Dakar Rally Is the First Motorsports Event in Argentina

DAKAR RALLY - THE ODYSSEY Key figures 2016 DAKAR RALLY: 38 YEARS OF HISTORY 38 YEARS OF HISTORY

1979 Creation of the Dakar Rally 1992 Takeover by A.S.O. (organisation)

2009 Move to Latin America 28 Member-countries of the Dakar Rally since 1979

Angola Libya Central African Republic Spain Senegal Namibia Tunisia Chile Niger Morocco Mauritania Peru Algeria Chad Egypt Bolivia Guinea Mali Sierra Leone Congo Burkina Faso South Africa Cameroon France Argentina Ivory Coast Gabon Portugal

Source: A.S.O. A WORLD-CLASS RALLY

Present in South America since 2009

Amateurs and professionals alike

AN AVERAGE OF 51 NATIONALITIES

5486 3345 competitors vehicles

Source: A.S.O. THE 2nd MOTORSPORTS EVENT IN THE WORLD

77% Awareness of the Dakar 37M TV viewers in the sampled Rally countries + 90% 77%

50% 63M 46% 27% 37M 17% 10M 1M 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 DAKAR RALLY IS THE FIRST MOTORSPORTS EVENT IN ARGENTINA

average 90% 3,4 Rate of interest (/5) awareness Highest level of interest for 3,2 Dakar

3 average

2,8

2,6 % Awareness 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% of race/series

Sources: Repucom, benchmark Motorsports 2014 / Representative samples of national population, 1000 interviews in total / “Do you know the following motorsport events, even if only by name?” / “Please indicate how interested you are in each of the following motorsport events and competitions on a scale from 1 = “Not interested at all” to 5 = “Very interested” AS WELL AS IN CHILE

97% average Rate of interest (/5) awareness 3,7 Highest level of interest for Dakar 3,5

3,3

average

3,1

% awareness 2,9 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% of race/series Sources: Repucom, benchmark Motorsports 2014 / Representative samples of national population, 1000 interviews in total / “Do you know the following motorsport events, even if only by name?” / “Please indicate how interested you are in each of the following motorsport events and competitions on a scale from 1 = “Not interested at all” to 5 = “Very interested” IN PERU

97% Rate of interest (/5) average 3,8 awareness Highest level of 3,6 interest for Dakar

3,4 average

3,2

% awareness 3 of race/series 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Rate of interest (/5) average 82% awareness Slightly below

2,2 average level of interest for Dakar

WTCC

24 Hours of Le Mans

2 average

1,8 % awareness 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% of race/series

Involvement of 22,000 people Iritrack, GPS/Sentinel, Tripy: to enforce safety measures Satellite-based safety tracking system

7 helicopters & 72 secure areas for spectators 1 medical plane

Safety campaigns in the media 32 security vehicles on course

Source: A.S.O. CHARITY AS A CORE VALUE

+1,237,000 USD of donations since 2011 from The Dakar Rally and its competitors

350 houses built

Support for the social reintegration plan

Source: A.S.O. ENVIRONMENT: A SUSTAINED COMMITMENT

A route designed in The Dakar Rally collaboration with local compensates 100% of its agencies in each country. carbon footprint.

Selective waste sorting & This allows a 635,000 USD rubbish treatment program investment for the with local authorities. protection of the “Madre de Dios”.

Source : A.S.O. A STRONG FAN BASE ON THE ROUTE

Direct audience in million (Number of spectators) 2014 4.40M 3,9M 3,6M

2,5M

1,9M

AVERAGE SPECTATORS ALONG THE ROUTE SINCE 2009

Source: A.S.O.; motogp.com 2014; The global sports impact reports 2015 (a review of 2014) DAKAR RALLY 2016

