Ducati Xerox Superbike Team

A sponsorship success

Xerox Europe Sponsorship objectives

• Increase brand saliency and top of mind awareness

• Facilitating a transition towards desired brand positioning

• Enhance key brand attributes

• Vibrant, Human, Connected, Open

• Motivate and energize customers and employees

• Provide salesforce/customers incentives & hospitality opportunities

• Provide a platform for Xerox marketing communications activities

• Based around Xerox’s ‘Ready for Real business’ communications platform

Why World Superbikes?• Looking for something new after the Xerox

sponsorship of the Olympics finished in 2004

• Embodiment of dynamism & vitality

• Global appeal & reach• 13 races, 3 continents• 44% European reach• 2 billion global TV audience (06: 180m)• 94 networks, covering 173 countries• 2,758 hrs (06: 1,950) of coverage

delivering $700m in media return• 215 million Internet viewers

• The world’s most prestigious production based championship

• Dramatisation of Xerox’s brand attributes

• Relatively untouched by corporate brands

• World Superbike accessibility and openness compared to something like F1

Why Ducati?

• One of the most iconic brands in the world

• Stylish, cool, dynamic, unique

• The most successful team ever in World Superbikes

• 16 Manufacturer's and 13 Rider’s Championship titles

• Unrivalled in terms of reach and appeal beyond World Superbikes

• Embracing lifestyle media and ‘celebrityism’• Common colour scheme

• Ducati and Xerox, driven to succeed as market leaders

• Both brands passionate and committed

Why Ducati?• Similar customers

• People buying a premium Ducati bike tend to be business leaders, C levels and business owners – the sort of people Xerox wants to engage.

• Ducati sells ‘membership of a club’ rather than just bikes; opportunity for Xerox as a B2B brand to engage customers in their relaxed leisure time.

• Ducati Motor Holdings is a Xerox customer

• Rationalised office equipment, reducing costs by 23%

• Author, translate and print Ducati technical manuals and other materials, reducing printing time from 15 days to 1 day.

Sponsorship History

2004 Road testXerox Ducati

Team, Caracchi

NCR Team

2005 1st year, learningsDucati Xerox TeamDucati Corse SRL

2006 - 08 getting it right2006 & 2008

Champions

2008 -10 New Xerox branding

New Story

2004

2006

Noriyuki Haga # 41

• Nationality: Japanese

• Born: March 2nd, 1975

• Marital status: married to with two children

• Height: 1.68m Weight 65kg

• Hobbies: Golf and watersport

• 2009 2nd in World Superbike Championship

Michel Fabrizio #84

• Nationality: Italian• Born: September 17th,

1984• Marital status: Married

with two children• Height: 1.73m Weight:

64kg• Hobbies: Football and

cinema• 2009 3rd in World

Superbike Championship

Ducati Xerox Team riders 2010

Contract highlights

• Ongoing multi-year contract• Title Sponsorship – the Ducati Xerox Superbike team

• 3 replica showbikes• 6 public appearances• 40 Paddock passes for each round (increased from 30)• Additional passes available to purchase if needed• 5 tables for hospitality• Mutual agreement on an annual marketing plan with common

promotional activities• Ducati to organise a sponsor workshop at the first part of each

season

Activation

The sponsorship is activated through:

• Customer hospitality around the races• Marketing in the paddock• Showbikes visiting customer events and tradeshows• Employee Engagement• TV and Press Coverage• Co-sponsor marketing• Personal Appearances by the team• On-line and Web activation.• Merchandise

Hospitality• We host up to 40 guests per day over a three day

race weekend• Focus on the ‘Race day experience’, enabling

guests to feel part of the Ducati Xerox family:– Race day program– Introduction to the team– Garage Tour– Great Italian cuisine.

Marketing in the Paddock

• Hospitality branding to tell the story of the sponsorship

• Technology centre showcasing Xerox technology, printing out photos of fans on the showbike.

Showbikes

Trade show and Events, Key European

markets • Ducati partners • EICMA, Drupa, Goodwood• HR Owen• PUMA• MPH

Employee Engagement

Team Visits to Xerox Sites• Bike displays, wheelies, burnouts• Autographs

Team manager presentation to senior Xerox Staff• What makes a great team

TV Coverage

• Live coverage of all qualifying and races on Eurosport• Reaching 117million homes in 59 countries (also in HD)

• Live coverage of races on Speed channel in the US

Co-Sponsors

Puma Store in Carnaby Street, London

Alfa Romeo promotion

Personal Appearances

Online Activation

Face book2,500 followerswww.facebook.com/ducatixeroxteam2010

Xerox.com/sponsorship• photos, videos,

downloads, news

plus twitter....

Merchandise

Ducati Xerox Shop at IPEX 2010

€20,000 worth of team merchandisesold in 10 days

ROI Summary

• TV & media coverage delivers 3 to 5 X the sponsorship cost in media value (depending on the success of the team)

• Customer hospitality We track the guests visiting the races against our central marketing database. These customers delivering $10’s millions in revenue – they are the right customers.

• Employee engagement Enthusiastic following with employees, value difficult to measure

• Brand visibility Brings excitement and something different to tradeshows, events and customer meetings.

• Summary Strong positive ROI from the sponsorship.