1. 1 North America IOT 1Q All Manager and Executive Call IBM Sports and Entertainment Deliver the ultimate fan experience Atlanta Falcons - IBM Smarter Stadium! Texas A&M - IBM Smarter Stadium!

2. 2 North America IOT 1Q All Manager and Executive Call Our Vision Activate revenue and profitability growth for Sports and Entertainment Leagues, Teams, Events, and Venues. Drive value through an integrated Fan / Customer / Guest Experience and Talent Management Master Plans powered by the fusion of Design, Strategy, Technology and Data Provide League, Team, and / or Event Owners and C-Level Executives with the information to make great business decisions IBM Sports and Entertainment

3. 3 North America IOT 1Q All Manager and Executive Call Fans are demanding a better fan experience while at the game  Sports fans are demanding a better experience –The at-home experience for fans has gotten better and less expensive over time and the stadium experience needs to improve to keep fans engaged and coming to games  Demographics are shifting –The younger demographic expects a constant Internet connection to be able to post photos and videos of their experience while at the game  Professional teams are seeking ways to boost revenues –Always on connectivity allows additional capabilities for boosting in game (e.g. in seat ordering, mobile seat upgrades)

4. 4 North America IOT 1Q All Manager and Executive Call There are several unique characteristics that we consider - 6 Key Observations “A Business of Many Businesses” “Data and Dollars” “You are the Content” “Win to Sell AND Sell to Win” “Millions of Fans, Relatively Few Customers” “There Is No Off-Season”

5. 5 North America IOT 1Q All Manager and Executive Call “Millions of Fans, Relatively Few Customers” 9 RentEarnOwn Acquire Engage Cross-Sell / Up-SellNurture & ConvertRetain Non-Fan FanIdentified FanEngaged FanCustomer Loyal Customer Extremely Loyal Customer Uninterested Consumer Unconnected or Unidentified Consumer Connected Consumer Connected Customer Inspire Path of the Sports Consumer Journey Season 1-3Season 3+

6. 6 North America IOT 1Q All Manager and Executive Call It starts with the fans and an analytics driven interactive experience is the design point Deliver Smarter Fan Experiences Real-Time Decisioning Anticipate fan needs using relevant data and understand preferred communication medium Analyze fan engagement drivers to identify optimal messaging for fan demographics Gather information necessary to understand fan drivers Information Integration Fan Insights Personalized Communication Create personalized fan engagement messaging (promotions, real-time alerts, etc) Predictive Modeling Own Deliver individualized messaging at point of impact to engage fan and drive sales VALUE Rent Earn Data Management Platform Lifecycle Data SourcesDataData Management Platform Business ValueExperiences

7. 7 North America IOT 1Q All Manager and Executive Call Mobile, social and e-commerce build a digital platform to delight fans and help build a loyal customer base Food and drink offers in or near venue Real-time instant replays Sharing selfies from the game Interactive map and directions In-stadium seat upgrades In-seat food ordering

8. 8 North America IOT 1Q All Manager and Executive Call An IBM Smarter Stadium enables a better fan experience for less while also allowing you to increase your revenues  Pervasive cellular and WiFi connectivity provides the always on Internet connection your fans are demanding  Our system includes technology designed to help you boost your revenues and improve the fan experience  Our system converges PON, Wi-Fi, and Cellular connectivity onto a single fiber cabling infrastructure and costs 30% less than legacy copper based networks  Through convergence, our system requires far less space than legacy networks giving you back valuable space  Our system is Green, reducing operational costs and improving your LEED status  Our system is more reliable and far simpler to operate and manage than legacy networks

9. 9 North America IOT 1Q All Manager and Executive Call Our mobile app, interactive signage, and digital media distribution allow you to engage the fans before, during, and after the event  Our mobile app allows your fans to interact and summon multi- camera replays, video-on-demand, game-tracker visualizations, head-to-head matchups and more  Increase concession revenues by including menus on your displays and allowing in-seat ordering  Present personalized offers to fans  Allow fans to purchase seats upgrades or tickets to future games from their mobile device  Allow users in your suites to control camera views on specific TV or tablet displays from their iPhone or Android device

