The document provides information on the Charlotte Motor Speedway facilities, which include a 1.5 mile speedway, a zMax Dragway, and a dirt track. It summarizes key facts about the speedway, such as hosting over 100 annual events and attracting 1.5 million visitors. It then discusses the demographics of speedway fans and the reach of the facility within a 400 mile radius. Finally, it outlines various sponsorship, activation, and hospitality opportunities across the different tracks and events, including signage, an interactive fan zone, sponsorship of the video board, and luxury suites.

1. CHARLOTTE MOTOR
SPEEDWAY
Devon Alexander, Matthew Gutierrez, Joseph Traut, Riley Kevil,
and Dosh Hyde

2. TABLE OF CONTENTS
“The Pitch”……..……………………………………………………… 3
MotorSpeedway Facts and Events…………………………….. 4
Motor Speedway Demographics………………………………5-6
Motor SpeedwayActivationOpportunities………………..7-9
ZMax DragWay………………….……………………….………….13
ZMax DragWay Events……………………………….……….14-15
ZMax DragWay Demographics………...……………………….16
ZMax DragWay Signage/Activation…………………….…17-18
ZMax DragWay Hospitality…………….…………………...……19
DirtTrack…………………..………………………………….…….…20
DirtTrack Media Coverage……………………………….……….21
DirtTrack Branding………………………………………….………22
DirtTrack Hospitality…………………………………………..……23
DirtTrack Demographics…………………………….……………24
Why Prezi?......................................................................25
Future Recommendations………………………….……..........26
Acknowledgments……………………………….………....………27
2

3. “THE PITCH”
“Since the beginning in 1960, Charlotte Motor Speedways aim was to be the
best in the industry.Whether you’re coming to a race at one of the 3 tracks or
attending one of our other various events, the Charlotte Motor Speedway
creates memories through more than just NASCAR.
A true spectacle not only to fans of motor sports but fans of all sports,
wonder and awe at the 2,000 acres of land that the gigantic mile and a half
speedway sits on, accompanied by one of the largest and highly regarded dirt
tracks, known as “the BELLAGIO of drag racing” by both fans and
competitors when describing, the zMax Dragway at CMS.
Sure, the Charlotte Motor Speedway hosts theCoca-Cola 600, Bank of
America 500, and the annual NASCARAll Star Race, but it’s more than just
NASCAR. It also plays host to over 100+ other events for an astounding 1.5
million visitors throughout the year.That’s 3 million eye balls that will see
your brand.
The zMax Dragway hosts some of the premier drag racing events inAmerica
that attracts 50,000+ visitors per event. Charlotte Motor Speedway also has
one of the largest DirtTracks in the country as another fantastic option that
spectators and sponsors have at the Charlotte Motor Speedway,
With Charlotte being the 2nd largest city in the southeast United States,The
reach of CMS is viewed to be unmatched.With fans coming from an average
of 330 miles away, and events being broadcasted on NationalTelevision, the
Speedway has influence well outside of Charlotte. Of the 8 major
metropolitan areas located in the 400 mile radius, CMS provides a reach to
around 30 million people in those areas alone.
With these state-of-the art tracks, events, and the presence of surrounding
hospitality and sponsorship engagements, which includes signage and one of
the largest outdoor HDVideo Boards in the world. CMS also has an
interactive fan zone to please the up and coming millennial generation that
any sponsor should drool over…There is no doubt that choosing to partner
with Charlotte Motor Speedway will result in you capturing the checkered
flag!”
3

4. FACTS & EVENTS
Key Speedway Facts:
• 2,000 Acre Facility
• 100+ Events per year
• 1.5 MillionVisitorsAnnually
• Fans RepresentAll 50 States
• 134,000 Seating Capacity
Major Events
4

5. DEMOGRAPHICS
 61% Male
 39% Female
 More female fans than the big four sports in the US
 61% of fans between the ages of 25-54
 61% of fans have a household income higher than
the US average.
 90% are home owners
 49% come from households with children
5

