PLANNING STRATEGY MONITORING

SPONSORGLOBE Event Report Annual sporting events as global platforms

1st June, 2011

Global interest in five major annual sporting events

Interested in the events in 28 countries*

(Very interested + Interested)

Average interest in the 28 countries*

(Very interested + Interested non-proportionalised)

UEFA Champions League

545 million 465 million 450 million 435 million 330 million

UEFA Champions League

32% 27% 27% 20% 19%

NBA
Barclays Premier League Formula 1 La Liga BBVA

Barclays Premier League

Formula 1 La Liga BBVA NBA

The UEFA Champions League is the most global of all annual sporting events, generating consistently high interest across all continents. The Barclays Premier League and its clubs also provide a global advertising platform for sponsors. In worldwide terms, the interest in the English league is consistently very high to high. The USA is the only market where interest is not as strong. La Liga BBVA is in global focus thanks to its two outstanding clubs, FC Barcelona and Real Madrid CF. In contrast to the two other football competitions and Formula 1, interest levels vary more strongly from country to country. The NBA has many fans. However, two thirds of them come from China and the USA (303 million). If these two countries are not observed, the US basketball league generates a comparatively low score as a global event.
Source: SPORT+MARKT Sponsoring 21+ 2010 Base: Each year approx.1000 representative respondents per country aged 16-69 years *Country overview: see methodology

SPORT+MARKT AG 2011

Global events: Average interest per country in seven regions

UEFA Champions League Barclays Premier League Formula 1 La Liga BBVA NBA

WESTERN EUROPE
Total population of countries investigated: 242 mill.

ASIA
Total population of countries investigated: 877 mill.

NORTH AMERICA
Total population of countries investigated: 288 mill.

43 26 29 21 11
Figures in %

EASTERN EUROPE
33 33 25 26 18
Figures in %

Total population of countries investigated: 123 mill.

34 23 19 21 21

44 32 37

22 21

Figures in % Figures in %

SOUTH AMERICA
Total population of countries investigated: 161 mill.

AFRICA
Total population of countries investigated: 54 mill.

25 18
SPORT+MARKT AG 2011

30 22 23

40 41 21 23 8

AUSTRALASIA
Total population of countries investigated: 15 mill.

17

23

27 19 8

Figures in % Figures in %

Figures in %

AFRICA: South Africa, Egypt | WESTERN EUROPE: France, Germany, UK, Portugal, Ireland, Spain, Italy, Netherlands | EASTERN EUROPE: Bulgaria, Czech Republic, Poland, Croatia, Russia | NORTH AMERICA: USA, Mexico | SOUTH AMERICA: Argentina, Brazil | ASIA: China, Thailand, India, Indonesia, Japan, South Korea, Malaysia, UAE | AUSTRALASIA: Australia
Source: SPORT+MARKT Sponsoring 21+ 2010 Base: Approx.1,000 representative respondents from the relevant country aged 16-69 years

FACTS: Global events Average interest per country in seven regions for five major annual sporting events
UEFA Champions League Almost half of Europeans are interested in the UEFA Champions League. The interest of 43% in Western Europe and 44% in Eastern Europe in footballs top club competition is outstanding.

The UEFA Champions League is either ranked 1 or 2 amongst the annual global events in every region apart from Australasia.
Barclays Premier League In many Asian countries (e.g. China), the UEFA Champions League and Barclays Premier League interest more people than the AFC Champions League or the relevant domestic league. In Australia, many people are also interested in football. In addition to the domestic league, the focus here is on the Barclays Premier League (23%). Formula 1 Formula 1 even generates higher interest than top class European football in South America. Eastern Europe has a high affinity to motorsport. La Liga BBVA Interest in La Liga BBVA is consistent around the world. In every region, the Spanish league interests an average of 21-26% of the population per country except Australia.
SPORT+MARKT AG 2011

NBA With the exception of America and Australia, the NBA generates the lowest interest per country on average.

The NBAs visits to Europe in recent years have not succeeded in increasing interest levels.
In Mexico, interest in the NBA (38%) is higher than in the USA (30%).

