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

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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 with the sport 4.More likely to attend NASCAR races 5.More likely to be loyal to NASCAR sponsors by purchasing their products connection

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.
Gender Male Female NASCAR Regional Racing Series Fans 54% 46%

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

NASCAR regional racing series fans are more likely than other NASCAR fans to have followed the sport longer.
Tenure 5+ Years 10+ Years NASCAR Regional Racing Series Fans 83% 60% Other NASCAR Fans 68% 44% Index 122 * 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
50 100 150 200

0

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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 When I buy NASCAR sponsors  products I feel like I am making a  contribution to the sport I know which companies sponsor  NASCAR and its drivers NASCAR is the kind of sport that  needs corporate sponsorship NASCAR drivers could not run their  cars without sponsors’ support

167

144

131

102

100 0 50 100 150 200

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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!

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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.

     

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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 attrack, 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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