6. REACH
 Average Fan travels 330 miles
 8 major metropolitan ares within a 400 mile radius that
accounts for approximately 30 million people alone
 Not many sports venues have the reachCharlotte Motor
Speedway has across state borders and into multiple cities. 6

7. SIGNAGE
Charlotte MotorSpeedway offers various options for potential
partners in regards to in-stadium and out-of-stadium signage.
These signage options include:
 Traditional Signage
 Digital
 Banners
Traditional signage at CMS is featured throughout the track near
ground level (as pictured onTurn 3 below) and options range from
10 x 10 to 250 x 250 feet. When it comes to digital, the state-of-
the-art HDVideo Board offers ample amount of opportunities
available to those choosing to partner with the speedway.
Banners can be seen visibly in the infield of the speedway, but
most notably banner signage provides an interactive experience
for fans of the speedway in an area located just outside the
stadium known as the Fan Zone.
7

8. FAN ZONE
The Fan Zone is a spacious 10-acre area located directly outside
the speedway providing brands to interact with fans, creating a
more personalized experience for the fan. This is a great way to
increase brand awareness and brand engagement before
thousands of fans file into the speedway for a world-class race.
There are several things fans can take away from this experience
that they may find useful. The Fan Zone essentially provides the
following:
 Interactive Booths
 Tents
 Souvenirs
As pictured above in the Dale’s PaleAle exhibit, companies who
may not be current partners of CMS may still participate. This
can be good if a company, who is on the fence about partnership
with CMS, has a great experience in the Fan Zone allowing the
speedway to leverage itself for a partnership pitch.
8

9. HDVIDEO BOARD
Evaluated by the team as one of the most valuable, tangible
assets of the Charlotte Motor Speedway from the perspective of
a potential partner is the larger than life HDVideo Board (seen
below). By width, the video board exceeds that of theWhite
House, and remains one of the largest HD/LED video boards in
the sports industry.
The reason for the recommendation behind why the HD video
board at CMS is of great importance is simple. Prospective
partners want to attract families, a demographic that CMS excels
at. Partners also want to grasp the maturing millennial
generation, and they can do so through a few entertaining ways
via the HD video board. Sponsors can have their logo displayed
on the giant video board in the following ways:
 Scrolling Leaderboards
 Caution Flags
 Pit Stops
 Last Lap
9

10. HOSPITALITY
TheCharlotte Motor Speedway has many hospitality and entertainment
options available for potential partners:
 Luxury Suites
 Pit Road Suites
 Winner’sCircle
 Champion’s Pavilion
 Terrace Box
 HospitalityVillage
 The Hub
 600Terrace Box
 Speedway Club
With breathtaking views, upscale amenities, and the sights and
sounds of the raceway, these hospitality options offer unique
experiences to potential partners.The multitude of options
available also allow for flexibility. Partners have the flexibility to
chose what option they would like and how they are going to use
it.Whether it is a small party in the Pit Road Suites or a large
group inThe Hub, the Charlotte Motor Speedway has the ability
to accommodate any group.
10

11. Luxury Suites
 51 Corporate Suites
 Outstanding views of the front stretch of
track
 Fully Enclosed
 66 guest occupancy
 Option to personalize suite with corporate
logos, colors, and furnishings
 Great views for clients, prospects,
consumer winners, company’s top-
performers, friends and family
 Options for Double-Suites
 10VIP parking passes
 Full Concierge Service
 Pre-Race pit access for all guests
 Food and Beverage service, souvenir
programs, scanners and private security
are available at an additional cost
HOSPITALITY
The Hub
• Upscale, private infield
compound surrounded by
decorative fencing & tropical
plants
• Right in the middle of the
action
• 50 x 50 footprint with white
fencing
• 4 worker passes
• 2 reserved parking passes
• Pre-Race pit access for
guests
• 24 hour security
• Tent, mobile units and turn
key services are available
11

