BRITISH AMERICAN RACING

Transcription

1 BRITISH AMERIAN RAING

2 BRITISH AMERIAN RAING Presents An Introduction to British Americn Rcing nd Formul One British Americn Rcing - PO Box 5014, Brckley, Northnts NN13 7YY, Englnd Pul Jordn, ommercil Mnger - Tel : (44) ; Fx: (44) British Americn Rcing - Reynrd entre, Telford Rod, Bicester, Oxfordshire OX6 OUY Englnd Rick Gorne, ommercil Director - Tel : (44) ; Fx: (44)

3 BRITISH AMERIAN ToBAcco My 1998 To Whom It My oncern : After period of extensive reserch nd nlysis, British Americn Tobcco confirmed its intention to enter the 1999 FIA Formul One World hmpionship. To obtin mximum orporte Brnd Vlue, this entry is formulted on unique business configurtion nd Brnd Strtegy which will be revolutionry to the Sport of Formul 1. We believe tht we re leding World Pckge Goods Orgnistion nd, s such, must set leder profile with our business ssocites nd consumers. British Americn Rcing is new FIA Formul One constructor nd ws estblished with the necessry resources, both humn nd finncil, to compete effectively with the best in the world. On rcing mtters, we hve complete confidence in our prtners, Mr rig Pollock nd the Reynrd Group : Mr Adrin Reynrd, Mr Richrd Gorne nd Mr Mlcolm Ostler, to be the Formul One Tem of the future. Like you, our interests must relte to its effect on our business ssocites nd consumers. In this regrd, we hve formulted commercil pckge which will ensure heightened level of wreness nd vlue to our brnds nd orgnistion. We believe in orporte prtnerships nd encourge you to consider British Americn Rcing. We stnd by to shre with you the reserch we hve reltive to the potentil of this communictions opportunity, nd to shre with you the brnd strtegy we hve for the future. Of course, we hope you will be our prtner in this mbitious nd exciting venture. Plese feel free to cll on us or our tem, heded by our Globl Sponsorship Hed, Mr Tom Moser. We pprecite your considertion. Sincerely, Jimmi Rembiszewski Mrtin Broughton Interntionl Mrketing Director hirmn L. I E. 40

4 ontents The World of Formul One 2 lendr of Events 3 Globl Rech 4 orporte Entertinment 6 A New Formul One Tem 7 Mission Sttement 8 Bckground 9 Business Pln 13 World lss Driver Lineup 14 Rights nd Benefits of orporte Sponsorship 16 Appendix : Tilored Electronic Medi Pckge Appendix: onsumer Perception

5 "Mimmumovu we] --woe*

6 The World of Formul One Interntionl Leding edge of technology Best drivers in the world Mrketing #1 N specttor sport #1 trffic builder Best client hospitlity Proven effective tril nd loylty vehicle

7 Mrketing omprison of Interntionl Sports Athletics Golf I Footbll Skiing Tennis Ychting Premier Event Olympics PGA Tour* World up World up ATP Tour* Americ's u p Event Frequency Biennil Annul Qudrennil Annul Annul Trienni l Seson Durtion 1 Month 7 Months 1 Month 4 Months 8 Months 3 Months Event Mrkets 1 ountry 15 ountries 1 ountry 9 ountries 4 ountries 1 ountry Medi overge High Moderte High Low Moderte Low Specttor Audience High Moderte High Low Moderte Lo w X7 Wether Dependence Low High Low High Moderte High Sponsorship ost High High High Moderte Moderte High Opportunities Supplier Prticipnt Billbord Prticipnt Prticipnt Prticipn t Event Supplier Event Event Event Billbord Billbord Motorsport Formul One Annul 8 Months 15 ountries Hig h High Low High Prticipn t Event Billbord Supplier r so S *Euro Tour only 'Grnd Slm Amongst ll principle worldwide premier events, Formul One Motorsport undoubtedly provides the best opportunity for sponsorship return

8 1999 lendr of Events * 07 Mr Austrli 11 Jul Britin * 21 Mr hin 25 Jul Austri * 11 Apr Brzil 01 Aug Germny * 02 My Sn Mrino 15 Aug Hungry * 16 My Monco 29 Aug Belgium * 30 My Spin 12 Sept Itly * 13 Jun nd 26 Sept Europen * 27 Jun Frnce 17 Oct Mlysi 31 Oct Jpn * 17 Grnd Prix events * Reching cross 5 continent s * To be dded (provisionl) : Kore, South Afric, USA BRITISH AMERIAN RAING 3

