SBK Marketing Guide '08/'09

2008 - 2009SBK MARKETING GUIDE

7

SUMMARySBK WORLD CHAMPIONSHIP SPONSORSHIP

Introduction ...................................................................................... 6

Classes .............................................................................................. 7

Circuits .............................................................................................. 8

Manufacturers & riders ................................................................... 9

Sponsors ........................................................................................... 11

Introduction ....................................................................................36

Brand visibility ............................................................................... 37

Case histories .................................................................................45

Sponsor panel ................................................................................ 48

TARGET AUDIENCE SBK EXPERIENCE

Television .........................................................................................14

Circuits ............................................................................................. 16

2009 Tracks .................................................................................... 17

Press .................................................................................................18

Internet ...........................................................................................20

The Paddock Way ...........................................................................52

Paddock show .................................................................................53

Vip hospitality ................................................................................54

Race package..................................................................................55

Active style .....................................................................................56

Pit walk ............................................................................................57

MEDIA LICENSING & MERCHANDISING

Television ........................................................................................24

Main broadcasters .........................................................................26

Press ................................................................................................28

Internet ...........................................................................................32

Publications & printed materials .................................................60

Videogame .......................................................................................61

DVD ..................................................................................................62

Official SBK eyewear .....................................................................63

Official SBK apparel and gadgets ................................................64

INFRONT MOTOR SPORTS

Company .........................................................................................68

SBK WORLD CHAMPIONSHIP

10 - SBK WORLD CHAMPIONSHIP

INTRoDUcTIoN

The SBK Superbike World Championship® is one of the top three global motor sport series alongside Formula 1 and MotoGP.

It attracts approximately 1,000,000 race spectators and has a worldwide TV viewing audience of more than 2 billion.

In the four racing classes that make up the weekend event programme, more than 140 riders representing 27 nations regularly compete in front of a crowd of millions worldwide. The races also attract massive coverage through the press, television, radio and Internet.

Motorcycles for the FIM Superbike and Supersport World Championships® and the Superstock 1000 FIM Cup® are based on recent or current production bikes, available to the public through the manufacturer’s normal commercial channels.


11SBK WORLD CHAMPIONSHIP -

clASSESThe championship event programme is made up of the following classes:

®

®

®

®


12 - SBK WORLD CHAMPIONSHIP

cIRcUITSThe 2009 championship will take place over 14 rounds in 5 continents. Lasting eight months, the season will start in March and will conclude in late October.

The calendar includes races at classic Superbike circuits such as Monza (Italy), Donington (UK), Assen (Netherlands) and Phillip Island ( Australia) as well as events at modern, purpose-built structures such as Losail (Qatar), Miller Motorsports Park (USA) and Portimão (Portugal).

The 2009 calendar includes a date at the famous Kyalami circuit, which brings World Superbike back to South Africa for the first time since 2002.



MANUFAcTURERSAND RIDERSMANUFACTURERS

SBK Superbike World Championship® attracts the world’s top motorcycle manufacturers. In 2009 Ducati from Italy and the ‘Big 4’ Japanese constructors, Honda, Kawasaki, Suzuki and Yamaha, all of whom have been present in the championship for many years, will be joined by two more prestigious European manufacturers, Aprilia from Italy and BMW from Germany. A total of seven manufacturers will be present in the 2009 championship, an unprecedented number and unrivalled in any other form of motor sport.In World Supersport, where five manufacturers are present, the British company Triumph will again be racing against bikes from their four Japanese rivals. The 2009 Superstock 1000 season, which saw the debut of KTM last year, will be marked by the return of MV Agusta, and the Italian company will take on Ducati, Honda, Kawasaki, Suzuki and Yamaha.These manufacturers, who race with their very latest production-based superbike and supersport machines, contribute to one of the most stellar line-ups ever seen in top-level motorcycle racing.

RIDERS

The top riders competing in Superbike often go on to become household names. Noriyuki Haga (Japan), Troy Corser (Australia), Max Biaggi (Italy) and Ruben Xaus (Spain) are all favourites of the crowds, whom they regularly thrill week-in and week-out with exciting, fairing-to-fairing racing, while three-time world champion Troy Bayliss (Australia), who retired at the end of last season, has become a true legend for Ducati and Superbike racing in general over the years.

