Event and Sports Property OpportunitiesJake Kaufmann

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Australian Football League

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About Australian Football League

• Elements of Rugby mixed with football

• Differences: Direction in which you can pass, how you score

• Formed: 1857, first televised in 1957

• 2017: Womens inaugural season helps grow viewership

• Sponsors: Toyota, Gatorade, Coca Cola, McDonalds

• AFL announces esports league

• 21% of AFL fans watch, play, or follow esports

• About 1.5 million Australians said they were fans of esports

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Fan Attendance/Viewership/Content

• 9.3 million social media interactions

• AFL and WAFL app: Live streaming, scores, stats, tickets

• AFL hosts a "Footy Festival" in Melbourne

• Includes Food Fest, Parade, Kids Zone

• 2017: AFL and Snap Inc. (Snapchat) signed a multi-year deal

• Includes "Our Story" at each match

• Total 2017 Match Attendance: 7.2 million

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Integrating Aon• Player for a day experience:

- Aon employee signs contract to be AFL player for a day

- Press conference, jersey, etc.

- Meets players, joins team practice

- Tickets to AFL game

- Dinner in suite

• AFL Youth Camps:

- Four to five locations in Australia

- Players coach kids

• AFL player content series: Players try new things

- Aon Facebook

- Player works as Aon employee for a day

- Yoga/ballet

- Tea party with a young fan

- Take care of kangaroos/koalas for a day

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McLaren Formula 1 Racing Team

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About F1• Single seat auto racing

• Consists of ten teams and twenty drivers, two per team

• Season: March to November

• Location: All over the world

• 2017: Fastest growing sports brand on social media

• Will have its own streaming service in 2018

• Races aired on ESPN/ABC

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Viewership and Attendance

• Viewership From 2015:

- F1: Gained 200,000 viewers

- NASCAR: Lost 60,000 viewers

• Twitter: 1.5 million followers

• Instagram: 2 million followers

• Facebook: 4 million followers

* NASCAR has not released attendance numbers since 2013

LeagueTV Viewership (Worldwide)

Attendance

F12015: 400,000,0002016: 425,000,0002017: 600,000,000

2016: 3,740,0002017: 4,000,000

IndyCar2014-15: 20,000,0002016-17: 20,000,000

2016: 10,000,0002017: 13,000,000

NASCAR2015: 180,000,0002017: 120,000,000

3,500,000 (2013)*

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McLaren Formula 1 Team

• Founded: 1966

• Sponsors: Dell, SAP, Pirelli

• Current Drivers: Fernando Alonso and Stoffel Vandoorne

• Partnering with Renault Power (engines)

• Voted as second favorite team by F1 fans behind Ferrari

• 182 Grand Prix wins, twelve Drivers Championships

• Recently partnered with Dell Technologies, supplying to tech division

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Integrating Valvoline

• Pre and post-race show on McLaren Facebook:

- Includes driver and pit crew interviews

- Facebook Live

• Mini-series devoted to race preparation: (like 24/7 on HBO)

- Behind the scenes into driver’s backstory, race preparation

- Pit crew preparation, car updates

- Facebook Watch

• McLaren F1 Retail Opportunity: iRacing competition: (Austin, TX race)

- Customers at Advance Auto Parts get one race ticket

- iRacing machine brought to different Advance locations

- Top three scores compete at an F1 race

- Winner tours McLaren tech center

- Meet McLaren drivers

- Travel/transportation from hotel and racetrack

- Grandstand Tickets and Paddock Club access

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Stagecoach Music Festival

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About Stagecoach Music Festival

• Outdoor country music festival held at the Empire Polo Club in Indio, California founded in 2007

• Target Age: 15-30

• 2017 daily attendance: 75,500

• 2017 total attendance: 226,500

• Additional 62,000 guests allowed in attendance

• 2018 Headliners: Garth Brooks, Keith Urban, and Florida Georgia Line

• Date: April 27-29, 2018

• Price: $330 for a three-day pass

• Location: Southern California, 130 miles from Los Angeles

• Sponsors: Monster, Toyota, Sirius XM, American Express

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Stagecoach Following/Attendance Compared to Other Country Music Festivals

