This document outlines a strategic partnership opportunity between Sponsors Insurance and Mazda Raceway Laguna Seca. Mazda Raceway hosts major motorsports events that attract hundreds of thousands of visitors annually. The partnership would provide branding, marketing, and promotional opportunities for Sponsors Insurance through Mazda Raceway's events and advertising channels. Key goals of the partnership include growing Sponsors Insurance's brand awareness and business in Monterey County and California by associating with one of the largest motorsports venues in the state.

2. Each year Mazda Raceway Laguna Seca
is one of the premier tourist destinations
for visitors to Monterey County. The world-
renowned track hosts events ranging
from MotoGP motorcycles, to Historic
automobiles, to American Le Mans Series
sports cars to the 1st ever West Coast
running of the Porsche Rennsport Reunion
These major events attract hundreds of
thousands of visitors and are watched by
millions of television viewers across North
America and around the world.

3. Mazda Raceway Laguna Seca is offering
Sponsors Insurance the opportunity to use
the many brand advertising, marketing,
and promotional tactics it activates through
the year to include Sponsors Insurance,
the focal point being a partner of Mazda
Raceway Laguna Seca.

4. Goals of Our Strategic Partnerships
 Grow the our sponsors business in Monterey County and throughout
California through a relationship with Mazda Raceway
 Build a strong and loyal brand association with Mazda Raceway’s
entire fan base
 Associate our sponsor’s name and brand with California’s largest and
most exciting motorsports venues

5. 2012 MAJOR EVENTS –
Ferrari Racing Days
Red Bull U.S. Grand Prix
May 18-20
American Le Mans Monterey July 27-29
~ Attend. 22,000
May 11-12 ~ Attend. 140,000
~ Attend. 57,000
Continental Tires Sports
Rolex Monterey Car Festival
Motorsports Reunion Sept. 7-9
August 16-19 ~ Attend. 25,000
~ Attend. 49,000

6. Official Partner of
Mazda Raceway
Laguna Seca

7. Official Partnership Rights
 Sponsors shall have the right to utilize the Mazda Raceway Laguna Seca
(MRLS) name and logo in advertising and promotional materials
 Sponsors shall have an integrated rights package to include on-site and
on-line branding, media tie-in’s and event related presence
 Sponsors logo shall be integrated into selected annual and Event related
marketing materials and promotional items

8. Building Brand Equity
 Official & Exclusive partnerships of the 2012 Events.
 Exclusive partnerships ensure that no other competitive business
shall be involved in signage, promotions, advertising or business
opportunities associated with the raceway during these Events.
 Official & Exclusive partners receive name and logo recognition on
selected in-market Event promotional programs, print, radio and
television advertising, Event posters, collaterals and sales
materials.
 Official & Exclusive partners receive recognition on selected written
materials, announcements and throughout the official website.
 Official & Exclusive partners receive a comprehensive Event
signage package focus on the national television coverage.

9. Advertising
Brand visibility and exposure through selected pre-event measured-
media through the following:
 Television – National schedule purchased with SPEED
Channel; local partnership with MY11 Monterey; other
schedules purchased in San Francisco, San Jose and
Sacramento for selected events
 Radio – Schedules purchased with stations from Santa Barbara
to Chico, with heavy concentration in Monterey County, and for
selected events San Francisco, San Jose, and Sacramento
 Print – Full-page 4-color ads purchased with national
publications including Forbes, Cycle World, and Road & Track
 Online – Geo-targeted schedules purchased with sites that
deliver core motorcycle and automobile enthusiasts, including:
SPEEDTV.com, CycleNews.com, etc.

10. Delivering Brand Impressions
Dominant high-profile facility branding for optimal television and fan
exposure and during the Events
• Exclusive television branded corners and bridges
• High traffic fan areas
• Event souvenir program
• NEW Video Scoring Trylon

11. Signage Branding Examples
Pedestrian Bridge’s
Turn 2 Corner Television Billboard
Turn 11 Track Barrier Signs & Pit Row Suite Fascia Signs

12. On-Site Customer Activation
Take advantage of our unique fan base by activating your partnership
on-site in our Yamaha Marketplace exhibitor area by giving our fans
the opportunity to experience your product/service first-hand
Direct contact and access to more than 450,000 fans annually
• Exhibitor areas at Events for product services demonstrations,
customer information gathering or promotional contact use

13. Taking It To The Streets
Activate your partnership in the market through Event driven
promotions and media tours
 Event in-market promotional programs, inclusive of your name
and logo
• Sportbike Nights on the Peninsula
• Moto Concourso – Downtown Monterey
*Event promotions may change in design or location during the planning process. Event will
be the primary focus of all in-market activities

