles• 5-gallon coolers• Athlete towels• Fence banners• 20 oz liquid• 5-gallon powder

Other Promotional Opportunities• Club website presence• Newsletter / collateral presence• Tournament Collateral• Special Events

What we need from you…1.Develop day-to-day partnership; understand key dates and initiatives; deliver the service2.Monitor look of success to ensure compliance and protect the brand3.Leverage how they communicate and influence the influencers (ie. parents, coaches, trainers, etc)

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Local Activation: Geographic Relevance

Salt Lake

Denver

Phoenix

Chicago

Atlanta

Philly

Boston

DC

• POWERADE grassroots marketing teams will develop partnerships and support the POWERADE Premier SC.

San Fran

LA

San Diego

Houston

New Orleans

Miami

NY

Charlotte

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Classified - Internal use

Dallas

Detroit

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What’s Next....What’s Next....

Next Steps• Corporate finalizing agreements and developing product/equipment delivery schedules • Corporate to begin distributing product and equipment • Provide update to DMM’s and answer any questions• Introduce DMM’s to Club contacts via conference call• Build the partnership

POWERADE is proud to announce the creation of the POWERADE Premier Soccer Club (PPSC), a fraternity of 16 top youth soccer clubs around the country. The brand surveyed and evaluated hundreds of clubs based on skill, reputation, attitude and location before assembling the powerful soccer alliance. “We picked these clubs because they represent a persona similar to that of the POWERADE brand--they’re bold, competitive, confident and authentic,” said POWERADE Brand Director Frank Bracken. POWERADE products such as coolers, cups, towels and signage will adorn the sidelines at club games and practices to keep players hydrated on the pitch. In addition, POWERADE will use its local marketing teams to strengthen club relationships through such activities as fundraisers, camps, clinics and tournaments. Through the unveiling of the PPSC and its role as the official sports drink of the 2010 FIFA World Cup, POWERADE has established itself as a major player in the soccer space. The POWERADE Premier Soccer Club is made up of the following clubs: Albion Hurricanes FC (Houston) Andromeda SC (Dallas) Arsenal FC (San Diego/LA) Bethesda FC (Washington DC) Cajun SC (New Orleans) Charlotte United FC (Charlotte) CISCO SC (Phoenix) Cobb FC (Atlanta) Colorado United (Denver) Novi Michigan Jaguars FC (Detroit) FC Greater Boston (Boston) PA Classics (Eastern, PA/Philadelphia) Sparta United (Salt Lake City) Weston FC (Miami) Eclipse Select SC (Chicago) De Anza Force SC (San Francisco)

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To date POWERADE Supported @

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z

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objective+ brand: POWERADE PLAY+ market: June 26th, 2006 Creek side Park Cupertino,

Ca + concept overview: Utilize POWERADE domination

and timeline during the World Cup to create and innovate the nor cal marketplace with a new soccer youth focused asset property for Northern California.

+ Collaborate with our local asset, De Anza Force, to create the POWERADE PLAY 5 on 5 youth soccer tournament for the bay area.

+ Leverage this new property to activate the CCNA touring property Coke Celebration Zone (interactive)

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Legal – brunzwack tips on how to create

+ Do your research and Homework, than once you can speak to it - OWN IT!! > This is your idea, your concept, your program, and as much as legal has most likely seen

it or something similar, they aren’t mind readers so before you submit your deck(s) should speak to what creative, brand, and legal are going to ask in your initial pif form and or added concept deck.

> Planning for and recognizing the various issues with your program is a good thing.

+ Ensure you have PLENTY of TIME for DELVELOPMENT, LEGAL, CREATIVE, MEDIA, and IMPLEMENTATION and than add a week or two.

> if you don’t have the time, don’t do the crime. (you may have to settle if rushed)

+ SHARE WHAT YOU”VE LEARNED!!