9 Formul One Viewers - Reltive to Popultion Density g. I 41 Source : FOA 1997, IA Viewership figures not supplied by brodcster in Afghnistn, Bhutn, French Polynesi, Irn, Irq, Mldives, Mrtinique, Myotte, Moldov, Mongoli, Nepl, New ledoni, North Kore, Reunion, St. Pierre et Miquelon, Tjikistn nd Wllis & Fortun.

10 I Globl Rech -The World's Most Wtched Sport In 1997 Formul One ttrcted globl udience of 51 billion cumultive television viewers, the world's mjor terrestril nd stellite networks brodcsting 1.1 million minutes of coverge in 53,000 trnsmissions cross 193 countries. Over 6,000 members of the medi followed the World hmpionship. Only the Olympics nd World up footbll cn clim greter medi interest, yet these events re held only once every four yers, while Grnd Prix rcing continues eight months of every yer. BRITISH AMERIAN 4 RAING

11 Psychogrphic Rech Mindset Pssion, dnger, excitement nd colour of the spectcle elebrity, fshion, glmour nd sophistictio n Appel Humn stories, "sop oper" personlities nd skill behind the triumphnt drive r * Prestigious socil network of the Grnd Prix circuit Technicl sophistiction of the Formul One cr, sporting results -_- W

12 Demogrphic Rech Specttors re predominntly upscle nd cover ll demogrphic groups. 55% re mle, 72% re yers old. They re spirtionl, hve high disposble income nd re brnd conscious. Mny re professionl. The fstest growing segment is femles, reflecting the incresing generl populrity of the entertinment choice. Like the drivers they follow, most specttors hve n ctive, helthy lifestyle. 3 Viewers cover ll demogrphic groups. 55% re mle, 65% re yers old. They re brnd loyl nd hevy internet users, prticulrly in Asi, Europe nd North Americ. The fstest growing segment is femles who mke 85% of purchsing decisions. Imge Rtings : * Youthful 9 * Populr Interntionl 2 * Msculin e 3 W N. 3 V Source: JMA (consumer perception) BRITISH AMERIAN RAGING 5

13 I Effective Brnd ommunictio n Formul One motor rcing hs emerged s the sport of choice mongst interntionl brnds seeking the gretest udience, the most exciting imge nd the most flexible promotionl pltform for their worldwide mrketing nd merchndising efforts. A Grnd Prix event is truly unique wy for n interntionl brnd to present its development to n eger udience. It offers world stge to showcse its progress, its chievements nd its culture. Objective: send qulity messge to consumer Temwork Superior Product / Service

14 orporte Entertinment The Formul One Pddock lub is the idel environment for informl networking : self-contined llinclusive first clss hospitlity villge t every event. Spend severl hours in the compny of clients, potentil clients nd key politicl contcts wy from the ringing phone. Pddock lub guests receive premium grndstnd seting nd privileged cr prking. Support the development of long-lsting nd effective business reltionships through progrmme of Formul One sponsorship nd hospitlity. Tem sponsorship estblishes n emotionl link between the customer nd the showcse event. This combintion of exclusive hospitlity, together with the excitement nd glmour of Formul One, mkes the Pddock lub the ultimte in corporte hospitlity. BRITISH AMERIAN RAING 6

15 Key Benefits Ii- * Effective brnd communiction to consumer * Reinforce brnd wrenes s * Significnt globl exposure / medi interest * Exclusive customer hospitlity * Product integrtion nd technology showcse * Access point to emerging consumer mrkets * Brnd enhncement through credibility, imgery nd customer lifestyle relevnce 4= N V V e -Ph 4 O

16 A New Formul One Tem * British Americn Rcing is born * Mjor investment from BAT * Merger with Tyrrell Rcing Orgnistio n Wht this mens for you : * Our im is to put the cr on pole nd win the first rce in 1999 * World hmpionship winning engine * World clss driver lineu p * Stte-of-the-rt new fcilities * A finncilly secure prtnership

