1. NASCAR WE DO MORE THAN GO AROUND IN CIRCLES

2. 2 Retail Channels Shopped Types of retailers shopped past month NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-Fans Supermarkets 96%93% 103 * Drug stores 75%73% 103 * Mass retailers 71%60% 118 * Convenience stores 63%50% 126 * Home improvement warehouses 61%43% 142 * Automotive specialty retailers ^ 54%41% 132 * Department stores 37%36%103 Home electronics retailers 34%25% 136 * Shop online 26% 100 Warehouse clubs 26%24%108 Office supply 25%22% 114 * Sporting goods 16%11% 145 * Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level. ^ Data reflects past year results.

3. 3 Plans To Purchase Source: Scarborough Research. The asterisk (*) indicates statistical significance at the 95% confidence level. Index = NASCAR Fans vs. Non-Fans 138 index * 129 index * 133 index * 120 index * 167 index * 300 Index * 300 index * % of NASCAR Fans who plan to buy in the next year (Index NASCAR Fans vs. Non-Fans) 111 Index * 130 index * 122 index * 26% 11% 9% 8% 6% 5% 3% 20% New / Used Car

4. 4 Leisure Activities Leisure activities engaged past year NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-Fans Listening to music71%66% 108 * Attending the movies ^68%65% 105 * Dining out (not fast food)63%56% 113 * Reading books50%55% 91 * Card games48%38% 126 * Attend a concert44%43%102 Go to a beach / lake44%35% 126 * Gardening36%30% 120 * Cooking for fun35% 100 Board fun35%28% 125 * Visit a theme park26%22% 118 * Going to bar / night clubs/ dancing26%19% 137 * Photography22%18% 122 * Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level. ^ data reflects past six months

5. 5 Active Lifestyles Sport / Fitness Activity participated in past year NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-Fans Play a sport85%75% 113 * Fitness walking42%41%102 Swimming40%30% 133 * Fishing31%16% 194 * Golf24%12% 200 * Weight training19%16% 119 * Basketball19%14% 136 * Mountain / Road biking18%12% 150 * Using a cardio machine15% 100 Baseball15%10% 150 * Football15%8% 188 * Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.

6. 6 Cell Phone NASCAR fans are more likely to have a cell phone. Cell phone ownershipNASCAR FansNon-Fans Index NASCAR Fans vs. Non-Fans Have a cell phone80%73%110 * Leading additional uses of cell phone NASCAR Fans who have a cell phone Non-Fans who have a cell phone Index NASCAR Fans vs. Non-Fans Camera / picture phone28%24% 117 * Nationwide coverage24%17% 141 * SMS text messaging16%15%107 Downloadable ringtones14%12%117 Games11%9%122 Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level. Beyond telephone calls, NASCAR fans are more likely to use their cell phones for a variety of additional uses.

7. 7 Home Ownership NASCAR fans are more likely to be homeowners. Type of residenceNASCAR FansNon-Fans Index NASCAR Fans vs. Non-Fans Own a house72%65%111 * Rent an apartment9%15%60 * Home ImprovementNASCAR FansNon-Fans Index NASCAR Fans vs. Non-Fans “I am always looking for new ideas to improve my home” 60%55% 109 * Plan to make a major home improvement in the next year 11%8%138 NASCAR fans are more likely to be planning a major home improvement project. Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.

8. 8 Vehicle Ownership Vehicle ownershipNASCAR FansNon-Fans Index NASCAR Fans vs. Non-Fans HH owns or leases car, pickup truck, SUV, or van 95%89%107 * At least 3 vehicles in the household37%28%132 * NASCAR fans are more likely to have a vehicle and have more vehicles. Indicators of heavy vehicle usageNASCAR FansNon-Fans Index NASCAR Fans vs. Non-Fans Traveled 500+ miles by car/van/truck in the past week 11%7%157 * “I often go on long car trips for vacation.”43%31%139 * NASCAR fans are more likely to be heavy users of their vehicles. Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.

