What What Sponsors Sponsors WantWant2007 2007 Annual Business To Business Research

-Data Summary-

I. METHODOLOGY p.3

III. SPONSORSHIP SPENDING AND INVOLVEMENT p.11

IV. RESEARCH CONSIDERATIONS p.30

V. PROPERTY PERCEPTIONS p.41

II. RESPONDENT PROFILE p.5

Table of Contents

VI. ANALYSIS p.45

I. MethodologyI. Methodology2007 Annual Business To Business Research

Methodology A total of 132 participants were contacted by Performance Research and IEG asked to complete questionnaires about the sponsorship decision-making process.

Respondents, who were screened to be sponsorship decision-makers from small, medium, and large corporations worldwide, completed questionnaires in electronic format.

Data collection was conducted in January and February 2007.

Research objectives included, but were not limited to, determining the benefits and services that are most important to companies when making sponsorship decisions and estimating how companies are budgeting for measurement and activation. The margin of error for this study is approximately + 4%.

This study was conducted in conjunction with IEG, Inc. www.sponsorship.com

II. Respondent ProfileII. Respondent Profile2007 Annual Business To Business Research

Decision Making Responsibilities

77%

78%

78%

86%

Evaluate existing properties

Implementing marketing plans /activation supp. sponsorships

Selecting marketing plans /activation supp. sponsorships

Selecting new properties / eventsto sponsor

Total; N=132

"Within your organization, which of the following describes your responsibilities regarding sponsorships?"

Sponsorship ProgramsBy Region

2%

2%

2%

5%

18%

64%

South America

Asia/Pacific Rim

Africa

Australia/New Zealand

Europe

North America

Total; N=132

“In what regions do you have sponsorship programs?”

Personal LocationBy Region

2%

2%

5%

6%

76%

South America

Africa

Australia/NewZealand

Europe

North America

Total; N=132

“In which region are you personally

based?”

Choosing Property to Sponsor

2%

17%

26%

61%

73%

Commercial relationship development

Consult sponsorship specialist todetermine strategy

Receive details about property by asales agency

Approached directly by property owners

Set strategy and seek the right property

Total; N=132

Top 5 Mentions

“How do you typically go about selecting a property to sponsor?”

Choosing Property to Sponsor

Ad-hoc selection

Create your own property to sponsor

Referrals from financial advisors

Mentions of 2% or Less

Property is owned by company chairman

Referrals from company headquarters

III. Sponsorship Spending And InvolvementIII. Sponsorship Spending And Involvement2007 Annual Business To Business Research

Likely Sponsorship Spending From 2006-2007

Decrease19%

Increase38%

Stay the same43%

Total; N=132How will your overall sponsorship spending in 2007 compare to 2006?

Percentage of MarketingBudget Spent On Sponsorship

2%

1%

5%

7%

13%

13%

56%

2%

1%

1%

5%

3%

7%

17%

47%

17%

1%

0%

10%

6%

12%

19%

49%

3%

0%

7%

4%

1%

10%

21%

54%

3%

75%-100%

51%-75%

41%-50%

31%-40%

21%-30%

11%-20%

1%-10%

0%

2004

2005

2006

2007

Total; N=132

Leveraging/Spending Ratio

"On top of the rights fees paid for your sponsorship, what is the ratio as to how much more your company typically spends on leveraging and activation? As best as you can estimate, what is your company's typical promotional spending ratio?"

3%

9%

26%

38%

16%

3%

15%

21%

43%

14%

2%

8%

21%

45%

19%

4%

9%

16%

46%

23%

$4 to $1 orMore

$3 to $1

$2 to $1

$1 to $1

0 to $1

2004

2005

2006

2007

Average Ratio of Activation Spending to Rights Fees

2004: 1.3:1

2005: 1.5:1

2006: 1.7:1

2007: 1.9:1

Agency Used for Support

“What types of agencies, if any, do you use to help leverage/support your sponsorship program?"

