nascar series presentation prepared for kodak


Thrilling and exciting entertainment

A sport that has traditional values

A sport where fans have a real sense of belonging

Not just a sport … it’s a lifestyle!

…


#1 in brand loyalty #2 on television #3 in licensed products

The Hottest Sport in America


NASCAR Winston Cup Series

#1 spectator sport

in America


17 of the top 20 sporting events with the largest attendance

in the U.S. in 2002 were NASCAR Winston Cup races

NASCAR Winston Cup events often draw larger crowds than a Super Bowl, NBA

Finals game, and World Series game combined

More Fortune 500 companies participate in the NASCAR Winston Cup Series

than any other sport

Size and Scope


NASCAR’s Premier Series:

2,200 Races 12 Divisions

125 Tracks Across 39 States

Size and Scope


The largest trading area in sports - Our fans travel hundreds of miles to attend our events

- 65% of our fans travel from within a 200 mile radius

- 75% come from within 300 miles

- 25% come from more than 300 miles

At many facilities, 30% of our fans travel more than 400 miles

to attend a NASCAR Winston Cup event

Size and Scope




The pinnacle of achievement in sports

The best drivers in the world

Competing at world famous facilities

43 teams all on the playing field at the same time

Powered by 780 horsepower stock cars emblazoned with America’s most respected brands

Delivering ‘edge of your seat’ entertainment

At 200 MPH

Video


Fans and

Demographics


Fans and Demographics

75 Million fans

1/3 of the U.S. population are NASCAR Fans



56

58

60

62

64

66

68

70

72

74

76

2000 20020

5

10

15

20

25

30

35

40

2000 2002

+19% +60%

Adult NASCAR Fans (millions) Hardcore NASCAR Fans (millions)

. . . And Growing.

- Total number of adult fans grew 19%

- Hardcore fans grew an incredible 60%


NASCAR fans are spending more time following NASCAR in Print, on

Television, Radio, and the Internet

NASCAR Fans are purchasing more NASCAR related merchandise

Hardcore fans spend over $700 annually on NASCAR products


. . . And More Involved


NASCAR is gender neutral

40%Female

60% Male



Age Group U.S. Pop NASCAR Fans Index Fan vs U.S. Pop

18-24 11% 11% 100

25-34 21% 21% 100

35-44 21% 26% 124

45-54 19% 19% 100

55-64 13% 15% 115

65 + 15% 9% 60

NASCAR Fans are broadly spread through nearly all age brackets

32% are between the ages 18 – 34 (100 index vs. U.S. pop)

58% are between the ages 18 – 44 (109 index vs. U.S. pop)



NASCAR Fans are middle class andmore affluent than the U.S. population

42% of NASCAR Fans earn $50,000 + per year (108 index vs. U.S. Pop)

Income Range

vs. U.S. Pop U.S. Pop NASCAR Fans Index Fan

Under $20,000 19% 13% 68

$20,000 to $30,000 20% 16% 80

$30,000 to $50,000 22% 29% 132

$50,000 to $75,000 18% 22% 122

$75,000 to $100,000 12% 12% 100

$100,000 or more 9% 8% 89



U.S. Pop NASCAR Fans Index Fan vs. U.S. Pop

% of families with Kids under 18 36% 40% 111

NASCAR is a family sport, as there is a greater presence of children among NASCAR fans than the U.S. population

Kids love cars!



NASCAR Winston Cup fans are distributed broadly throughout the U.S.

Source: IPSOS-REID, NASCAR Brand Study, Summer 2001

South

38%

Index tototal U.S.:

109

Midwest

24%

Index tototal U.S.:

104

West

19%

Index tototal U.S.:

90

Northeast

20%

Index tototal U.S.:

100


Brand Attributes


Q. How closely do you associate “________” with NASCAR?

57%57%

52%52%

50%50%

50%50%

48%48%

48%48%

47%47%

46%46%

Athletes that are Regular PeopleAthletes that are Regular People

GenuineGenuine

Straight UpStraight Up

Open to AllOpen to All

Down to EarthDown to Earth

Athletes I AdmireAthletes I Admire

HonorableHonorable

Like a Big FamilyLike a Big Family

80%80%

78%78%

69%69%

66%66%

64%64%

64%64%

62%62%

Intense CompetitionIntense Competition

Skillful CompetitorSkillful Competitor

Uniquely AmericanUniquely American

TeamworkTeamwork

Thrilling and ExcitingThrilling and Exciting

Edge of Seat ActionEdge of Seat Action

Non-Stop ActionNon-Stop Action

Association with NASCAR (% Top 2 Box)Association with NASCAR (% Top 2 Box)

