IMG Sponsorship Sales Presented to York University November

IMG & Sponsorship Sales Presented to: York University November 3, 2009

Company background ~50 YEARS OF LEADERSHIP AND INNOVATION 1960 today York University November 3, 2009 2 IMG

IMG Worldwide Overview » IMG is the global leader in sports and, entertainment management and marketing, and represents the world’s most prominent athletes, artists, models, celebrities, speakers, literary figures and events. » Pioneered by Mark H. Mc. Cormack, its Founder, IMG was created in 1960 and currently employs a global staff of more than 3, 000. » IMG Worldwide -- offices, sports academies and IMG managed real estate facilities -- is represented by more than 66 offices in 33 countries. » IMG Media produces and distributes over 22, 000 hours of programming to more than 200 countries worldwide. » Every day of the year, IMG is involved in an average of eleven major events around the world. York University November 3, 2009 3 IMG

A truly global company EUROPE/MIDDLE EAST 33 offices/ ~1, 300 employees AMERICAS 30 offices/ ~1, 200 employees ASIA-PACIFIC London 15 offices/ 250 employees New York Hong Kong York University November 3, 2009 4 IMG

IMG Worldwide Overview Media Global services Golf Production television-filmbroadband-mobile Brand licensing Tennis Global cross-platform sales & distribution Consulting Fashion Rights consulting & representation Sponsorship sales US College Media ventures Event management and hospitality Talent brands Event properties Professional Sports & Cultural Properties York University November 3, 2009 5 IMG

Client Representation IMG talent management - highlights Diverse segment appeal - demographic, mindset, category, affinities, e. g. Men Women Golfers Adam Scott Anthony Kim Arnold Palmer Camilo Villegas Colin Montgomerie Jack Nicklaus Luke Donald Paul Casey Sergio Garcia Tiger Woods Trevor Immelman Stephen Ames Mike Weir Steve Stricker Annika Sorenstam Morgan Pressel Natalie Gulbis Lorie Kane Paula Creamer Michelle Wie York University November 3, 2009 6 Young adult Young male Tennis players Carlos Moya James Blake John Mc. Enroe Pete Sampras Roger Federer Rafael Nadal Tommy Haas Billie Jean King Chris Evert Lindsay Davenport Jelena Jankovic Maria Sharapova Monica Seles Nicole Vaidisova Venus Williams Ethnic groups C-Suite Beautyconscious Fashion forward Sports fans Other athletes Models Celebrities Football Eli Manning Joe Montana L. Tomlinson Peyton Manning Emmitt Smith Alek Wek Carolyn Murphy Daria Werbowy Gemma Ward Gisele Bündchen Heidi Klum Jaquetta Wheeler Kate Moss Lauren Hutton Liya Kebede Naomi Campbell Shalom Harlowe Stephanie Seymour Jessica Stam Shalom Harlowe Broadcasters Bob Costas Charles Barkley Tom Bergeron Phil Keoghan John Madden Jim Nantz Action Sports Shaun White Other Sports Carly Patterson Jeff Gordon Danika Patrick Jonny Moseley Steve Nash Kristi Yamaguchi Alex Ovechkin Picabo Street Brian Orser Sale & Pelletier Jeffrey Buttle Film/TV actors Angie Harmon Billy Bush Drew Barrymore George Lopez Hilary Duff Liv Tyler Mischa Barton Justin Timberlake IMG

Client Representation York University November 3, 2009 7 IMG

Corporate Sales and Marketing » Highlights of IMG owned/managed events: Diverse segment appeal - demographic, mindset, category, affinities, e. g. Men Women Young adult Young male Ethnic groups C-Suite Beautyconscious Fashion forward Sports fans Golf Tennis Other sports Fashion ADT Championship (LPGA) Australian Open Beach Games Eco Style (Kuala Lumpur) Del Webb Father/Son Challenge ATP Barcelona Internatl. Skating Union Deutsche Bank Championship Bank of the West Classic Formula D racing Fashion Fringe (London) Fashion Week in Moscow HSBC Champions (Shanghai) Black. Rock (Merrill Lynch) Tour of Champions Lexmark Indy 300 (Australia) Chennai Open NHRA China Open NCAA Mediabank Open Rugby World Cup(s Gaz de Paris Stars on Ice Sony Ericsson Open U. S. Open of Surfing Wimbledon) Tour de Suisse HSBC Women’s World Match HSBC Match Play Championship Johnny Walker Classic The Open Championship) Samsung World Championship (LPGA) The Wendy’s Skins Game UEFA Cup Williams F 1 Team Hong Kong Luxury Week Lakmé Fashion Week (Mumbai) LG Fashion Week (Toronto) London Fashion Week Mercedes-Benz Fashion Week NY-Miami-Berlin Milan Fashion Week Rosemount Australian Fashion Week Singapore Fashion Festival Sydney Fashion Festival World Series of Poker York University November 3, 2009 8 IMG

