HOSPITAL HILL RUN RACE DIRECTOR CONFERENCE & ESP PROPERTIES SPONSORSHIP TRENDS AND BEST PRACTICES January 24-25, 2017

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1 HOSPITAL HILL RUN RACE DIRECTOR CONFERENCE & ESP PROPERTIES SPONSORSHIP TRENDS AND BEST PRACTICES January 24-25, 2017

2 Helping you unlock more revenue We are WPP s sports and entertainment agency dedicated to rightsholders - driven by insights and data, with a digital focus. We help rightsholders generate and increase revenues from audiences, media, and brands.

3 What We Do We help rightsholders make more money through visitor, sponsorship, and media revenues. Our approach is to understand, engage and grow audiences. The unprecedented disruption in the media landscape demands a new approach. We understand brands and audiences. CONSULTING SALES INVESTMENT STRATEGIC EXECUTION 3

4 DEVELOP VALUE ACTIVATION THE DEAL STRATEGIES 4

5 Total Global Sponsorship Spending 5

6 Total North American Sponsorship Spending 6

7 North American Sponsorship Spending in Endurance Sports 7

8 MOST ACTIVE SPONSOR CATEGORIES U.S. ENDURANCE SPORTS Sports Apparel & Equipment 7.1 Beverages Nonalcoholic 5.0 Food Sports Nutrition 3.7 Food Medical Insurance Beverages Alcoholic 2.5 Photo Services 2.2 Hotel & Resort Auto Restaurant Legend Total Categories in Dataset: 67 Total Deals in Dataset: 1,677 Most active sponsor categories are defined by the number of sponsorships in 2016 that the category has with top U.S. Endurance Sports. *Explanation of Index: Sports Apparel & Equipment Companies are 7.1 times more likely to sponsor Endurance Properties than the average of all sponsors of Endurance Properties in this data set based on ESP data. 8

9 MOST ACTIVE BRANDS U.S. ENDURANCE SPORTS Gatorade 36% Michelob Ultra 25% Marathon Foto 19% Fond Memories Graphics 18% Clif Bar, Inc. 18% Transamerica 15% Toyota 14% UPS 14% PowerBar 14% Glukos 14% *Explanation of Index: Gatorade sponsors 36% of all Properties in this data set based on ESP data. 9

10 TOP BUSINESS CATEGORIES AND PARTNER PROSPECTS CATEGORY LEAD PROSPECTS FOOD INSURANCE HOTEL & RESORT AUTO 10

11 Top Sponsor Category Hot Buttons Hotel & Resort Why They Sponsor Endurance: Demonstrate luxury amenities and premier hotel experience for runners Rewards that can be used to draw customers Appeal to franchisees Ability to cross promote/tie-tin airline, rental car or credit card partners Cosponsors that add value to chain s own promotion in exchange for exposure to its guests Reinforce hotel as a local business Food Why They Sponsor Endurance: Promote new products/line extensions Drive consumer sales among participants Drive in-store traffic Involve vendors (if applicable) On-site sales/concession rights Gain proprietary platforms Support brand attributes Gain platforms for retail promotions/displays Insurance Why They Sponsor Endurance: Tout new product lines Build prospect database/ generate leads Acquire new customers Entertain/ interact with customers and business partners Employee engagement Auto Why They Sponsor Endurance: Connect with consumers outside of showrooms Make added value offers to owners/prospects Build dealer traffic and test drives at endurance events Create buzz for new models Showcase technology, design and function Build prospect database among participants 11

12 AUDIENCE RESEARCH

13 DATA POINTS DEMOGRAPHICS PASSION POINTS AND AUDIENCE HABITS PROPERTY IMAGE AUDIENCE ENGAGEMENT SPONSORSHIP IMPACT DATA 13

14 DEMOGRAPHICS AND AUDIENCE INSIGHTS Research Consumer Habits DEMOGRAPHICS LIFESTYLE & PASSION POINTS 14

15 AUDIENCE ENGAGEMENT AND SPONSORSHIP IMPACT Survey Your Audience Sponsorship awareness Impact on brand Ad recognition Social recognition Likes and dislikes 15

16 USING DATA AND ANALYTICS TO: Tell Stories That Sell Advise How to Maximize Return Renew your Partnerships Customer insight Target market strategy Bespoke activation Brand exposure Sales ROI Audience/customer feedback Multi-channel activation Campaign performance 16

17 SPONSORSHIP CASE STUDIES

18 Walt Disney World Marathon Presented by Cigna Activation Cigna partnered with the Walt Disney World Marathon in order to extend its Together, All the Way global brand campaign for improving consumers health and well-being via preventative care. The partnership helped amplify their message before, during and after race weekend via: Fun runs for clients and brokers nationwide leading up to the race Social media-fueled activations including community interaction through #CignaRunTogether leading up to the race as well as three different photo ops at the pre-race expo where attendees could choose their interactive background showing them running in different locations around the globe A mobile wellness van where runners could receive various health stats and get their blood pressure taken Sponsorship of Achilles International to help provide free race entries and support for individuals with disabilities Key Takeaway Companies that already have values around health and wellness are a natural tie-in to endurance events and can help reach a broader audience via pre-, during and post- event engagement. 18