StrongAssociation Heritage

Drivers Applicable/”Relatable” “Stock” Cars Fun All Teams in All Events Power Performance Speed Sponsors Ambitious Aggressive

““Absolutes”Absolutes”Strong AssociationStrong Association

+

Source: Edgar, Dunn & Company, NASCAR Brand Study 2000

The NASCAR brand owns powerful, functional and emotional equities

Brand Attributes


Sense of Belonging

Regular PeopleRegular People HonorableHonorable Down to EarthDown to Earth GenuineGenuine Straight Up/HonestStraight Up/Honest Like a Big FamilyLike a Big Family

Thrilling & Exciting Entertainment

Speed & PowerSpeed & Power Edge of Seat ActionEdge of Seat Action Skillful CompetitionSkillful Competition Intense CompetitionIntense Competition Play Never StopsPlay Never Stops Daring/CourageousDaring/Courageous

UnduplicatedSport

SharedValues

++

NASCAR is the only sports brand that thrills fans and creates a powerful connection through traditional values they admire

Brand Attributes


NASCAR delivers the most thrilling and

exciting sports entertainment, involving

fans of the sport with people in the sport who

live by honorable, down-to-earth

values. This involvement leads to a feeling of

belonging in the NASCAR family.

- Edgar Dunn (Spring 2000)

“Thrilling Plus”

Equities of the NASCAR brand lead to a powerful and unique positioning that combines: “thrilling,” “values,” and “belonging.”

Brand Attributes


People Like Me Fans can easily identify with the drivers “Regular” physiques, “Regular” guys, “Role Models”

Driving- Done by All

In the U.S., there may be no activity more universal than driving an automobile

Longest Season

Competition Teams compete every week for right to race Every race is an “all-star race”

Family Participation

Wives and children of the NASCAR family are visible at the tracks and in victory lane celebrations

Multi-generational sport for both Fans & Drivers Family developed & lead sport since 1948

NASCAR has some unique advantages versus stick and ball sports.

Brand Attributes

Auto racing is “Live” for approximately 10 months per year offering fans and sponsors many opportunities


Attitudes towards Sponsors and Sponsorship


Brand Loyalty

Fans Celebrate and Embrace Corporate Sponsorship in NASCAR

NASCAR drivers could not run their cars without sponsors' support

NASCAR is the kind of sport that needs corporate sponsorship

I know which companies sponsor NASCAR and its drivers

92%

93%

85%

89%

87%

66%

0% 20% 40% 60% 80% 100%

% agreeHardcore Fans Casual Fans


NASCAR changes the behaviors of consumers

Fans are 3X as likely to buy

NASCAR sponsor

products and services

Brand Loyalty


89% of NASCAR fans agree that when a NASCAR logo is associated

with a company, that company delivers quality

When sponsors connect with our passionate fans, they can influence

their buying preferences and decisions.

Brand Loyalty


Television


Television

2nd in all pro sports on television

19 Million viewers tune-in each week to watch NASCAR Winton Cup

38 weeks a year

The longest season in sports


0

2

4

6

8

10

12

10.4 5.7 3.4 2.9 2.5 2.1 1.6 1.4 1

NFL NWCS PGA NBA MLB NBS IRL NHL CART*Regular season events

Source: Nielsen Media Research

Network Broadcast television ratings*

Seasons: NFL (02-03) as of 12/1/02, NWCS (2002), NBA (01-02), NBS (2002), MLB (2002), NHL (01-02),

PGA (2002), IRL (2002), CART (2002)

Television


NASCAR sponsors secured nearly $5 Billion in television exposure

0

1

2

3

4

5

2.2 4.9

2000 2002

*Billions

2000 – 2002 Sponsorship Exposure

Source: Joyce Julius & Associates, Inc., Sponsors Report

Includes: NASCAR Winston Cup Series, NASCAR Busch Series, NASCAR Craftsman Truck Series

Television


Beyond the event

broadcasts, NASCAR

Winston Cup

receives extensive

media coverage. . .

Media Coverage


Media Coverage

Newspapers

National / Local

Magazines

Sports

Business

Entertainment

General Interest

In Print


NASCAR.com

One of the top five sports sites on the Internet

Over three million unique visitors each month

On the Internet

Live coverage of all NASCAR Winston Cup events

Broadcast on over 550 radio stations each week

NASCAR is the only sport that has a 24 hr. dedicated

channel on XM

On the Radio

Media Coverage


On Television

NASCAR is everywhere National and Local News

Saturday Night Live

NASCAR Week on Wheel of Fortune

Regis and Kelly

The Tonight Show with Jay Leno

Media Coverage


Kodak and the NASCAR fan

Source: Simmons National Consumer Survey, Fall 2001 – Spring 2002.

