By Stephen Proctor, SMS

Environmental sponsorships increase ten fold in ten years!

According to The World Sponsorship Monitor published by Sports Marketing Surveys – the global sports market research company, more and more companies are becoming involved in environmental sponsorships.

Such examples are New Jersey Nets NBA team investing in hydroelectric plants in China which has been financed by Barclays.

In addition other sports such as Formula One and A1GP who have their own carbon offsetting schemes. Data collected by TWSM, shows that the automotive and energy industries are the leaders in investment in environmental sponsorships.

For more information contact:
Nigel Geach
Sports Marketing Surveys Ltd
Tel: +44 1932 350600

Editor’s Notes:

Sports Marketing Surveys Ltd – is one of the world’s leading sponsorship and sports research agencies.
Established in 1984, Sports Marketing Surveys is entirely independent with over 20 years experience in the
industry. The company has its headquarters in the UK and through its network of international offices provides
multi-country research to sponsors, rights holders, federations, sports goods manufacturers and those wanting
information on the industry.

By Stephen Proctor, SMS

With all the focus on the Champions League and the Barclays Premiership in the media, there may be a belief that
these are the only areas of football interest in the UK. However, the fairy-tale stories of the F.A. Cup for Barnsley
and Cardiff have shown there is magic in the world’s oldest cup competition – and it does not stop there.

There is real interest in the Coca Cola Championship – over two thirds of football fans in the UK say they are
interested and follow what happens in the Coca-Cola Championship, and almost a quarter (24%) say they are very
interested in the Championship.

There are differences dependent on age – in that UK Football fans aged over 30 have a greater level of interest in
the Coca-Cola Championship than those under 30. Football fans are also more interested in the Coca Cola
Championship than the Carling Cup – presumably unless you are a Tottenham fan!

Taken from the Sports Marketing Surveys “European Player & Fan” study covering France, Germany, Italy, Spain,
UK and Euro 2008 hosts, Austria and Switzerland – the research delves into the mind of the European football fan
to provide insight on:

• Who follows football analysed by their level of interest & lifestyle
• Image statements associated with football
• Lifestyle interests
• Impact of leisure time availability on sport following
• Opinions and attitudes towards sponsorship
• Viewing habits & interest in other sports
• Media following & media usage (including new media)
• Favourite football leagues, competitions and clubs
• Comparisons across countries, against other sports and the national population.

The above areas can be analysed by specific segments – football interest, frequency of viewing, age, gender,
household income or by particular interest in an event or club.

So, if you are thinking about getting into football, trying to sell football sponsorships or need to develop your
sponsorship and marketing strategy in a particular country or across Europe, our 2008 European Football analysis
has everything you need.

For more information please contact John Bushell on +44 (0)1932 350600

If you want insight into multi-sports across Europe or interest in sports events / series or leagues in key sports in
one country, the European Player & Fan study provides actionable information for sports brands, sports agencies &
federations on sports participation and sports following in over 60 sports. Enabling you to develop marketing
strategies from a position of fact, the European Player & Fan study is the one sports-report you do need.

Sports Marketing Surveys, The Courtyard, Wisley, Surrey UK GU23 6QL

By Stephen Proctor, SMS 

The success of clubs in the Champions League is reflected closely in domestic following of favourite clubs. Amongst avid fans in Europe, the following clubs are preferred:

The UK avid fan most closely supports Manchester United, followed by Liverpool, Celtic, Rangers, Chelsea with Arsenal 6th overall.

FC Nantes is the most favoured football club in France amongst the avid fan – followed by Olympique Marseille.

The most popular Bundesliga team in Germany amongst avid domestic fans is Bayern Munich followed by SV Werder Bremen and then Borussia Dortmund.

No surprises in Italy with Juventus the most popular club followed by Inter & AC Milan with Napoli and Roma in 4th and 5th places.

Spain has Barcelona the avid fans clear favourite ahead of Real Madrid with FC Cadiz and Sporting Gijon also well supported.

Taken from the Sports Marketing Surveys “European Player & Fan” study covering over 7,000 nationally representative interviews in France,

Germany, Italy, Spain, UK and Euro 2008 hosts, Austria and Switzerland delves into the mind of the European football fan to provide insight on:

• Who follows football analysed by their level of interest & lifestyle

• Image statements associated with football

• Lifestyle interests

• Impact of leisure time availability on sport following

• Opinions and attitudes towards sponsorship

• Viewing habits & interest in other sports

• Media following & media usage (including new media)

• Favourite football leagues, competitions and clubs

• Comparisons across countries, against other sports and the national population.

