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ACCELERATING GROWTH WITH NASCAR

Bu rnham Mo torspo rt s

THE MAR KETING VEHI CL E OF CHO ICE F OR AMERI CA ’S MOST


TRUST ED BRA ND S

PRIVILEGED AND CONFIDENTIAL INFORMATION


DO NOT REPRODUCE, PUBLISH, OR DISTRIBUTE
#1 Spectator Sport

# 2 rated regular-season sport on television

75 Million fans

Over $2 billion in annual licensed sales

More Fortune 500 companies than any other sport

Not just a sport…It’s a lifestyle /2


WHAT YOU NEED TO
KNOW ABOUT
THE NASCAR
WHELEN MODIFIED
TOUR

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Over view of NASC AR R eg ional R acin g Ser ies Fa ns
NASCAR regional racing series fans are:
1.Gender neutral with a strong female following

2.More likely to be avid NASCAR fans

3.More likely to be seasoned NASCAR fans and as a result have a stronger connection
with the sport

4.More likely to attend NASCAR races

5.More likely to be loyal to NASCAR sponsors by purchasing their products

Meth odolog y
NASCAR regional racing series fans are NASCAR fans who indicate they are fans of the NASCAR
West Series, NASCAR Busch East Series, NASCAR Whelen Modified Tour, or NASCAR Whelen
Southern Modified Tour. Other NASCAR fans are NASCAR fans who are not fans of any NASCAR
regional racing series.

Source: Ipsos-Insight, NASCAR Brand Tracker 2006


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Gender , L evel of Fa nd om, a nd Tenu re
NASCAR regional racing series fans are gender neutral with a strong female following.
NASCAR Regional
Gender Racing
Series Fans
Male 54%
Female 46%

NASCAR regional racing series fans are nearly twice as likely as other NASCAR
fans to be avid fans of NASCAR.
NASCAR Regional
Other
Fandom Racing Index
NASCAR Fans
Series Fans
Avid NASCAR
61% 34% 179 *
Fans
Casual NASCAR
39% 66% 59 *
Fans

NASCAR regional racing series fans are more likely than other NASCAR fans to
have followed the sport longer.
NASCAR
Other
Regional
Tenure NASCAR Index
Racing
Fans
Series Fans
5+ Years 83% 68% 122 *
10+ Years 60% 44% 136
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Source: Ipsos Insight, NASCAR Brand Tracker 2006


An Emotional Connection with the Sport
NASCAR regional racing series fans are more likely to feel like part of the NASCAR
family and to become more interested in NASCAR racing.

Index NASCAR Regional Racing Series Fans


vs. Other NASCAR Fans

“I feel like I am part of the 
NASCAR family” 177

“I am becoming more 
interested in NASCAR racing” 139

“I can relate to NASCAR drivers in a 
way I cant relate to other athletes” 126

I love cars 118

0 50 100 150 200

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Source: Ipsos Insight, NASCAR Brand Tracker 2006


Attending NASCAR Races
NASCAR regional racing fans are more likely than other NASCAR fans to have attended
NASCAR races and more likely to indicate future attendance

Index NASCAR Regional Racing Series Fans


vs. Other NASCAR Fans

Have ever been to a 
NASCAR race 179

Likely to attend a NASCAR 
race in the next year or two 164

Have been to a NASCAR 
race within the last year 143

0 50 100 150 200

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Source: Ipsos Insight, NASCAR Brand Tracker 2006


Embracing NASCAR Sponsors
 NASCAR regional racing series fans are more likely to support NASCAR sponsors
 All NASCAR fans understand the need for sponsorship, resulting in similar feelings
between NASCAR regional racing series fans and other NASCAR fans when it
comes to attitudes about NASCAR sponsors’ involvement in the sport.
Index NASCAR Regional Racing Series Fans
vs. Other NASCAR Fans

I support NASCAR and its drivers by 
buying sponsors’ products 167

When I buy NASCAR sponsors 
products I feel like I am making a  144
contribution to the sport

