6 Gs OF ACCELERATION 6 Gs OF ACCELERATION 0 to 100 mph IN LESS THAN ONE SECOND 0 to 100 mph IN LESS...

6 Gs6 Gs OF ACCELERATIONOF ACCELERATION

6 Gs6 Gs OF ACCELERATIONOF ACCELERATION

0 to 100 mph0 to 100 mph IN LESS THAN ONE SECONDIN LESS THAN ONE SECOND

0 to 100 mph0 to 100 mph IN LESS THAN ONE SECONDIN LESS THAN ONE SECOND

Ultimate Sensory Ultimate Sensory ExperienceExperience

330 mph330 mph RACING SPEEDSRACING SPEEDS

330 mph330 mph RACING SPEEDSRACING SPEEDS

70007000 HORSEPOWERHORSEPOWER70007000

HORSEPOWERHORSEPOWER

Extreme Speed and Extreme Speed and PerformancePerformance

Ultimate Environment for Ultimate Environment for Fans and Fans and

SponsorsSponsors

Ability to Meet Drivers Ability to Meet Drivers and and

Watch them WorkWatch them Work

DiversityDiversity NHRA has a long history of diverse racers and race fans

ANTRON BROWNPro Stock Motorcycle

TONY PEDREGONFunny Car

ANGELLE SAMPEYPro Stock Motorcycle

ASHLEY FORCETop Alcohol Dragster

World’s Largest Motorsports OrganizationWorld’s Largest Motorsports Organization

80,000 members

300,000 participants

140 NHRA Member Tracks

5,000+ events annually

1.5 million side-by-side races per year

The NHRA FanThe NHRA Fan According to Scarborough Research, 33.8 million or 15.3% of the US population has

an interest in NHRA Drag Racing

Source: Scarborough Research 2005 (Interest = Very or Somewhat or A little bit interested)

56.7% (112)

22.4% (110)

44.9% (111)

61.2% (111)

56.3% (99)

43.7% (101)

10.6% (86)

7.5% (73)

77.1% (107)

67.5% (110)

33.5% (113)

20.1% (114)

17.0% (130)

22.0% (43)

78.0% (161)

0.0% 20.0% 40.0% 60.0% 80.0% 100.0%

HH spent $100+ on groceries past w eek

1 or more teenagers in HH (12 - 17)

1 or more children in HH

Household size 3+

Married

Single

Hispanic

African American

White

Household Income $30K - $99K

Age 35 - 49

Age 25 - 34

Age 18 - 24

Female

Male

The NHRA Fan: A SummaryThe NHRA Fan: A Summary

Source: Scarborough Research 2005 (Fan = Very or Somewhat interested)

(INDEX) Market Average= 100

NHRA fans are more likely than the US population to plan purchases of the following:

136

113

126

136

134

138

126

133

130

0 25 50 75 100 125 150

Wireless phone

Vacation home

MP3 player

Major appliance

Luxury vehicle

House / condo

Digital camera

Computer

HH ow ns pool / spa

The NHRA Fan: Intend to PurchaseThe NHRA Fan: Intend to Purchase



Household plans to buy next 12 months

Questions: Item household owns (pool / spa) / Items household plans to buy in the next 12 months

122

252

171

119

259

185

149

123

117

0 50 100 150 200 250 300

Team sports

Snow boarding

Pow er boating

In-line skating

Hunting

Fishing

Camping

Bow ling

Bicyling

NHRA fans are more likely to engage in active, outdoor lifestyle activities

The NHRA Fan: Lifestyle ActivitiesThe NHRA Fan: Lifestyle Activities



Questions: Item household owns (pool / spa) / Items household plans to buy in the next 12 months

The NHRA Fan: By RegionThe NHRA Fan: By Region Because of its grassroots development, NHRA is truly a national sport with broad

geographic distribution


Cross over with NASCAR is relatively low: Only 12.7% of NASCAR fans are avid fans of NHRA

Key demographic differences: NHRA fans are more likely to be Age 18 – 24 + 31%

Black / African American + 10%

Hispanic + 28%

Household size (+ 3) + 7%

Household spent $100+ on groceries + 8%

Younger, more diverse, live in larger households and have greater purchasing power

The NHRA Fan: Versus NASCARThe NHRA Fan: Versus NASCAR

Source: Scarborough Research 2005 (Fan = Very or Somewhat interested, Avid Fan = Very interested)