9. 9 Consumer banking NASCAR fans are more likely to use a bank. Bank category usage NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-Fans Use a bank78%70%111 * NASCAR fans are more likely to have checking and savings accounts. Types of bank accounts owned NASCAR Fans who use a bank Non-Fans who use a bank Index NASCAR Fans vs. Non-Fans Checking account69%62%111 * Savings account60%54%111 * Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.

10. 10 Business Decision Makers NASCAR fans are more likely to have influence over business purchase decisions. Business decision makersNASCAR FansNon-Fans Index NASCAR Fans vs. Non-Fans Have business purchase influence26%21%124 * NASCAR fans are just as likely to be small business owners and to have an officer level position in a company. Small business owners and business professionals NASCAR FansNon-Fans Index NASCAR Fans vs. Non-Fans Small business owner6%5%120 Have an officer level position in a company3%2%150 Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level. NASCAR fans are more likely to be employed. Employment status NASCAR Fans Non-Fans Index NASCAR Fans vs. Non- Fans Have a job70%62%113 *

11. 11 Age Composition U.S Pop NASCA R Fans Index 18-2413% 100 25-3418% 100 35-4417%18%106 45-5422%24%109 55-6413% 100 65+17%14% 82 18-3431% 100 18-4448%49%102 Income U.S Pop NASCAR Fans Index Under $30,00031% 100 $30,000-$50,00022% 100 $50,000-$70,00016%17%106 $70,000-$100,00015% 100 $100,000+16%15% 94 $50,000+47% 100 Source: 2007 ESPN Sports Poll (18+). Index = NASCAR fans vs. U.S. population Region U.S Pop NASCAR Fans Index Northeast18%16% 89 Midwest22%24%109 South38%40%105 West22%20% 91 Fan Base Demographics Children U.S Pop NASCAR Fans Index Kids <18 at home37%38%103 The NASCAR fans base is 60% Male, 40% Female  NASCAR fans are just as likely to be 18-34 and 18-44.  NASCAR fans are middle class and just as affluent as the U.S. population: 47% earn $50,000+ per year.  NASCAR is a sport the whole family can enjoy: 38% have children under the age of 18.  NASCAR fans live in regions that mirror the U.S. population, as they are within 2 percentage points of the U.S. population in every region.

12. Why Companies Get Involved “Auto racing sponsorship has a greater potential to influence loyalty and brand switching among fans than any other sponsorship.” Source: Sponsorship Research International. “Savelli adds this: He earns $5 for every $1 he spends on the Gordon team, a return that’ll bring a tear to any CFO’s eye.” Source: Fortune interview with Lou Savelli of Dupont on their sponsorship of Jeff Gordon. “If exposure is what you’re looking for, Motorsports by far is the #1 advertising- marketing buy.” Source: Joyce Julius Kodak found 95% of NASCAR fans purchased Kodak film. Source: Kodak.

13. Why Companies Stay Involved Delivers environment whose fans welcome corporate marketers and marketing. Brand building over time/develop meaningful relationship with consumers. Ability to create presence marketing programs with proven success at retail. Sport continues to grow, adding to value of sponsor participation. “More people are attending and watching events while supporting the sport with their purchase decisions.” -Jed Piersal Performance Research

14. How Companies Activate Nesquick’s Nationwidel Sponsorship is funded by headquarters and regional Retail partners participate in activation by committing to incremental case sales during their promotional turn. The objectives for their driver/team sponsorships are: Build on gains in consumer image with blue collar consumers Develop long-term sustainable preference Capitalize on high degree of customer brand loyalty Showcase new bottle design and race packaging in key markets Activate relevant promotions at retail Key elements of Nestle / Nesquick NASCAR sponsorship included: Line Extensions with other Nestle Brands (Tollhouse Morsels, Carnation Instant Breakfast) Association with Team (PPI Albertson’s & Nesquick) Driver appearances Retail programs Exclusive premiums and dealer loaders Event hospitality Sampling and target promotions In-store promotions and point of sale materials target consumers where they shop. Key channels for the program include Convenience, Oil & Gas, Vending, Grocery, and Mass Merchandisers.