The influx of new riders includes three-times AMA Superbike champion Ben Spies from America, the top four from the competitive BSB British Superbike Championship (Shane Byrne, Leon Haslam, Cal Crutchlow and Tom Sykes) and Japan’s Shinya Nakano.



SpoNSoRSThe SBK Superbike World Championship® attracts a series of sponsors that are amongst the most important brands within their sectors.


TARGET AUDIENCE

18 - TARGET AUDIENCE

TElEvISIoNOver 2 billion TV contacts in 2008.

Exciting racing, the timeless appeal of top-class riders and machinery and high-quality international TV coverage ensure that the SBK Superbike World Championship® reaches households in all corners of the world.

The championship appeals to a predominantly male audience (66%), with the main percentage of viewers falling into the 15-44 age bracket (79%).

The female audience makes up an increasing amount of TV viewers, with an average of 34% recorded throughout the season.

Viewers generally have a good standard of education and a comfortable economic background.

TELEVISION SPECTATORS79% Are between 15 - 44 years old66% Are male40% Have a post-graduate education level

AVERAGE TELEVISION CONTACTS PER ROUND:170 Million

Age

(35-44) 24%(25-34) 30%

(15-24) 25%

(45-54) 8% (55+) 7%

(0-14) 6%

Gender

Female 34% Male 66%

TARGET AUDIENCE


cIRcUITSApproximately 1 million race spectators during the 2008 season.

One of the built-in appeals of SBK Superbike World Championship® is that it offers exciting racing on the track with bikes that are very similar to the ones used by race-going spectators to actually arrive at the circuit. This creates a strong brand identification amongst spectators.

Figures for circuit-going spectators follow a similar breakdown to the TV audience for the SBK Superbike World Championship®. These are predominantly male (67%) but an increasing number of female spectators are going to SBK Superbike World Championship® races (33%).

71% of people who go to the races are between 25 and 44 years of age, while an important figure is that 64.2% are bike owners, thus confirming the strong brand identification.

Spectators at the races spend an average of 120 Euro at SBK Superbike World Championship® events on merchandising, programmes, food and refreshments.

CIRCUIT SPECTATORS71% Are between 25 - 44 years old58% Are single64.2% Are bike owners120 Euro is the average amount of money spent at the event per person

Age

(35-44) 27%(25-34) 44%

(15-24) 16.2%

(45-54) 9.5% (55-64) 2.8%

(0-14) 0.5%

Gender

Female 33% Male 67%

TARGET AUDIENCE

21

Round 2 - 14 MarchLosail - Qatar

Round 11 - 6 SeptemberNürburgring - Germany

Round 13 - 4 OctoberMagny-Cours - France

Round 14 - 25 OctoberPortimão - Portugal

Round 8 - 21 JuneMisano - Rep. San Marino

Round 10 - 26 JulyBrno - Czech Republic

Round 6 - 17 MayKyalami - South Africa

Round 9 - 28 JuneDonington - Europe

Round 12 - 27 SeptemberImola - Italy

Round 1 - 1 MarchPhillip Island - Australia

Round 3 - 5 AprilValencia - Spain

Round 4 - 26 AprilAssen - The Netherlands

Round 5 - 10 MayMonza - Italy

Round 7 - 31 MaySalt Lake City - USA

TARGET AUDIENCE -

2009 TRAcKS

1 MILLION SPECTATORS IN 2008

TARGET AUDIENCE


pRESS

The SBK Superbike World Championship® receives massive global coverage through-out the specialist press – daily newspa-pers, weekly magazines and monthly pub-lications.

Lifestyle magazines throughout the world are also increasingly aware that SBK Superbike World Championship® racers are on a par with their sporting counterparts in other disciplines and are dedicating more and more space to these skilful and professional racers.

Age Age Age

(35-44) 22.1% (35-44) 20.5% (35-44) 19.8%

(25-34) 28.5% (25-34) 26% (25-34) 31.5%(15-24) 13.5% (15-24) 30% (15-24) 33%

(45-54) 14.7% (45-54) 11.5% (45-54) 7.7%

(55+) 21.2% (55+) 12% (55+) 8%

Gender Gender Gender

Female 10.4% Female 16.9% Female 35%Male 89.6% Male 83.1% Male 65%

TARGET AUDIENCE

LIFESTYLE MAGAZINESWEEKLY SPORTS MAGAZINESDAILY SPORTS NEWSPAPERS


INTERNETInternet has become an important channel for the global spread of World Superbike and it offers numerous opportunities (Live Streaming, Highlights, Video On Demand, Live Timing) for fans to follow the races live from the comfort of their own home.

