2. About Texas Motor Speedway
Built in 1997, it’s the 2nd largest sporting venue in the
United States
Both NASCAR race events at TMS are televised in more
than 150 countries around the world in over 30 languages
Each NASCAR Sprint Cup Series race at Texas Motor
Speedway has drawn to Fort Worth almost twice the
largest crowd ever to attend a Super Bowl
Added 2nd Sprint Cup Series Race in 2005
“Crown Jewel” of SMI Facilities
Estimated annual economic impact is $300,000,000!
Industry leader and innovator (“No Limits” Campaign,
Garage Party, Schedule Announcement Parties, Burnout
Alley, etc.)
“We work for the fans” mentality
4. Race “Assets” 2011 2010 2009 2008 2007
Driver/Crew Chief Meeting Adib, Khan, Santana,
Golden, Ji Park, Titus
N/A Due to Rain STA VP Bobby Billman;
STA VP Paul Golden
STA Pres. Dale Sohn;
STA CMO Bill Ogle
STA Pres. Dale Sohn:
STA VP Randy Smith
PRN Pre-Race Radio Interview Paul Golden Paul Golden Paul Golden Bill Ogle STA VP,
Randy Smith
Executive Speech
(Address Crowd)
Paul Golden Paul Golden STA CMO Bill Ogle Bill Ogle Randy Smith
Driver Introductions
(Reception Line)
Park; Kahn; Santana;
Golden
Paul Golden, Lou
Granberry, Tammy
King, Pace Car Riders
Billman; Golden; Khan;
Adib; Packingham
Dale Sohn;
Bill Ogle
Dale Sohn:
Randy Smith
Grand Marshal
(Start Your Engines)
Gary Linfoot “GYSE” Winner,
Tammy King
“GYSE” Winner,
Mark Fredde
“GYSE” Winner,
Kerrie Rogers
WWE “Stone Cold”
Steve Austin
Pace Car Rides:
STA (3); “GYSE” (2)
STA: Ji Park;
Sprint VIPs:
McGinnis,
Sullivan, Finnerty, Mody,
Kiesling
Jong Park, Philips,
Korean Media
Member, McKnight,
Diaz, Daley
Sprint VP Fared Adib;
STA SVP Omar Khan
Dale Sohn Party (3);
K. Rogers/Guest (2)
STA PR, Kim Titus
Honorary Starter
(Green Flag Wave)
Fared Adib Sprint VP,
Lou Granberry
Sprint SVP,
Kevin Packingham
Bill Ogle Dale Sohn
Trophy Presentation Kim Titus Paul Golden Bobby Billman Bill Ogle Randy Smith
Champagne Toast Kim Titus N/A Due to Rain Bobby Billman Bill Ogle Randy Smith
Sponsorship “Assets” Utilization
5. Attendance
(TMS)
TV Ratings
(FOX)
Households
(000)
Viewership
(000)
#1 Weekend
Sports Event
2011 168,400 4.0 4,634 7,036
The Masters*
PGA
2010** 92,000 2.1 2,397 2,907 NBA Playoffs
2009 176,300 4.7 5,413 7,432
Final Four*
NCAA
2008 190,000 5.4 6,121 8,612
Final Four*
NCAA
2007 200,000 5.6 6,192 9,284
Samsung 500
NASCAR
2006 190,000 5.4 5,974 8,677
The Masters*
PGA
2005 200,000 5.7 6,300 8,700 N/A
2004 200,000 6.0 6,500 9,700 N/A
2003 200,000 6.3 6,800 10,200 N/A
2002** 180,000 3.3 N/A N/A N/A
* The Samsung Race (NASCAR on FOX) was the #2 Weekend Sports Event
** The 2002 and 2010 events were postponed until Monday due to weather.
Year-to-Year TV Facts and Figures
9. Interest in NASCAR is Rising
25%
27%
30%
0%
10%
20%
30%
40%
2009 YTD 2010 YTD 2011 YTD
Read: In 2011 YTD (January – May), a monthly average of 30% of the U.S. adult population are NASCAR fans.
Source: Ipsos, telephone omnibus, fielded monthly to a nationally representative sample of the U.S. pop 18+ years old. n = approx. 1,000 per month.
NASCAR fandom is determined by using the following question: “Using a scale of 1 to 7, where 1 is “not at all interested”, 4 is “moderately interested”, and
7 is extremely interested”, please rate how interested you are in NASCAR racing.” NASCAR fans are those respondents who indicate 4, 5, 6, or 7 on the 7-
point scale, while non-fans indicate 1, 2, or 3. Avid NASCAR fans indicate 6 or 7, while casual NASCAR fans indicate 4 or 5.
10. 2010 Television Viewership Comparison
AVERAGE HOUSEHOLDS (000): 2010
Network & Cable Combined
(Number of Total Events)
(36) (35) (17) (25) (23) (19) (12) (9)
Based on Live + Same Day data stream. Year end 2010.
Source: The Nielsen Company
DUE TO NASCAR’S AGREEMENT WITH THE NIELSEN COMPANY, DISTRIBUTION OF THIS OR
ANY OTHER REPORT CONTAINING NIELSEN RESEARCH INFORMATION IS PROHIBITED.
11. Coincidence?
2 out of 3 agree: “I’m very familiar with companies that sponsor NASCAR and its drivers.”
1 out of 3 agree: “I always buy products or services from companies that sponsor NASCAR.”
