reed sorenson

REED SORENSON RACING

NASCAR SPONSORSHIP PRESENTATION

PRESENTED BY

ABOUT REED SORENSON RACING

REEDSORENSON

PARTNERSHIP SUCCESS

BIO

» Reed Sorenson is a NASCAR driver» 5th NASCAR Season in 2010

Highlights» 3 Career NASCAR victories (Sprint Cup and Nationwide Series)» 75 Top 10 NASCAR Victories (Sprint Cup and Nationwide Series)» Holds Record for Youngest Ever Pole Winner at Indianapolis Motor Speedway» 2006 NASCAR Sprint Cup Rookie of the Year - Top 5» 2006 NASCAR Busch Series Rookie of the Year Runner Up

Awards» 2003 American Speed Association Rookie of the Year

BIRTHDAYFebruary 5, 1986 (Age 24)

WHY REED?» Up and Coming Young NASCAR driver» Growing Success on the Race Track

WORK WITH REEDEndorsements/Spokesperson» Television Commercials & Marketing Materials» PR (SMT)» Use of Image and LikenessCustomized Events & Programs» Driving Lesson in race car» Retail ProgramsMeet and Greet Appearances» Autograph and/or Photo SessionsCorporate Functions» Dinners» Sales Conferences» Corporate Sales meetings

ABOUT REED SORENSON RACING

NASCAR OVERVIEW

NASCAR is the #1 sport in brand loyalty. Fans are three times as likely as non-fans to try and purchase sponsors’ products and services.

NASCAR is the #1 spectator sport, with 17 of the 20 most attend-ed sporting events in the United States and an average of nearly 120,000 spectators at each NASCAR Sprint Cup Series event.

NASCAR is the #2-rated regular-season sport on U.S. television.

NASCAR sanctions more than 1,200 races at 100 tracks in more than 30 U.S. states, Canada and Mexico.

NASCAR has three national racing series, four regional racing series, a local racing series with over 50 participating tracks throughout North America, and two international racing series.

NASCAR OVERVIEW

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NASCAR OVERVIEWNASCAR is broadcast in over 150 countries in 20 languages.

More Fortune 500® companies rely on NASCAR to build their brands than any other sport.

NASCAR Sprint Cup Series events typically add $100-$200 million to local and regional economies.

Forbes magazine ranks the Daytona 500 as the world’s #4 most valuable sporting event brand (and the #2 most valuable among annual sporting events).

AN ALL-STAR EVENT EVERY WEEKEND

Most high-profile series in NASCAR

36 points events at 22 different tracks

One of the premier sports properties in the world

The second most-popular form of motorsports in the U.S.

35 points races at 26 tracks in North America

This series is where hard-charging up-and-comers compete against

the best of the best

Favorite among fans who like big, powerful trucks and touch,

rugged racing

25 events at 23 different tracks

Features full-size, American-made trucks, highly accessible drivers and

the sport’s most avid fans

BUILDING MOMENTUM FOR THE FUTURE• Back-to-basicsracinginitiatives

• Attractingthebestworld-widetalent

• Newseriespartner,CampingWorld

• Increasedon-trackdramaandrivalries

• Strongtelevisionviewership

• Newandlongstandingindustry-widepartnercommitments

THE NASCAR BRAND AND FAN BASE

THE NASCAR FAN TO BRAND RELATIONSHIP

UNDUPLICATED SPORTS

Speed & Power

Edge of Seat Action

Skillful Competition

Intense Competition

Play Never Stops

Daring/Courageous

Thrilling & Exciting Entertainment

SHARED VALUES

Regular People

Honorable

Down to Earth

Genuine

Straight Up/Honest

Like a Big Family

Sense of Belonging

NASCAR FANS

Part of the Family

NASCARistheonlysportsbrandthatthrills fansandcreatesapowerful connectionthroughtraditional valuestheyadmire

+ =

NASCAR RACING IS A WAY OF LIFE• Fansarepartofacommunitywithsharedvaluesandapassionforracing

• Theyareamongthemostpassionatefansinallofsports

• Theyarebyfarthemostbrandloyalandsponsorsupportive

NASCAR FAN BASE DEMOGRAPHICS

• Gender neutral 59% male / 41% female

• One-third 18-34

• One-half 18-44

• One-half $50,000+

• Two out of five with kids under 18

• One in five fans is a minority (9.0% Hispanic / 7.8% African-American)

NASCAR FANS ARE 3X AS LIKELY TO TRY AND PURCHASE NASCAR SPONSORS’ PRDOUCTS AND SERVICES

NASCAR SPONSORSHIP AND FAN LOYALTY

NASCAR FANS UNDERSTAND THE NEED & ROLE OF SPONSORS

“NASCAR sponsorship is the best buy in marketing. The combination of awareness, favorability and effectiveness is unparalleled in the sports world or anywhere else.”— Larry DeGaris, Former Director of the Center for Sports Sponsorship, JMU

“NASCARdriverscouldnotruntheircarswithoutsponsors’support.”

“NationwideSeriesteamsponsorsarejustasimportantasCupSeriesSponsors.”

“NASCARdriverusetheproductstheyendorse.”

“IsupportNASCARsponsorsmorethansponsorsofothersports.”

% of NASCAR Avid Fans Who Agree

86%

85%

72%

55%

SPORTS INDUSTRY EXECUTIVES AGREE

NASCAR Fans are the most sponsor loyal fans in all of sports

NASCAR

NFL

MLB

MLS

NBA

PGATour

NHL

60%

20%

8%

4%

4%

2%

1%

WHOSE FANS DO YOU THINK ARE THE MOST AWARE OF LEAGUE SPONSORS?