The average age of Internet spectators is in line with the other key sectors of communication. 73% are between 18 and 44 years of age, while almost 50% view the www.worldsbk.com website for more than 2 minutes at a time.

Over two-thirds of SBK Superbike World Championship® supporters are avid net surfers while just under half have a large interest in technology and the Internet in general.

INTERNET SPECTATORS73% Are between 18 - 44 years old49% View the website for more than 2 minutes at a time32% Visit websites linked with World Superbike®

69% Surf the net for more than 8 hours per week43.3% Have a large interest in technology and the internet

Age

(35-44) 24%(25-34) 31%

(18-24) 18%

(45-54) 9% (55+) 6%

(0-17) 12%

Gender

Female 24% Male 76%

TARGET AUDIENCE

25TARGET AUDIENCE -

INTERNETOver 8 million unique visitors during 2008 season

Over 160 million page views during 2008 season

TARGET AUDIENCE

MEDIA

28 - MEDIA

TElEvISIoN

The 2008 Championship coverage of 3,500 hours was broadcast to 97 television networks around the world in 175 countries, reaching over 2 billion estimated cumulative tv contacts.

• In the last ten years TV coverage of the championship has grown from 132 countries and 35 networks to the current 2008 figure.

• In 2008 this global coverage had a television media value in excess of about US $780 million.

TOTAL OF COUNTRIESREACHED: 175

BROADCAST HOURS:OVER 3,500

TV NETWORKS: 97

MEDIA

29MEDIA -

TElEvISIoN

BROADCAST FACILITIES• FullyDigitalOBVanequippedwithSDI/High Definition-Standardformat16/9•Averagepereventof20TVcameras•TVProductionandSatellitedistribution• 60peopleworkingontheTVproductionofeach event•Upto170hoursoflivesatellitetransmission for 2008

ATTENDANCE

During 2008 about 15 different TV networks attended each event of the season providing new content and coverage of racing and especially paddock life.

In addition, race highlights, news contents and dedicated magazines, both for broadcast-ers and official website, complete our production.

MEDIA

30 - MEDIA

MAINBRoADcASTERS

MEDIA

31MEDIA -

MAINBRoADcASTERS

MEDIA

32 - MEDIA

pRESS

As it is one of the top global sports events, the SBK Superbike World Championship® is regularly covered throughout the world by all the specialist motorcycle publications, on a daily, weekly and monthly basis.

Lifestyle and non-sector coverage is increasing as World Superbike racers find their way into mainstream publications, while interest in the business and financial press is a constant, given the high profile of the championship and its key partners.

Media attendance at races is always at a high level, with an average of 150 journalists and photographers present at every event, representing a total number of 200 publications.

Print coverage of the SBK Superbike World Championship® now extends to over 80 countries throughout the world.

MEDIA

33MEDIA -

pRESSMEDIA

34 - MEDIA

pRESSMedia Brand Exposure Media Circulation

(Italy) 32%(Germany) 14%

(UK) 8%

(Spain) 25% (USA) 6%

(France) 15%

(Italy) 31%(Germany) 27%

(UK) 21%

(Spain) 8% (USA) 3%

(France) 10%

TOTAL EXPOSURE:777,064 cm21,246 pg A4

TOTAL CIRCULATION:26,700,000 COPIES

MEDIA

36 - MEDIA

INTERNET

The official SBK Superbike World Championship® websitewww.worldsbk.com has increased in popularity over the years as it becomes a constant source of updated information for news, statistics, results, standings and images. Superbike fans around the world now have a number of different multimedia features, that can help to enhance their viewing experience.Realized in collaboration with Infront AMS, the new media are an integral part of the website, which now offers popular services such as Live Streaming, Highlights, Video On Demand and Live Timing.Since the new www.worldsbk.com official website went on line at the end of February 2008, some impressive statistics have been recorded:

Website statistics• 160 million page views during 2008 season• Over 8 million unique visitors during 2008 season• Average time spent on website: over 13 minutes

Streaming statistics• 110 Live Streaming broadcasts throughout 2008 season• Most watched race: Vallelunga race 1 (over 7000 connected Live Streaming users)• Most watched VOD video on demand: Vallelunga race 2 (over 14,000 users)• Average number of users connected during Live Streaming: 2500

MEDIA

SPONSORSHIP

40 - SPONSORSHIP

INTRoDUcTIoN

Infront Motor Sports is in a position to offer an unparalleled package of benefits, services and rewards for sponsors who wish to lend their support to the SBK Superbike World Championship®

Massive television and media coverage, high profile on-site visibility in the Superbike paddock and unrivalled close contact with fans and spectators all guarantee that sponsors and partners can obtain the maximum from their association with World Superbike.