14. Market-Wide Cross-Promotions
As Example:
Mazda, Red Bull and Save Mart/Lucky
A month prior to the 2011 Red Bull U.S. Grand
Prix, Mazda, Red Bull and Save Mart/Lucky
teamed up on an enter-to-win contest for one
lucky fan to start up a brand new 2010 Mazda 6 at
the 2009 Red Bull U.S. Grand Prix
This promotion took place in over 202 Save
Mart/Lucky locations in California with over 500
pieces of POS displays, chain wide
Over 20,000 fans entered-to-win, with a
combined market growth of 75% for all three
contributing businesses compared to last year

15. VIP Access
Receive VIP access to get an up-close and personal feel of our events by being
able to go behind the scenes and on-track of all the entertainment for the Events
General Admission 3-Day tickets with
Paddock access and Grandstand seating,
for the Events for promotional or staff use
VIP Pit Tours for guests
• A behind the scenes looks at the
adrenaline pumping machinery on-track
Numerous Corporate Hospitality Options
VIP Representatives shall have the
opportunity to participate in Pace Car
“Hot Laps” during intermissions at the event
• Use for subscription sweepstakes or promotional contest winners
• Drive fans to your booth on Friday and Saturday for a chance to win a Hot
Lap on Sunday
• Generate names and e-mail database

16. Digital Scoring Trylon
 Grand Prix Package
 Three (3) 10’x30’ full digital videoboard displays
 Viewable throughout the Raceway

17. Online Brand Exposure
Unique target-specific and measurable online media
opportunities through MazdaRaceway.com and The
Corkscrew Newsletter
 The Corkscrew Newsletter
• 40,000+ subscribers with 30% average open rate
• Special product coupon tie-in with retail partners
• Special Event promotional offer with product
purchase
 Mazda Raceway’s official website
• 66,000 unique visitors per month, 1,400,000 page
views per month, 5,100,000 hits per month
• Newly developed fan-friendly interactive design
• Targeting geographically and auto, motorcycle
and race enthusiasts

18. Lead Generation Event Space
 The Sponsors and Mazda Raceway may partner in an on site promotion
to generate new leads and drive secondary traffic to their website
 Event Booth Space ranges from 10’x10’ to 20’x30’
 As example of an on-site promotion:
• Fans will be asked to name the Winner of the 2011 Red Bull U.S. Grand Prix
along with name, address and email
• The second half of the card shall direct entries to the website to check results as
you may hot have to be present to win
• Mazda Raceway shall provide the VIP ticket package for the 2012 Red Bull U.S.
Grand Prix
Exhibit Space Pricing based on 10’x20’
Grand-Am $875
Red Bull U.S. Grand Prix $2,850
Rolex Reunion $2,000
American Le Mans $1,375

19. General Event
Demographics

20. Who We Are
 Centered between San Jose’s high-tech Silicon Valley, one of racings
most prestigious Destination Locations—the Monterey Peninsula and
one of the nations leading agriculture industries: the Salinas Valley
 Global media and fan reach through the American Le Mans Series,
MotoGP World Championships, Rolex Grand-Am Series and the Rolex
Monterey Historic Automobile Races
 Annual race event attendance in excess of 480,000 fans
 Over 350 days of track use annually
 2.9 million persons in Northern California consider themselves
motorsports fans
 71% of visitors to the Raceway are from California
 More than 27% of visitors are from Southern California

21. Primary Ticket Buying Base
 San Jose, Monterey
 Southern California (Greater Los Angeles area)
 San Francisco Area
 Sacramento County
The Average distance traveled to the race is 218 miles

22. Gender & Marital Status
 Male = 64%
 Female = 36%
 Single = 37%
 Married = 54%
 Widowed/Divorced/Separated = 9%

23. Age Group
 18-24 = 19%
 25-34 = 31%
 35-49 = 25%
 50-64 = 18%
 65+ = 7%

24. Education Level
 High School or less = 15%
 Some College = 29%
 College Graduate/Post Graduate = 46%
(Almost 1.5 times the national average)

25. Family Income
 Under $20,000 = 8%
 $20,000 – $29,999 = 11%
 $30,000 – $39,999 = 15%
 $40,000 – $49,999 = 11%
 $50,000 – $74,999 = 26%
 $75,000 and over = 21%
Average Annual Income = $54,470
(National average $36,000)

26. Average Spending
 Average amount spent at the race per fan = $83.00 per day
(Does not include cost of race tickets)

27. A Strategic Sponsorship Opportunity
presented by Steve Fields