23 national events

2,000,000+ spectators annually

35 of 50 DMAs

All national events televised on ESPN2

NHRA POWERade Drag Racing SeriesNHRA POWERade Drag Racing Series

Unmatched Geographic ReachUnmatched Geographic Reach

NATIONAL EVENTS

1. Los Angeles, CA2. Phoenix, AZ3. Gainesville, FL4. Houston, TX5. Las Vegas, NV6. Bristol, TN7. Atlanta, GA8. Columbus, OH9. Topeka, KS10. Chicago, IL11. Englishtown, NJ12. St. Louis, MO13. Denver, CO14. Seattle, WA15. Sonoma, CA16. Minneapolis, MN17. Memphis, TN18. Indianapolis, IN19. Reading, PA20. Dallas, TX21. Richmond, VA22. Las Vegas, NV23. Los Angeles, CA

NHRA Markets where NASCAR is notNHRA Markets where NASCAR is not

• Denver, CO

• Houston, TX

• Memphis, TN

• Minneapolis, MN

• Seattle, WA

• St. Louis, MO

National DRAGSTERNational DRAGSTER Official magazine of the NHRA 48 issues printed annually 80,000 subscribers Nearly 350,000 avid weekly readership Exposure through race / event mentions

and continuous photo coverage 89% of readers refer to National

DRAGSTER when making a buying decision

$1.5 billion spent annually by National DRAGSTER readers in the automotive after-market

Source: Lewis & Clark Research 2005

1.5 million unique visitors per month 30 million page views per month The Source of NHRA News:

News and event coverage

Schedules

Up-to-the minute qualifying and race results

Current standings

Ticket information

Driver, team and sponsor info

Multi-media

NHRA.comNHRA.com

13.1%

6.1% 6.0%

1.4%

0.0%

5.0%

10.0%

15.0%

NHRA F1 IRL Champ Car

Favorite Type of Auto RacingFavorite Type of Auto Racing NHRA ranks a clear # 2 as favorite type of auto racing behind NASCAR (58.4%)

Source: ESPN Sports Poll 2005

Question: What is your favorite type of racing?

# 2 Motorsport in America

11 year strategic partnership with ESPN2 Exclusive television agreement with ESPN2 through 2011 Nearly 90 million household coverage via ESPN2 Nearly 200 hours of original NHRA programming All 23 NHRA POWERade Drag Racing Series events are broadcast live or on a same

day basis on ESPN2 More than 130 hours of original NHRA POWERade Drag Racing Series programming 41 NHRA 2Day magazine shows 16 NHRA Lucas Oil Drag Racing Series shows Launch of NHRA ESPN2 HD in June 2005 with the NHRA POWERade Drag Racing

Series event in Englishtown, NJ

NHRA Broadcast ExposureNHRA Broadcast Exposure

ESPN2 Partnership

In a flat to declining sports market, NHRA National Event viewership increased 60% in 2005 versus 2000

NHRA ViewershipNHRA Viewership

NHRA National Event viewership = POWERade, Lucas Oil & NHRA 2Day broadcasts

40.0

63.8

0.0

10.0

20.0

30.0

40.0

50.0

60.0

70.0

2000 2005

To

tal V

iew

ers

(M

illio

ns)

ESPN2 Partnership

11.5

16.8

0.0

5.0

10.0

15.0

20.0

2001 2005

NHRA 2Day ViewershipNHRA 2Day Viewership NHRA 2Day viewership increased 46% in 2005 versus 2001

To

tal V

iew

ers

(M

illio

ns)

ESPN2 Partnership

NHRA 2Day viewership increased 17.8% in 2005 compared to 2004 NHRA POWERade Drag Racing Series final eliminations viewership was up 18.9% in

2005 versus 2004 Total NHRA POWERade Series race weekend viewership is up 11.8%

2005 2004NHRA 2DAY

Number of shows 41 41 Total Viewership 16,832,771 14,285,109 Average per show 410,555 348,417 % Change 17.8%

POWERADE (FINALS)

Number of shows 23 23 Total Viewership 20,161,142 16,957,781 Average per show 876,571 737,295 % Change 18.9% -

RACE WEEKEND(POWERADE + NHRA 2Day)

Total Viewership 42,445,130 37,951,962 Average per show 1,845,440 1,650,085 % Change 11.8%

2005 TV Viewership Increase2005 TV Viewership Increase

ESPN2 Partnership

NHRA achieved top scores in sponsor satisfaction

CATEGORY RANK Offer good value for the money # 1 Focus on strong return-on-investment # 2 Offer good value-added programs # 2 Satisfaction with teams / events # 2 Athletes enjoy a good reputation with sponsors / fans # 2 Easy to coordinate programs between league and teams # 3 Provide in-venue assets # 3 Client centered and service oriented # 4 Responsive to sponsor as a customer, understand our objectives # 4 Media package meets needs # 4

AFL CART IRL LPGA Minor League Baseball Minor League Hockey MLB

MLS NASCAR NBA NCAA NFL NHL NHRA PGA WNBA

SportsBusiness JournalSportsBusiness Journal

Source: Street & Smith’s SportsBusiness Journal 2003 (League Report Card)