10. 10 North America IOT 1Q All Manager and Executive Call IBM Intelligent Operations Center provides an operational dashboard and helps you ensure the ultimate fan experience  Find bottlenecks at gates and in parking lots  Identify crowds via video analytics  Direct fans around maintenance issues  Find patterns of incidents and locate resources to respond  Allow fans to report incidents from mobile devices  Monitor POS in real time and raise alerts  Monitor VIP arrivals to provide a valued Premium Experience

11. 11 North America IOT 1Q All Manager and Executive Call IBM Intelligent Video Analytics enhances security and public safety in stadiums with comprehensive security, intelligence and investigative capabilities  Stadiums are rich in video feeds but generally do not have video analytics  Stadiums are expected to be the next terrorist target, so safety and security are critical concerns for stadium owners –Video Analytics raise alerts when intruder enter secured areas and detect left packages and vehicles –Facial recognition detects trouble makers entering the stadium  Stadium owners are also interested in improving the fan experience and increasing revenue –Video analytics monitor crowds at gates and concessions allowing stadiums to manage crowd flow and drive customers to less used concessions –Facial recognition identifies premium ticket holders to provide a premium experience Gate flows are not balanced Video Analytics counts 165 People in line at Gate 22, calculates 18 minute wait Trigger Video Analytics Turnstile 17 takes overflow FR ID’s suspect entering gate and triggers auto workflows for response Triggers workflow to alert and move crowd to alternate gates

12. 12 North America IOT 1Q All Manager and Executive Call Legacy networks are no longer an efficient or cost effective operating model  Legacy stadium network designs rely on multiple separate networks to deliver services to your fans  Legacy networks rely heavily on copper and coax cabling, requiring frequent rip and replace upgrades as technologies change  Legacy networks take up substantial space for wiring closets due to the distance limitations of copper cabling  Legacy networks also require substantial power and cooling in the wiring closets for stacks of network electronics

13. 13 North America IOT 1Q All Manager and Executive Call IBM has developed the IBM Smarter Stadium network which uses far less space and costs 30% less than a legacy copper/coax based network architecture  The IBM Smarter Stadium network uses a single converged fiber network to deliver all services  The IBM Smarter Stadium network combines PON and DAS onto a single fiber infrastructure  The IBM Smarter Stadium network costs less, requires far less space, and uses far less power can cooling than legacy networks PON OLT’s DAS Head End Core Router/Switch Fiber Patch PON splitters Power Injectors Fiber Termination DAS Remote Unit PON ONT’s

14. 14 North America IOT 1Q All Manager and Executive Call The IBM Smarter Stadium Network uses Passive Optical LAN (PON) technology which costs 30% less than a legacy switched network architecture  PON provides LAN access throughout your stadium for Point of Sale, Office Space, Digital Media Distribution, Wi-Fi access points  PON is not distance constrained like legacy copper based networks  PON utilizes a fiber based cabling plant instead of copper saving you money and space –less cabling, less cable trays, lower material and installation costs, fewer wiring closets  PON does not require special power and cooling in your wiring closets like legacy switched networks do, saving you substantial operational costs Traditional LAN Architecture vs. Passive Optical LAN Architecture

15. 15 North America IOT 1Q All Manager and Executive Call Passive Optical LAN technology requires far fewer wiring closets than legacy switched networks leaving you space for seating, concessions, or retail  The Atlanta Falcons new stadium design included a legacy switched network design which required over 70 IDF’s due the the distance limitations of copper cabling  The fiber based IBM solution for the Falcons reduced the number of IDF’s required to less than 30, freeing up valuable space  This space is now available to be used for additional seating, concessions, and retail space generating additional revenues for the team IBM Smarter Network IDF Legacy IDF

