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Sport and i-Gaming Conference

Bringing together 888.com & Seville FC

London 20th September 2006

Kenneth Asquez LLM Sports Law

Sports & Media Management (Intl) Ltd

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© Sevilla F.C. SAD

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Agenda

Executive Summary

Sevilla FC-The Club

888.com- The Vision

The Importance of Understanding the Culture in Spain

Why SMILE was chosen

Questions

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EXECUTIVE SUMMARYFOUNDATIONS

A match of leading brands to create a win-win situation

SMILE’s ability to balance the Anglo Saxon & Latin Business Models and Languages

Leading international Brand with the objective to be THE leader of the pack

Growing global ambitions

Strategy to have a brand presence in many countries

100 year history- Centenary 2005

Top team in Andalusia (Population of 7.5mln.Huge British Expat Community)

Top Six Team in La Liga de las Estrellas

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SFC drive high levels of sentiment and passion

- 500,000 fan base in Spain, 40,000 season ticket holders

- 5mln “hard core” fans around the world

- UEFA Category Four Star Stadium with 45,500 seats

- Average match attendance 43,000 fans

100 years of sporting success and victories

- Major national and international titles (Current UEFA & European Super Cup Champions)

- Attacking, exciting fast playing style

- Culture of signing top global talent …selling on players at a significant profit.

EXECUTIVE SUMMARYSFC: THE CLUB

© Sevilla F.C. SAD

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EXECUTIVE SUMMARYSFC’S CURRENT MOMENTUM AND GROWTH PLAN

SFC is experiencing unrivalled popularity- the “team of the moment” in Spain

- Favourite to challenge the Real Madrid/FC Barcelona duopoly of Spanish football dominance

- Attractive playing style (according to diverse international media)

- Growing fan base in Spain.

- Top 4 TV audience generator in Spain (source: IFM International)

SFC setting the base for long-term success

- Backbone of young, balanced team signed for long-term stability.

- Economic strength from buying young talents at low cost and selling on at significant significant profit

- Strong sponsor partner synergies seen as key to long-term success© Sevilla F.C. SAD

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888 Holdings PLCGlobal Market Leader

888 Holdings PLC

• Global Leader in online gaming

• Looking to brand the company in several countries

“I am delighted to announce another European sports sponsorship so soon after our recent Toulouse agreement. Sevilla is a fantastic club in one of Europe’s most exciting leagues and we are thrilled to be associated with them. Investment in our brand is inextricably linked to our success and I look forward to the benefits I know these new sport sponsorships deals will bring”

John Anderson CEO of 888.com on the announcement of the sponsorship deal with Sevilla FC.

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THE CULTURE IN SPAIN & GIBRALTAR

… not all sun and sangria.… not all sun and sangria.

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Executive Summary

Sevilla FC-The Club

AGENDA

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SEVILLA FC BUSINESS MODEL

SPORTS ACTIVITY

MEDIA/FAN IMPACT

BUSINESS ACTIVITY

Win TrophiesWin Trophies

Cost ControlCost Control

Sound financesSound

finances

Sign leading Players at knockdown pricesSign leading Players at knockdown prices

Build and strengthen a global

fan base

Build and strengthen a global

fan base

Recognition in the media, vIewershipRecognition in the media, vIewership

New and Growing Revenue StreamsNew and Growing Revenue Streams

Value for sponsorValue for sponsor

Activation of sponsorshipActivation of sponsorship

Build and strengthen Global

Fan Base

Build and strengthen Global

Fan Base

Media recognition, vIewership

Media recognition, vIewership

SPORTS ACTIVITY

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SPORTS ACTIVITYSFC’S TITLE HISTORY

La Liga Champions

X1

La Liga Runners Up

X4

Copa del Rey (FA Cup) Winners

X3

Copa Del Rey Runners Up

X2

Andalucia Cup Winners

X10

UEFA CUP Winners-Current

X1

UEFA SUPER CUP Winners-Current

X1

© Sevilla F.C SAD

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SPORTS ACTIVITYSTART OF A NEW WINNING CYCLE

SFC has just began the most successful era in the club’s 100 year history -

UEFA Cup and UEFA Super Cup Champions 2005/06...

SFC has just began the most successful era in the club’s 100 year history -

UEFA Cup and UEFA Super Cup Champions 2005/06...

© Sevilla F.C. SAD

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SPORTS ACTIVITYOUTLOOK FOR THE WAY FORWARD

Source: ladbrokes.com, 01.08.05

UEFA CUP BETTING ODDS SPANISH LEAGUE BETTING ODDS

SFC is favourite for the UEFA Cup.

Source: eurobet.com, 01.08.05

... and to challenge the Real Madrid/FC Barcelona domination of the Spanish League

… and experts (bookmakers) agree that SFC has set the basis for continued success, nationally and internationally.

… and experts (bookmakers) agree that SFC has set the basis for continued success, nationally and internationally.

Source: ladbrokes.com 15.09.06 Source: ladbrokes.com, 15.09.06

UEFA Cup 2006/07

SELECTIONClick here or on ODDS to change view order

ODDS BET NOW OR ADD TO MULTIPLE

Sevilla  8/1

Schalke  10/1

Tottenham  12/1

Ajax  16/1

Bayer Leverkusen  16/1

Marseille  18/1

Palermo  20/1

Football - Spanish - Tournament Betting

Primera Liga 2006/07

SELECTIONClick here or on ODDS to change view order

ODDS BET NOW OR ADD TO MULTIPLE

Barcelona  2/5

Real Madrid  5/2

Valencia  10/1

Sevilla  16/1

Atletico Madrid  40/1

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SPORTS ACTIVITYSFC PLAYER PROFILE

The backbone of a young, balanced, global team, signed long-term 2010, ensures long-term competitiveness & international

exposure

The backbone of a young, balanced, global team, signed long-term 2010, ensures long-term competitiveness & international

exposure

Hinkel Regular German

International.