NASCAR

NFL

MLB

MLS

NBA

PGATour

NHL

65%

13%

6%

4%

3%

3%

2%

WHOSE FANS DO YOU THINK ARE THE MOST LOYAL TO LEAGUE SPONSORS?

NASCAR MEDIA COVERAGE

INDUSTRY LEADING MEDIA PARTNERS

A TELEVISION VIEWERSHIP LEADER• #2 regular season sport on television

• #1 motorsports series on television

• Outperforms 75% of primetime TV and all late night comedy shows

• Excluding the NFL, NASCAR has more weekends as the #1 or #2 sport other than any other sports property

• #2 motorsports series on television

• #3 regular season sport on cable television

• #1 motorsports series on ESPN2

• #1 motorsports series on SPEED

• #3 motorsports series on cable television

10.4

4.83.5

2.3 2.2 2.0 2.0 0.9

NETWORK RATINGS AMONG SPORTS12.0

10.0

8.0

6.0

4.0

2.0

0.01.3

Results reflect the following completed regular season: NFL (2009), NSCS (2009), NCAA Football (2009), PGA (2009), MLB (2009), NNS (2009), NBA (2008-2009), NCAA Basketball (2008-2009), and NHL (2008-2009).

Based on Live + Same Day data stream.Source: Nielsen Media Research

AVERAGE NETWORK RATINGS: 2009MostRecentlyCompletedRegularSeason

CABLE RATINGS AMONG SPORTS10.0

8.0

6.0

4.0

2.0

0.0

8.0

4.2

1.5 1.2 1.2 1.1 0.30.6 0.6

Results reflect the following completed regular season: NFL (2009), NSCS (2009), NCAA Football (2009), PGA (2009), MLB (2009), NNS (2009), NBA (2008-2009), NCAA Basketball (2008-2009), and NHL (2008-2009).

Based on Live + Same Day data stream.Source: Nielsen Media Research

AVERAGE CABLE RATINGS: 2009MostRecentlyCompletedRegularSeason

HOUSEHOLD VIEWERSHIP AMONG SPORTS12000

10000

8000

6000

4000

2000

0

10359

4938

1936

1569 1350 1298 1259722

326

AVERAGE HOUSEHOLDS (000): 2009MostRecentlyCompletedRegularSeason

(NETWORK&CABLECOMBINED)

TRACKS, DRIVERS & TOP VIEWERSHIP MARKETS

1

3

5

5

6

2

32

2 3

2

2

1

4

3

2

4 4

7

3

5

2

6

4

4

5

22

1

4

2

14 1217 1

74

6

3

17

17

11

9

1513

16

10

8

417

NASCAR National Series TracksNumbers in ovals indicate total annual events held

Top 20 Television Market Households(Households 000’s)

250 Mile Track Radius

NASCAR Sprint Cup Series Driver Home Towns

International DriversNASCAR attracts racing talent from across the globe and currently features drivers from South America and Australia

Australia

Colombia

NASCAR TRACKSWORLD-CLASS VENUES FROM COAST-TO-COAST

SPONSORSHIP OPPORTUNITIES

ADVERTISING AND PROMOTIONSTeam sponsors can incorporate their sponsorships into their general marketing programs. Promotions, sweepstakes and targeted communications all enable team sponsors to attract NASCAR fans (and non-fans alike) in exciting new ways.

ALTERNATE PAINT SCHEMESPrimary team sponsors leverage their pro-motions, sweepstakes, line extensions and other marketing initiatives through the use of alternate paint schemes.

SPECIAL PAINT SCHEMESSpecial paint schemes replace a primary team sponsor’s scheme for individual events. These schemes provide primary-level expo-sure for associate team sponsors, movie promotions or other short-term marketing programs.

SHOW CARSBring cars to retail locations, charity events and other points of consumer contact provide team sponsors with a way to con-nect with consumers by creating a “special occasion” for fans to take notice of team sponsorships.

VICTORY LANEWhen your driver wins a race, Victory Lane puts team sponsors in an exclusive spot-light, giving sponsor brands valuable added exposure and prestige.

LICENSING OPPORTUNITIESNASCAR licensed products are a powerful way to reach consumers, giving them ad-ditional chances to show their loyalty and interact with brands. Product categories include die-cast collectibles, apparel and many others.

BUSINESS-TO--BUSINESSWhen companies become team sponsors, they gain privileged status as a part of the NASCAR community. This creates a number of business-to-business opportunities to build relationships and goodwill among em-ployees, suppliers, distributors, retailers and others, and can lead to increased business that can strengthen ROI for sponsors.

LOCAL IN-MARKET PROGRAMSWhen NASCAR events come to each market, they create added opportunities for team sponsors to interact with consumers and leverage the excitement of the event.

DRIVER APPEARANCESDrivers are powerful spokespeople for NASCAR team sponsors, providing acces-sible personalities to share brand messages. Everywhere they go, drivers serve as ambas-sadors for team sponsor brands as they interact with consumers.

DRIVER ENDORSEMENTSConsumers recognize NASCAR drivers and equate them to their sponsor’s brands, making them some of the most effective endorsers in marketing.

SPONSORSHIP OPPORTUNITIES

B-POST

C-POST

REAR QUARTER PANEL

LOWER REAR QUARTER PANEL

LOWER FRONT QUARTER PANEL

Multiple placement positions are available on all vehicles and uniforms, ranging from primary to associate. A2M can assist any sponsor in finding the right opportunity that maximizes brand exposure and return on investment

PLACEMENT OPTIONS

HOOD

ASSOCIATE SPONSOR

PRIMARY SPONSOR

FOR MORE INFORMATION ABOUT REED SORENSON RACING PLEASE CONTACT:

Russell Franklin, CEO and Managing Partner, (404) 630-5354 or Jeremy Seamon, Vice President of Sports and Senior Partner, (334) 538-5866