Sponsor Satisfaction

NHRA fans demonstrate high sponsor loyalty 98% of attendees feel positively about companies that sponsor the NHRA

89% of attendees try to support companies that sponsor the NHRA and NHRA race teams

All things being equal, 88% of attendees are likely to purchase the product of a NHRA sponsor over that of a non-sponsor

66% of NHRA fans stated they have switched brands because the brand they switched to was a sponsor of the NHRA

NHRA fans actively try new NHRA Sponsor products, services and promotions Over 90% of NHRA fans are likely to try a new product, service or promotion for the first

time if it’s a sponsor of NHRA

89% of attendees are likely to take part in a promotion linked to the NHRA▪ 45% of attendees stated they were “Very Likely” to take part in a promotion linked to the NHRA

Sponsor AffinitySponsor Affinity

Source: EventCorp Services, Inc. 2003 - 2004

Sponsor Loyalty & Affinity

Expanded coverage in USA Today leading up to and after the race weekend Relationship with AP to send story and photo on national AP Sportswire Expanded relationship with Street and Smith’s SportsBusiness Journal Increased exposure in automotive enthusiast publications including Autoweek, Motor

Trend, Hot Rod, Racer Magazine, etc. Expanded coverage in weekly motorsports columns in major dailies across the

country More coverage on ESPN platforms including ESPN News, SportsCenter, ESPN’s

bottom line, ESPN.com, ESPN 360, ESPN2 HD, ESPN The Magazine, ESPN The Weekend, ESPN Mobile

Expanded Media CoverageExpanded Media Coverage

Media Exposure

A&E “Driving Force” Show New reality show launching in July 2006

Featuring John Force and racing daughters

Multi-million dollar marketing campaign backing show

Most watched series premier on network since 2004

American Dragster Reality Show New reality show following the trials and tribulations

of an NHRA team during the course of the year as they try to win a world championship

Debuts on ESPN2 in April 2006

Disney “Right on Track” movie NHRA O’Reilly Jr. Drag Racing League themed

Aired on Disney channel in March / April of 2003

Watched by more than 50 million people

Voted “Most Awesome Sports Movie” by Disney viewers

Expanded Media EntertainmentExpanded Media Entertainment

Media Entertainment

Unprecedented sponsor interest in sport of NHRA Drag Racing New “non-endemic” sponsor involvement

Key NHRA initiative to continue to diversify sponsor base and mainstream sport

Strong Sponsor DiversificationStrong Sponsor Diversification

Sponsor Base

The NHRA Fan: GenderThe NHRA Fan: Gender NHRA has a strong male fan base, but also appeals to women


78.0%

22.0%

0.0%

20.0%

40.0%

60.0%

80.0%

100.0%

Men Women

INDEX 161 43

17.0%20.1%

33.5%

23.7%

5.7%

0.0%

10.0%

20.0%

30.0%

40.0%

18 - 24 25 - 34 35 - 49 50 - 64 65+

The NHRA Fan: AgeThe NHRA Fan: Age NHRA fans are found in all age brackets, with over 70% between 18 – 49 years


INDEX 130 114 113 105 33

20.1%

30.6%

36.9%

8.2%4.2%

0.0%

10.0%

20.0%

30.0%

40.0%

$29,999 or less $30,000 -$49,999

$50,000 -$99,999

$100,000 -$149,999

$150,000+

The NHRA Fan: Household IncomeThe NHRA Fan: Household Income NHRA fans reflect the middle class, with 68% having incomes between 30 – 100K


INDEX 88 109 112 83 71

77.1%

7.5% 10.6%1.4% 3.4%

0.0%

20.0%

40.0%

60.0%

80.0%

100.0%

White Black Hispanic Asian Other

The NHRA Fan: EthnicityThe NHRA Fan: Ethnicity NHRA fans reflect broader diversity versus other motorsports


INDEX 107 73 86 60 121

12.0%

46.4%

29.9%

11.7%

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

Some High School orless

High School Some College College+

The NHRA Fan: EducationThe NHRA Fan: Education 76% of NHRA fans have a high school education or some college


INDEX 106 128 104 49

9.5%

29.3%

23.2%21.0%

14.2%

2.8%

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

1 2 3 4 5 or 6 7+

The NHRA Fan: Household SizeThe NHRA Fan: Household Size Over 60% of NHRA fans live in households of 3 or more


INDEX 72 92 117 113 104 94

3.6%7.3%

29.3%

34.9%

21.8%

0.0%

10.0%

20.0%

30.0%

40.0%

Less than $30 $30 - $49 $50 - $99 $100 - $149 $150+

The NHRA Fan: Grocery ExpendituresThe NHRA Fan: Grocery Expenditures Nearly 60% of NHRA households spend more than $100 per week in groceries


INDEX 79 75 91 113 109

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