INDYCAR. The Heart of Racing.
WHY CONSIDER A SPONSORSHIP WITH INDYCAR?
INDYCAR is one of the fastest growing motorsports – increases in TV, digital, and Growing & Responsive social platforms while engaging a passionate and attractive demographic
INDYCAR’s “Fast 5” objectives help brands implement their marketing INDYCAR’s “Fast 5” touchpoints into our engaged audience through multiple channels
INDYCAR’s fluid platform allows for all-inclusive packages to be built around a Customized Programs brands’ needs and packaged with flexible pricing to insure strong ROI
An uncluttered sponsor environment means sponsors can own the space and more Uncluttered Environment easily engage fans and customers – perfect for brands looking to make a splash
2 A STORY OF MOMENTUM
TV Growth & NBC Since 2013, the INDYCAR audience has increased 38% – with NBC becoming the full season broadcast partner, Partnership INDYCAR is positioned for continued growth
Attendance With INDYCAR’s efforts to create a unique schedule and event equity across the calendar, attendance has steadily Increases climbed – 9 events have posted record crowds within the past 2 seasons
Digital Success By focusing on live streaming, video, and authentic engagement, INDYCAR social and digital outlets have shown significant growth with millions of new followers and 25 million+ new video views including more than 16 million+ viewers of live content
New Teams and Four new teams and three new venues have entered the sport over the past three years – infusing new Events competition and exposing new fans to the sport
3 DEFYING AMERICAN MOTORSPORTS TRENDS
Average Net Viewership Growth since 2013
318 WeatherTech Xfinity Series Monster Energy 87 86 61 40 26 IMSA Cup Series
INDYCAR NHRA Formula-e Formula 1 Global Rally Camping -101 Cross World Truck Series -343
-1511
Since 2013, INDYCAR is the fastest growing motorsports according to Nielsen
• Average TV viewership has increased by more than 30%
• INDYCAR digital audiences have increased by 67%
• Social accounts have accrued more than 1 million new followers
4 COVERING OUR STORY INDYCAR media is helping tell our story of momentum and growth
• INDYCAR is constantly expanding coverage in outlets such as USA Today, The New York Times, Sports Illustrated, and numerous other news outlets
• Significant stories over the past several months:
IndyCar Racing, No Longer Spinning Its Wheels, Draws Greater Interest | New York Times
After Years of Being Stuck in Neutral, IndyCar at Beginning of a Resurgence | USA Today
Rebuilding a Team? How Mario Andretti and Josef Newgarden Helped IndyCar Rebuild an Entire Sport | Forbes
• INDYCAR social platforms have grown by more than a million new followers over the past 3 years and more than 14 million engagements per year
5 INDYCAR MEDIA OUTLETS INDYCAR content has never been more widespread and available
• Beginning in 2019, NBC will be the broadcast partner for the entire INDYCAR season and position INDYCAR for
o 8 races on broadcast TV – remaining races on NBCSN
o NBCSN has experienced 78% growth over the past four seasons
o NBC Sports Gold will allow fans to tune in via an online, direct-to-consumer package
o The Indianapolis 500 will be featured in NBC’s ”Championship Season” TV events
• All Verizon IndyCar Series races are broadcast live on SiriusXM and through the IMS Radio Network (over 345 affiliates worldwide)
o Annual audience of more than 15 million listeners
• INDYCAR.com provides content throughout each race weekend and season – featuring live streaming, race audio and more
• INDYCAR Mobile provides exclusive series coverage and the best way to follow while on-the-go
6 2018 SEASON SCHEDULE
March 11 Streets of St. Petersburg Tampa/St. Petersburg, FL 7 Phoenix International Raceway Phoenix, AZ April 15 Streets of Long Beach Los Angeles, CA 22 Barber Motorsports Park Birmingham, AL 12 Grand Prix of Indianapolis Indianapolis, IN 19 Indianapolis 500 Qualifying Day1 Indianapolis, IN May 20 Indianapolis 500 Qualifying Day 2 Indianapolis, IN 27 Indianapolis 500 Mile Race Indianapolis, IN 2 The Raceway at Belle Isle Park Detroit, MI 3 The Raceway at Belle Isle Park Detroit, MI June 9 Texas Motor Speedway Dallas/Ft. Worth, TX 24 Road America Milwaukee, WI 8 Iowa Speedway Des Moines, IA July 15 Streets of Toronto Toronto, ON, Ca. 29 Mid-Ohio Sports Car Course Columbus, OH 19 Pocono Raceway Philadelphia, PA Aug. 25 Gateway Motorsports Park St. Louis, MO 2 Portland International Raceway Portland, OR Sept. 16 Sonoma Raceway San Francisco, CA
7 UNIQUE AND GROWING AUDIENCE
INDYCAR has a national footprint, growing each year, distributed throughout North America
• INDYCAR is positioned to embrace the changing media landscape 2018 Schedule & Markets 17 events | 15 markets | 8 of top 14 US DMAs • Diverse venues draw diverse audiences