17 b 49 4q to Rick Gome ommercil Director rig Pollock Mnging Director Dr. Adrin Reynrd Technicl Director IN

18 Mission Sttement * Responsibly compete t the highest levels of motor sport. * Be synonymous with engineering nd performnce excellence. * Ensure tht improvement is the only constnt. * Put sfety on equl terms with performnce. * Mnge the business in wy tht delivers fir vlue to ll stkeholders. * Allow ech tem member the opportunity to chieve their full potentil. * Be open, be ccessible nd hve fun. BRITISH AMERIAN RAING 8

19 g THE WORST KEPT SERET IN FORMULA E- S F~ AI.6I. REIBE %S' 3' J~! i~. BAR'S SUPERTEAM : HOT STUFF OR HOT AIR? TYRRELL SOLD TO +~ " TUBA O GIANT "~ AS MILLION ~ q S 49 JAQUES BRITISH AMERIA N ror 1999 RAING so 49 49

20 Bckgroun d * British Americn Rcing ws officilly nnounced to the public on 2 December 1997 in London nd mrked the strt of new Formul One tem tht hs been in the plnning stges since * The tem will be bsed t brnd new purpose-built fcility t Brckley in Northmptonshire in Englnd nd will be on the sme fifteen cre site s the Reynrd Engineering Group. * British Americn Rcing hs purchsed the entire nme, ssets nd rights of the Tyrrell Rcing Orgnistion nd during 1998 will be phsing the desired elements of tht compny into the new structure. * British Americn Rcing will therefore enter Formul One in 1999 s fully recognised member of the Formul One onstructors Assocition. * British Americn Rcing is joint venture between three prties : rig Pollock Reynrd Formul 1 British Americn Tobcco BRITISH AMERIAN 9 RAING

21 L M M ( lndy500 winner nd Indyr World Series hmpion Reynrd driver Jcques Villeneuve rig Pollock, Mnging Director British Americn Rcing M M

22 rig Polloc k * Hving grduted from Jordn Hill ollege, Glsgow University with degree in sports nd biology, rig becme Director of Sports t ollege Beu Soleil in Switzerlnd. * In 1986 rig joined the Swiss Interhob Group of ompnies nd lter becme Mnging Director of Interhob Mngement nd Technovel S.A. * Through his compnies he ws consultnt to Hond Motor ompny nd represented the Suzuk rce circuit in Europe. He lso negotited promotionl rights for Formul One events nd sold TV rights for Formul One, World Rlly hmpionship nd FIM GP events. ' In 1997, rig creted new entity Stellr Mngement with Julin Jkobi, nd hs now tken the role of Mnging Director of British Americn Rcing. BRITISH AMERIAN RAING 10

23 1996 Indyr World Series hmpion Firestone / Reynrd driver Jimmy Vsser 1997 Indyr World Series hmpion Firestone / Reynrd driver Alex Znrdi

24 Reynrd * The Reynrd Engineering Group is now the most successful rcing cr mnufcturer in the World. * Formed in 1973, it hs won single seter chmpionships in Formul Ford, Formul Ford 2000, Formul 3, Formul 3000 nd three consecutive Indyr titles in 1995 / 1996 / * It hs twice won the Queen's Awrd for Export (1990 nd 1996) nd numerous other export ctegory wrds in recent yers. * urrently employing in excess of 200 stff, the Reynrd Engineering Group comprises : Reynrd Rcing rs Reynrd omposite s Reynrd Specil Vehicle Projects Reynrd Mnufcturin g Reynrd Avition Reynrd North Americ IAR (Indinpolis Auto Reserch enter) BRITISH AMERIAN 11 RAING

25 British Americn Tobcco * British Americn Tobcco is the world's second lrgest interntionl cigrette mnufcturing group selling rnge of brnds in lmost every country. ' In 1997, British Americn Tobcco hd gross turnover of 24 billion with operting profits of 1.24 billion. Group compnies employ over 140,000 people globlly nd hve mnufcturing nd processing opertions in over 50 countries. * Leding interntionl consumer goods brnds include Stte Express 555, Lucky Strike, Benson & Hedges, John Plyer nd Kent. In ddition, British Americn Tobcco hs collection of some 240 leding regionl nd ntionl brnds with higher thn 80% wreness in their mrkets. ' The British Americn Rcing joint venture represents n equity ownership sitution for British Americn Tobcco, sitution new to the world of Formul One. BRITISH AMERIAN RAING 12