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THE 5v5 Original Concept Deck Submitted

Classified - Internal use

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activation plan

+ POWERADE Play Soccer Challenge 5v5 Youth

+ Soccer TournamentBoys & Girls U9-U14 

+ Saturday ONLY, June 26 9am – 5pmCreekside Park, Cupertino

+ Registration Deadline Is: June 18, 2010No changes to rosters or player forms after 12pm on Monday June 21st.

+ POWERADE Play 5v5 Soccer Challenge is open to ALL teams. Teams are guaranteed minimum 3 games (20 mins. each). All registered players receive a T-shirt, towel, hydration pack, and more. Champions will receive POWERADE Game Jerseys.

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Press Release and Bracket Info on Teams Time Field Home Team Away Team mini goals 4x6 feet x4 - U9 goals 6 x 18 feet

U10 Boys U10 Boys U10 Boys U9 and U10 on 3 small fields U11 - U13 on 6 big fields9:00 3 America USA 99 Yellow CV Power Red America USA 99 Yellow #1, #2, #3 #'s 4,5,6,7,8,99:30 3 America USA 99 Blue CV Power White America USA 99 Blue

11:00 3 America USA 99 Yellow America USA 99 Blue CV Power Red11:30 3 CV Power Red CV Power White CV Power White The point system is as follows:1:00 3 CV Power White America USA 99 Yellow 6 points for a win1:00 2 America USA 99 Blue CV Power Red 3 points for a tie

1 point for every goal, up to 3 goalsChampionship Game 1 point for a shutout

2:00 3 #1 team #2 team 8 points for a no-show forfeitU9 Boys U9 Boys

9:00 1 B A U9 Boys Tie breakers are as follows:9:00 2 C D DeAnza Force Brazil A 1 - Head to head result9:30 2 D E DeAnza Force Portugal B 2 - Most goals scored (6 goals max per game will be counted)9:30 1 F G Santa Clara United (strong)C 3 - Least goals against

10:00 1 A C America USA 00 Blue D 4 - Red cards10:00 2 F B DeAnza Force 01 Blue E 5 - Coach's Rock/Paper/Scissors (2 out of 3)10:00 3 E G America USA 00 Yellow F10:30 1 B C DeAnza Force Germany G10:30 2 D G10:30 3 E F11:00 1 F A11:00 2 C E11:30 1 A D11:30 2 G B1:00 1 Championship

#1 POINTS #2 POINTS

U9 Girls U9 Girls U9 Girls1:30 1 Juventus Flash Strikers Strikers1:30 2 Shooting Stars Force 00 SASC Black Juventus Flash2:00 1 SASC Red Strikers Shooting Stars Force 00 2:00 2 Juventus Flash Shooting Stars Force 00 SASC Black2:30 1 Strikers SASC Black SASC Red2:30 2 SASC Red Juventus Flash3:00 1 Strikers Shooting Stars Force 00 3:00 2 SASC Black SASC Red3:30 1 SASC Black Juventus Flash3:30 2 Shooting Stars Force 00 SASC Red

4:30 1 #1 team #2 teamU10 Girls (Davis) U10 Girls (Davis)

1:30 3 United Scorpions Force 99G Blue U10 Girls (Davis)2:30 3 WSC Arsenal 00 Force 99G Black Force 99G Blue3:00 3 Force 99G Blue Force 99G Black WSC Arsenal 003:30 3 WSC Arsenal 00 United Scorpions United Scorpions4:00 1 Force 99G Blue WSC Arsenal 00 Force 99G Black4:00 2 United Scorpions Force 99G Black

4:30 3 #1 team #2 teamU11 Girls (Modesto) - A U11 Girls (Modesto) - A

1:30 4 OV Fusion 1 -Rampage Black DeAnza Force 98G Team GermanyU11 Girls (Modesto) - A1:30 5 DeAnza Tidal Waves Avalanche DeAnza Force 98G Blue Team 12:00 4 DeAnza Force 98G Team Germany Avalanche DeAnza Tidal Waves2:00 5 DeAnza Tidal Waves OV Fusion 1 -Rampage Black OV Fusion 1 -Rampage Black2:30 4 DeAnza Force 98G Team Germany DeAnza Tidal Waves Avalanche2:30 5 Avalanche OV Fusion 1 -Rampage Black U11 Girls (Modesto) - B