3 our of 5 agree: “During tough economic times, I will continue to support NASCAR sponsors
more than other brands because of the commitment they show to the sport.”
NASCAR Fans: #1 in Sponsor Loyalty
More Fortune 500 companies rely on NASCAR than any other sport.
NASCAR fans embrace sponsors’ role in the sport and are loyal to them:
Samsung Mobile: #1 in Customer Loyalty
#1 US Provider of Mobile Phones
Samsung ranks #1 in customer loyalty for the last ten
years.*
Samsung is one of only 8 brands in any category to retain
the lead in customer loyalty for an entire decade, and the
only handset provider to be awarded the honor for ten
consecutive years.
Source: Brand Keys Customer Loyalty Index (2002-2011)*
12. 63%
40%
48%
39%
43%
NASCAR Fans regularly consume sponsors’ products and services.
Are you more or less likely to regularly consume a product/service if that product/service is an official sponsor of [league]?
% More Likely / Avid Fans
NASCAR Fans Product Consumption
Data property of Turnkey Sports and SBJ / Published throughout 2010
13. 64%
37%
47%
36%
42%
Are you more or less likely to recommend a product/service if that product/service is an official sponsors of [league]?
% More Likely / Avid Fans
FansData property of Turnkey Sports and SBJ / Published throughout 2010
NASCAR Fans Recommend Sponsors
14. NASCAR Fan Demographics
Gender Distribution*
62% Male
38% Female
Age Distribution*
48% of NASCAR fans are ages 18-44
21% are ages 45-54
Presence of Children*
40% of NASCAR fan families have children under the age of 18
Income Distribution*
55% of NASCAR fans have income of $50,000+
16% have income of $75,000-$100,000
20% have an income of $100,000+
Mobile Phone Category**
95% of TMS Attendees have wireless/cell phone service
Half of TMS Attendees have a smartphone
Sources: Scarborough USA+ 2010 Release 1*
Scarborough Dallas/Fort Worth 2011 Release 1**
16. Year-Round Brand Presence
Race Est. Attendance
Daytona 500 182,000
Samsung Mobile 500 168,400
Irwin Tools Night Race (Bristol) 156,000
Kobalt Tools 400 (Las Vegas) 152,000
Coca-Cola 600 (Charlotte) 145,000
2011 Top 5 Race Attendances (To-Date)
17. Brand Building
Ballfield Logo
Four (4) Crash Wall Logos
Flagstand Wrap
Victory Lane Exposure
April Weekend Assets – NASCAR Sprint Cup Race Entitlement
18. Souvenir Program Full-Page Editiorial
(Welcome Letter)
Brand Building
April Weekend Assets – NASCAR Sprint Cup Race Entitlement
Branding on Driver Introduction Stage
Forty (40) Banner Locations and Thirty (30) Flag Locations
Additional Items:
One (1) Inflatable Location
Thirty (30) News Releases Promoting Race
19. Brand Building
June Weekend Assets – Qualifying Entitlement
Ballfield Logo
Flagstand
Additional Items:
Ten (10) Flag Locations
Twenty (20) Banner LocationsVictory Lane Exposure
25. Brand Building
Annual Assets
Five (5) Sets of Grandstand Directionals
(Both Sides)
Two (2) Interior Elevator Tower Signs
(Towers 3 & 7)
One (1) Exterior Elevator Tower (Gate 3)
Twelve (12) Gate Entrance Signs
26. Brand Building
Annual Assets
One (1) Trackside Tri-View (South End)
One (1) Trackside Tri-View (North End)
I-35 Tri-View
Additional Items:
One (1) Annual Pace Car Logo
One (1) SprintVision Spot per day
Two (2) Full-Page 4-Color Souvenir Program Ads
Two (2) Campground Information Packet Inserts
One (1) Full-Page 4-Color Fan Guide Ad
Four (4) PA Announcements Per Day
28. April Weekend Assets – NASCAR Sprint Cup Race Entitlement
Relationship Management
Samsung Mobile 500 Pre-Race Executive Introduction Right to Choose Honorary Starter for the Samsung Mobile 500
Six (6) Pace Car Rides prior to the Samsung Mobile 500 Trophy Presentation following the Samsung Mobile 500
29. April Weekend Assets – NASCAR Sprint Cup Race Entitlement
Relationship Management
Luxury Suite #1213
(April Event Weekend)
Luxury Suite #1206
(Spring Cup Only)
Assist in Selecting Grand Marshal
(Spring Cup)
Additional Items:
Twelve (12) Pre-Race Credentials for Sweepstakes Winners (Spring Cup)
Six Hundred (600) Grandstand Tickets for the Weekend
Sixty (60) Grandstand Pit Infield Credentials (Weekend)
Forty (40) VIP Parking Passes (Weekend)
One (1) Table during the Champagne Toast
30. Relationship Management
June/Fall Weekend Assets:
Luxury Suite #1206 (June Weekend)
Three Hundred (300) Grandstand Tickets (June/Fall Weekend)
Twenty (20) VIP Parking Passes (June/Fall Weekend)
Forty (40) Grandstand Pit Infield Credentials (June/Fall Weekend)
Additional Annual Assets:
Luxury Suite #1202 (Additional (18) Pit Passes and (10) Parking)
Luxury Suite #1207 (Cash plus (48) Premium Devices)
Six (6) Official Parking Passes
Two (2) Infield RV Spots
One (1) Corporate Speedway Club Membership with (10) Designees