SPONSORSHIP

41SPONSORSHIP -

BRANDvISIBIlITy

TRACK ADVERTISING

One of the major assets of the SBK Superbike World Championship® is that it is able to offer sponsors an important level of TV coverage in terms of brand visibility through the direct management of on-track advertising and television production by Infront Motor Sports. This aspect, together with the other benefits, makes up an integrated communications package of absolute quality.

The following are the 2008 Sponsoring value figures for the Title Sponsor, Golden Sponsor and Official Sponsor as certified by the German market research agency IFM Medienanalysen GmbH.

SPONSORSHIP

RETURN ON INVESTMENT: SPONSORING VALUE•TitleSponsor:70MillionEuro•GoldenSponsor:40MillionEuro•OfficialSponsor:15MillionEuro

49SPONSORSHIP -

cASE hISToRy

HANNSPREE

Hannspree, the Taiwan-based manufacturer of LCD TVs and audio-visual products, associated its name with World Superbike in 2007, when it became title sponsor of the Ten Kate Honda team as well as one of the championship’s partners. In 2008 it then became the title sponsor of the championship. Further visibility is guaranteed with the televised awarding of a Hannspree monitor for the winner of the all-important Superpole qualifying session.

SPONSORSHIP

50 - SPONSORSHIP

cASE hISToRy

PIRELLI

Pirelli is the exclusive one-make tyre supplier for the FIM SBK Superbike World Championship®, the FIM Supersport World Championship, the Superstock 1000 FIM Cup and the UEM European Superstock 600 Championship. The partnership with FGSport (now Infront Motors Sports) began in 2004 when Pirelli entered the championship as official tyre supplier. Over the last five years the Italian tyre manufacturer has benefited from the constant development that comes from being directly involved with the world’s leading production-based championships, and this has then been applied to its road-bike tyre technology by taking mass production to a higher quality than previous hand-built prototypes. This new generation of tyres is now available for everyday motorcyclists in the form of Pirelli Diablo Superbike. Pirelli brings a total of approximately 6500 tyres to each race for the four categories, together with 9 trucks and a staff of 30.

SPONSORSHIP

51SPONSORSHIP -

cASE hISToRy

ALFA ROMEO

Italian automobile manufacturer Alfa Romeo joined the World Superbike portfolio of championship sponsors in 2007. As well as supplying the Safety Cars and Course Cars at every event, Alfa Romeo grid-girls are present alongside the riders at the start of each race and the company’s hospitality unit became a focal point in the paddock for a series of rider signing sessions, events, musical interludes and competitions. At the start of the 2008 season Alfa Romeo also created the first edition of the Alfa 159 Superpole Award for the best performance during the Saturday Superpole session. Troy Bayliss was the first winner and took home an Alfa Romeo 159 3.2 Sportwagon TI for his eight Superpole victories.

SPONSORSHIP

52 - SPONSORSHIP

SpoNSoR pANEl

TOP SPONSORS

CHAMPIONSHIP TITLE SPONSOR

SPONSORSHIP

53SPONSORSHIP -

SpoNSoR pANEl

SBK PARTNERS

EVENT SPONSORS

OFFICIAL SPONSORS

SPONSORSHIP

SBK EXPERIENCE

56 - SBK EXPERIENCE

ThE pADDocK WAy

The World Superbike paddock is one area where this championship differs and stands out from other forms of motor sport: it is a bustling hive of activity where spectators can get a closer look at everything that is happening during the race weekend.

Riders can be found signing autographs, while teams and mechanics are preparing their machines and decisions are being made by team managers. Collateral activities such as sponsor display units and merchandise areas also ensure that spectators can gain as much enjoyment as possible from their visit to the paddock.

On entering this exciting inner hub of the sport, race fans have total access to the Superbike experience, something that is totally unique to this form of motor sport.