26 Mngement Tem rig Pollock - Mnging Director For the pst 10 yers, sporting entrepreneur rig Pollock hs touched gold. He brings to British Americn Rcing strong bckground in interntionl motorsport mrketing nd high profile thlete mngement, guiding the creer of Jcques Villeneuve. Intimtely fmilir with the potentil for globl television nd promotionl rights, Pollock hs cler vision of the future of Formul One. Dr. Adrin Reynrd - Technicl Director Estblished in 1973, Reynrd is privtely held compny with n outstnding reputtion for technicl innovtion nd fter-sles support. Under the direction of Dr. Adrin Reynrd they re now one of the leding producers of rcing cr chssis in the world, with n unprlleled record of sustined success in every ctegory of motorsport entered. Reynrd will design nd build the British Americn Rcing crs t brnd-new fcility in Brckley, Northmptonshire. Rick Gorne - ommercil Director Reynrd Mnging Director Rick Gorne hs driven Reynrd forwrd in visionry nd forwrd-thinking fshion since retive thinkers, young motivted workforce nd solid communictions network re vitl prts of Reynrd's success. Grime's bility to recruit nd retin stisfied prtners hs been key to Reynrd's consistent interntionl success. Mlcolm Ostler - hief Designe r Mlcolm Ostler joined Reynrd in 1986, designing FF1600 nd FF2000 crs. He collborted with Dr. Adrin Reynrd in 1988 on the first Reynrd F3000 cr. Ostler's designs won five hmpionship titles in five yers. In 1994, his first Reynrd lndyr won first time out from the front row of the grid. Ostler's subsequent designs won three hmpionship titles in three yers.

27 0 Business Pln 0 * British Americn Rcing enters Formul One to excel, with comprehensive business pln for success in fiercely competitive environment. 0 * Investment in People. Trined people re Technicl Director Dr. Adrin Reynrd's most vluble resource. ommitted to creting n environment tht chllenges nd demnds the best from the individul, he hs ssembled skilled group of young professionls from ll corners of the world, second to none in reserch nd development, design nd production. * Investment in Technology. British Americn Rcing will epitomise innovtion nd leding-edge technology. ommitted to using the ltest technology, British Americn Rcing's objective is to design nd develop sfe, outstnding products tht set stndrds for others to follow. Mjor mnufcturing nd testing fcilities include new 135,000 sq ft Formul One fcility with n on-site 50% scle wind tunnel. Mjor Sponsor ommitment. To win consistently in modem Formul One requires tremendous resources. British Americn Rcing enters competition with substntil funding for Formul One tem. A long-term fiscl commitment from BAT gurntees tht British Americn Rcing's resources will be second to none. 0 * omprehensive Merchndising nd Licensing Progrm. Building on its North Americn mrketing expertise, British Americn Rcing will lunch comprehensive globl merchndising nd licensing progrm t generl retil in Spring This reflects strong desire to be close to the tem's fns. BRITISH AMERIAN 13 RAING

28 World hmpionship Winning Engin e British Americn Rcing will be the #1 development tem for the next genertion of Formul 1 V10 engines designed by Renult Sport. Rcing engines will be mnufctured, ssembled nd supplied by the leding French engineering firm Mecchrome, nd will crry the Supertec Sport brnd nme for the 1999 nd 2000 sesons. Renult Sport technology hs powered five drivers' nd six constructors' chmpionship winners in Formul 1 since T E - 0 E g o b q d

29 W D World lss Driver Lineup * One driver will be Jcques Villeneuve, the 1995 Indy500 winner, 1995 ART Indyr World Series hmpion nd 1997 FIA Formul 1 World hmpion. It Son of legendry Ferrri driver Gilles Villeneuve, Jcques is n interntionl celebrity in his own right, pproching the str sttus of Tom ruise nd Hrrison Ford. * He is fluent in English, French nd Itlin. * One driver will be Ricrdo Zont, the 1995 South Americn nd Brzilin F3 hmpion, 1997 FIA Formul 3000 Interntionl hmpion nd 1998 FIA GT1 hmpion. It He is fluent in English nd Portuguese, nd speks Itlin. NATcn ViIIene' l 4 E II est lent, it cesll. c>iilst ire e plus sel d Qehec BRITISH AMERIAN 14 RAING

