marketing information

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MARKETING INFORMATION

NOTE FROM THE PRESIDENT GRAND-AM Road Racing is all about tradition. We start the season at the world’s most famous venue, Daytona International Speedway, with one of the world’s premier events, the Rolex 24 At Daytona. From Daytona we travel to other historic venues: Watkins Glen International, Road America, Lime Rock Park, Mazda Raceway Laguna Seca and, to end our season, the famed Mid-Ohio Sports Car Course. And ultimately, we are all about our constituents – our drivers, teams, sponsors, race tracks and of course, our millions of loyal fans. Collectively, these constituents form a family – the GRAND-AM Road Racing family, whose members share a unique passion for racing. Our family is strong. Our family is getting stronger, thanks in part to a partnership with another family you may have heard of: the NASCAR family. NASCAR acquired GRAND-AM several years ago and has supplied added prestige, credibility and support in many key areas as we continue to grow our sport. On behalf of everyone at GRAND-AM, welcome to the family.

TOM BLEDSOE President, GRAND-AM Road Racing

A VISION FOR THE FUTURE It is a revolution driven by the pure spirit and raw enthusiasm of American motorsport fans searching for real, hands-on-and-hearts-in-it, sports car racing experiences. Our fans are asking for more; they want to participate in the events they attend. They are hands-on-and-hearts-in-it, sports car racing enthusiasts and they want to feel a personal connection with the drivers, teams, and cars. They want deeper involvement in the total racing scene, giving them an emotional stake in the action. More than anything, fans want to own their experience and to be able to share their raw enthusiasm and excitement with their family and friends. GRAND-AM Road Racing is giving racing back to the fans… and bringing the fans back to the races!

20 MILLION GRAND-AM FANS IN THE UNITED STATES.

ROLEX SPORTS CAR SERIES TV RATINGS HAVE RISEN % IN PAST EIGHT YEARS.

58

GRAND-AM

191 IS BROADCAST IN

COUNTRIES

AROUND THE GLOBE.

2011

SCHEDULE

1/28 & 29

1

ROLEX 24 AT DAYTONA

3/5

2

HOMESTEAD-MIAMI SPEEDWAY

4/9

5/14

3

4

DAYTONA BEACH, FL ROLEX SPORTS CAR SERIES CONTINENTAL TIRE SPORTS CAR CHALLENGE

3

BARBER MOTORSPORTS PARK BIRMINGHAM, AL ROLEX SPORTS CAR SERIES CONTINENTAL TIRE SPORTS CAR CHALLENGE

4

VIRGINIA INTERNATIONAL RACEWAY ALTON, VA ROLEX SPORTS CAR SERIES CONTINENTAL TIRE SPORTS CAR CHALLENGE

5

LIME ROCK PARK

6/3 & 4

6

WATKINS GLEN INTERNATIONAL

6/24 & 25

7

ROAD AMERICA

7/9

8

MAZDA RACEWAY LAGUNA SECA

7/23 & 24

9

NEW JERSEY MOTORSPORTS PARK

10

2

HOMESTEAD, FL ROLEX SPORTS CAR SERIES CONTINENTAL TIRE SPORTS CAR CHALLENGE

5/28 & 30

8/13

1

5

6

LAKEVILLE, CT ROLEX SPORTS CAR SERIES CONTINENTAL TIRE SPORTS CAR CHALLENGE WATKINS GLEN, NY ROLEX SPORTS CAR SERIES CONTINENTAL TIRE SPORTS CAR CHALLENGE

7

8

ELKHART LAKE, WI ROLEX SPORTS CAR SERIES CONTINENTAL TIRE SPORTS CAR CHALLENGE MONTEREY, CA ROLEX SPORTS CAR SERIES CONTINENTAL TIRE SPORTS CAR CHALLENGE