The above areas can be analysed by specific segments – football interest, frequency of viewing, age, gender, household income or by particular interest in an event or club.

So, if you are thinking about getting into football, trying to sell football sponsorships or need to develop your sponsorship and marketing strategy in a particular country or across Europe, our 2008 European Football analysis has everything you need.

If you want insight into multi-sports across Europe or interest in sports events / series or leagues in key sports in one country, the European Fan study provides actionable information for sports brands, sports agencies & federations on sports participation and sports following in over 60 sports. Enabling you to develop marketing strategies from a position of fact, the European Player & Fan study is the one sports report you do need.

Sports Marketing Surveys, The Courtyard, Wisley, Surrey UK GU23 6QL

By Stephen Proctor, SMS 

British Airways to reach 6½ million people after announcement to sponsor London 2012 

British Airways, the latest Tier One London 2012 sponsor, can expect over 6½ million people in Britain to be aware of their involvement.

Sports Marketing Surveys sponsorship brand impact tracker, Sponsatrak, has been monitoring the awareness of London 2012 sponsors since the first partner, Lloyds TSB announced their involvement in March 2007.

Figures so far suggest that when a new sponsor is announced the coverage they receive initially deflects attention from sponsors already announced, but recall and awareness is quick to return. All sponsors currently have the same level of awareness.

With British Airways announced last week, Sponsatrak will monitor the effect of clutter and brand activation on the race for association.

For more information contact:
Paul Jackson
Sports Marketing Surveys Ltd
Tel: +44 1932 350600

Editor’s Notes:
Sports Marketing Surveys Ltd – is one of the world’s leading sponsorship and sports research agency.
Established in 1984, Sports Marketing Surveys is entirely independent with over 20 years experience in the
industry.The company has its headquarters in the UK and through its network of international offices
provides multi-country research to sponsors, rights holders, federations, sports goods manufacturers and
those wanting information on the industry.
Sponsatrak – is a syndicated study undertaken amongst 12-65 year olds in the UK. 100 interviews are
undertaken per week using internet panels with data tracked using a rolling four week cycle.

By Stephen Proctor, SMS

The UK’s most comprehensive report on football fans, their behaviour and lifestyles has just been published by Sports Marketing Surveys.

Find out the seven clear football-following segments which have emerged in the UK.

The report will explain each segment in detail including where they watch football, how often and with whom. It will detail other interests and lifestyle characteristics, other sporting interests and attitudes to sports sponsorships.

There are seven segments, two example segments include;

AGEING GRACEFULLY: Football has successfully reached a significant amount of the AGEING GRACEFULLY
segment. On average t hey watch a moderate 21 times per year.

FOOTBALL DADS: younger than the “maturing men” segment, they may often have burgeoning
careers to juggle with competing family demands, but watch football on average 35 times per year.

The report also includes:

football events most interested in
favourite sports players
favourite football clubs
image of football

This report is essential reading for all involved in football including clubs, sponsors and sponsorship agencies. Keep up-to-date with the football market:

For more information please contact Paul Jackson on +44 (0)1932 350600 Sports Marketing Surveys.

By Stephen Proctor, SMS

Volvo Ocean Race has appointed Sports Marketing Surveys to provide a comprehensive media
monitoring service.

The UK-based company will monitor a full range of broadcast and print media, including new
media, as well as carrying out a number of international race and brand awareness studies.

Ports, race teams as well as the Volvo Ocean Race will benefit from the extensive programme. Race entries from
Galway, Russia, the United States, Sweden and Spain featuring major brands such as Puma and Ericsson ensure
the race will receive significant coverage throughout the world.

George Blake, Commercial Director for the Volvo Ocean Race said: “the race has grown in reach, appeal and
stature, and, as a result, the evaluation importance has also increased. In Sports Marketing Surveys we can be
certain of a professional, credible, innovative and comprehensive programme”

The Volvo Ocean Race 2008-09 will be the 10th running of this ocean marathon. Starting from Alicante in Spain,
on 4 October 2008, it will, for the first time, take in ports in Asia before finishing in St Petersburg, Russia for the
first time in the history of the race. Spanning some 37,000 nautical miles, stopping at around 11 ports and
taking nine months to complete, the Volvo Ocean Race is the world’s premier yacht race for professional racing
crews.

