DAKAR RALLY THE ODYSSEY

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1 DAKAR RALLY THE ODYSSEY

2 DAKAR RALLY: 40 YEARS OF HISTORY

3 WITH KEY VALUES The Dakar rally is an exceptional human exploit, requiring out-of-the-ordinary skills and which transforms each of its participants The Dakar rally is atypical The Dakar rally is daring The Dakar rally is intense The Dakar rally is committed By its assumed extreme character, it is a unique adventure in the wilderness, a real-time exploration that demands atypical sporting, physical and mental aptitudes. It reinvents and adapts to different contexts and offers a new adventure every year. It takes place in extreme conditions on difficult terrains, demands endurance and concentration. Until the last minute, nothing is ever won. Organized with meaning, reasonability and solidarity, it forges links with the peoples of the countries it crosses. Source: A.S.O.

4 40 YEARS OF HISTORY 1979 Creation of the Dakar Rally 2009 Move to Latin America 29 Member-countries of the Dakar Rally since Angola Niger Libya Morocco Mauritania Central African Republic Peru Spain Senegal Chad Paraguay Algeria Egypt Namibia Bolivia Guinea Tunisia Mali Chile Sierra Leone Source: A.S.O. Congo Burkina Faso South Africa Cameroon France Argentina Ivory Coast Gabon Portugal

5 A WORLD-CLASS RALLY Present in South America since 2009 Amateurs and professionals alike AN AVERAGE OF 51 NATIONALITIES (60 in 2017, assistance included) 6,000 competitors 3,345 vehicles Source: A.S.O.

6 AN INTERNATIONAL EVENT 77% awareness of the Dakar Rally 37M TV viewers in the sampled countries 4,4M Direct audience in million (Number of spectators) % 77% 3,6M 50% 46% 27% 17% 63M 37M 2,5M 1,9M 1M 10M 1,7M 5M % Awareness Audience Sources: Repucom, benchmark MotorSports 2014 / Representative samples of national population (ARG/CHI/MEX/PER/BRA/GER/FRA/ESP/RUS/POL), 8000 interviews in total Do you know the following motorsport events, even if only by name? / Average audiences of dedicated programmes for each race, weighted to factor lengths of programmes

7 DAKAR RALLY: A responsible event

8 A CONSTANT COMMITMENT FOR THE ENVIRONMENT A route designed in collaboration with local agencies in each countries The Dakar Rally compensates 100% of its carbon footprint. This allows a 635,000 USD investment for the protection of the Madre de Dios 100 tonnes of waste collected and then recycled in the bivouacs of the Dakar 2017 Kärcher machine to filter water Source: A.S.O / Madre de Dios

9 SOLIDARITY AS A FUNDAMENTAL VALUE With the TECHO association the Dakar supports over 400 social projects A total investment of more than $ since 2009 Source: A.S.O.

10 SAFETY AS A MAJOR CONCERN 22,000 People for the safety of the public 51 secured spectator zones In 2017, duplication of safety devices for bike and quad PCO: 35 people on round-the-clock duty 1 field hospital 1 medical plane/ 7 helicopters / 32 wheeled vehicles on the tracks 10 paramedic vehicles Source: A.S.O.

11 WITH IMPORTANT HUMAN AND LOGISTIC RESSOURCES 60 cars 10 helicopters 7 airplanes 50 cargo trucks 10 buses 2,800 people present each day in the bivouac (competitors, organisation, sponsors and media) 7,000 Meals served per day in the bivouac 80,000 Meals served during the rally Source: A.S.O.

12 DAKAR RALLY The 2017 edition

13 THE 2017 ROUTE 3 countries crossed 12 stages 1 marathon stage More than km of special stages Difficult climatic conditions : Rain, heat etc «The route was really technique, I really enjoyed my experience there, thanks for that!» Source: A.S.O. Pierre Alexandre Renet Team Husqvarna

14 WITH NEW SPORTS FEATURES Maximum arrival time For safety reasons, the motorcycles must arrive before a set time for selected high-altitude stages GPS: navigating with a compass! The GPS systems have received limited functionalities Masked Way Points (WPM) have in large part been replaced by Controlled Way Points (WPC) Source: A.S.O.

15 VEHICLES IN COMPETITION 87 cars 143 bikes 37 quads And 8 UTV: Small engine, big future More affordable for drivers who do not have an entourage of powerful partners. It s an increasing credible alternative 50 trucks Source: A.S.O.

16 COMPETITORS First participation 82 Rookies A majority of amateurs pilots More than 15 participation 23 Legends 9 woman 17 bikers without assistance Source: A.S.O.

