S PORTS M ARKETING FOR T RAFFIC S AFETY 2006 Michigan Traffic Safety Summit Presented by Jill Pepper, TEAM Coalition

S PORTS M ARKETING Slide 2: 2006 Michigan Traffic Safety Summit Why Sports and Entertainment?Why Sports and Entertainment? Fan Behavior and Traffic SafetyFan Behavior and Traffic Safety Responsibility Has Its RewardsResponsibility Has Its Rewards Events with the Michigan Office of Highway Safety PlanningEvents with the Michigan Office of Highway Safety Planning Resources and OpportunitiesResources and Opportunities D ISCUSSION T OPICS

S PORTS M ARKETING Slide 3: 2006 Michigan Traffic Safety Summit NHTSA’s statistics show that the demographic at greatest risk of being involved in a fatal crash are males years of age.NHTSA’s statistics show that the demographic at greatest risk of being involved in a fatal crash are males years of age. Market research also shows this demographic has a high interest in sports and entertainment as well as related consumer products.Market research also shows this demographic has a high interest in sports and entertainment as well as related consumer products. W HY S PORTS A ND E NTERTAINMENT ?

S PORTS M ARKETING Slide 4: 2006 Michigan Traffic Safety Summit Program based initiativesProgram based initiatives –Employee training in effective alcohol management –Designated driver programs in stadium for fans Marketing supports the program through consistent exposure to target audience in a potentially high risk situationMarketing supports the program through consistent exposure to target audience in a potentially high risk situation W HY S PORTS A ND E NTERTAINMENT ?

S PORTS M ARKETING Slide 5: 2006 Michigan Traffic Safety Summit Social norms complement to High Visibility Enforcement periods W HY S PORTS A ND E NTERTAINMENT ? Buckle Up America – Every Trip, Every TimeBuckle Up America – Every Trip, Every Time Fans Don’t Let Fans Drive DrunkFans Don’t Let Fans Drive Drunk Click It or TicketClick It or Ticket You Drink & Drive, You LoseYou Drink & Drive, You Lose

S PORTS M ARKETING Slide 6: 2006 Michigan Traffic Safety Summit D EDICATED M EMBERS

S PORTS M ARKETING Slide 7: 2006 Michigan Traffic Safety Summit Cause Marketing: community partnerships generate greater value than traditional marketing sponsorshipCause Marketing: community partnerships generate greater value than traditional marketing sponsorship Traffic Safety: an important message for fansTraffic Safety: an important message for fans Fan behavior is high priority security focusFan behavior is high priority security focus Recognizing positive behavior supports guest services focusRecognizing positive behavior supports guest services focus C OMMITMENT F ROM L EAGUES

S PORTS M ARKETING Slide 8: 2006 Michigan Traffic Safety Summit Most fans drive to sports facilities to watch the gameMost fans drive to sports facilities to watch the game Alcohol consumption before, during, and after the game are great concernsAlcohol consumption before, during, and after the game are great concerns –Tailgating –Alcohol service policies –Safe ride home programs F AN B EHAVIOR AND T RAFFIC S AFETY

S PORTS M ARKETING Slide 9: 2006 Michigan Traffic Safety Summit A sobering reality for NFL concessionaires Tom FitzGerald, Chronicle Staff Writer Sunday, September 25, 2005 (SF Chronicle) Fans who drive after drinking excessively at 49ers or Raiders games, or any other sporting event, would be well advised to consider the plight of an 8-year-old New Jersey girl. And a vendor who sells an intoxicated fan another beer should think not only about the little girl but about the multimillion-dollar judgment a jury ruled she and her family were entitled to receive earlier this year from the New York Giants' concessionaire. "Concessionaires throughout the country are well aware of that case," NFL spokesman Greg Aiello said. In January, a jury awarded $135 million to the family of Antonia Verni, who was paralyzed from the neck down in a car wreck caused by a drunken football fan. The fan is serving a five-year prison sentence, and the concessionaire whose employees sold him beers when he was already clearly intoxicated will pay the family $110 million unless the verdict, currently on appeal, is reduced or reversed. The NFL, the 49ers and the Raiders say the Verni case was a wakeup call for the league and the people who serve fans millions of dollars worth of beer and other alcoholic beverages each season. A spokesman for Aramark Corp., the concessionaire that was hit with the judgment, says the company "has established the highest standards in the industry for the safe service of alcohol." But the attorney who represented the Verni family doubts it. He says NFL games operate in "a culture of intoxication" and adds, "It's got to stop.“ A sobering reality for NFL concessionaires Tom FitzGerald, Chronicle Staff Writer Sunday, September 25, 2005 (SF Chronicle) Fans who drive after drinking excessively at 49ers or Raiders games, or any other sporting event, would be well advised to consider the plight of an 8-year-old New Jersey girl. And a vendor who sells an intoxicated fan another beer should think not only about the little girl but about the multimillion-dollar judgment a jury ruled she and her family were entitled to receive earlier this year from the New York Giants' concessionaire. "Concessionaires throughout the country are well aware of that case," NFL spokesman Greg Aiello said. In January, a jury awarded $135 million to the family of Antonia Verni, who was paralyzed from the neck down in a car wreck caused by a drunken football fan. The fan is serving a five-year prison sentence, and the concessionaire whose employees sold him beers when he was already clearly intoxicated will pay the family $110 million unless the verdict, currently on appeal, is reduced or reversed. The NFL, the 49ers and the Raiders say the Verni case was a wakeup call for the league and the people who serve fans millions of dollars worth of beer and other alcoholic beverages each season. A spokesman for Aramark Corp., the concessionaire that was hit with the judgment, says the company "has established the highest standards in the industry for the safe service of alcohol." But the attorney who represented the Verni family doubts it. He says NFL games operate in "a culture of intoxication" and adds, "It's got to stop.“ H IGH P ROFILE N EGATIVE B EHAVIORS