19 Rock n Roll Marathon Series and Toyota Activation As the Official Vehicle of the Rock n Roll Marathon Series and the Title Sponsor of the Toyota Rock n Roll Concert Series, Toyota engages race participants and spectators through a variety of on-site activities: Along with display vehicles at the finish line, Toyota showcases a line-up of vehicles during their Ride & Drive events at the expos, giving marathon runners an exclusive opportunity to experience a Toyota vehicle. They also receive a $10 gift certificate to the Brooks Official Merchandise Store by participating. Toyota s free Concert Series for racers and spectators features major headliner performances at post-race finish line festivals across the United States, providing a unique experience for consumers. Key Takeaway By enhancing the participant experience and subtly incorporating product, auto companies are finding unique ways to engage consumers predominantly while on-site where they can interact directly with the brand. 19

20 MIZUNO & BACK ON MY FEET Increase awareness and downloads of a digital application through the use of corporate social responsibility initiative. FOOTWEAR HOT BUTTONS: Support brand positioning Gain platforms for retail promotion Borrow imagery and credibility of property Expand consumer base Demonstrate social responsibility Activation In an effort to encourage use of their running application Mizuno Baton, Mizuno donated $1 for every mile logged during a single to Back on My Feet, a nonprofit which promotes self-sufficiency for the homeless through running. The promotion was supported by a dedicated website where runners could learn about Back on My Feet and track how much money had been raised. App users had the option to share a photo of their run with their social network, and pass the baton to a friend via social media, or text, helping Mizuno capture key consumer data. Key Takeaway Successful partnerships are formed when sponsors are able to support a property and a property is able to help that sponsor solve their business objectives. 20

21 CAMELBACK & GIRO d ITALIA Provide a key resource for event participants while supporting an important brand initiative ACCESSORIES HOT BUTTONS: Support brand positioning Gain platforms for retail promotion Borrow imagery and credibility of property Expand consumer base Demonstrate social responsibility Activation CamelBak provided all cyclists of the Giro d Italia branded water bottles (approximately 23,000) throughout the duration of the competition. The cyclists, who have a tendency to throw water bottles on the road once they are finished, were encouraged to toss their empty bottles into branded green zones, where the bottles were later collected for recycling. Money collected from recycling the water bottles was donated to local charities. CamelBak also wrapped on-course vehicles that were used to provide on-route hydration for riders. Key Takeaway In order to better engage endemic brands, properties must find ways for the brand to not only showcase their product but also communicate current brand initiatives. 21

22 CONTENT CREATION

23 TOUGH MUDDER AND CELLUCOR Cellucor s partnership with Tough Mudder takes a multi-faceted 360 degree approach with both on-site activations and pre-event weekly custom content to engage participants. Benefits include: Recognition as Official Global Energy and Dietary Supplement Sponsor of Tough Mudder Activation Production of a weekly series of training videos with Tough Mudder legend coach that is promoted across both Cellucor s and Tough Mudder s channels Experiential promotion before, during and after the race: Before: Promotion of ready-to-drink performance drink C4 on the Go to racers beforehand during training via content series During: Sponsorship of two on-course hydration stations with their Alpha Amino to keep Mudders hydrated during the race as well as an on-course obstacle After: Activates at the finish line with towels and free product samples distributed Key Takeaway Creating a content series throughout the lifecycle of the sponsorship, that not only promotes the sponsor but also benefits you and your participant audience, is a win-win. 23

24 MILKPEP AND IRONMAN MilkPEP s partnership with IRONMAN included a multi-channel activation plan for their initiative surrounding chocolate milk and recovery. Benefits included: Activation Recognition as Official Refuel Beverage of IRONMAN. Activation space and sampling opportunities at the pre-race health expo and in post-race finish chute. Use of the IRONMAN Network to produce content surrounding the training regimen of sponsored athletes including following the training journey of Apolo Ohno from speed skating legend to IRONMAN finisher. Traditional integration across IRONMAN s digital platforms Key Takeaway By creating 360-degree sponsorship programs that are extended through content, sponsors can activate around them year-round. 24

25 Marathon Kids & Nike Improve the health of children by providing them with the tools, motivation and support to live happier, healthier lifestyles. Activation In 2015, Marathon Kids and Nike entered into a multi-million dollar, two year partnership to set up a running program that allows kids to run the equivalent of up to four marathons over the course of a school year with either their school, community, and/or family and friends, giving out rewards when each marathon milestone is completed. Marathon Kids created an app that can sync to the Nike+ Running App so parents can track their kids runs. Nike posts about their partnership on their Nike News page and promotes the partnership on public forums, such as local podcasts. In January 2016, Ellie Goulding partnered with Marathon Kids, Nike and Songkick to raise money and awareness for Marathon Kids during her Delirium Tour in the U.S. Key Takeaway Over the past year, Nike has helped expand Marathon Kids into 15 new cities by putting the power of a global company behind a small grass-roots effort, giving rewards to the kids who participate, keeping Nike followers up-to-date on the partnership by posting on their website, and by tapping into their celebrity brand ambassadors. 25

26 THE FUTURE