Poulsen

National Icon in Denmark

Alves, Renato & Luis Fabiano.

Regular members of the Brazil

National Team

Navas, Navarro & Puerta

Youth and Experience personified

Maresca Only Italian to star in La Liga in

the last decadeChevanton. National icon in

Uruguay

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AGENDA

Executive Summary

Sevilla FC-The Club

888.Com- The Vision

The Importance of Understanding the Culture in Spain

Why SMILE was chosen

Questions

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MEDIA/FAN IMPACT DEVELOPMENT OF FOOTBALL ON TV

While broadcasting time for football increases (predominantly due to background stories and interviews), the total audience

slightly recedes, reflecting increased exclusivity of pay-TV.

While broadcasting time for football increases (predominantly due to background stories and interviews), the total audience

slightly recedes, reflecting increased exclusivity of pay-TV.

Source: IFM Soccer Yearbook 2005. Countries: Spain, France, Italy, Germany, UK, Switzerland, Netherlands.

FOOTBALL COVERAGE

9.84910.658

2.557

4.028

14.686

12.406

Broadcasting and Actual playing time (hours)

Cumulated Audience in Europe (millions)

REACH

03/04 04/05

Non-playing time: background stories, interviews, fan stories,..

Actual playing time

Total broadcasting time

36.51234.350

03/04 04/05

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MEDIA/FAN IMPACT COMPARISON OF THE PREMIERSHIP AND LA LIGA

La Liga reaches more viewers in its home country...La Liga reaches more viewers in its home country...

Source: IFM Soccer Yearbook 2005.

COVERAGE OF PREMIERSHIP V LA LIGA

1.980

1.443

557

281

1.724

2.537

Broadcasting and Actual playing time (h) Cumulated Audience in home country (millions)

REACH OF PREMIERSHIP V LA LIGA

Non-playing time: background stories, interviews, fan stories,..

Actual playing time

Total broadcasting time

3.282

4.323

UK SpainEurope Europe

55

108

Average Impacts

UK Spain

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2.029

1.266

707 567337 295

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MEDIA/FAN IMPACT COMPARISON OF EUROPEAN LEAGUES

… and is No.1 on European level. La Liga generates far more viewers across Europe than any other European

League.

… and is No.1 on European level. La Liga generates far more viewers across Europe than any other European

League.

Source: IFM Soccer Yearbook 2005.

REACH OF EUROPEAN LEAGUES

Cumulated Audience in Europe “non home countries” (millions)

Europe exc. UK

Europe exc. Spain

Europe exc.Italy

Europe exc.Germany

Europe exc.France

Europe exc. Netherlands

Europe exc. Switzerland

© Sevilla F.C. SAD

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AGENDA

Executive Summary

Sevilla FC-The Club

888.com-The Vision

The Importance of Understanding the Culture in Spain

Why SMILE was chosen

Questions

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THE CULTURE

… not all sun and sangria.… not all sun and sangria.

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AGENDA

Executive Summary

Sevilla FC-The Club

888.com- The Vision

The Importance of Understanding the Culture in Spain

Why SMILE was chosen

Questions

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Why SMILE was Chosen

Due to our ability to balance the Anglo Saxon and Latin Business Models & Languages

Brief: Find a trustworthy and stable Club that seeks Brand Awareness and Loyalty, in order to reinforce 888.com’s strategy of maximising the

company’s awareness in multiple international markets.

Branding on television is very important to 888.com.

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Why SMILE was Chosen

The client and not the company will The client and not the company will be in the spotlightbe in the spotlight

Dedicated team of professionals with Dedicated team of professionals with a thorough understanding of the a thorough understanding of the Spanish Culture and Language Spanish Culture and Language

whilst working and educated within whilst working and educated within the Anglo Saxon model.the Anglo Saxon model.

We are based in Gibraltar, which has We are based in Gibraltar, which has a strong international reputation as a a strong international reputation as a well regulated finance centre and has well regulated finance centre and has

excellent communications.excellent communications.

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Attractive, dynamic playing style

World Class players with global appeal

Base for sports success set long-term

Vast European & Global TV reach

International outlook and future expansion plans

Growing Reputation & reknown beyond Spain

Long-standing and solid history

Dedicated management

SFC is an evolving, “up-and-coming” brand, making it a perfect communication vehicle

for any aspiring global brand.

SFC is an evolving, “up-and-coming” brand, making it a perfect communication vehicle

for any aspiring global brand.

SFC’S CURRENT MOMENTUM SUMMARY

© Sevilla F.C. SAD

© Sevilla F.C. SAD

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INSTANT WORLDWIDE MEDIA EXPOSURE

… the way Sevilla demolished FC Barcelona in the UEFA Super Cup Final gained 888.com vast

national and international Front Page Exposure

… the way Sevilla demolished FC Barcelona in the UEFA Super Cup Final gained 888.com vast

national and international Front Page Exposure

888.com’s

profile will undoubtedly continue to

raise with such a Winning Team

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Questions ?Questions ?