12. HOSPITALITY
Terrace Box
• Entertains 32 guests in a private open-air box
directly below suite level
• View of pit road and the 24’ banking of turn
four
• Breathtaking views of prime track space
• Showcase buffet service
• Cash bar available
• Pre-race pit access credentials
• FiveVIP parking passes
Pit Road Suites
• Located immediately behind Pit Road
• Closest to the action as you can get
• 15 Guest Passes & 1Worker Pass
• 4VIP Parking Passes
• 15 Rental FanVision Scanners
• 15 Driver Introduction Passes to the Cup Series
Race
• Access to the PrivateWinners Circle Lounge
600Terrace
• Located at the apex ofTurn 1 & 2
• Luxury RV spaces with amazing
views of the track
• 1 personal motor home space
(30'x60', 36'x60 or 40'x60')
• Tickets for each event that
weekend
• Pre-Race pit passes
• Full service hook ups (water,
sewer, electric andTV feed)
• 2 parking passes
• 10 event programs
12

13. Overview:
The Charlotte Motor Speedway offers more than just
NASCAR. It holds one of the best drag ways in the country,
the ZMax DragWay. Known as the “The Bellagio of Drag
Ways” by both fans and competitors alike, the ZMax Drag
Way sits adjacent to the raceway. It is one of the only four-
lane drag ways in the world.With a seating capacity of 60,000
and with 135,000 visitors in 2013, the ZMax DragWay
provides an option for potential partners to reach a large
audience outside of the main track. A plethora of events are
held every year, which provides numerous activation and
hospitality opportunities for sponsors.This state-of-the art
facility is a great opportunity for any potential partner looking
to reach new demographics and expand their brand.
13

14. EVENT SCHEDULE
The ZMax DragWay hosts
multiple driving schools,
auto clubs, drifting groups,
car shows, vehicle ride and
drives, product launches,
and more. However, most of
the action is centered
around 3 large race
weekends.
NHRA Four-Wide Nationals
(April 22-24, 2016)
• NationallyTelevised
on Fox Sports 1
• 2015 race recorded
highest attendance
for NHRA Weekend
(60,000+)
MXGP of the Americas
(September 2-3, 2016)
• Brand new to Charlotte in
2016
• Motocross
• Huge potential
• MXGP:
• 1.4 BillionTelevised
Spectators in 2015
NHRA Carolina Nationals
(September 16-18, 2016)
• NationallyTelevised on
Fox Sports 1
• 50,000+ Attendees
• One of only a few
tracks to play host to 2
NHRA events in a
single calendar year
14

15. EVENTS
15

16. DEMOGRAPHICS
NHRA Fan Demographics
76%
24%
Gender
Male Female
0
10
20
30
40
18-24 25-34 35-49 50-64 65+
Percentage
Age Range
AgeAverage Household
Income
$63,720
MXGP Fan Demographics
74%
26%
Gender
Male Female
0
20
40
60
80
13-34 35-54 55+
Percentage
Age Range
Age
16

17. SIGNAGE/ACTIVATION
There are multiple branding and activation
opportunities available for potential partners at the
ZMax Drag Way.
Activation Opportunities
• Display Exhibits
available
• Opportunity to set up
interactive activations
• Connect with attendees
• Data collection
• Sampling
• Spaces available
from 10’x10’ to
100’x100’
• Different signage
options available
• Trackside
• Front Entrance
• In-race
• Exposing brands in
prime locations
• Signage available from
10’x10 to 100’x100’
Branding Opportunities
17

