Overview

1
Overview
2
Overview

• NBC Sports Devoted 14 Months Studying The
  Viability Of The First Dedicated, Professional
  Action Sports Tour/Professional League.
• We Specifically Met With
• Athletes, Associations, Sport Organizers
  Agencies
• Action Sports Industry
• Traditional Sports Team Owners, Leagues,
  Event Owners/Operators
• Sports Commissions

3
Top Line Findings

• Action Sports are the Leading Sports for the
  Youth Young Adult Market.
• Action Sports Experiencing Tremendous Growth on
  All Levels
• Globally, Athlete Participation, Fan Interest,
  Media Programming, Cultural Influence Sponsor
  Investment.
• Action Sports Athletes are Influential
  Relevant
• Evolving into Celebrities Corporate Endorsers.
• Explosion of New Young Talent.
• Action Sports have Evolved from
  Grassroots/Exhibitions to Viable Live Sporting
  Events
• 150,000 in Paid Attendance at 2003 Gravity Games.
• 20M Economic Impact to X Games Host Cities.
• YET

4
Top Line Findings

• Event Landscape has Not Kept up with the
  Sports Progress
• Season is Made up of One Major Event
  Several Exhibition Events/Series
• The Industry Athletes are Seeking More
  Comps, Improved Prize Money Consistent
  Identity.

Action Sports Have Matured From Spectacle Into
Real Sports, But Lack The True Infrastructure Of
Other Professional Sports.
5
The Evolution of Action Sports
Mid 90s
Early 90s
Late 90s 2002
Present

• Grass-Roots
• One-Off Events
• Hobby
• Spectacle News Clips

• First Appearance of Non-Endemic Sponsors
• 96 Atlanta Olympic Closing Ceremony
  Participation
• ESPNs Extreme Game Launch

• Sports Become Global
• NBC Olympic Success in 02
• Tony Hawk Becomes Breakout Star
• Full-Time Profession
• Major Agencies Representing Athletes
• Athletes Frustrated with Treatment, Event
  Conditions, Prize Money
• Network Debut in 98

• Successful Gate Model Emerges
• Olympics Add More Action Sports
• New Generation of Athletes Seek Professional Play
  with Prize Comps
• Athletes Seek Association that Empowers Athletes
• News Corp, Comcast, GE Investment in Action Sports

Industry
Athletes
Media
Industry Ripe For Creation Of Professional Sports
Tour.
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Vision
As NASCAR is to Racing PGA TOUR to Golf, the
Dew Action Sports Tour will be to these Emerging
Sports.
In Partnership With The Action Sports Athletes
Industry, NBC Has Created A Unified, Multi-Sport
Action Sports Tour.
7

• MOUNTAIN DEW NAMED TITLE SPONSOR OF NBC CLEAR
  CHANNELS NEW ACTION SPORTS FRANCHISE
• Dew Action Sports Tour Set for 2005 Launch Dews
  National Free Flow Tour Becomes Official Amateur
  Series
• "We are thrilled that were partnering with NBC
  and Clear Channel to be the title sponsor of the
  Dew Tour, said John Galloway, Director of Sports
  for Pepsi-Cola North America . This will help
  grow action sports across America, and thats
  great for the sports, the athletes and all the
  brands involved.

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Dew Action Sports Tour Overview
9
Property Ownership

• NBC Clear Channel have Developed a Strategic
  Partnership for the Dew Action Sports Tour to
  Produce, Stage Promote the Tour Events.
• Clear Channel Assets Will Complement NBC via
• Off-Channel Marketing/Promotion Assets
• Venue Relations
• Event Production/Staging Capabilities
• Event Marketing/Promotion Know-How

Merges Complementary NBC Clear Channel
Assets To Best Market, Promote Produce Tour
Events.
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Highlights

• NBC-Owned and Operated Dew Action Sports Tour
• Five Major Events
• Twenty (20) Network Hours Live Coverage
• 10 Hours Integrated Live Cable Broadcasts on USA
• Featuring Skateboarding, BMX, Freestyle
  Motocross,
• Largest Touring Event Footprint
• Biggest Purse (2.5 Million)
• Unified Point Series and Season-Ending Standings
  (1 Million Bonus Pool)
• Grassroots Developmental League
• Multi-Tiered, Integrated Marketing Campaign
  (Network, Cable, Print, Radio, Online, Outdoor
  Grassroots)
• Wide-Ranging, Enthusiastic Industry Support
• First Official Action Sports Season (June
  October)

Start Of New Era In Action Sports.
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On-Air Programming

• Produced Broadcast by NBC Sports
• 22 Hours of NBC Sports Programming Saturday
  Sunday Afternoons (4 Hours per Event.)
• 10 Hours of USA Network Cable Programming
  Friday/Saturday Late-Night.
• Live Semi-Live Programming Model.
• Secondary Cable Programming Outlets (Kids Net,
  Music/Lifestyle Net.)
• International Television Distribution.