For further media information on the Volvo Ocean Race, please contact:
Lizzie (Green) Ward
Tel: +44 1489 554 832: Mob: +44 7801 185 320

For further media information on Sports Marketing Surveys, please contact:
John Bushell or Nigel Geach at Sports Marketing Surveys
Tel: + 44 1932 350 600

Full press information can be read and downloaded from: press.volvooceanrace.org

Editor’s Notes:

Sports Marketing Surveys Ltd – is one of the world’s leading sponsorship and sports research agency.
Established in 1984, Sports Marketing Surveys is entirely independent with over 20 years experience in the
industry. The company has its headquarters in the UK and through its network of international offices provides
multi-country research to sponsors, rights holders, federations, sports goods manufacturers and those wanting
information on the industry.

By Stephen Proctor, SMS 

Sports Marketing Surveys partner RFL to produce research for engage Super League 2008 

For the third year running Sports Marketing Surveys, the Surrey based sports market research company will provide the Rugby Football League (RFL) and engage Mutual Assurance with marketing data to evaluate their sponsorships.

Rhodri Jones, Sponsorship Account Manager at the RFL says: “The data that Sports Marketing Surveys provides is invaluable to both ourselves and our sponsors to ensure that we are maximising the investment in the Super League. Working with our partners engage Mutual Assurance, this information keeps us aware of the progress of the sponsorship during the season”.

Nigel Geach, Director Sports Marketing Surveys comments: “We are delighted that again this year we will help the RFL and engage Mutual Assurance by providing insight into their sponsorship partnership. Rugby League has grown tremendously over the last 3 years and we are pleased to continue to work with them”.

For further information please contact
Rhodri Jones Tel. +44 (0)113 237 5585 or Duncan Billane Tel. +44 (0)1932 350600

Sports Marketing Surveys

Sports Marketing Surveys Ltd – is one of the world’s leading sponsorship and sports research agency. Established in 1984,
Sports Marketing Surveys is entirely independent with over 20 years experience in the industry. The company has its
headquarters in the UK and through its network of international offices provides multi-country research to sponsors, rights
holders, federations, sports goods manufacturers and those wanting information on the industry.

By Stephen Proctor, SMS

“In terms of interest the UEFA Champions League ranks as the highest rated football event across Europe”

“UK football viewers are more brand conscious than their German counterparts”

“Football in France has more than double the viewing popularity of Formula One”

“In the UK, those aged over 30 have a greater level of interest in the Coca-Cola Championship than those under
30”

The latest cross European research by Sports Marketing Surveys covering over 7,000 nationally representative
interviews in France, Germany, Italy, Spain, UK and Euro 2008 hosts, Austria and Switzerland delves into the mind
of the European football fan to provide insight on:

• Image statements associated with football
• Lifestyle interests
• Opinions and attitudes towards sponsorship
• Viewing habits
• Media following including new media sources – Mobile and Internet
• Other sports followed
• Favourite leagues, competitions and clubs
• Comparisons across countries, against other sports and the national population

The above areas can be analysed by specific segments – lifestyle, frequency of viewing, age, gender, occupation, household income and family status / lifestage or by particular interest in an event or club.
So, if you are thinking about getting into football, trying to sell football sponsorships or need to develop your
sponsorship and marketing strategy in a particular country or across Europe our 2008 European Football analysis
has everything you need.

For more information please contact Jon Stainer on +44 (0)1932 350600
www.sportsmarketingsurveys.com

By Stephen Proctor, SMS 

IFM DEAL WITH SMS CREATES WORLD’S BIGGEST SPORT & SPONSORSHIP RESEARCH GROUP
New global evaluation standard for exposure set to be applied

In one of the busiest years ever for sports research, IFM International Sportanalysen GmbH (IFM), the large
German research consultancy, has acquired the majority shareholding of Britain’s Sports Marketing Surveys
(SMS) to form the world’s biggest specialist company in sports research, evaluation and media analysis.

The new €25m global market leader in sports research boasts clients at the very top of the sporting rights and
sponsorship ratings – ranging from the International Olympic Committee to FIFA; the America’s Cup to
Wimbledon; F1 teams to the Bundesliga; and Mercedes to Red Bull.

Collective experience covers more than 20 years in the international sports marketplace (SMS was formed in
1984 and IFM in 1988), and the principals have pioneered many significant developments covering quality
research into events, venues, sponsorship and lifestyle. During that time, the sports sponsorship market alone
has grown dramatically – going from €3.8bn to €22.8bn in 2007.

Announcing the new operation at ISPO in Munich today, Heinz Abel, CEO of IFM said: “IFM was already a major
player in the sponsorship research business, but by adding SMS we are now a significant force in the industry –
many times bigger than our nearest rival. The SMS operation enhances our international consultancy presence,
our sports market research capability and our ability to quantify the visual impact and quality of brand exposure
for our clients across the world.”