38%

8%

27%

33%

40%

50%

None, manage in-house

Sponsorship specialistagency who sold rights

Independent sponsorhipspecialist

Property / rights holder

Public relations agency

Advertising agency

Total; N=132

Top 6 Mentions

Agency Used for Support

“What types of agencies, if any, do you use to help leverage/support your sponsorship program?"

Other Mentions

Promotional agency

Event marketing agency

Marketing CommunicationChannels Used

“During the past 12 months, which of the following marketing communication channels have you used to leverage your sponsorship programs?"

Top 9 Mentions

41%

49%

51%

56%

61%

67%

71%

77%

79%

Sales promotion offers

Sampling on-site

Internet tie-ins

Business-to-Business

Direct marketing

Hospitality

Internal communications

Public relations

Traditional advertising

Total; N=132

Marketing CommunicationChannels Used

“During the past 12 months, which of the following marketing communication channels have you used to leverage your sponsorship programs?"

Mentions of 5% or Less

Events Loyalty program Expos Non-profit &

marketing to its donors & boards

Viral marketing Retail tie-in

projects Onsite experiential

programs

Likely Involvement InSponsorship Categories

49%

36%

17%

72%

11%

12%

66%

22%

10%

62%

28%

18%

62%

20%

26%

59%

15%

14%

Less

Same

More

Associations and membership organizationsOnline sponsorshipEntertainmentCommunity events / festivals / fairsCausesArtsSports

"When compared to 2006, how much do you expect your company to be involved in the following types of sponsorship in 2007?"

Total; N=132

24%

64%

12%

Sponsorship ObjectivesMost Important [9&10] Ratings

Top 5 Mentions

"Using a scale of one to ten, where one is not at all and ten is extremely, please rate the following objectives as to their importance to you or your marketing team's decisions when you evaluate which sports or properties to sponsor?"

39%

42%

58%

64%

64%

43%

51%

51%

68%

63%

39%

51%

60%

73%

70%

51%

52%

71%

71%

79%

Stimulate Sales / Trial / Usage

Drive Retail / Dealer Traffic

Change / Reinforce Image

Increase Brand Loyalty

Create Awareness / Visibility

2004

2005

2006

2007

Total; N=132

Sponsorship ObjectivesMost Important [9&10] Ratings

Mentions 6-9

"Using a scale of one to ten, where one is not at all and ten is extremely, please rate the following objectives as to their importance to you or your marketing team's decisions when you evaluate which sports or properties to sponsor?"

16%

23%

33%

38%

21%

21%

35%

35%

20%

25%

32%

37%

14%

25%

43%

46%

On-Site Sales Rights

Entertain Clients / Prospects

Sample / Displays / ShowcaseProducts / Services

Showcase Community / SocialResponsibility

2004

2005

2006

2007

Total; N=132

Sponsorship Objectives -Business To Business

Most Important [9&10] Ratings

"Using a scale of one to ten, where one is not at all and ten is extremely, please rate the following objectives as to their importance to you or your marketing team's decisions when you evaluate which sports or properties to sponsor?"

6%

7%

11%

14%

23%

42%

9%

6%

7%

13%

21%

51%

8%

14%

12%

13%

25%

51%

10%

10%

12%

9%

25%

52%

Network withcosponsors

Incent sales force

Excite employees

Sell to sponsee

Entertain clients /prospects

Drive retail /dealer traffic

2004

2005

2006

2007

Total; N=132

Sponsorship Objectives -Sales & Promotional

Most Important [9&10] Ratings

"Using a scale of one to ten, where one is not at all and ten is extremely, please rate the following objectives as to their importance to you or your marketing team's decisions when you evaluate which sports or properties to sponsor?"

16%

30%

33%

39%

21%

31%

35%

43%

20%

30%

32%

39%

14%

34%

43%

51%

Gain-site salesrights

Capture database/ lead generation

Sample / display /showcaseproducts

Stimulate sales /trial / usage

2004

2005

2006

2007

Total; N=132

Sponsorship Objectives -General

Most Important [9&10] Ratings

"Using a scale of one to ten, where one is not at all and ten is extremely, please rate the following objectives as to their importance to you or your marketing team's decisions when you evaluate which sports or properties to sponsor?"