17 Heroes of the rally Franco CAIMI Bike / Rookie Dakar 2017 Rosa ROMERO Bike / 67 th of the 2017 Dakar Xavier FOJ Car / Legend Dakar 2017 Source: Fuente: A.S.O. Toia DIOCLEZIANO Bike / Without assistance Dakar 2017 Li DONGSHENG UTV / Rookie Dakar 2017

18 DAKAR RALLY 2017 An event close to people

19 FAIRS IN ARGENTINA DAKAR FIESTAS The goal: come and experience the Dakar from the inside Over 150,000 fans in the fairs Co-organised with the Ministry of National and Provincial Tourism These fairs were located in all 13 provinces of Argentina that the rally runs through Source: A.S.O. / Argentine Ministry of Tourism 2017

20 HOSPITALITY Hospitality programs Over 4,000 guests Travel A unique experience including route and bivouac access and tourist sites Departure and Arrival podiums Bivouacs A guided tour with a former driver Be there to hear competitor briefings Dine with the competitors Source: A.S.O. Dakar nights Spend your nights in the bivouac Be there when the drivers head out for the rally

21 DAKAR RALLY 2017 An important media visibility

22 AN EFFECTIVE DIGITAL ECOSYSTEM Dakar.com 9M of visits (+2% vs. 2016) Top : Live tracking, ranking Social platforms 2.3M (+21% vs. 2016) of fans and followers Videos 23.6M of visits (+57% vs. 2016) Top : Soultrait video, live of the podium Mobile app 441K downloads (+7% vs. 2016) Top : Live tracking Live Tracking 4.2M of visits (+61% vs. 2016) Mobile videogame 103K downloads Source: A.S.O.

23 MASSIVE REACH ON SOCIAL PLATFORMS 2.3M fans on social networks +21% vs M followers +22% vs % during the event International audience = 94M (+42% vs.2016) 346K followers +23% vs % during the event 22.6M of impressions 240K followers +56% vs % during the event 20.2K followers +3,3K during the event Source: A.S.O.

24 MOST POPULAR PUBLICATIONS More than likes views 340 retweets 530 likes More than likes Source: A.S.O.

25 AN IMPRESSIVE MEDIA IMPACT WORLDWIDE 1,200 h of TV coverage 190 countries 70 channels 8 hours of daily programs produced 69 accredited TV journalists 45 tons of video equipment 22 editing stations Source: A.S.O. / Nielsen Sports /All programs (dedicated + secondary)

26 MASSIVE TV COVERAGE IN SOUTH AMERICA 24h 35min of TV coverage 279h 30min of TV coverage for the entire continent (38 countries) 4h 45mn of TV coverage 87 hours of TV coverage 40h 40mn of TV coverage Fuente: Source: XX A.S.O. / Nielsen Sports /All programs (dedicated + secondary)

27 AS WELL AS IN EUROPE 25 hours of TV coverage > 28 hours of TV coverage for the entire continent (42 countries) 25h 20min of TV coverage 90h 30min of TV coverage 41h 30min of TV coverage 12h 30min of TV coverage 29h 30min of TV coverage Source: A.S.O. / Nielsen Sports /All programs (dedicated + secondary)

28 TV COVERAGE IN AFRICA AND MIDDLE EAST 61 hours of TV coverage on the entire continent (52 countries) 57h 30min of TV coverage on the entire region (23 countries) Source: A.S.O. / Nielsen Sports /All programs (dedicated + secondary)

29 TV COVERAGE IN ASIA AND OCEANIA 32 hours of TV coverage for the entire continent (26 countries) > 15 hours of TV coverage for the entire region (16 countries) 31h 30min of TV coverage 42 hours of TV coverage Hunan TV 18 hours of TV coverage 36h 50min of TV coverage 7h 10min of TV coverage 6h 30min of TV coverage Source: A.S.O. / Nielsen Sports /All programs (dedicated + secondary)

30 AN INTERNATIONAL COMMUNICATION PLAN A communication plan for all 3 countries the rally crossed In the press Mean worth Source: A.S.O. and with LATAM Airlines And on the radio 216 K 75 K 813 K 1,100 K 2,204,000

31 EXTENSIVE PRESS COVERAGE Media Impact The rally is covered by the main national media and international websites Over 10,000 press articles on Dakar worldwide EUROPA & RUSSIA Gazzetta dello Sport (3,251,000 readers) / Kommersant (120,000 copies) / AFP / 20 minutes (930,534 copies) / VSD (112,342 copies) / Daily Mail (1,708,006 copies) / Sunday Times (781,237 copies) / Marca (4,705,000 unique visitors / month) / AS (2,443,000 unique visitors / month) / De Telegraaf (513,377 copies) Source: A.S.O. SOUTH AMERICA Infobae (5,500,000 visits/month) / ABC Color (35,000 copies) / La Nacion (12,000 copies) / Cadena 3 (550,000 copies) / Campeones (10,000 copies) / El Tribuno (22,000 copies) / La Deportiva / La Razon (45,000 copies) / Radio Panamericana (180,000 listeners)

32 Competitors Department Concurrents@aso.fr

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