PADDOCK AREA INCLUDES•Merchandisingandexhibitionarea•TeamHospitality•TechnicalArea•EntertainmentActivitiesArea

SBK EXPERIENCE

57SBK EXPERIENCE -

pADDocK ShoW

The Paddock Show has become the heart and soul of the World Superbike paddock. This modern, welcoming structure attracts the race fans with a spectacular display of the latest machines from all the manu-facturers present in World Superbike.

In addition, the Paddock Show stage is the venue for a key part of the weekend’s en-tertainment, the ever-popular post-qual-ifying and post-race press conferences, involving the top 3 Superbike and Super-sport riders.

Here the general public can get up close with their heroes and hear what they have to say just minutes after taking the che-quered flag.

In no other form of motor sport can fans have such unrivalled access to the racers.

The Paddock Show is also used for other collateral activities, such as live radio broadcasts, video promotions and presen-tations.

SBK EXPERIENCE

58 - SBK EXPERIENCE

vIp hoSpITAlITy

The Club SBK for Vip Hospitality is situated in the main paddock of all the Circuits, offering an unrivalled experience and a true reference point for all SBK Superbike World Championship® fans and for those companies that are interested in developing hospitality projects, incentives, conferences, product launches, business dinners and customer-oriented activities.

SBK EXPERIENCE

59SBK EXPERIENCE -

RAcE pAcKAGE

BASIC BENEFITS• Fulldayhospitalityfrom09:00-17:00• LiveTVCoverage•Breakfastandtopqualitylunchwithall-day drinks and refreshments• 3-dayPaddockPassandPitWalkonboth Saturday and Sunday• Parkingpass•Welcomeletter,mapofdirections,scheduleof events•Uniformedhostessservice

SBK EXPERIENCE

60 - SBK EXPERIENCE

AcTIvE STylE

BASIC BENEFITS• ReservedGrandstand(Racedayonly)• PaddockPasses• 1parkingpassforeachguest,PitWalkonboth Saturday and Sunday• Riderautographsessions

ADDITIONAL BENEFITS• ReservedParking• Catering•Merchandising•Audiovisual• SpecialEvents•Pickupservice

The “Paddock Way” even includes the opportunity to reserve your grandstand, providing clients with several different services such as:

SBK EXPERIENCE

61SBK EXPERIENCE -

pIT WAlK

Another unique aspect of the SBK Superbike World Championship® that enjoys incredible popularity is the pit walk on Saturday and Sunday mornings.

Here fans can soak up all the pre-race atmosphere on qualifying and raceday morning with a walk along the pit lane, meeting and getting autographs from their heroes and watching the teams and mechanics as they make last-minute preparations and adjustments for the races.

The pit walk is the perfect complement to every race fan’s World Superbike weekend as it enables him or her to enter right into the heart of the action.

SBK EXPERIENCE

LICENSING & MERCHANDISING

64 - LICENSING & MERCHANDISING

lIcENSING

OFFICIAL SBK PROGRAMMESOFFICIAL YEARBOOK


65LICENSING & MERCHANDISING -

lIcENSINGVIDEOGAME



lIcENSINGLICENSING & MERCHANDISING

DVD

67LICENSING & MERCHANDISING -

lIcENSINGEYEWEAR



APPAREL AND GADGETS

MERchANDISELICENSING & MERCHANDISING


72 - INFRONT MOTOR SPORTS

coMpANy

Infront Motor Sports, formerly FGSport, became part of the leading international sports marketing agency Infront Sports & Media based in Switzerland following Infront’s acquisition of the majority stake in FGSport in May 2007. The company is one of the leading promoters in motor sports and was originally founded in 1975 by Maurizio Flammini.

Since 1989 the Rome-based organisation has been the promoter of the FIM Superbike World Championship, sanctioned by the Fédération Internationale de Motocyclisme (FIM). Infront Motor Sports also organizes the FIM Supersport World Championship and the two support classes, the Superstock 1000 FIM Cup and the UEM European Superstock 600 Championship.

The organization has its origins in sport and can boast a wealth of experience – thirty years – alongside the most important institutions and national as well as international federations. Infront Motor Sports’ commitment exalts the great value of sport as an occasion for getting together and as a vehicle for communication.

The FIM Superbike World Championship® today represents, together with Formula 1 and MotoGP, one of the three global products of world motor sport, a heritage of undisputed value for the fans and an exceptional marketing and communications vehicle for the manufacturers and associated firms.


73

coMpANy

INFRONT MOTOR SPORTS -


Documents

SBK Marketing Guide '08/'09