Marketing & Communication Presentation to Member Associations Aberdeen, 6 December 2009

© World Curling Federation2 | Table of contents 1.Introduction 2.Marketing Sales 3.Media Sales 4.Re-branding Project 5.Outlook 6.World Ranking

© World Curling Federation3 | 1.0 Introduction 1.WMCC 2011 (Regina, CDN) will still be organized through CCA within the Season of Champion concept 1.Infront has been appointed from the WCF-Board as world wide marketing partner including the territory of Canada as of the season 2011/2012 (July 2009) 3.Marketing Rules & Regulations is completed for future Host-Cities 4.WCF/Infront has started a complete Re-Branding of our Federation 5.New MRO – Joanna Kelly

© World Curling Federation4 | 2.0 Introduction - Sponsorship 1.ECC ECC 2009 and WCC WMCC2010 and WWCC 2011 WMCC 2010 & 2011 (CCA; Season of Champion) Presenting Sponsor Advanced discussion 3. Continental Cup Title Sponsor & 2012 (CCA; Season of Champion)

© World Curling Federation5 | Introduction - Sponsorship Official WCF IT-Supplier Official WCF Logistic Supplier

© World Curling Federation6 | Partnership WCF and Infront

© World Curling Federation7 | Infront and the WCF Start of our partnership: Infront started the partnership with WCF in June 2008 Dedicated Project Manager was on board starting in September 2008 Initial strategic workshop in September 2008 Focus on development of new marketing concept, media and marketing sales, project “Moving Forward” First events: Le Gruyère 2008 European Curling Championship Mount Titlis 2009 World Women’s Curling Championship Le Gruyère 2009 European Curling Championship

© World Curling Federation8 | Infront – delivering superior value Infront maintained its record for operational excellence throughout 2009 Infront handled 1,824 event days, including 17 World Championships Infront works with 130 rights holders in sports like ice hockey, handball and football; representing 10 out of the 15 top global sports events and leagues and working with hundreds of top brands and media companies. Creating superior value in the world of curling

© World Curling Federation9 | Table of contents 1.Introduction 2.Marketing Sales 3.Media Sales 4.Re-branding Project 5.Outlook 6.World Ranking

© World Curling Federation10 | Marketing Sales Total revenues generated for the WCF in the first year of our partnership: Net amount of 710’000 SFR Advanced discussion with Presenting Sponsor for European and World Championships* Final stage for logistic and apparel deal

© World Curling Federation11 | New marketing program Infront introduced a new marketing program at the beginning of 2009 Positive market respond from clients Successful sales for Local Organizing Committee Overall beneficial market approach

© World Curling Federation12 | Table of contents 1.Introduction 2.Marketing Sales 3.Media Sales 4.Re-branding Project 5.Outlook 6.World Ranking

© World Curling Federation13 | Media Sales Broadcasting Partners Main Partner – Eurosport Germany - SportA China – CCTV Switzerland - SRG USA - Universal Sports Worldwide - Deutsche Welle England – BBC secured by the LOC TSN by CCA Negotiation ongoing with Japan, Sweden, Norway TV viewership comparison Increase of viewership of 1080%

© World Curling Federation14 | Table of contents 1.Introduction 2.Marketing Sales 3.Media Sales 4.Re-branding Project 5.Outlook 6.World Ranking

© World Curling Federation15 | Initial assessment – need for branding Clarify, simplify and modernise the WCF brand Ensure streamlined, regulated implementation throughout the federation The WCF’s positive influence is strengthened and becomes apparent The WCF is seen as the driving force behind curling The WCF is seen as a forward looking, innovative and leading federation by its own members, fans and by the sports community The WCF is present at all events The WCF is more consistent and coherent The WCF has a basis for longer term, more effective, more valuable marketing, licensing and merchandising opportunities

© World Curling Federation16 | Launch of re-branding project 128 pages of a comprehensive re-branding was submitted to WCF for comments Elements included many elements. As an example here are some: Official WCF Logo Official Event Logo PPT/Letter/Fax etc. templates Official Website Business Cards Venue decoration Flags

© World Curling Federation17 | New Official Logo

© World Curling Federation18 | New Concept for Official Event Logo ConceptApplication

© World Curling Federation19 | PowerPoint Template 117 page PowerPoint workshop material prepared Comprehensive Manual on how to use the new PowerPoint Template

© World Curling Federation20 | Other Elements Over 30 other elements have been developed Comprehensive User Manuals are under review and project will be finalised by the end of January Press ReleaseFlagsBags

© World Curling Federation21 | New WCF Website Content StructureOverall Layout

© World Curling Federation22 | Future Outlook Worldwide Marketing Program Get more involvement in the organisation of the events Creating superior value for fans, players and partners

© World Curling Federation23 | Table of contents 1.Introduction 2.Marketing Sales 3.Media Sales 4.Re-branding Project 5.Outlook 6.World Ranking

© World Curling Federation24 | WCF World Ranking - Women RankingASSOCIATIONPoints 2007/08 vs 2008/ RankingASSOCIATIONPoints 2007/08 vs 2008/09 1Canada795019Hungary972 2Sweden736020New Zealand890 3Switzerland587021France88-2 4Denmark547122Latvia830 5China542423Poland820 6USA Estonia642 7Scotland43925Spain60 8Russia372226Australia58 9Norway Croatia560 10Japan Slovakia512 11Germany304129Ireland30 12Italy25030Chinese Taipei27 13Korea155331Lithuania240 14Czech Republic14532Bulgaria150 Finland12933Kazakhstan111 16Netherlands12434Andorra10 17England116035Wales60 18Austria1040

© World Curling Federation25 | WCF World Ranking - Men RankingASSOCIATIONPoints 2007/08 vs 2008/ RankingASSOCIATIONPoints 2007/08 vs 2008/09 1Canada916022Korea88 2Scotland748023England88-3 3Norway617024Netherlands84 4USA561025Latvia73 5Germany492026Belgium593 6Switzerland476127Slovakia531 7Finland39628Poland513 8Sweden352029Austria50-3 9France285030Bulgaria Denmark272131Estonia381 11China243332Chinese Taipei Australia Croatia302 13Italy20634Belarus28 14New Zealand19035Greece28 15Czech Republic149036Lithuania241 16Japan145237Andorra12 17Ireland11938Serbia81 18Russia10639Kazakhstan71 19Wales98040Luxembourg5-2 20Hungary92241Iceland30 21Spain89442Brazil00

© World Curling Federation26 | ?

© World Curling Federation27 | Our World Champions in 2009 Thank you!