o Street circuits feature a younger, more diverse, and family friendly audience
o Road courses are more educated and generally outdoor enthusiasts
o Oval audiences tend to be more affluent and passionate about the sport, gearing towards a slightly older demographic
8 FOUR KEYS TO THE AUDIENCE
1. INDYCAR fans are a coveted demographic
2. INDYCAR fans move the needle for sponsors
3. The INDYCAR fan base is poised for growth
4. INDYCAR fans are active consumers
9 INDYCAR FANS ARE A COVETED DEMOGRAPHIC
There are of INDYCAR fans are Millennials, 42% a higher share than NASCAR, or 69million the Big 4 Sports
INDYCAR fans in the US 19% 20% 28% 21% 29% 20% 39% 39% 39% 37% 39% 37%
42% 41% 35% 40% 34% 41%
INDYCAR NASCAR MLB NBA NFL NHL 66% of fans are male 18-34 35-54 55+
INDYCAR fans are also more affluent …when compared to the general population INDYCAR fans have an average 37% More likely to earn $75k+ HH Income of $88,500+ 22% More likely to be a college graduate 31% More likely to be employed
10 INDYCAR FANS MOVE THE NEEDLE FOR SPONSORS
30% 80% engaged with brands after more likely to buy a sponsor’s seeing sponsorship on product than the general television population
94% 90% are somewhat or very are very or somewhat loyal likely to consider a brand towards a brand that sponsors after seeing a sponsor their sport
Source: Nielsen Sports Sponsorlink 2017. 11 THE INDYCAR FAN BASE IS POISED FOR GROWTH Since 2015, the number of INDYCAR fans has increased across all fan avidity levels
INDYCAR Fan Interest (in Millions)
125
103 +17.1% 69
57 +21.4% +21.1% 41 35 +17.1%
INDYCAR Interest 2-10 INDYCAR Fans 6-10 INDYCAR Avid Fans 8-10
2015 2017
Source: Nielsen Sports Sponsorlink 2015 & 2017. Note: The method of defining fans as 6-10 on a 10-point scale compares to the often communicated 75 million NASCAR fan base size. 12 INDYCAR FANS ARE ACTIVE CONSUMERS
Car Fanatics Active DIYers
• 19% more likely to visit a § 16% more likely to have • 38% of fans say they are casino “pumped up about cars” shopped at a large appliance • 21% more likely to go on store a cruise • 31% of fans consider § 24% more likely to have themselves automotive • 73% more likely to go on a performed any labor on a enthusiasts golf/tennis vacation household car • 29% more likely to have § 14% more likely to have • 35% more likely to purchase shopped at a sporting a new car in the next year done an addition to goods store their home
+17.1%
Business Minded Outdoor Enthusiasts Food & Beverage
§ 15% more likely to go § 13% more likely to be involved § 42% more likely to attend a in a company purchasing boating food/wine festival decision § 11% more likely to go camping § 47% more likely to drink § 19% of fans are self- bourbon § 51% more likely to go employed or own a small hunting business § 25% more likely to drink beer § 5% more likely to go skiing/snowboarding
Sources: Nielsen Scarborough November 2017 *more likely in reference to the average US population*
13 The “Fast 5” platforms represent five areas that INDYCAR can provide a first-class sponsorship experience while offering the fastest way to implement brands into our sport and audience
• VIP Entertainment • Local Marketing Activation • B2B Sales/Networking • Direct to Consumer Interaction • Branding and Exposure
14 CUSTOM PARTNERSHIPS. ENDLESS OPPORTUNITIES.
The following slide highlights several current partners and their use of our activation platforms
15 EVENT CAR RIDES CONSUMER DISPLAY TWO-SEATER RIDES Chevrolet utilizes event car rides to entertain local dealers Firestone activates a consumer display to interact with Honda utilizes the two-seater to host social influencers and in each INDYCAR market fans, encourage sign-ups for their database, and display celebrities and encourage social interactions and exposure products
AT-TRACK EXPERIENCE SIGNAGE & IMAGERY RETAIL ACTIVATION Verizon uses the Performance Pit and other at-venue TAG Heuer compliments their #DontCrackUnderPressure MillerCoors uses the IMS and INDYCAR brand marks to assets to entertain customers and reward employees with campaign with at-track signage and imagery of INDYCAR activate within local markets, both with Miller Lite and Coors unique experiences Light
16 AN UNCLUTTERED ENVIRONMENT
INDYCAR has created a sponsorship environment for a brands looking to “make a splash” to a responsive audience
• The field is set for a brand to capture our open categories and enthusiastic audience
• Customized partnership packages insure brands receive the right asset mix, thus owning their own category and building programs that meet their brand objectives
Chevrolet consumer display at the Indianapolis 500 17 18