I. The 2016 context

II. Global media impact

III. Trends in social media WITH A NEW CLASS OF COMPETITORS

A new generation of pilots Rally pilots in the line of sight

Meo Benavides Loeb Hirvonen Five times World Champion 4th at the 2016 Dakar Rally Nine times WRC World Champion Fifteen WRC victories th 7th at the 2016 16 at the 2016 Dakar Rally 04th at the 2016 Dakar Rally Dakar Rally Cervantes Van Beveren Prokop Three times World Champion Two times winner of Touquet Junior World Champion 2009 16th at the 2016 Dakar Rally Enduror 14th at the 2016 Dakar Rally 6th at the 2016 Dakar Rally

Peugeot New motorcycle The winning return manufacturer

Winner of the 2016 Dakar Rally ACCIONA 100% Electric car Pilot: Stéphane Peterhansel

Source: A.S.O. A WORLD-CLASS RALLY

The 1st international sporting event of the year

Off-road & Extreme 64% finishers

50 nationalities

25% South America 559 competitors – 347 vehicles

61% Europe

Source: A.S.O. THE 2016 FAN BASE

4.5M

36 years old on average

36% 4 MILLION SPECTATORS 69% families & couples

4 people per group 64% are proud to host 97% 460 000 SPECTATORS the Dakar

Source: A.S.O.; TNS SOFRES 2014 – survey among spectators from Chili and Argentina DAKAR RALLY 2016

I. The 2016 context II. Global media impact

III. Trends in social media AN IMPRESSIVE MEDIA IMPACT WORLDWIDE

1,200h of TV coverage 67% outside South America

25% EUROPE

33% 25% AMERICAS 17% ASIA AFRICA 190 countries & MIDDLE EAST 319 permanent journalists 70 channels 27 nationalities 8 hours of daily programs produced 127 media

Source: A.S.O. Only dedicated TV programmes (Live and highlights) MASSIVE TV COVERAGE IN SOUTH AMERICA

+42% > 262 hours of TV coverage for the entire continent (38 countries) 5h 30min of TV coverage

17h 30min of TV coverage

58 hours of TV coverage

45h 30min of TV coverage

Source: A.S.O. / Repucom TV coverage / All programs (dedicated + secondary) AS WELL AS IN EUROPE

25 hours of TV coverage for the entire continent (56 countries) > 27 hours of 22 h 45 min of TV coverage TV coverage

89 hours of 5 h 30 min of TV coverage TV coverage

15 hours of 36 h 45 min of TV coverage TV coverage

Source: A.S.O. / Repucom TV coverage / All programs (dedicated + secondary) TV COVERAGE IN AFRICA AND MIDDLE EAST

56 hours of TV 62 h 45min of TV coverage on the coverage entire continent in the entire region (52 countries) (23 countries) Source: A.S.O. / Repucom TV coverage / Dedicated programs TV COVERAGE IN ASIA & OCEANIA

50 h 30 min of TV 9 hours of TV coverage for coverage the entire continent for the entire continent (16 countries) (26 countries)

24 h 30 min of TV coverage 34 h 50 min of TV coverage

Hunan TV

7 hours of TV coverage 53 h 17 min of TV coverage

7 hours of TV coverage 7 h 30min of TV coverage

Source: A.S.O. / Repucom TV coverage / Dedicated programs DAKAR RALLY 2016

I. The 2016 context II. Global media impact

III. Trends in social media MASSIVE REACH ON SOCIAL PLATFORMS

1.9M fans on social networks +500K compared to 2015

282K followers 1.4M fans +16% compared to 2015 +27% compared to 2015 Global Reach 274M compared to 32M in 2015

+200,000 fans during the event

180 posts 154K followers 24M likes X2 compared 1.1M of sharing to 2015 58% of the audience is under 35

Source: A.S.O. Media department A POWERFUL VIDEO AUDIENCE

Visibility in more than A global audience of 16.3 100 digital media million views (+25% compared to 2015) (+159% compared to 2015) Viewing on Youtube, social media, website

Source: A.S.O. Media department CONSISTENT PERFORMANCES ON MOBILE APP

417K downloads +8% compared to 2015

Contents User community News, rankings, videos, Android: 58% pictures, pilots profiles. IOS: 42%

TOP country TOP sections Android: 1)Homepage Feed IOS: 2)Rankings 3)News

Source: A.S.O. Media department