PARTNERSHIP SUCCESS

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PARTNERSHIP SUCCESS
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2008 Brand Exposure (Based on 3rd party exposure
evaluation IFM) Tracking Networks 6 (ABC,
ESPN, ESPN2, ESPNEWS, ESPN Classic, SPEED
TV) Number of Telecast Items 718 Total
Viewers 183 million Visibility
182633 Sponsoring Value Spot Rate
22M CPM 1M .61
On board screen shot Honda exposure
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Developing loyal customers without incentives.
55 of IndyCar Series fans have purchased new
tires in the past year and they are twice as
likely to buy from Firestone stores.
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Target has 20.7 million monthly customers that
are IndyCar fans and the trend continues to climb.
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• Eli Lilly utilizes IndyCar Series team
  involvement to advocate healthy living and
  preventive care, specifically the importance of
  diabetes awareness.
• In 2007, the Vision Wellness Tour was created in
  conjunction with Polymer Technologies. Using
  Polymers CardioChek cholesterol screening
  device, the group administered free screenings to
  over 3,000 people at 13 sessions.
• Eli Lilly joined the program in 2008, with the
  intent of highlighting diabetes awareness.
  Adding diabetes educators and glucose screening,
  the tour visited 11 IndyCar Series events
  (including the Indianapolis 500), the Tour de
  Cure, Allstate 400 and the Red Bull Indianapolis
  GP. Screenings increased 91 to a total of 5,715
  individuals.
• The Vision Wellness Tour expands past motorsports
  enthusiasts by visiting off-site locations such
  as Menards home improvement stores.
• The Vision Wellness Tour received over 4 million
  impressions through television broadcasts,
  Internet, print and wire media over the course of
  2008.

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During 2006 and 2007 (years in which Canadian
Club was a primary team sponsor), national sales
increased only 2 while sales among IndyCar
Series fans increased more than 23.
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2008 Brand Exposure (Based on 3rd party exposure
evaluation IFM) Tracking Networks 6 (ABC,
ESPN, ESPN2, ESPNEWS, ESPN Classic, SPEED
TV) Number of Telecast Items 718 Total Viewers
183 million Visibility Duration
25809 Sponsoring Value Spot Rate 4M CPM at
1M 3.05
On board screen shot Ethanol exposure
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Targeting corporate leadership within the IndyCar
Series has made a positive impact on executive
aircraft sales. Since 2001, Bombardiers
motorsport investment has yielded an 311
sales-to-sponsorship dollar ROI.
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• Agri-Gro, a sponsor of the Firestone Indy Lights
  team, Alliance Motorsports, utilizes their
  partnership to invite farming companies, their
  major target market, to the events with the clear
  goal of increasing business with these firms.
• During the event at Chicagoland, Agri-Gro invited
  nine companies to be their guests during the
  weekend.
• After reviewing their fourth quarter numbers, it
  was determined that eight of the nine accounts
  grew their business nearly 22.
• In fact, one company that was a guest during the
  weekend went from not conducting any business
  with Agri-Gro, to becoming one of their largest
  customers.
• Agri-Gro solely contributed the association with
  the team and the events at Chicagoland with the
  growth of the business and has since increased
  their involvement with Alliance Motorsports.

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