U11 Girls (Modesto) - B U11 Girls (Modesto) - B DeAnza Force 98G Blue Team 21:30 6 OV Fusion II DeAnza Force 98G Team France Revolution '98 1:30 7 Revolution '98 Modesto AJAX United OV Fusion II2:00 6 Modesto AJAX United DeAnza Force 98G Team France Modesto AJAX United2:00 7 Revolution '98 OV Fusion II2:30 6 DeAnza Force 98G Team France Revolution '98 2:30 7 OV Fusion II Modesto AJAX United

3:30 4 #1 A team #1 B team3:30 5 #2 A team #2 B team

U12 Girls U12 Girls U12 Girls9:00 8 SASC United Team 1 Alpine FC Raptors SASC United Team 19:00 9 West Valley Hot Shots SASC United Team 2 Alpine FC Raptors9:30 8 DeAnza Force SASC United Team 1 West Valley Hot Shots9:30 9 Alpine FC Raptors West Valley Hot Shots SASC United Team 2

10:30 8 SASC United Team 1 SASC United Team 2 DeAnza Force10:30 9 Alpine FC Raptors DeAnza Force1:00 8 West Valley Hot Shots SASC United Team 11:00 9 SASC United Team 2 DeAnza Force3:00 8 SASC United Team 2 Alpine FC Raptors3:00 9 DeAnza Force West Valley Hot Shots

4:00 8 #1 team #2 teamU11 Boys U11 Boys

10:00 4 DeAnza Force 98 Black Team 1 FC Milpitas Azteca United U11 Boys - A10:00 5 DeAnza Gunners 98 DeAnza Force 98 Black Team 2 DeAnza Force 98 Black Team 110:00 6 Panthers SASC Fury 98 FC Milpitas Azteca United11:00 4 DeAnza Force 98 Black Team 1 Panthers Panthers11:00 5 SASC Fury 98 DeAnza Gunners 98 U11 Boys - B11:00 6 FC Milpitas Azteca United DeAnza Force 98 Black Team 2 DeAnza Gunners 9811:30 4 FC Milpitas Azteca United Panthers DeAnza Force 98 Black Team 211:30 5 DeAnza Force 98 Black Team 2 SASC Fury 98 SASC Fury 9811:30 6 DeAnza Gunners 98 DeAnza Force 98 Black Team 1

1:00 4 #1 A team #1 B team1:00 5 #2 A team #2 B team

U12 Boys U12 Boys1:00 6 FC Milpitas Azteca United United U12 Boys - A1:00 7 Pumas 97 Barcelona 97 FC Milpitas Azteca United1:30 8 West San Jose Strikers Palo Alto Blue 98 United2:00 8 West San Jose Strikers FC Milpitas Azteca United West San Jose Strikers2:30 8 Palo Alto Blue 98 Pumas 97 U12 Boys - B1:30 9 United Barcelona 97 Pumas 972:30 9 United West San Jose Strikers Barcelona 973:30 8 Barcelona 97 Palo Alto Blue 98 Palo Alto Blue 98 3:30 9 FC Milpitas Azteca United Pumas 97

4:30 8 #1 A team #1 B team4:30 9 #2 A team #2 B team

U13 Girls U13 Girls9:00 4 DeAnza Force 96G Blue Top Gun Pink U139:00 5 Top Gun Purple Olympic America 97 DeAnza Force 96G Blue9:30 4 Olympic America 97 DeAnza Force 96G Blue Top Gun Purple9:30 5 Top Gun Purple Top Gun Pink Top Gun Pink

10:30 4 DeAnza Force 96G Blue Top Gun Purple Olympic America 9710:30 5 Top Gun Pink Olympic America 97

11:30 8 #1 team #2 teamU13 Boys U13 Boys U13 Boys

9:00 6 Force 96/97B Team 1 Furious Fighters Force 96/97B9:00 7 97 Azzurri Force 96/97B Team 2 97 Azzurri9:30 6 Force 96/97B Team 2 Force 96/97B Team 1 Furious Fighters9:30 7 97 Azzurri Furious Fighters Force 96/97B Team 2