NameDays

of Event

2017 Attendance

Instagram Followers

Twitter Followers

Facebook Followers

Stagecoach 3 167,000 69,000 32,000 175,000

Country Thunder 4 138,000 17,000 19,300 154,000

Pepsi Gulf Coast Jam 3 64,000 5,500 7,000 79,000

Taste of Country Festival 3 56,000 8,000 9,000 81,500

Coachella 6 250,000 1,300,000 881,000 2,000,000

Lollapalooza 3-4 400,000 263,000 507,000 1,000,000

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Integrating Valvoline• Retail Customers:

- Discounted 3-day pass

- food and water voucher

• Entered to win:

- Upgrade to standing pit corral

- Backstage pass to Florida Georgia Line

- Mudding experience with Florida Georgia Line

• Content:

- Artist profiles

- Short clips from music videos

- Stagecoach website and on-site

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Red Bull Sound Select Concert Series

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Red Bull Sound Select Concert Series

• Founded: 2012

• Goal: Pair local up-and-coming artists with the cities tastemakers

• Locations: Chicago, Illinois, Seattle, Washington, Los Angeles, California, New York City, New York, Portland, Oregon, Miami, Florida, Philadelphia, Pennsylvania, Toronto, Ontario

• Price: $15, or less with membership

• Past Headliners: Khalid, Migos, Run The Jewels, Flume

• Partners: Spotify, Soundcloud

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HeadlinersArtist

Spotify Monthly Listeners

Facebook Followers

Instagram Followers

Twitter Followers

RBSS X 823,400 X 32,500

Khalid 30,000,000 392,500 2,000,000 1,000,000

Run The Jewels 2,300,000 318,000 110,000 138,000

Migos 20,000,000 2,300,000 6,000,000 2,000,000

Flume 7,000,000 1,300,000 1,000,000 465,000

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Integrating Valvoline• Content: Artist road trip touring stories:

- Artists favorite stories from touring on the road

- Significance of road trips for the band

• Guitar Hero Contest Pre-Concert:

- Six fans chosen

- Tournament in between acts on stage with projector

- Updates on Snapchat

- Winner receives Valvoline/RBSS/Retail sponsor apparel

- Meets artist post-show

• Content:

- Artist profiles

- Short clips from music videos

- RBSS website and on-site

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Paris Saint-Germain Esports Team

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About Paris Saint-Germain eSports team

• PSG is a French soccer team playing in the Ligue 1 • Founded: 2016

• PSG eSports team consists of six players, three per game

• Games:- FIFA Soccer (6.5 million hours watched on Twitch)- Rocket League(4.7 million hours watched on Twitch)

• Rocket League: Mix of racecar driving and soccer

• Both rank in the top twenty games on Twitch

• Sponsors: Republic of Gamers-Windows 10, PMU Statistics

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Integrating Valvoline

• Content: PSG behind the scenes:

- Player bios, interests outside of eSports

- Team practices

- Tournament preparation

- Players given Valvoline gear to train in

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Windy City Smokeout

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About Windy City Smokeout

● Local country music, beer, and BBQ festival

● Featuring the top twenty BBQ pitmasters

● Different social-cultural events throughout the weekend

● 2017 Attendance: 40,000

● Founded: 2012

● Date: July 14-16, 2018

● Price: $110 (age 10 and under are free)

● Location: Bub City in Chicago, Illinois

● Sponsors: Yeti, Abt, Shiner Beers, Lettuce Entertain You

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Headliners

ArtistInstagram Followers

Twitter Followers

Facebook Followers

Spotify Monthly Listeners

Windy City Smokeout

7,100 3,000 22,000 X

Brett Eldredge 1,200,000 1,100,000` 1,100,000 3,100,000

Brothers Osborne 151,000 112,000 127,000 2,300,000

Aaron Lewis 113,000 89,000 734,000 586,000

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Integrating Valvoline

• Retail customers:

- Discounted ticket to festival

- Food and drink voucher

- BBQ brunch event voucher

• Entered to win:

- Two event tickets

- Goose Island beer tour

- Backstage pass to Brett Eldredge

- Tickets to Cubs game with Brett Eldredge

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