Focused On Building Real Season, Athlete Stars,
Recognized Brand.
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Tour Sports Disciplines

• Each Dew Action Sports Tour Event Consists of the
  Following Sports Disciplines
• Skateboarding Park / Vert
• Bike Park / Vert / Dirt
• Freestyle Motocross
• Each Dew Action Sports Tour Event Consists of one
  unique Specialty Comp
• For example Inline, Wakeboarding, Snowboarding
• The Dew Action Sports Tour will Offer Top Prize
  Money - 3.5MM in Annual Prize Money Across Four
  Sports Generated from Newly Created Events
• 55-65K per Discipline _at_ each Tour Event
• 480K in Total Prize Money _at_ each Tour Event

The Core Disciplines Biggest Stars
Of Action Sports Competing for
Top Prize Money
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Tour Festival Components

• Lifestyle, Interactive Festival Elements
  Including
• Live Music Headline Acts support level bands
  performing at each Tour Stop
• Interactives Skateparks, Dirt Course, Climbing
  Walls
• Festival Expo Endemic Brands, Local
  Attractions, Food, Merchandise
• Interactive Video Gaming Pavilion Comps, Demos,
  Latest Technology

Dew Action Sports Tour Events Comprise
Influential Cultural Elements Of
The Youth Market.
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Tour Amateur Series

• Dew Action Sports Tour is dedicated to building
  the participatory aspects of our sports at a
  grassroots level. As such, we are pleased to
  announce the Tour amateur series, the Dew Free
  Flow Tour
• The Dew Free Flow Tour will
• Consist of 15 events
• Staged at existing skateparks
• Tease Dew Action Sports Tour markets prior to
  pro events
• Award qualifying event winners in local markets
  all expense-paid trips to participate in
  season-ending national exhibition at the Dew
  Action Sports Tour

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Dew Action Sports Tour Dates
2005 Dew Action Sports Tour Schedule

• Event 1 Louisville, KY
• Event Dates June 9 - 12
• NBC Air Dates June 11th, 12th
• USA Air Dates June 9th, 10th
• Event 2 Denver, CO
• Event Dates July 7 10
• NBC Air Dates July 9th, 10th
• USA Air Dates July 7th, 8th
• Event 3 Portland, OR
• Event Dates August 18 - 21
• NBC Air Dates August 20th, 21st
• USA Air Dates August 18th 19th

• Event 4 San Jose, CA
• Event Dates Sept. 8 - 11
• NBC Air Dates Sept. 10th, 11th
• USA Air Dates Sept. 8th, 9th
• Event 5 Orlando, FL
• Event Dates Oct. 13 16
• NBC Air Dates Oct. 15th, 16th
• USA Air Dates Oct. 13th, 14th
• Dew Action Sports Tour Highlight Show Nov. 27th,
  2005
•  
• Subject to Change

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Dew Action Sports Tour Dates
2006 Dew Action Sports Tour Schedule

• Event 1
• Event Dates June 8 - 11, 2006
• Event 2
• Event Dates July 13 - 16, 2006
• Event 3
• Event Dates August 17 - 20, 2006
• Event 4
• Event Dates Sept. 7 - 10, 2006
• Event 5
• Event Dates Oct. 12 - 15, 2006
• Dew Action Sports Tour Highlight Show
• Nov. 26th, 2006
• Subject to Change

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Marketing the Dew Action Sports Tour
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Tour Marketing Promotion

• NBC, has entered into a strategic alliance with
  Clear Channel and Is Committed To Build Athlete
  Stars Drive Awareness Popularity Of Action
  Sports The Dew Action Sports Tour Using a
  Broad, Multi-Platform, Seven-Figure Marketing
  Campaign

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Tour Marketing Promotion

• NBC and Clear Channel will promote The Dew
  Action Sports Tour through the following
  channels
• Television
• National Branding and Tune-In Campaigns on NBC
  and USA Network
• Radio
• National promotion through Clear Channel stations
  with the appropriate formats for the target
  audience
• Print
• On-going presence and promotional activity in the
  the leading action sports titles through our
  Strategic alliance with Transworld Publications
• Additional national print promotion in
  publications such as
• General Sports Publications
• Sports Illustrated, SI for Kids
• Lifestyle/Music Publications
• DC Comics, Blender, Maxim, Spin, Stuff

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Tour Marketing Promotion

• On-line
• www.dewactionsportstour.com will host all
  relevant tour information along with exclusive
  content on athletes, etc.
• Additional online promotional support will come
  through Tour Portal Partnership (e.g. Yahoo, AOL)
• Outdoor
• National Branding and promotional campaign
  through Clear Channel assets including billboard,
  transit, Malls, etc.
• Grassroots
• On-site at 150 Clear Channel Motor Sports
  grassroots events (e.g. FMX) nationwide (January
  May)
• On-site at 20 - 25 Dew Free Flow Amateur Series
  events
• Public Relations
• Continuous PR efforts to drive brand awareness
• In-Market
• Marketing, advertising, promotion and PR
  campaigns will run throughout NBC and Clear
  Channel outlets supporting each Tour stop

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Corporate Partners
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Founding Partners

• NBC Pursued the Following Sponsorship Model
• One Tour Title Partner
• Five Event Title Partners With Tour-Wide
  Participation
• One Music Festival Title Partner
• 3 4 Associate Level partners

Category-Exclusive, Multi-Tiered Partnership
Structure Providing Consistent, Season-Long
Marketing Communications Platform.
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Founding Partners

• To Date NBC has Secured
• Tour Title Partner Mountain Dew - 5 Year Term
• Five Event Title Partners Panasonic
  (June) Right Guard Xtreme (July) Vans
  (August) Toyota (September) PlayStation
  (October)
• Associate Partners Just Born Candy (Peanut
  Chews) Pacific Cycle (Mongoose, GT, Schwinn)

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