Focus: Trend graph - Interest in the NBA in China

CHINA

60%

67%

68%

Chinese citizens interested in the NBA in 2010: 238 million

61%
56%

2006

2007

2008

2009

2010

SPORT+MARKT AG 2011

The NBA occupies a unique position on the Chinese sporting landscape. It is unusual for a foreign domestic league to generate such a high level of interest. Only international sporting events such as the Olympic Summer Games, FIFA World Cup and the Asian Games rival this score. The reason for the Chinese enthusiasm for the NBA was the move of star Yao Ming to the Houston Rockets in 2002. Mings absence due to injury in the 2009/10 season played a major role in the decline in interest to 56%. The NBA founded NBA China in 2008 to establish itself and basketball in China on a sustained basis even following the conclusion of Mings career.

Source: SPORT+MARKT Sponsoring 21+ 2006-2010 Sample)

Base: Each year approx.1,000 representative respondents from China aged 16-69 years (Urban

Focus: A unique sport business market Interest in selected events in the USA
USA

NFL Summer Olympics MLB NBA NHL Formula 1 UEFA CL Barclays PL La Liga BBVA

59% 49% 40% 30% 26% 13% 12% 11% 8%

The USA is a highly enthusiastic sporting nation, interested in a wide range of sports and events.
SPORT+MARKT AG 2011

The focus of US citizens is primarily on their own traditional sports (American football, baseball), leagues (NBA) or series (motorsport). The Olympic Summer Games is the only event able to infiltrate the top group of events. The USA assumes a unique role regarding global sporting events. In contrast to Autralia or India, for example, where domestic sports or leagues also play a dominant role, Formula 1 and football are minority sports here.

Source: SPORT+MARKT Sponsoring 21+ 2010 USA Basis: 1,000 representative US respondents aged 16-69 years

Methodology: SPONSORGLOBE Event Report Base: SPORT+MARKT Sponsoring 21+

Egypt, Argentina, Australia, Brazil, Bulgaria, China, Germany, France, India, Indonesia, Ireland, Italy, Japan, Croatia, Malaysia, Mexico, Netherlands, Poland, Portugal, Russia, Spain, South Africa, South Korea, Thailand, Czech Czech Republic, UK, USA, UAE

Countries:

Universe
Investigation technique:

The respective national population aged 16-69 years

Telephone interviews (CATI)

Selection procedure:

Representative investogation, random selection, stratified by region and city size, additional quota control of age and gender. Urban Sample: China, India, Indonesia, Malaysia, South Korea, Thailand, UAE

Base (TOTAL):
SPORT+MARKT AG 2011

Approx. 1,000 respondents per country

Fieldwork period:

May (calendar week 19 + 20)

Selection of events:

Annual sporting events in football, motorsport and US sports generating the highest global interest.

About SPONSORGLOBE
SPONSORGLOBE is a monthly newsletter featuring central key information from international sport business. The SPONSORGLOBE database, unique throughout the world and containing over 50,000 current sponsorship deals as well as key facts on sponsors and sponsorship engagements in sport and the entertainment sector, serves as a basis alongside other sources.

About SPORT+MARKT
As the leading research and consultancy company in international sport business, SPORT+MARKT has been analysing the developments and factors for success on the sponsorship and advertising markets for over 20 years. In addition to expertise in market, media research and strategic consultancy, we provide our clients with information from the most extensive global databases for sport, sponsorship and communications. As an independent reference on the market, SPORT+MARKT develops customised solutions for the planning, evaluation and optimisation of engagements in sport business. We are currently active in over 120 global markets with over 600 employees. In addition to our headquarters in Cologne, we have branches in the U.K., Spain, Italy, Brazil, the Netherlands and Singapore. In 2010, SPORT+MARKT formed a strategic alliance with the Australian-American company, REPUCOM International, to establish a global network for sponsorship research and consultancy. Your contact: NEWSLETTER: Head of PR E-Mail: alexander.krause@sportundmarkt.com Telephone: +49 - (0) 221 - 430 73 192
SPORT+MARKT AG 2011

Alexander Krause

DATABASE & MARKET INTELLIGENCE SERVICES: Project Manager E-Mail: andre.haberla@sportundmarkt.com Telephone: +49 - (0) 221 - 430 73 784

Andre Haberla