33%

38%

58%

64%

64%

29%

35%

51%

63%

68%

34%

37%

60%

70%

73%

36%

46%

71%

79%

71%

Access platform for experientialbranding

Showcase community / socialresponsibility

Change / reinforce image

Create awareness / visibility

Increase brand loyalty

2004

2005

2006

2007

Total; N=132

Sponsorship Objectives -Other Mentions

Differentiate the brand

To satisfy the personal interest of the CEO

Client entertainment

Mentions of 2% or less

"Using a scale of one to ten, where one is not at all and ten is extremely, please rate the following objectives as to their importance to you or your marketing team's decisions when you evaluate which sports or properties to sponsor?"

Value of BenefitsTop 5 Mentions

Most Important [9&10] Ratings

"Using the same scale of one to ten, where one is not at all and ten is extremely, please rate the following benefits as to how valuable they are to your organization?"

40%

39%

42%

54%

55%

45%

39%

39%

53%

67%

45%

50%

53%

56%

78%

48%

55%

52%

57%

61%

ID in property'smedia buy

Broadcast adopportunity

Title ofproprietary area

On-site signage

Categoryexclusivity

2004

2005

2006

2007

Total; N=132

Value of BenefitsMentions 6-10

Most Important [9&10] Ratings

"Using the same scale of one to ten, where one is not at all and ten is extremely, please rate the following benefits as to how valuable they are to your organization?"

29%

32%

32%

33%

35%

24%

35%

28%

42%

37%

41%

32%

38%

36%

33%

42%

36%

38%

44%

41%

Access to property providedresearch

Presence on property website

Right to property marks/logos

Access to property mailing list/ database

ID property collateral materials

2004

2005

2006

2007

Total; N=132

Value of BenefitsMentions 11-15

Most Important [9&10] Ratings

"Using the same scale of one to ten, where one is not at all and ten is extremely, please rate the following benefits as to how valuable they are to your organization?"

21%

23%

23%

25%

28%

29%

19%

27%

27%

29%

32%

29%

32%

33%

30%

32%

32%

35%

35%

39%

Opportunity to participate in turnkeyretailer promos.

Spokesperson / access to personalities

Right to promote co-branded product /service

Tickets / hospitality

Ad in program book

2004

2005

2006

2007

Total; N=132

Value of BenefitsMentions 16-20

Most Important [9&10] Ratings

"Using the same scale of one to ten, where one is not at all and ten is extremely, please rate the following benefits as to how valuable they are to your organization?"

6%

14%

14%

16%

21%

5%

15%

21%

15%

25%

11%

18%

22%

19%

22%

18%

16%

29%

23%

27%

Access to propertymerchandise

Pass through rights to youown retailers

Intro to cosponsors / cross-promotion opportunities

Nonprofit / cause overlay

Rights to survey audienceonsite

2004

2005

2006

2007

Total; N=132

IV. Research ConsiderationsIV. Research Considerations2007 Annual Business To Business Research

Primary Source ofSponsorship Industry News

“What is your primary source of sponsorship industry news?"

5%

5%

6%

11%

11%

18%

35%

Conferences

Colleagues

Independentagencies

Sports businessjournal

Industry press /journals

Internet

IEG

Total; N=132

Sources of SponsorshipIndustry News

“From the following list, which sources would you say you rely on to provide you with sponsorship industry news?"

14%

27%

37%

53%

55%

56%

64%

71%

74%

Radio / TV

Email circulars

Newspapers

Industry conferences

Colleagues and contacts

Internet

Sponsorship industry newsletters

Sponsorship websites

Advertising / marketing magazinesand journals

Total; N=132

Information Sought Pre-Sponsorship

"Which of the following do you typically analyze when making your decision?"