30 M O Motor Vehicle Frnchise TBA New 135,000 sq ft stte-of-the-rt Formul One fcility under construction t Brckley, Northmptonshire British Americn Rcing Formul One Fcility 10 0 I do 41

31 Stte-of-the-Art New Fcilitie s British Americn Rcing will be bsed t brnd new purpose-built fcility, t Brckley in Northmptonshire, Englnd-in the hert of motorsport's "Silicon Vlley". The mjor fctory, some 135,000 sq ft in re, will house leding-edge mnufcturing nd testing fcilities including n on-site 50% scle wind tunnel. Adjcent to other fcilities belonging to Reynrd Rcing rs nd Reynrd omposites, the new structure hs been designed with utility nd ese of movement for ll tem members uppermost in mind. It includes two floors of offices housing ll deprtments nd tem executives. A centrl venue runs the entire length of the ground floor, bisecting the plnt into opertionl res. The venue is lrge enough to llow mssive rce trucks to drive inside the fctory. The rce shop contins seven cr bys for ech of the different chssis the tem will use during the rcing seson. When the complex is fully opertionl, more thn 220 British Americn Rcing stff will be lbour round the clock with single gol in mind : to propel the tem to the front of the grid in Formul One. BRITISH AMERIAN RAING 15

32 riticl Pth Nov 1997 Acquire Tyrrell, one of the most fmous tems in Formul One Rcing. Dec 1997 Public lunch of tem. ommence new fctory build. Jn 1998 Progression of cr design nd wind tunnel progrm. Initite stff recruitment drive. Phsed integrtion of desired Tyrrell elements. Sep 1998 ommence cr test progrm. Nov 1998 Move into 135,000 sq ft stte-of-the-rt Formul One fcility t Brckley, Northmptonshire. Dec 1998 British Americn Rcing Formul One cr tests. Mr 1999 Entry first rce - FIA Formul One World hmpionship.

33 Rights nd Benefits of orporte Sponsorshi p British Americn Rcing provides sponsoring compnies with n opportunity to crete visible nd vluble ssocition with Formul One's most nticipted new tem. A full rnge of mrketing nd commercil services re vilble. In ddition to offering ctegory exclusivity, corporte involvement is customised to ensure tht the unique mrketing objectives of ech compny re chieved. There re three distinct levels of sponsorship vilble : * Officil Sponsors ' Technology Prtners * Officil Suppliers The mjor Grnd Prix Events, numerous stellite ctivities nd other testing nd development progrms crete vrious promotionl opportunities for dditionl corporte involvement. British Americn Rcing is committed to developing long term cohesive reltionship with ech sponsoring compny. BRITISH AMERIAN RAING 16

34 Officil Sponsor Entitlements * Sttus s "Officil Sponsor" of British Americn Rcing. * Your logo on cr, driver, bsebll cp nd truck. * Exclusive high profile recognition of Officil Sponsors on press service, website. * Promotionl rights nd use of "British Americn Rcing" nme nd "Officil Sponsor" logo in dvertising nd the right to use the mrks on product nd pckging in your ctegory. * Networking nd preferred prtner introduction progrm. BAT will consider significnt sponsor of British Americn Rcing to be preferred prtner. * Access to British Americn Rcing tem nd drivers. * Access to Formul One nd ART disply cr. * Your logo on mjor sponsorship signge bords locted in pits. * Opportunity to disply / smple / sell product or service, where pproprite. * Preferred ccess to British Americn Rcing orporte Hospitlity Suite. * Preferred ccess to ulturl nd Entertinment Specil Events. * Access to British Americn Rcing mnufcturing fcility.