18. SIGNAGE/ACTIVATION
18

19. HOSPITALITY
The ZMax DragWay offers a wide variety of hospitality options for
potential partners. Similar to the main track, this provides potential
partners with flexibility.These amazing hospitality options offer an
experience like nothing else.The DragWay hospitality options
include:
 Luxury Suites
 Grandstand &Tower
 Corporate Hospitality Chalet
 Trackside Luxury RV Parking
 Pavilion
Luxury Suites
Corporate Hospitality Chalet
• Tower or Grandstand location
• Full suite- 30 guests
• Double suite- 60 guests
• Fully enclosed & climate controlled
• Catered
• Exclusive private location
• Red carpet treatment
• 100-1,000 Guests
• White canopy tent with
protective sides
• Right to display at chalet holder’s
expense- flags, signs, other
decorations (ZMax approval)
19

20. DIRTTRACK
Overview:
The DirtTrack atThe Charlotte Motor Speedway is one of the
premiere dirt tracks on the circuit. It consists a 4/10 of a mile track
which feature some of the most extreme events at the speedway.
We determined this to be the 3rd largest asset to the Speedway
by evaluating seating capacity, # of events, and sponsorship
opportunities compared to the drag way and speedway.
20

21. MEDIA COVERAGE
Network Coverage
Track Events
21

22. BRANDING
The Branding around the dirt track is unique in that there signage
faces both inwards, towards the track & Fans, as well as outwards
towards the motorists passing by on the Highway.
Branding Benefits:
- Extra exposure for brands outside of dirt track
- Live Demonstrations
- Premium Item Distribution
- Brand extension to Fans beyond just NASCAR events
- Difference in events compared to other track assets
- Flexible price options for various sponsor sizes
Sizes Options:
10 x 10 to 100 x 100
22

23. HOSPITALITY
The DirtTrack’s hospitality areas are set up very similar to the
other two track where there are flexible options when it comes to
seating so that a variety of different groups (Small or large
business, parties, etc.) are able to fit their individual needs.
Amenities:
• Seating Capacity= 14,000 individuals
• Includes Lawn, Box, and General seating sections
• VIP Section forTrack action level viewing
• Corporate Suites
• 20VIP suite tickets for each night
• 16 stadium-style seats
• 8VIP parking passes
• Fully enclosed and climate controlled area
23

24. DEMOGRAPHICS
58%
42%
Gender (Percentage)
Male
39%
28%
33%
Age (Years)
18-34 35-44
21%
30%23%
26%
Income (Thousands)
<$30K $30-$49K $50-74K >$75K
Fan Lifestyle Survey Results
24

25. WHY PREZI?
 Allows user to pan in and out
to emphasize ideas on a blank
canvas
 Created in 2009, over 1 billion
public views
 170+ million presentations
created
 80% of all fortune 500
companies use Prezi
25

26. FUTURE
PRESENTATIONS?
Samsung GearVR
 Compatible withGalaxy S7/S7
Edge, Note5, S6, and S6 Edge
Phones
 Turns apps and movies into a 360
virtual reality experience
 $99.99
Microsoft HoloLens
• Development edition released
March 30, 2016
• First fully untethered, holographic
computer
• Enables uses to interact with high-
definition holograms in the real
world
• $3,000
26

27. ACKNOWLEDGEMENTS
 Matt Long, Senior Director Business Development,Charlotte
Motor Speedway
 Colette Zielinski,Corporate Sales, Charlotte Motor Speedway
 Dr. NormanO’Reilly, Ohio University,College of Business,
Center for SportsAdministration
 Annie Brackley,Ohio University, Professor
 Luke Sayers,Ohio University, Professor
 eCreative Group. (2008):Why Dirt Racing?. USMTS Event
Demographics. Independence, IA. Retrieved from
www.ecreativegroup.com/upload/df12fWhy%20Dirt%20Racing
.pdf
 Prezi Stats and Facts. (n.d.). RetrievedApril 15, 2016, from
http://expandedramblings.com/index.php/business-
directory/19877/prezi
 Microsoft HoloLens. (n.d.). RetrievedApril 15, 2016, from
https://www.microsoft.com/microsoft-hololens/en-us
 Virtual reality just got real. (n.d.). RetrievedApril 15, 2016, from
http://www.samsung.com/us/explore/gear-vr/
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