I know which companies sponsor 
NASCAR and its drivers 131

NASCAR is the kind of sport that 
needs corporate sponsorship 102

NASCAR drivers could not run their 
cars without sponsors’ support 100

0 50 100 150 200 /8


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WHAT YOU NEED TO
KNOW ABOUT

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INTRODUCING John Burnham

John Burnham's path to stock car racing has been


a long fun filled and adventurous road. John
started his racing career in 1991 competing in the
World Karting Association scoring over 120 wins
and placing in the top five in points each year.
After the 1995 karting season and following the
advice of several well known drivers who
recognized his raw talent for driving stock cars,
John made the jump into the stock car arena with
his first full season in the Nascar Weekly Racing
series Late model division while also racing
motorcycles in the Loudon Road racing series.
2007-2009 John has advanced his career by
running a full schedule on the NASCAR Whelen
All-American modified tour were over the past
three seasons he has accumulated 10 wins 60 top
fives and 80 top tens. Whether he’s competing on
the track or building his own business empire,
John has a proven track record of success. Let us
show you how we can help grow your business! / 11
PARTNERSHIP
BENEFITS

More than just a logo on


a car…. We can help you
grow your business!
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2. Primary Sponsorship Rights
Sponsor will be recognized as the Primary Sponsor of Burnham
Motorsports’ Nascar Whelen Modified Tour scheduled races
during the 2009 season. Sponsor designated colors and graphics
to include signage on the hood, upper right and left rear quarter
panels, the rear TV panel and on the dash board of the car.

QUARTER PANEL

HOOD
TV PANEL

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Primary Sponsorship - continued

 Sponsor will receive recognition as the Primary Sponsor on all team uniforms in
the Nascar Whelen Modified Tour including the drivers uniform, the entire pit
crew and the crew chief for all sponsored races included in the term of the
agreement.

 Sponsor will receive recognition on the designated team’s support equipment


including, but not limited to, the Pit Box, Crew Chief Box and Pit Banners for all
Nascar Whelen Modified Tour races during the 2009 season.

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3. ASSOCIATE SPONSOR RIGHTS

 Burnham Motorsports also has available Associate Sponsor opportunities


of ALL Burnham Motorsports’ NASCAR Whelen Modified Tour races in 2009
terms of the agreement. Rights include:
– Rights to use all team drivers voices, images and likeness’ for
advertising and promotional needs – see following page.
– Sponsor logo included on all driver and team uniforms for the
designated team for the term of the agreement.
– Sponsor designated logos, colors and graphics may include signage in
one of the following locations for all other NASCAR Whelen Modified
Tour races during the term of the agreement. Size and location to be
mutually agreed upon, subject to availability:

B-Post

Front Quarter
Panels between
the number and
rear tire.

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3. NATIONAL ADVERTISING RIGHTS

 Sponsor will have the right to use the names, voices, signatures and likeness of
Burnham Motorsports driver for advertising and promotions during the term of
the agreement.

 Burnham will provide Sponsor with photos from one (1) professional photo
shoot of the designated primary driver (Modified Tour), car and select Sponsor
products.

 Sponsor may use the Burnham Team name, logos and other registered marks
for advertising and promotion.

 Sponsor may use images of the Team’s equipment competing in the designated
Series for advertising and promotional use including, but not limited to cars and
haulers.

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4. IT’S ALL ABOUT ACTIVATION!

 Burnham Motorsports will assist Sponsor in creating a complete, customized


NASCAR marketing platform! Burnham will provide the following elements to
be utilized by Sponsor!

 LEVERAGE THE RACE CAR


 SHOW CAR PROGRAMS
 DRIVER APPEARANCES
 CONSUMER PROMOTIONS
 VIP HOSPITALITY
 INTERACTIVE ONLINE MARKETING
 MERCHANDISING
 ADDITIONAL VIP OPPORTUNITIES

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LEVERAGE THE CAR TO INCREASE SALES
 For each of the primary sponsored races, Sponsor may designate one (1)
business partner to receive Associate Sponsor signage on the designated car.
This benefit may be used as a tool to leverage sales and merchandising either
nationally or in designated race markets. Sponsor may leverage positioning on the
car along with other benefits provided in this proposal to help the sponsor grow
its business!
 Burnham Motorsports and our current marketing partners will work hand in
hand with Sponsor to build a successful activation program.

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SHOWCAR APPEARANCES

 Burnham can provide your organization with a complete show car


program, if desired;
 Show car programs available with 150 show car dates (one
complete unit) Includes tow vehicles and custom trailers.
 Graphics on all show cars and trailers to meet Sponsor
specifications.
 All transportation, set-up and staffing of show car program.
 All travel expenses related to show car included in pricing.

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LEVERAGE DRIVER APPEARANCES

 Your Primary Driver will be available for at-track hospitality events and
other at- track events for each designated event, subject to the series’
schedule.