9

MILLVILLE, NJ ROLEX SPORTS CAR SERIES CONTINENTAL TIRE SPORTS CAR CHALLENGE

10

WATKINS GLEN INTERNATIONAL WATKINS GLEN, NY ROLEX SPORTS CAR SERIES

8/20

11

CIRCUIT GILLES VILLENEUVE

9/17

12

MID-OHIO SPORTS CAR COURSE

MONTREAL, QUEBEC ROLEX SPORTS CAR SERIES

LEXINGTON, OH ROLEX SPORTS CAR SERIES CONTINENTAL TIRE SPORTS CAR CHALLENGE

CATCH ALL THE ACTION ON:

11 12

GRAND-AM ROLEX SPORTS CAR SERIES presented by Crown Royal Cask No. 16

T

he GRAND-AM Rolex Sports Car Series presented by Crown Royal Cask No. 16 offers extremely competitive sports car racing and features two classes of cars, the exotic Daytona Prototypes and sleek Grand Touring machines that run simultaneously on track. Rolex Series races are measured in time, not distance, and require more than one driver at the helm. Typically a two-man team competes in the shorter, sprint events which last anywhere from two hours to two hours and 45 minutes. For the longer and more difficult races, such as our marquee event, the Rolex 24 At Daytona and the Six Hours At Watkins Glen, a 3-to-4 man team will contend. In addition to taking on tires, refueling and making chassis adjustments, driver changes are also required during the race.

DAYTONA PROTOTYPE CLASS (DP) The Daytona Prototype (DP) class is DAYTONA PROTOTYPE the premier draw in GRAND-AM. That attraction starts with its name … Daytona Prototype … a combination of the world’s greatest race track and sports car label that conjures up thoughts of speed, science – and daring. The striking, mid-engine machines debuted in the Rolex Series in 2003. The DPs are purpose-built for close, door-todoor competition – and made to order for excitement. Capable of speeds in excess of 185 mph, DPs also feature the latest in safety and technology. They are produced by five chassis constructors. Each chassis is designed and manufactured independently but is also kept within GRAND-AM rules that are aimed at keeping the racing action close.

GRAND-AM CONTINENTAL TIRE SPORTS CAR CHALLENGE

T

he Continental Tire Sports Car Challenge features sports cars from manufacturers worldwide, straight from the showroom floor, racing side-by-side with only minor modifications. The only improvements made are in the area of safety; other than that, this series’ cars are basically street-legal, provided you’re talking about a fast-moving street! There are two classes competing simultaneously in the Continental Tire Sports Car Challenge: Grand Sport (GS) and Street Tuner (ST).

GRAND SPORT CLASS (GS)

GS (GRAND SPORT)

GS cars have engines that generate between 350 and 405 horsepower, which equates to speeds in excess of 160 mph. This class includes BMW M3s, Chevrolet Camaros and Ford Mustangs, among others.

STREET TUNER CLASS (ST) ST cars can reach speeds in excess of 130 mph. But get this: no V-8s allowed, only four and six-cylinder engines. MINI Cooper, Volkswagen GTI and Honda Civic Si are examples of ST cars.

ST (STREET TUNER)

GRAND TOURING CLASS (GT) The Grand Touring (GT) class consists GT (GRAND TOURING) of cars most fans can identify with; BMW, Porsche, Ferrari, Mazda and others, since they retain similar design and aesthetics to current high-performance sports cars sold on showroom floors. But don’t let appearances fool you. GTs are all business, and that business is racing, with carbon-fiber bodies and other technology similar to that employed in the Daytona Prototype class. As in the DP class, though, GT competition is enhanced – and not defined – by technology. GRAND-AM employs methods to ensure that at each event, every competitor has the potential to win. And that’s a tough job when you’re talking about a mixture of American- produced muscle cars and the hottest imports from around the globe, capable of producing between 400-450 horsepower.

PREMIER GRAND-AM IRACING.COM ONLINE SPORTS CAR SERIES The Premier GRAND-AM iRacing.com Online Sports Car Series features virtual GRAND-AM! The series features Daytona Prototypes and Mustang race cars, competing at some of the same, to the millimeter-accurate versions of the tracks, the real world GRAND-AM Rolex Series races at. Two champions are crowned at the end of the ten race season – one in each class. This series allows for automobile aficionados and sports car racing fans from every corner of the earth to get involved with GRAND-AM!