S PORTS M ARKETING Slide 10: 2006 Michigan Traffic Safety Summit F AN C ODE OF C ONDUCT S ETS E XPECTATIONS

S PORTS M ARKETING Slide 11: 2006 Michigan Traffic Safety Summit H ISTORY OF S PORTS AND T RAFFIC S AFETY 2003 YDYDYL: Press conferences at stadiums2003 YDYDYL: Press conferences at stadiums –Atlanta Braves –Kansas City Royals –Tampa Bay Devil Rays –Florida Marlins

S PORTS M ARKETING Slide 12: 2006 Michigan Traffic Safety Summit H ISTORY OF S PORTS AND T RAFFIC S AFETY 2004 CIOT: Pre-game, on-field ceremonies2004 CIOT: Pre-game, on-field ceremonies  St. Louis Cardinals –Boston Red Sox  Colorado Rockies  Milwaukee Brewers –Detroit Tigers  Brewer involvement increased awareness of promotional opportunity

S PORTS M ARKETING Slide 13: 2006 Michigan Traffic Safety Summit R ESPONSIBILITY H AS I TS R EWARDS

S PORTS M ARKETING Slide 14: 2006 Michigan Traffic Safety Summit Sweepstakes encouraging fans to be designated drivers at professional sports stadiumsSweepstakes encouraging fans to be designated drivers at professional sports stadiums MLB, MLS, NFL participatingMLB, MLS, NFL participating 225,000 MLB & MLS fans participated in ,000 MLB & MLS fans participated in ,000 NFL fans participated in 2005/0690,000 NFL fans participated in 2005/06 Winners attended World Series, MLS Cup, and Super Bowl XLWinners attended World Series, MLS Cup, and Super Bowl XL Combined 120 million impressions from national TV and radio PSAs in 2005Combined 120 million impressions from national TV and radio PSAs in 2005 R ESPONSIBILITY H AS I TS R EWARDS

S PORTS M ARKETING Slide 15: 2006 Michigan Traffic Safety Summit D ETROIT T IGERS & M ICHIGAN OHSP 2004 Events2004 Events –5/26/2004: Click It or Ticket; “Saved by the Belt” survivor recognized at game –8/24/2004: Click It or Ticket; first 10,000 fans received clickers to remind them of enforcement effort

S PORTS M ARKETING Slide 16: 2006 Michigan Traffic Safety Summit D ETROIT T IGERS & M ICHIGAN OHSP 2005 Events2005 Events –Financial support for TEAM training for Comerica Park operations staff –Click It Or Ticket promotions with Tigers –Responsibility Has Its Rewards partnership – MLB, NASCAR, and NFL

S PORTS M ARKETING Slide 17: 2006 Michigan Traffic Safety Summit 2005/06 RHIR & M ICHIGAN OHSP MLB All-Star Game: Fan FestMLB All-Star Game: Fan Fest NASCAR Race at Michigan International SpeedwayNASCAR Race at Michigan International Speedway NFL Super Bowl: NFL ExperienceNFL Super Bowl: NFL Experience

S PORTS M ARKETING Slide 18: 2006 Michigan Traffic Safety Summit 2005/06 RHIR & M ICHIGAN OHSP Fans filmed traffic safety messagesFans filmed traffic safety messages Branded photo frames with Polaroid picturesBranded photo frames with Polaroid pictures Give away items – clickers, postcards, lip balmsGive away items – clickers, postcards, lip balms Retail promotion for state-level sweepstakesRetail promotion for state-level sweepstakes Credit card sleevesCredit card sleeves Designated Driver program at Super BowlDesignated Driver program at Super Bowl

S PORTS M ARKETING Slide 19: 2006 Michigan Traffic Safety Summit 2005/06 RHIR & M ICHIGAN OHSP

S PORTS M ARKETING Slide 20: 2006 Michigan Traffic Safety Summit TEAM-CO ( ) TEAM-CO ( ) –TV, Radio, and Print Public Service Announcements –Sports Marketing Planners R ESOURCES A ND O PPORTUNITIES

S PORTS M ARKETING Slide 21: 2006 Michigan Traffic Safety Summit

S PORTS M ARKETING Slide 22: 2006 Michigan Traffic Safety Summit