Series Information - 2012

Series Introduction

What is Formula DRIFT…

Entering its ninth season, Formula DRIFT is recognized as the global

leader in professional drifting. As the first drifting championship

series in North America, Formula DRIFT has taken this competitive

motor sport to the extreme; attracting fans and car enthusiasts

from all walks of life. It has also established the benchmark for

drifting worldwide. This high-skilled, high-powered motor sport,

where drivers intentionally maneuver their cars into well executed,

controlled sideways slides at high speeds through a marked course,

has more than 60 professional drivers competing in all seven

championship rounds.

Series Highlights

•First and Only Professional drifting championship series in the United States.

•65% of Formula Drift fans are in the 18-29 demographic.

•15% growth in attendance in 2011.

•Average per event attendance = 10,000 people. (largest event, Irwindale 15,750).

•Most diverse drifting series (driver nationality and vehicle make & model).

•Live Webcast of each round using full HD production cameras and HD tricaster.

•Over 1 million unique IP’s registered through our live webcast of the 7 championship

events.

•Over 2 billion impressions through national and global media across TV, radio, print,

online and out-of-home.

•1.5 million visits yearly on www.FormulaDrift.com.

•Formula Drift has produced over 50 professional competitions globally (USA, Mexico,

Singapore, Malaysia and Thailand).

•14 original half-hour episodes on the Versus/NBC Sports television network

•First drifting series to be captured in 3D via DirecTV.

•Created first ever drifting world championship; brought together 32 drivers, 17 past

and present champions, from 12 nations, representing 12 series.

•Created Formula Drift Asia Championship; first pan-Asia professional championship.

The Fans

Age

17 and under 8%

18-29 50%

30-39 34%

40-49 6%

50 and older 2%

Gender

Male 87%

Female 13%

* Female fans have increased over the last season

What is your level of education?

Some High School 9%

High School Graduate 17%

Some Trade/Technical School 6%

Trade/Technical School Graduate 9%

Some College 35%

College Graduate 19%

Graduate School and Beyond 3%

* 72% have at least some higher level education

What is your annual household income?

$30,000 - $50,000 60%

$50,000 - $69,999 16%

$70,000 - $89,999 8%

$90,000 - $109,999 8%

$110,000 and more 9%

What type of cell phone/smart phone do you use?

Windows Mobile 8%

Android 25%

Blackberry 15%

iPhone 25%

Other, please specify 30%

*iPhone and Android users are on the increase.

The Fans

Are you more willing/likely to support and purchase products from companies that sponsor Formula DRIFT events, drivers, and teams?

Abolutely 52%

Most of the time 25%

Sometimes 20%

Rarely 2%

Not at all 1%

*FD fans are tremendously supportive of brands that support Formula Drift.

Have you purchased something from a Formula Drift sponsor within 30 days of attending an event?

$25 & under 56%

$25-$50 21%

$50-$100 12%

$100-$250 5%

$250+ 5%

Do you own, finance or lease a car?

Yes 87%

No 13%

If you answered "YES" to the previous answer, what is the year of your primary car?

2010-2011 7%

2006-2009 24%

2002-2005 21%

1997-2001 19%

1996-older 30%

2012 Date/Location :April 6-7 Streets of Long Beach May 11-12 Road Atlanta June 1-2 West Palm Beach International Raceway June 22-23 Wall Speedway July 20-21 Evergreen Speedway August 24-25 Las Vegas Motor Speedway

October 12-13 Toyota Speedway of Irwindale

Features: 2-day event experience, highest caliber of drifting in the world, open team paddock, endemic and non-endemic displays, driver autograph signings, beautiful umbrella girls, the hottest show cars.

Format: 32 Car Elimination Bracket Competitions.

Event Experience

Formula Drift continues to lead both nationally and globally through our television show

National Television:•Broadcast on Versus (which will become NBC Sports, available in 75 million US households)

•13 original half-hour shows running from August to November.•Aired every Sunday at 5:30pm EST / 2:30pm PST.•Re-aired every Tuesday at 5:30pm EST / 2:30pm PST.•Average viewership per show, 550,000 households.•Sponsor integration via in-show features, branded segments, opening/closing billboards, organic product/brand placement and commercial units.

International Television:•Broadcast in over 70 countries.•Available in over 300 million households. •Distributed by IMG Media.

Television Broadcast

Live Streaming/DriftStream

DriftStream Introduction

In 2010, Formula DRIFT created the first ever comprehensive, interactive live webcast distributed globally, called DriftStream. The webcast features 16+ hours of live Formula DRIFT action both on and off the track per round. Additionally, DriftStream captures all the moments throughout the Formula DRIFT weekend including practice, qualifying, and every single head-to-head match.Consumer viewing of the stream will be as dynamic as the coverage. Fans are able to watch the same camera shots that are seen on the Formula DRIFT TV, and also enjoy chatting live with other fans while commenting on Facebook and Twitter. Finally, each and every moment of the weekend is archived and catalogued right into the Formula DRIFT on-demand player, YouTube/Driftstream and Vimeo.

Formula Drift Live Streaming “DriftStream” Quick Facts •1,000,052 unique IP’s registered from April to September 2011•7.3 million views •160,064 total hours viewed from April to September 2011•128 countries viewed from April to September 2011•In partnership with Justin.tv as well as 40 endemic websites including Formula DRIFT homepage and DriftStream.tv

In catering to a very elusive & tech savvy audience Formula DRIFT is on the forefront of Social Media marketing. The following figures display the strength of Formula DRIFT’s social media reach and influence.

As of June, 30, 2011…

Social Media Reach

NASCAR - 1,642,894NHRA - 285,989Formula DRIFT – 110,000IndyCar - 46,476ALMS - 21,341Grand Am - 11,588Lucas Oil OffRoad - 8,452RedLine Time Attack - 8,178Global RallyCross - 7,821World Challenge - 4,585TORC - 3,818

NASCAR - 68,822

NASCAR - 180,056IndyCar - 28,369NHRA - 12,164Formula DRIFT - 11,016ALMS - 6,675Grand Am - 6,017Lucas Oil OffRoad – 3,563RedLine Time Attack - 1,908TORC – 1,544Global RallyCross - 933World Challenge - 859