20

THERE ARE

DEMOGRAPHICS

GRAND-AM ROAD RACING FANS IN THE UNITED STATES.

MILLION

GRAND-AM FANS GRAND-AM GRAND-AM FANSFANS

20%20

%

18-24 9% 7 % % 9% 9 18-2418-24

7% 7% 45-54 %

45-54

2055-64 7%

65+

9

%

20%

17 17 %

%

35-44

25-34

17%

16%

322121

% % % 32 32 32

17%

%

55-64

25-34

25-34 25-34

16

% 16 16

18-24

%45-54

45-54

%

%

15% 15

65+

15

%

21

12%

%

18-24

12%

% 18-24 18-24

12% 12

18-24

45-54

45-54

15%

65+ %

65+

GENERAL POPULATION 55-64 55-64 55-64 %

% % 15

15 15 15 %

35-44

35-44 35-44

65+

65+

55-64

65+ % GRAND-AM65+ FANS 55-64 55-64 45-54 45-54

GENERAL POPULATION GENERAL POPULATION GENERAL POPULATION

21%

25-34

18

% 25-34 25-34

18% 18

25-34

18%

%

35-44

35-44

35-44

18%

18% 35-44

18% 18

%

ATTITUDES TOWARD

ATTITUDES TOWARD SPONSORS GRAND-AM GRAND-AM SPONSORS

PASSION FOR MOTORSPORTS

ATTITUDES TOWARD 100% TOWARD ATTITUDES GRAND-AM SPONSORS GRAND-AM SPONSORS

PASSION FOR MOTORSPORTS

100%

100%

100%

80%

80%

80%

60%

83 83 60%

8383 %

40%

60%

40%

60%

I like foreign / exotic cars I like foreign / exotic cars

80%

%

20%

%

%

70% 70%

70 70 %

%

I like to attend car shows

I amenthusiast acars car enthusiast I prefer I am American a car I enjoy working on my own car

0

215 124 284

44%

0 10 20 I’m very familiar Grand-Am drivers 0 I enjoy working on my I enjoy working on my own carown car with companies could not run (i.e. the changing the oil, customizing, ect.) (i.e. changing oil, customizing, ect.) Grand-Am drivers that sponsor I’m very familiar their cars without andwith companies could notGrand-Am run sponsors’ support I am a member a car club its drivers that sponsor I am a member of a carofclub their cars without

30

0

10

286

78

215

50

60

0

10

70

20

124

% 78 215 78 64%

284

%

% 64% 64 80

30

40

50

60

20

10

30

20

MALE 68% FEMALE 32%

40

30

50

40

286 215

124 322

284

284

322

322

70

% 44% 44

0

189

% 78 78% 74 %286

% 44% 74% 74 124

40

Grand-Am and its drivers

GRAND-AM FANS

78%

% 189 80% 80 %

322

prefer I prefer I American cars ofcars I am aAmerican member a car club

very familiar Grand-Am I’m veryI’m familiar Grand-Am drivers drivers FAN’S MEDIAN HOUSEHOLD with companies could could not run not runwith companies that sponsor their cars without that sponsor their cars without Grand-Am and sponsors’ Grand-Am and sponsors’ supportsupport its drivers its drivers

GENERAL POPULATION’S MEDIAN HOUSEHOLD INCOME $61,000

286

78%

%

GENDER INCOME $72,000 GRAND-AM

%

(i.e. changing the oil, customizing, ect.)

sponsors’ support

0

64

car

80

189VS. INDEX%VS. INDEX U.S. POPULATION U.S. POPULATION

189

74%

I prefer American cars

I am a member of a car club

40%

20%

78

I am a car enthusiast I am a car enthusiast

0

20%

80%

I like foreign exotic cars I I like foreign / exotic/cars like to attend car shows

like to car attend caronshows (i.e. changing the Ioil, customizing, ect.) I like to attend shows I enjoy working my own