This is not a share analysis. An asterisk (*) indicates statistical significance at the 95% confidence level.


Gillette and the NASCAR Fan

ConclusionsConclusions

1. NASCAR fans are equally or more likely than non-fans to use products in multiple personal grooming categories, batteries and toothbrushes.

2. Many of these categories have multiple competitors. Several competitors enjoy increased brand preference with NASCAR Fans.

3. There is an opportunity for Gillette to increase brand preference among NASCAR’s loyal fan base.



among male NASCAR fans 18-49

Category

Usage

Gillette Brand Preference

Competitor Brand Preference

Razor Blades 100 105* 78

Disposable Shavers 106 99 100/93

Shaving Cream/Gel 107* 98 121*

Aftershave 108 122 100

Deodorant/Anti-Persp. 105 122 114/119

Batteries 107* 107* 109*/118*

purchase 20+/yr 117* n/a n/a

Manual Toothbrushes 104* 108* 100/117*/116

Gillette and the NASCAR FanGillette and the NASCAR Fan

1. NASCAR Fans use these products and use more of them.

2. Like the general market, Gillette owns the razor blade category.

3. While Gillette enjoys increased brand preference in Batteries and Toothbrushes, several competitors do also.



1. This is an equity-building Marketing Opportunity

2. This partnership will drive your top-line and bottom-line business results

Drive trial with new Gillette consumers Increase loyalty with Gillette switchers Improve margins by trading up current users to

premium-priced products Develop powerful and unique retailer co-marketing

programs

3. Gillette value-share increases at a faster rate

Strategic Marketing Conclusions


Your Position


What’s included . . .

1. The most comprehensive portfolio of benefits in all of sports

2. Complete brand integration

3. Partnership with the most brand loyal audience in all of sports

4. Total ownership

Your Position


Your brand becomes synonymous with . . . #1 spectator sport in America

#2 sport on television

Your brand leverages all of the equities of the #1 brand in sports –

Performance Speed EnduranceHeritage Tradition Uniquely AmericanFamily Regular People Sense of CommunityGenuine Down to Earth Honorable

Your Position


Your brand becomes

synonymous with…


Winston Cup Events

Winston Cup Drivers

Winston Cup Tracks

Winston Cup Points

Winston Cup Championships


Your Position

Comprehensive Benefit Portfolio

All of the cars

All of the drivers

All of the teams

All of the events


Exclusive right to driver names and likenesses

Your Position


Unrestricted use of teams and race cars

in all forms of advertising

Your Position


Complete Integration At Every Event

Your Position


Unrivaled brand integration

Television

Print

Radio

Internet

NASCAR Communications

Events

The Position


Total Exclusivity

A competitive brand CAN NOT:

Sponsor a NASCAR Winston Cup event

Sponsor a team in the NASCAR Winston Cup Series

Secure a NASCAR Winston Cup Driver endorsement

Advertise or promote during NASCAR Winston Cup

events weekends

The Position


A Rare Opportunity

The only one of its’ kind in sports.

Available for the first time in 30 years.

WILL IT EVER BE AVAILABLE AGAIN?


The only position of its’ kind . . .

There never has been, therefore it’s unlikely there ever will be . . .

Kodak Major League Baseball

Kodak National Basketball Association

Kodak National Football League

Kodak Olympics

The Position


Not a traditional sponsorship . . .

The Opportunity

to own and brand

the hottest sport in America

The Position


We are the only sport

that uses a brand name

to define our league

The Position


The Hottest Sport In The Country

#1 In Brand Loyalty

#2 On Television

Total Ownership

Complete Brand Integration

Absolute Brand Exclusivity

The Position


NASCAR

- Entitlement of one of America’s Premier Sports - Advertising and Promotional Rights to:

- All of the teams- All of the tracks- All of the drivers

- Exclusivity - Brand Impressions like no other sport in the world

- $160 Million (Winston; Race Broadcasts only)- Integrated Advertising

- $30 Million media plan- Brand Extensions in a $1.3 Billion licensing program- Inclusion in current sponsor media and promotional activation- Unprecedented brand exposure in all media channels- Benefits of overall industry-wide communication of the Series- Fully distributed international television package

- 100 countries- 22 languages

The Position


TracksPromotional Rights to every event and facility

- Event Entitlement Exclusivity- Comprehensive Brand Integration- Comprehensive Customer Entertainment- Every event

Television A major presence in all race broadcasts with NASCAR’s Broadcast Partners

- NBC- TNT- FOX - FX

Other Media- Print- Radio- Internet- Shoulder Programming- NASCAR Marketing Platform

The Position


A unique opportunity

The NASCAR Kodak Series

nascar series presentation prepared for kodak

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