Sponsorship - IMG » Sponsorship is a significant portion of IMG’s annual revenue $1, 200, 000+ annually » IMG has division based sales team, regional based teams (as in Canada) and property specific teams that are responsibility for selling sponsorship. » In the world of IMG – Sponsorship and Endorsements are very similar – building associative platforms with personalities are built on the same principles as sponsorships. » IMG – We build strategic platforms we do not sell sponsorship » Examples: » Fashion – Mercedes Benz, Amex & DHL » Golf - Accenture, Bank of Scotland, Ricoh » Tennis – Sony Ericsson, Evian & Rolex York University November 3, 2009 9 IMG

What is Sponsorship » Creating an association between a company or a brand with a property or a personality » Also known as Associative Marketing » Sponsorship is a 360 degree marketing tactic whereby other forms of media i. e. television, print, radio are one dimensional » Sponsorship allows a brand to build equity through a transference of brand attributes. York University November 3, 2009 10 IMG

Who Sells Sponsorship » Properties » Agencies – on behalf of properties » In Toronto – examples of properties include: » » » Maple Leaf Sports & Entertainment Tennis Canada Royal Canadian Golf Association Toronto Blue Jays Toronto Argonauts National Hockey League » » » NBA Canada NFL Canada Canadian Football League Honda Indy (Andretti Green Racing) Toronto International Film Festival » Examples of Agencies include: » » » CCMC – Canadian Hockey League Wakeham & Associates XMC Sports & Entertainment » IMG is a hybrid as it owns its own properties i. e. TELUS Skins Game, Wakefest & Sears Stars on Ice and also represents properties as a 3 rd party. York University November 3, 2009 11 IMG

Sponsorship Sales Process » » » Segmenting & Research on Property Understanding the Property’s Brand Attributes Prospecting based on the above 2 points Identifying Decision Maker in Prospect Company Engagement – Cold Calling or Cold Emailing Secure First Meeting Education and Understanding Prospect’s Needs & Objectives Customization of Sponsorship Program Secure Second Meeting to Present Tweak Program Negotiate Contract York University November 3, 2009 12 IMG

Pricing Two things determine pricing: 1) What the sponsorship is worth = the value 2) What the market will bare! York University November 3, 2009 13 IMG

Pricing » There is no hard and fast rule to pricing » In a buyer’s market – the buyer is looking for as many benefits for as little $ (NOW) • You need to convince the buyer – CFL 2001 » In a seller’s market – the seller is looking to maximize the $ from the category • VANOC, NFL, Toronto Maple Leafs, etc. • Hot categories – Beer, Soft Drink and Telecom York University November 3, 2009 14 IMG

Cost vs. Value » Synergy and Efficiency » In sponsorship – the sum of the parts are worth more than the overall sponsorship » You buy efficiency when you buy sponsorship » 3: 1 – $3 dollars in value for every $1 dollar spent on sponsorship York University November 3, 2009 15 IMG

Cost vs. Value » Two things make up a sponsorship proposal: • Tangible Benefits • Intangible Benefits » Tangible – tickets, signage, television ads, pa announcements » Intangible – Associative Rights York University November 3, 2009 16 IMG

Measurement » Much easier to measure tangible benefits vs. intangible benefits » Every asset in a proposal has a value » VANOC and NFL – Intangible York University November 3, 2009 17 IMG

Negotiations 1. Determine the right mix of benefits with each sponsor - will vary depending on objectives 2. Customize 3. Provide 3: 1 or better value 4. Adjust asset mix with negotiations 5. Win/Win Scenario with buyer – developing a long term partnership 6. Adjust pricing depending on market York University November 3, 2009 18 IMG

How to Get More? 1. Multiple parties 2. Develop base of category leading sponsors 3. Engaging and attractive sales material 4. Customized programs 5. Research on company York University November 3, 2009 19 IMG

Maximizing Value » What if the sponsor doesn’t want to pay for the full price? • Multi-year commitment • Provide deep discount on first year or first year free • Look at first year as a trial • Backload investment York University November 3, 2009 20 IMG

Sponsorship Sellers » 10 Skills/Traits that make someone a good sponsorship seller: 1. Creativity 2. Communication – Listening and Writing 3. Integrity 4. Assertive 5. Dynamic 6. Market Educated 7. Experience 8. Strategic 9. Consultative 10. Focused York University November 3, 2009 21 IMG

Questions York University November 3, 2009 22 IMG