20%

40%

INDEX VS. U.S. POPULATION

INDEX VS. U.S. POPULATION

PASSION FOR MOTORSPORTS PASSION FOR MOTORSPORTS

80

47%

60

50

70

60

80

70

80

OF FANS ARE AGE 18 – 34

PARTNERSHIP VALUE THE SERIES CONTINUES TO GROW WHERE IT MATTERS MOST - THE RETURN ON INVESTMENT. WITH INCREASED VIEWERSHIP, TV RATINGS AND AT-TRACK ATTENDANCE, OUR PARTNERS GET VALUE EVERY RACE WEEKEND, AND ON MANY DIFFERENT PLATFORMS.

“The GROWTH [of GRAND-AM] that we’ve seen in the last five years is really UNPRECEDENTED…that’s a WIN FOR EVERYBODY.” Krista Massey SVP, Director of Sponsorship And Event Marketing, SunTrust Bank

SPONSORSHIP CASE STUDY “The marketing people at GAINSCO attribute most of our GROWTH to the STRENGTH of the brand that we have gotten, frankly, by being here [at GRAND-AM].” Bob Stallings Executive Chairman And Chief Strategic Officer, GAINSCO, Inc.

NO. 99 GAINSCO/BOB STALLINGS RACING CHEVY RILEY GAINSCO credits its six-year-old GRANDAM sponsorship with gaining new business in the ultra-competitive market of low-cost auto insurance. The GRAND-AM team sponsorship has been the main focus in GAINSCO’s marketing efforts, integrating advertising, website, community and agent outreach. “We have intentionally built our corporate brand and culture around the race car — it is the unifying icon of our company and represents our quest to build a truly outstanding, competitively distinctive auto insurance company,” said Glenn Anderson, GAINSCO’s president and CEO. The

company reports an average 67% increase in new policy sales during the two weeks following each of its showcar visits to agent locations. The showcar also visits industry trade shows to recruit new reps and travels to community events. GAINSCO has also used the team sponsorship for incentive programs that offer race tickets and hospitality passes to agents selling the most policies. GAINSCO’s success has mirrored the GRAND-AM team’s success, with annual sales of $48.9 million in 2004 growing to $179.6 million in revenue in 2009.

PRE-RACE GRID WALK AT-TRACK HOSPITALITY

OFFICIAL SERIES PARTNERSHIP Official Partner status with GRAND-AM allows your company to gain access to 20 million fans and take ownership in the leading sports car road racing series in North America. You can showcase your company in a high-energy, consumer-filled environment.

GRAND-AM TRANSPORTER

• Exclusive rights to use the GRAND-AM name and logo in advertising and promotions • Exposure on multiple media platforms including SPEED • Placement on GRAND-AM’s official website, www.grand-am.com • VIP racing experiences at events including race tickets, executive hospitality and allaccess credentials • Access to pace car rides, starter stand visits, and other unique race elements • Pre-Race and Victory Lane celebration promotional opportunities • Sampling, couponing, display and name acquisition options at track • Race team and track sponsorship opportunities

BROADCAST EXPOSURE There is the potential for product demonstration, prospect education, and for your company to promote your business to the most brand-loyal consumers in sports. Build relationships with our fans and influence them to become your customers. Promotional displays are a key interactive marketing strategy, and space at GRAND-AM tracks can help your company reach thousands of fans during our race weekends.

TRACK OFFICIAL BRANDING

AUTOGRAPH SESSION

AT-TRACK SIGNAGE

PRE-RACE GRID WALK

STARTER STAND VISITS

PRIZE MONEY & DECAL PROGRAM With the appeal of sleek and exotic cars and the ultimate test of driving skill showcased in our series, people from around the globe tune in to and attend GRAND-AM Road Racing events. We kick off the international motorsports season with our iconic, marquee event, the Rolex 24 At Daytona. There is opportunity for you and your company to be a part of the allure with the Prize Money and Decal Program.

