1. December 7, 2012

2. About the Researchers: Professor: Dr. Darin White Team Leader: Jordan Bellar, Senior Marketing and Entrepreneurship Major from Lakeland, FL, May 2013 Cody Butler, Senior Marketing major from Lexington, KY, May 2013 David Hicks, Senior Entrepreneurship and Management Major from Cocoa Beach, FL, December 2012 Michelle Lindsay, Senior Marketing Major from Birmingham, AL, December 2012 Courtney Lunka, Senior Marketing and Entrepreneurship Major from Cleveland, OH, December 2012 Welcome

3. Presentation Outline  Research Objectives  Methodology  Identification/Awareness  Favorability  Key Points  Demographics  Recommendation

4. Research Objectives  Investigate correlation between Honda’s sponsorship & recall by race attendees.  Determine the sponsorship impact on appreciation, perception & favorability.

5. Methodology  Qualtrics  Emailed to 3,658 race ticket purchasers  898 responses  12-day response period  Convenience sample of non-attendees  Email & social media

6. Awareness of Honda

7. Entire Sample62% Race Attendees66% Race Non- Attendees 37% Identification of Honda

8. Favorability

9. Key Points  79% of race attendees identified Honda as the sponsor.  68% of non race attendees identified Honda as the sponsor, and were influenced to purchase a Honda in the future.  82% of non race attendees were able to identify Honda as the sponsor.

10. Demographics

15.  Renew title sponsor contract with Honda.  Improve corporate hospitality package and VIP offerings.  Free and VIP Parking Options.  Improved Traffic Flow/Reduced Congestion. Recommendation