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Ken LovellVP, Research & DevelopmentVP, Research & Development
PGA TOURPGA TOUR
PROGRESS
78
91 95 99103
107
78
91
103 104 107 106
1999 2000 2001 2002 2003 2004
Projected Fans Actual Fans
Source: ESPN Sports Poll; US Census
Actual versus Projected Fans(Millions)
Fan Base GrowthFan Base Growth
GROWING INTEREST IN PROFESSIONAL GOLF
22.0% 21.2%18.5%
16.1%
32.1%
36.4%
Pro Golf NASCAR NBA NFL MLB NHL
Source: ESPN Sports Poll; US Census
2004 versus 1999 Fan Base Change(Based on Total Number of Fans)
Fan Base GrowthFan Base Growth
Percentage Increase Interested In GolfPercentage Increase Interested In Golf
• 31% Increase in African 31% Increase in African American FansAmerican Fans
• 47% Increase in Hispanic Fans47% Increase in Hispanic Fans
• 25% Increase in Female Fans 25% Increase in Female Fans
GROWTH IN KEY SUBGROUPS
Source: ESPN Sports Poll
Fan Base GrowthFan Base Growth
Fan Base GrowthFan Base Growth
US Population Interested in Professional GolfUS Population Interested in Professional Golf
2004 v. 1999 2004 v. 1999
• 19% Increase among Males19% Increase among Males• 31% Increase among Adults Aged 45-54 31% Increase among Adults Aged 45-54 • 44% Increase among Adults Aged 55-6444% Increase among Adults Aged 55-64• 34% Increase among Adults Aged 65+34% Increase among Adults Aged 65+
Source: ESPN Sports Poll; US Census
CORE FANS ALSO GROWING
Source: Market Tools, 2004
IMAGE IS A STRENGTH VERSUS COMPETITION
Image Supports ProgressImage Supports Progress
93.7
86.5 85.379.9
59.4
49
PGATOUR
NASCAR NFL MLB NHL NBA
% of US Saying Sport’s Image Is Positive
Source: Market Tools, 2004
ATHLETES ARE KEY AMBASADORS
36.1
61.1
71.873.1
88.0
94.2
PGA TOUR NASCAR MLB NFL NHL NBA
% of US Saying Sport Provides Good Role
Models
Image Supports ProgressImage Supports Progress
NUMBER OF OFFICIAL MARKETING PARTNERS UP 44% SINCE 2002
22
32
4143
46
2000 2002 2003 2004 2005Source: PGA TOUR
Increasing Interest in the PGA TOURIncreasing Interest in the PGA TOUR
Increasing Interest in Domestic& Global Fortune CompaniesIncreasing Interest in Domestic& Global Fortune Companies
• 14% increase in Fortune 500 14% increase in Fortune 500 Companies since 2002Companies since 2002
• 28% increase in Fortune 100 28% increase in Fortune 100 Companies since 2002Companies since 2002
• 40% increase in Global Fortune 500 40% increase in Global Fortune 500 Companies since 2002Companies since 2002
• 32% increase in Global Fortune 100 32% increase in Global Fortune 100 Companies since 2002Companies since 2002