Commenting on the takeover, Stephen Proctor, Managing Director of SMS who retains a Board position in the
new group, said: “We’ve had many approaches before, but this deal makes sense if we are to improve our
offering to existing clients and put our services in front of a wider range of rights holders and brands. It brings
together two independent operations that put impartiality at the top of the agenda and I’m delighted it has been
finalised ahead of a major year for sport.”

The Karlsruhe-based IFM group and SMS based in Wisley, Surrey, now combine to offer an unrivalled worldwide
service to clients in the sports marketing and sponsorship sector. The group has offices on every Continent and
in all major sporting markets – including the US, Brazil, China, Japan, South Africa, France, Belgium, Greece,
Turkey, Korea, Malaysia, Australia and New Zealand.

By virtue of the size of a combined operation involving almost 300 people, the move signals the arrival of the
industry’s first common measurement standard in terms of image brand recognition and sponsorship evaluation
on a global scale.

“We both use the same automatic image and brand recognition system and similar methodology, so it will be
possible to standardize the measurement and create an industry benchmark that applies across all sports around
the world,” said Stephen Proctor. “Such a measurement will be popular with rights holders and sponsors alike
and express the true value of sporting investments.”

Both Heinz Abel and Stephen Proctor are highly regarded in the sports industry as independent experts in the
field who deliver impartial reports and advice to major rights holders and sponsors. From a UK standpoint, the
new operation offers SMS clients greater reach into Eastern Europe and China, while IFM clients benefit from
complementary services in Asia, particularly in Japan.

“Increasingly, clients are looking for us to provide greater levels of quality evaluation to justify major
investments and detailed analysis to quantify returns, especially on TV exposure gained at major sporting
events,” said Stephen Proctor. “Adding our expertise to that of IFM will mean that the figures we produce for
clients sponsoring events this year will be the most accurate reflection of the returns on investment ever
produced,” he added.

Background on both companies can be found at: ifm-sports.com and sportsmarketingsurveys.com.

Issued on behalf of IFM and SMS by Sports Impact.
For further information and news of interview opportunities, please contact John Collard of Sports Impact on
+44 (0)20 8971 9230 or
at johnc@sports-impact.com

Editor’s Notes:
Sports Marketing Surveys Ltd – is one of the world’s leading sponsorship and sports research agency.
Established in 1984, Sports Marketing Surveys is entirely independent with over 20 years experience in the
industry. The company has its headquarters in the UK and through its network of international offices provides
multi-country research to sponsors, rights holders, federations, sports goods manufacturers and those wanting
information on the industry.

By Stephen Proctor, SMS

60% of the specialist ski retailer sales in Europe were from Alpine Skiing with 11% from both snowboarding & Nordic skiing.

• Atomic skis were stocked in 64% of specialist retailers – Head in 48% and Fischer in 44%.

Source: European Alpine Skiing Retailer Trends Reports 2006

• 7% of adults in Germany took part in Nordic Skiing in the last 12 months.

• 12% of Nordic Skiers in Germany expect to participate more frequently in the next 12 months – 74% will take part at the same level.

• Alpine Skiing is the 6th most popular participation sport in Austria – ahead of tennis and soccer. 24% of adults skied in the last 12 months.

Source: European Sports Play & Fan Survey 2007

The European Winter Sports market was hit in the 2006-7 season by one of the poorest seasons for snow-fall skier numbers and equipment sales.
Therefore, it is even more important for the industry to understand about their consumers – why do they ski, what are the differences between Alpine skiers, Nordic skiers or Snowboarders. How do the skiers find out their
information on the market, and what are there important lifestyle interests and characteristics?

Knowledge of the trade is invaluable – what are the specialist ski retailers saying – how do they forecast sales by
equipment category, and how do they rate each brand? What are the main issues facing them?

Sports Marketing Surveys is finding the answers to these important questions.
- NEW for 2008: Winter Sports Retailer Trends survey
- Austria, France, Germany, Italy & Switzerland
- Available now: European Player & Fan study
- Participation & following in Austria, France, Germany, Italy, Spain, Switzerland and the UK.
- Lifestyle analysis and reasons for participation.

For more information – please contact John Bushell at Sports Marketing Surveys on 00 44 1932 350 600 or info@sportsmarketingsurveys.com

We are attending Winter ISPO – and would be happy to meet to discuss your information needs.

Source: European Alpine Skiing Retailer Trends Reports 2006