54%

64%

77%

91%

47%

65%

77%

87%

53%

69%

86%

90%

64%

69%

79%

94%

Psychographics

Fan Passion /Affinity

Attendance

Demographics

2004

2005

2006

2007

Information Sought Pre-Sponsorship

"Which of the following do you typically analyze when making your decision?"

36%

36%

43%

47%

33%

35%

40%

45%

41%

41%

50%

54%

45%

46%

55%

59%

TV Ratings

Interest inProperty AmongTrade / Dealers

What YourCompetition

Sponsors

Growth Trends inProperty Category

2004

2005

2006

2007

Renewal Analysis

"In evaluating your decision to change or renew your sponsorship, which of the following types of analysis do you typically complete?"

33%

39%

52%

83%

43%

45%

60%

91%

48%

52%

66%

95%

51%

55%

57%

94%

TV Exposure Analysis

Print Media Analysis

Sales / Promotional Bounce BackMeasures

Internal Feedback

2004

2005

2006

2007

21%

38%

42%

15%

41%

45%

12%

47%

48%

20%

42%

47%

SyndicatedConsumer

Research Studies

Dealer / TradeResponse

PrimaryConsumerResearch

2004

2005

2006

2007

Renewal Analysis

"In evaluating your decision to change or renew your sponsorship, which of the following types of analysis do you typically complete?"

Analysis Importance

“Please rate these same analysis importance to you or your marketing team’s decision to change or renew your sponsorships."

8%

11%

12%

16%

21%

33%

36%

Syndicated consumer research

TV exposure analysis

Print media analysis / clipping

Dealer / trade response

Primary consumer research

Sales / promo bounce-backmeasures

Internal feedback

Total; N=132

Most Important [9&10] Ratings

Budget For Sponsorship Research

No81%

Yes19%

Total; N=153

2006

No75%

Yes25%

Total; N=132

2007

Do you have an on-going budget for sponsorship research?

Spending onPre-Event External Research

1%

3%

3%

14%

27%

39%

0%

1%

5%

14%

35%

43%

0%

1%

3%

18%

46%

32%

1%

2%

2%

23%

36%

35%

More than$100,000

$50,000 to$100,000

$25,000 to$50,000

$5,000 to $25,000

Less than $5,000

None

2004

2005

2006

2007

“How much is typically spent on external or independent research to analyze appropriateness of the sponsorship?”

Rights Fee % Spent on Concurrent/Post-event Research

0%

18%

42%

27%

More than 5%

1% to 5%

1% or Less

None

Total; N=132

“Approximately what percent of a sponsorships total budget is typically spent on concurrent or post-event research?”

V. Property PerceptionsV. Property Perceptions2007 Annual Business To Business Research

Value Placed On Property Provided Services

Most Important [9&10] Ratings

10%

18%

21%

27%

27%

27%

42%

15%

23%

25%

29%

31%

35%

49%

17%

22%

30%

41%

39%

48%

59%

28%

28%

39%

45%

50%

48%

57%

Sponsor Workshop

Third-party valuationstatement

Research on Audience BuyingHabits

Leveraging Ideas

Research on Sponsor Loyalty

Research on Sponsor Recall

Post Event Report / FulfillmentAudit

2004

2005

2006

2007

“Please rate the following "property provided services" as to how valuable they are to your organization.”

Extent You Depend OnProperties To Measure ROI

2%

7%

9%

13%

18%

26%

5%

2%

8%

9%

10 Completely

9

8

7

6

5

4

3

2

1 Not at all

Total; N=132

Average

2004: 4.4

2005: 5.9

2006: 5.2

2007: 5.4

“To what degree do you depend on properties to help you measure your ROI during / after your sponsorship involvement?”

Properties Meeting Expectations

No70%

Yes30%

Total; N=132

“Are properties meeting your expectations in delivering ROI measurement or research information?”

VI. AnalysisVI. Analysis2007 Annual Business To Business Research