PARTNERSHIP INTEGRATION

SHOW CAR

AT-TRACK SIGNAGE

With your decals on the racecars, and patches on fire suits, the Decal Program offers an assurance that your organization will have brand awareness and association with the series, at a level that is affordable. You will have access to drivers, team members and owners, all season with GRAND-AM hard cards as well as the full support of the GRAND-AM/ NASCAR PR team. Maybe it was the precision of the pit-stop, or the team performance of the race… With a Special Award you decide what notable accomplishment the teams get rewarded for during a season. MESCO Building Solutions decided the Rookie of the Year was the right fit for them. How will your company make its mark on GRAND-AM Road Racing and in the minds of the teams? This program also offers end of the year banquet opportunities. Should you want to honor the hard work of a team for a season long effort, a Year-End Award may be more your speed. With this program you will be able to participate in Victory Lane ceremonies and in the year –end awards banquet.

SPONSOR SPECIAL AWARD

MEDIA EXPOSURE The GRAND-AM Rolex Sports Car Series presented by Crown Royal Cask No. 16 and the Continental Tire Sports Car Challenge will again be featured on SPEED in 2011. All 12 Rolex Series races will be broadcast on America’s leading motorsports network along with nine out of 10 Continental Tire Sports Car Challenge races. The 2011 Rolex 24 At Daytona featured 3.1 million unique viewers tuned in to part of the SPEED broadcast. The broadcast averaged 443,000 viewers and peaked at 873,000 viewers for the checkered flag. The Rolex 24 At Daytona preview show also drew impressive ratings leading up to the Rolex 24 At Daytona, with an average of 606,000 viewers tuned in to the first showing on FX. The Rolex Series had more unique viewers tuned in to SPEED than any other road racing series in 2010, 29% more than F1 and 42% more than ALMS. Looking at the long-term trend, 2010 Rolex Series ratings are up 58% over 2003. The 2011 Continental Tire Sports Car Challenge season is off to a commanding start with the first broadcast, the GRAND-AM 200 at Daytona International Speedway, averaging 198,000 households and 237,000 viewers. Viewership exploded in the West Central region in 2010, up 119% and Northeast region, up 100% over 2009.

SPEED is one of the fastest-growing sports cable networks in the country and is now available in more than 77 million homes in North America. The 2011 season marks the twelfth year that SPEED has covered the GRAND-AM Rolex Series. GRAND-AM is also proud to partner with Azteca America Central Florida for “Al Volante con GRAND-AM,” the first Spanish-language news magazine show devoted to GRAND-AM. Motor Racing Network (MRN) began fulltime race coverage of the GRAND-AM Rolex Sports Car Series presented by Crown Royal Cask No. 16 for the 2010 season, and that relationship will continue in 2011 as all 12 Rolex Series races will be covered. The MRN race broadcasts are heard by thousands of race fans who tune into several radio affiliates across the U.S. In addition, MRN provides race event coverage to Sirius Satellite Radio and is streamed live at www.grand-am.com.

INTERNATIONAL EXPOSURE GRAND-AM ROLEX SPORTS CAR SERIES RACES OR HIGHLIGHT PROGRAMS ARE DISTRIBUTED BY 17 TELEVISION PARTNERS IN 191 COUNTRIES AND TERRITORIES, REACHING MORE THAN 321 MILLION HOMES. THE AMERICAS SPEED ESPN Dos SPEED Latin America 2 ESPN + ESPN + Andina

EUROPE Eurosport 2 Sport 5

MIDDLE EAST ESPN Middle East ESPN Israel

AFRICA ESPN Africa

ASIA ESPN Star ESPN Pacific Rim

AUSTRALIA SPEED Network Ten

PARTNERS

OF THE FASTEST GROWING RACING SERIES IN NORTH AMERICA!

ONE DAYTONA BLVD. | DAYTONA BEACH, FL 32114 USA 386 310 6500 | FAX 386 681 6695 | WWW.GRAND-AM.COM