 Your Primary Driver will be available for Away From The Track
appearances in each primary sponsored race market in the days prior to
each event. Events may include:
 Promotional appearances at retail locations
 Private customer dinners hosted by the Sponsor in each market
 Other public or private events to be designated by Sponsor

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CONSUMER PROMOTIONS
 Burnham will work with Sponsor to develop unique consumer
promotions that may be offered through select retailers. Many of the
nations leading brands have gained market share by providing
unique promotional activation for the retailer.

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VIP HOSPITALITY & MEET THE DRIVER EVENTS
 Burnham may provide one (1) VIP Hospitality Tent at a mutually
agreed upon number of NASCAR Whelen Modified Tour events.Sponsor
may use this unique experience as a consumer promotion with key
customers or designated retailers. Burnham will oversee each
hospitality event along with an Sponsor representative. Each VIP
hospitality event will include the following:

 VIP Hospitality can accommodate


anywhere from 50 to 500 people based
on your needs
 Reserved Race Tickets for each guest
 Your primary driver will attend the event
for a private Question & Answer and
Meet & Greet session with your guests
in the VIP Hospitality Tent
 Catering for your guests including a meal and select beverages
 One VIP Team Gift Bag for each guest
 A pre-race pit tour for each guest where available
 Decorations and set-up of the VIP Hospitality
 A microphone and sound system
 A limited amount of valuable merchandise & collectibles to be given away
in the Sponsor VIP Tent as a register-to-win contest
* Cost based on needs –
NASCAR Modified Tour pricing - $15,000 per 50 guests for each desired event
Contact John Burnham at Burnham Motorsports for pricing 603-759-3059. / 22
INTERACTIVE ONLINE MARKETING

 Burnham will work with sponsor to drive traffic to its website. The
NASCAR season runs from April – November with millions of fans
constantly visiting the website of their favorite team and driver.

 Burnham will place the Sponsor logo and a link to the sponsor’s
website on the home page and on the primary driver’s page on the
teams website.

 Sponsor may use any of the benefits provided in this proposal to


develop a NASCAR marketing platform on the company’s website.

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MERCHANDISING

 Burnham has the ability to work with its


sponsors to create a complete line of racing
merchandise and collectables to be sold at-
track, at retail locations nationwide and
through other Sponsor distribution
channels. Specific details to be discussed.
 Ideal for GIFT WITH PURCHASE incentives!
 Team merchandise may be produced as gifts
for VIP guests at each hospitality event.
 Burnham and Sponsor will form a mutually
agreed upon profit share agreement for all
Sponsor Racing merchandise. Details to be
discussed.

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ADDITIONAL VIP EXPERIENCES
 The Team and Driver will work with Sponsor to provide unique VIP
experiences at each event. These experiences may be used as
incentives or promotions. Opportunities include, but are not limited
to:

 All-Access Garage Passes for each event

 Access to the Sponsor Team Transport Hauler

 VIP Seating for select events

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5. PUBLIC RELATIONS
 As a sponsor, the Team will provide your organization with a Public
Relations Manager to assist in Sponsor marketing and PR efforts
related to your partnership.
 A Public Relations Manager will assist as follows:
– Working with national and local media outlets to develop race
team / sponsor coverage
– Assist in development of a media kit and race related PR Items
– Provide weekly race reports (pre and post) to sponsor and key
media outlets
– Contact and develop story angles (national and local)
– Assist with sponsor requirements as necessary to include (but
not limited to) the following: pre-race guest tours, coordinate
victory lane activities, race ticket purchase, pit pass lists for
NASCAR, etc.
– Working closely with NASCAR PR to ensure inclusion in all
media opportunities

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PROPOSED
TERMS OF
AGREEMENT
BECAUSE YOUR OBJECTIVES ARE UNIQUE,
WE WILL CREATE A CUSTOMIZED
PACKAGE TO MEET YOUR OBJECTIVES!

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PROPOSED TERMS OF AGREEMENT

Term: Terms are available in one, two and three year term commitments.

Cost: PRIMARY SPONSORSHIP including benefits as outlined in this


presentation:
FULL SEASON Primary Sponsorship for all Burnham Motorsports
races in the Nascar Modified Tour (28 races based on the 2008
schedule) $500,000 per year.
ASSOCIATE SPONSORSHIPS FULL SEASON Associate Sponsorship
for all Burnham Motorsports races in the Nascar Modified Tour (28
races based on the 2008 schedule) $75,000 per year.
Contact John Burnham at Burnham Motorsports for more information
603-759-3059.

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NOW LET US SHOW YOU WHY BURNHAM
MOTORSPORTS IS THE MARKETING
VEHICLE OF CHOICE FOR AMERICA’S MOST
TRUSTED BRANDS!

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