35 Officil Sponsor Entitlements * Access to British Americn Rcing miling list, by ppliction. * Access to British Americn Rcing merchndise. Flexibility in the cretion of other benefits, recognition nd promotion tilored to the Officil Sponsor's objectives. Additionl Sponsorship Opportunities Avilble to Officil Sponsors ontribution : negotibl e * Sponsorship of tilored medi pckg e * Logo identifiction on British Americn Rcing uniform, officil vehicle, nd the like. Sponsorship of pre-grnd Prix Activities nd Specil Event s * Supplementry recognition in British Americn Rcing publictions nd print mteril. * Supplementry signge providing exclusive recognition of Officil Sponsors, locted in high trffic res. * Sponsorship of tilored merchndise. BRITISH AMERIAN 17 RAING

36 U Expert Prtners Be different to be better. British Americn Rcing is set up with unique structure. We hve ssembled tem of expert prtners nd sk tht ech contribute in their re of core competency. British Americn Rcing : the professionl rcing tem. In collbortion with leding mnufcturer Reynrd Rcing rs, British Americn Rcing will build nd rce competitive crs in the FIA RAING Formul 1 World hmpionship. BRITISH AME1UN 8RIT1sN AMERIAN ToBA o W o.inw In, FDff r1rn W 0 0 L D W I O E IL- British Americn Tobcco (BAT) : the sponsor. A long-term fiscl commitment from prtner BAT gurntees tht British Americn Rcing's resources will be second to none. BAT will mrket British Americn Rcing on worldwide bsis. Btes 141 : dvertising nd communictions. Brnd custodin Btes 141 will mnge BAT's imge in dvertising, from the corporte imge of British Americn Rcing to the brnd imges chosen to be ssocited with the tem nd motor sport. Edelmn Public Reltions Worldwide: public reltions. With 34 offices worldwide, Edelmn will mnge British Americn Rcing editoril coverge nd public reltions. The Merchndising Group (TMG): merchndising. TMG will exploit BAT sponsorship of British Americn Rcing through comprehensive globl merchndising nd licensing progrm. They will crete rnge of pprel nd ccessories designed to depict brnd vlues nd to mtch interest, lifestyle nd ttitudes of the trget udience. Prtnership Production Group Interntionl (PPGI) : electronic medi. Independent television production compny PPGI will mnge electronic medi presenttion of British Americn Rcing. 0 H E I

37 Tilored Electronic Medi Pckge * Prtnership Production Group Interntionl (PPGI) is n independent interntionl television production compny with offices in Hong Kong, Monco, Montrel nd Pris who own the rights to re-trnsmit the FIA Formul One Grnds Prix in Asi for the next four yers ( ). * PPGI is responsible for the production, brodcst nd distribution of these exclusive interntionl events, s well s ll ssocited sponsorship nd commercil inventory. * PPGI is committed to support commercil prtners with innovtive personlised sponsoring concepts. To reinforce brnd wreness PPGI gurntee coverge of every sponsoring compny.

38 urrent Network Plcement Mrket Brodcste r hin Gundong Provincil Sichun Provincil Fujin Provincil Beijing Television Shnghi Orient l Indi Doordrshn Muritius Muritius Brodcsting orportion Hong Kong TVB Perl Mco Teledifuso Tiwn Furomos Vietnm HTV hnnel 7 Ho hi Minh ity mbodi IB hnnel 5 TV mbodi Los Los Television hnnel 3 Los Ntionl Mynmr TV Mynmr TV Mywddy Bngldesh Bngldesh TV Bhbn Singpore Television 1 2 Mlysi TV3 Philippines Television 5 Similr footprints in South Americ, Europe nd North Americ re under development.

39 Brodcst ommitment Previews 25 x sec promos Prime time Tuesdy to Fridy pre-rce Qulifying 60 min Sturdy (live) Pre-rce 30 min Sundy (live) Rce 120 min Sundy (live) Highlights 30 min Tuesdy following rce Mgzine 26 x 30 min Weekly during rce seso n All udio in locl lngug e Visul tilor-mde for ech mrket Specific feture elements integrted into progrm s Personlised sponsoring concepts cn include : Feture presenttions Podium Trivi during rce Pit stops Stndings Fstest lps Trck lp Pssin g Rce finish Off-trck nd withdrwl

40 Key Benefits -Tilored Electronic Medi Pckge * Reinforce brnd wreness * Rech 90% of consumers who hve csul contct with Formul One * Trnsmit messge tht you hve lredy put production costs int o * Imge depth: construct feture to push imge more youthful, populr nd interntionl * No conflict with other sponsors * Tilored medi pckge in key emerging consumer mrkets * Additionl exposure vilble : Out-of-home Non-trditionl medi 0 49 IN IN

41 Presenttion Introducing BAR Mrch 1999