What Sponsors Want 2007 What Sponsors Want 2007 Annual Business To Business Research -Data Summary-

I.METHODOLOGYp.3 III.SPONSORSHIP SPENDING AND INVOLVEMENTp.11 IV.RESEARCH CONSIDERATIONSp.30 V.PROPERTY PERCEPTIONSp.41 II.RESPONDENT PROFILEp.5 Table of Contents VI.ANALYSISp.45

I. Methodology I. Methodology 2007 Annual Business To Business Research

Methodology A total of 132 participants were contacted by Performance Research and IEG asked to complete questionnaires about the sponsorship decision- making process. Respondents, who were screened to be sponsorship decision-makers from small, medium, and large corporations worldwide, completed questionnaires in electronic format. Data collection was conducted in January and February Research objectives included, but were not limited to, determining the benefits and services that are most important to companies when making sponsorship decisions and estimating how companies are budgeting for measurement and activation. The margin of error for this study is approximately + 4%. This study was conducted in conjunction with IEG, Inc. Inc.

II. Respondent Profile II. Respondent Profile 2007 Annual Business To Business Research

Decision Making Responsibilities "Within your organization, which of the following describes your responsibilities regarding sponsorships?"

Sponsorship Programs By Region “In what regions do you have sponsorship programs?”

Personal Location By Region “In which region are you personally based?”

Choosing Property to Sponsor Top 5 Mentions “How do you typically go about selecting a property to sponsor?”

Choosing Property to Sponsor  Ad-hoc selection  Create your own property to sponsor  Referrals from financial advisors Mentions of 2% or Less  Property is owned by company chairman  Referrals from company headquarters

III. Sponsorship Spending And Involvement III. Sponsorship Spending And Involvement 2007 Annual Business To Business Research

Likely Sponsorship Spending From Total; N=132 How will your overall sponsorship spending in 2007 compare to 2006?

Percentage of Marketing Budget Spent On Sponsorship Total; N=132

Leveraging/Spending Ratio "On top of the rights fees paid for your sponsorship, what is the ratio as to how much more your company typically spends on leveraging and activation? As best as you can estimate, what is your company's typical promotional spending ratio?" Average Ratio of Activation Spending to Rights Fees 2004: 1.3:1 2005: 1.5:1 2006: 1.7:1 2007: 1.9:1

Agency Used for Support “What types of agencies, if any, do you use to help leverage/support your sponsorship program?" Top 6 Mentions

Agency Used for Support “What types of agencies, if any, do you use to help leverage/support your sponsorship program?" Other Mentions  Promotional agency  Event marketing agency

Marketing Communication Channels Used “During the past 12 months, which of the following marketing communication channels have you used to leverage your sponsorship programs?" Top 9 Mentions

Marketing Communication Channels Used “During the past 12 months, which of the following marketing communication channels have you used to leverage your sponsorship programs?" Mentions of 5% or Less  Events  Loyalty program  Expos  Non-profit & marketing to its donors & boards  Viral marketing  Retail tie-in projects  Onsite experiential programs

Likely Involvement In Sponsorship Categories "When compared to 2006, how much do you expect your company to be involved in the following types of sponsorship in 2007?" Total; N=132 24% 64% 12%

Sponsorship Objectives Most Important [9&10] Ratings Top 5 Mentions "Using a scale of one to ten, where one is not at all and ten is extremely, please rate the following objectives as to their importance to you or your marketing team's decisions when you evaluate which sports or properties to sponsor?" Total; N=132

Sponsorship Objectives Most Important [9&10] Ratings Mentions 6-9 "Using a scale of one to ten, where one is not at all and ten is extremely, please rate the following objectives as to their importance to you or your marketing team's decisions when you evaluate which sports or properties to sponsor?" Total; N=132

Sponsorship Objectives - Business To Business Most Important [9&10] Ratings "Using a scale of one to ten, where one is not at all and ten is extremely, please rate the following objectives as to their importance to you or your marketing team's decisions when you evaluate which sports or properties to sponsor?" Total; N=132

Sponsorship Objectives - Sales & Promotional Most Important [9&10] Ratings "Using a scale of one to ten, where one is not at all and ten is extremely, please rate the following objectives as to their importance to you or your marketing team's decisions when you evaluate which sports or properties to sponsor?" Total; N=132

Sponsorship Objectives - General Most Important [9&10] Ratings "Using a scale of one to ten, where one is not at all and ten is extremely, please rate the following objectives as to their importance to you or your marketing team's decisions when you evaluate which sports or properties to sponsor?" Total; N=132

Sponsorship Objectives - Other Mentions  Differentiate the brand  To satisfy the personal interest of the CEO  Client entertainment Mentions of 2% or less "Using a scale of one to ten, where one is not at all and ten is extremely, please rate the following objectives as to their importance to you or your marketing team's decisions when you evaluate which sports or properties to sponsor?"

Value of Benefits Top 5 Mentions Most Important [9&10] Ratings "Using the same scale of one to ten, where one is not at all and ten is extremely, please rate the following benefits as to how valuable they are to your organization?" Total; N=132

Value of Benefits Mentions 6-10 Most Important [9&10] Ratings "Using the same scale of one to ten, where one is not at all and ten is extremely, please rate the following benefits as to how valuable they are to your organization?" Total; N=132

Value of Benefits Mentions Most Important [9&10] Ratings "Using the same scale of one to ten, where one is not at all and ten is extremely, please rate the following benefits as to how valuable they are to your organization?" Total; N=132

Value of Benefits Mentions Most Important [9&10] Ratings "Using the same scale of one to ten, where one is not at all and ten is extremely, please rate the following benefits as to how valuable they are to your organization?" Total; N=132

IV. Research Considerations IV. Research Considerations 2007 Annual Business To Business Research

Primary Source of Sponsorship Industry News “What is your primary source of sponsorship industry news?"

Sources of Sponsorship Industry News “From the following list, which sources would you say you rely on to provide you with sponsorship industry news?"

Information Sought Pre- Sponsorship "Which of the following do you typically analyze when making your decision?"

Information Sought Pre- Sponsorship "Which of the following do you typically analyze when making your decision?"

Renewal Analysis "In evaluating your decision to change or renew your sponsorship, which of the following types of analysis do you typically complete?"

Renewal Analysis "In evaluating your decision to change or renew your sponsorship, which of the following types of analysis do you typically complete?"

Analysis Importance “Please rate these same analysis importance to you or your marketing team’s decision to change or renew your sponsorships." Most Important [9&10] Ratings

Budget For Sponsorship Research Total; N= Total; N= Do you have an on-going budget for sponsorship research?

Spending on Pre-Event External Research “How much is typically spent on external or independent research to analyze appropriateness of the sponsorship?”

Rights Fee % Spent on Concurrent/Post-event Research “Approximately what percent of a sponsorships total budget is typically spent on concurrent or post-event research?”

V. Property Perceptions V. Property Perceptions 2007 Annual Business To Business Research

Value Placed On Property Provided Services Most Important [9&10] Ratings “Please rate the following "property provided services" as to how valuable they are to your organization.”

Extent You Depend On Properties To Measure ROI Average 2004: : : : 5.4 “To what degree do you depend on properties to help you measure your ROI during / after your sponsorship involvement? ”

Properties Meeting Expectations Total; N=132 “Are properties meeting your expectations in delivering ROI measurement or research information?”

VI. Analysis VI. Analysis 2007 Annual Business To Business Research