15. How Companies Activate part 2 P&G’s auto racing sponsorships are funded at the HQ level with quantifiable objectives articulated: Increase shipment to retailers by 5% Increase displays at retailers by 20% Increase in-store brand awareness/end aisle displays Key elements of the Tide Program: Car and Driver identification Dedicated advertising Couponing / FSI’s / on-packs Retail displays In-Store promotions Trade incentive programs Show car events Business Building Extensions of Deal: Partnerships with Associate Team Sponsors: Whirlpool and Exxon Tide boxes distributed with all Whirlpool purchases Tide distribution at Exxon retail locations Wal-Mart and Target dedicated show cars based on case commitments

16. The NASCAR Fan The average NASCAR spectator: Attends two to three races a year Travels 200 miles to attend a race Once there, spend $287 per day on tickets, food, lodging and souvenirs Self identified as “Brand loyal NASCAR sponsors” Watches 13+ races a year on television Source: NASCAR and LOWES Motor Speedway Research Demographics* 88% High School Grad, 64% Some College/Grad 72% Own Residence 68% Married 60% male, 40% Female 56% age 25 – 54 40% with kids 18 years or younger

17. Types of Sponsorship 1 Race – $ 200,000 – $ 400,000 depending on the team and series, ex; Sprint Cup, Nationwide or Camping World (Truck) Includes 1. Hospitality – Invite top distributors - retailers 2. Meet greet w Driver 3. Logo on hood 4. Logo on Uniform 5. Show Car 6. Print Ad for Marketing

18. 2 Race Sponsorship $ 350,000 to $ 750,000 depending on the team and series, ex; Sprint Cup, Nationwide or Camping World (Truck) Includes 1. Hospitality – Invite top distributors - retailers 2. Meet greet w Driver 3. Logo on hood 4. Possible in car camera 5. Logo on Uniform 6. Show Car 7. Print Ad for Marketing 8. Pit Crew Member for a day – Prize to top Retail Performer 9. Licensing Initiatives 10. Be invloved with marketing with other team sponsors – ex UPS, FedEx, Shell

19. 10 Race Sponsorship $ 1,600,000 to $ 6,500,000 depending on the team and series, ex; Sprint Cup, Nationwide or Camping World (Truck ) Includes 1. Multiple Hospitality – Invite top distributors – retailers per region 2. Meet greet w Driver 3. Logo on hood 4. Possible in car camera 5. Logo on Uniform 6. Show Car 7. Print Ad for Marketing 8. Pit Crew Member for a day – Prize to top Retail Performer 9. Licensing Initiatives 10. Be invloved with marketing with other team sponsors – ex UPS, FedEx, Shell

20. Full Season $ 6,500,000 to $ 25,000,000 depending on the team and series, ex; Sprint Cup, Nationwide or Camping World (Truck ) Includes 1. Multiple Hospitality – Invite top distributors – retailers per region 2. Meet greet w Driver – Each Race 3. Logo on hood 4. Possible in car camera 5. Logo on Uniform 6. Pit Road Logo 7. Joyce Julius reports on TV Exposure 8. Show Car at various locations throughout the year 9. Print Ad for Marketing 10. Pit Crew Member for a day – Prize to top Retail Performer 11. Licensing Initiatives – Make 33% of what the driver makes on licensing. 12. Tie in commercials for the race in a region 13. Be involved with marketing with other team sponsors – ex UPS, FedEx, Shell

21. Teams Looking For Sponsorship To not end of going in circles please call or e mail Brad to find out the best opportunities in the sport today. Brad Henry 704 907 8396 brad@heavenfirst.combrad@heavenfirst.com