16. 16 North America IOT 1Q All Manager and Executive Call The IBM Smarter Stadium Network includes a fiber based Distributed Antenna System for 5 bar cellular coverage and a world class fan experience.  The IBM Smarter Stadium Network leverages the same fiber infrastructure as the PON allowing for easy upgrades without having to rip and replace your cabling plant –When a wireless carrier introduces a new frequency, simply swap out a card in the remote access units  Advanced features such as capacity steering allow you to shift cellular capacity to different areas of your venue as fans move around –Before the game you can shift your cellular capacity to outdoor tail gate areas –When the game starts, you can shift your cellular capacity back inside your stadium…..Smarter! DAS Head End Remote Zone Location

17. 17 North America IOT 1Q All Manager and Executive Call The IBM Smarter Stadium Network provides stadium grade HD Wi-Fi coverage ensuring a world class fan experience.  The IBM Smarter Stadium Network provides pervasive HD Wi-Fi coverage throughout all parts of your stadium (bowl, concessions, retail, restrooms, office space)  802.11AC technology provides high capacity and throughput  Multiple Wi-Fi manufacturers supported  Under seat mounting options available Under Seat Access Point Enclosure HD Wi-Fi Coverage Model

18. 18 North America IOT 1Q All Manager and Executive Call The Smarter Stadium Network allows you to own the DAS infrastructure while charging for access to your system.  The IBM Smarter Stadium Network is a neutral host DAS solution that you own versus a third party owning the system  IBM will help you negotiate lease agreements with the wireless carriers. These lease agreements typically include up front and recurring charges to the wireless carriers which help offset the cost of the system  The wireless carriers prefer this model to other long term leasing models available in the marketplace as they buy only the capacity they need on the system which saves them money  IBM Global Financing can also help you turn up-front capital costs into affordable payments, matching cost outlays with expected project benefits Cellular Coverage Model at Texas AM Kyle Field

19. 19 North America IOT 1Q All Manager and Executive Call Texas A&M chose the IBM Smarter Stadium Network over a legacy network design for the newly renovated Kyle Field.  The IBM solution allows Texas A&M to provide pervasive Wi-Fi and Cellular coverage for over 105,000 Aggies fans  The IBM solution costs less than the legacy switched network and DAS solutions Texas A&M was considering  Texas A&M leveraged IBM’s relationships with the wireless carriers to negotiate lease agreements which helped offset the cost of the system  https://storify.com/HerbHernandez/kyle-field https://storify.com/HerbHernandez/kyle-field  http://www.mobilesportsreport.com/2015/01/stadium-tech- report-corning-ibm-bringing-fiber-based-wi-fi-and-das-to- texas-ams-kyle-field/ http://www.mobilesportsreport.com/2015/01/stadium-tech- report-corning-ibm-bringing-fiber-based-wi-fi-and-das-to- texas-ams-kyle-field/

20. 20 North America IOT 1Q All Manager and Executive Call The Atlanta Falcons chose the IBM Smarter Stadium Network over a legacy network design for their new NFL stadium opening in 2017.  The Falcons chose the IBM Smarter Stadium Network over legacy network designs  The IBM solution allows the Falcons to provide pervasive LAN, Wi-Fi, and Cellular coverage for over 80,000 NFL fans  The NFL’s largest scoreboard will be running over a IBM Smarter Network  The IBM solution costs less than the legacy switched network and DAS solutions the Falcons were considering  The IBM solution also allows access control and audio/visual systems to leverage the same integrated fiber plant, saving money and space  https://www.youtube.com/watch?v=SPKP7FaiqEE https://www.youtube.com/watch?v=SPKP7FaiqEE

21. 21 North America IOT 1Q All Manager and Executive Call Contact us today to determine how much you could save by deploying an IBM Smarter Stadium Network  Darold Conklin IBM Sports and Entertainment darold.conklin@us.ibm.com 716-870-4324 darold.conklin@us.ibm.com