10:30 6 Force 96/97B Team 1 97 Azzurri10:30 7 Furious Fighters Force 96/97B Team 2

11:30 7 #1 team #2 team

FOR RELEASE ON Media Contact: J une 21st, 2010 J ason Brunswick jbrunswick@glaceau.com

510-682-7140

POWERADE PLAY SOCCER CHALLENGE 5v5 YOUTH SOCCER TOURNAMENT

Cupertino, CA, J UNE 21st, 2010 – To celebrate the WORLD CUP here in the BAY AREA the POWERADE team of Northern California in Collaboration with De Anza Force Soccer Club and US CLUB SOCCER are extremely proud to present:

POWERADE PLAY SOCCER CHALLENGE 5v5 YOUTH SOCCER TOURNAMENT happening Saturday J une 26th, 2010 at Creekside Park in Cupertino, California from 9am - 5pm. This 5v5 youth soccer tournament is open to teams ages 14 and under, for both boys and girls, however registration is currently sold out. For more information regarding team registration or general tournament questions please visit http://www.deanzayouthsoccer.org/5v5.

Also to take place during half-time of the tournament, a Goalie Rumble is going to break out during such time over 25 of the bay area's finest goalies from the various leagues and clubs around the bay fight it out for a couple of autographed Memo Ochoa Mexican National Soccer Team J ersey (Mexican National Soccer Team Goalie and Face of POWERADE at the World Cup) Also, to heighten the excitement that this year's FIFA WORLD CUP is bringing to the Bay Area, Coca-Cola is turning the parking lot of Creekside Park into a fully interactive soccer experience. This Coca-Cola Celebration Zone will allow both players and spectators alike the experience of FIFA World Cup in their own backyard! The Coca-Cola Celebration Zone will include a Celebration Dome in which participants can view the FIFA Evolution of Celebrations film, a sampling area, a Human Foosball game, photo booth, foosball tables, and much much more. This Coca-Cola World Cup Celebration Zone is open to the public and community from 9:00am - 5:00pm Saturday J une 26th, 2010 and is not to be missed. POWERADE PLAY is the newest product in the POWERADE lineup, and is specifically designed for your young athlete. POWERADE PLAY has LESS SUGAR and MORE VITAMINS than the other

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Added layer – POWERADE Play 5v5 Soccer + add a layer of world cup excitement with a family friendly

soccer oriented footprint to the POWERADE PLAY activation. coke sparkling share in the excitement the CCNA celebration zone will be activated on site in the entrance to the fields. (day of)

Jeremy (mu vp cce)Idalia (ccna)Brad (ccna sales)

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Added element - What about Memo? + To celebrate the FACE of

POWERADE at the WORLD CUP and bring / activate the world of memo at the world cup here in northern California we decided to add a goalie rumble during lunch break at he tournament

+ What is a goalie rumble ? goalies from existing teams in the tournaments compete against each other in a 1 on 1 single elimination format. (boys and girls) winners to receive a autographed jersey from Memo himself.

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Branded items purchased or created for 5v5

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Day of Tournament – Lay of the Land

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The competition heats up at the point of sweat

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registration

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Where’s Memo: Goalie Rumble

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Photo shoot w/ CHAMPIONS

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the results# events 1hours of execution (manhours) 132bottles sampled 7776impressions na

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key learnings+ what worked?

> Overall Program was a success and good working communication with the De Anza Force

> Working with CCNA to add value to the tournament with both a retailers and the coke celebration zone

> Timing was perfect, however this program was a ton of work.

+ what didn’t work?> Could have used a few more hours prior to> Got no so great feedback on not having true

goals at all fields> No concessionaire on site.

+ what would you change to improve the program next time?> More time in development and implementation> More partners _ bigger overall footprint > More staff> Clinic on site

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POST EVENT FEEDBACK CAPTURED!!!Over 36 responses… 35 extremely

positive!