Corporate Sponsorships and Events 2005 Sports Philanthropy Conference

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Corporate Sponsorships and Events2005 Sports
Philanthropy Conference

• March 3, 2005

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Agenda

• UPS Sponsorship Management
• Sponsorships Role at UPS
• Sponsorship Evaluation
• UPS Racing Program Overview
• Return on Investment

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UPS Sponsorship Management

• Sponsorships at UPS may be handled by one of two
  groups
• UPS Foundation
• Charitable arm of UPS which focuses on hunger,
  literacy and volunteerism
• Makes grants and contributes other resources,
  like volunteers, technical assistance and
  expertise
• Sponsorship and Events Group
• Business arm of UPS which leverages associations
  with third party properties to reach specific
  business goals

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Sponsorship Alternatives
Primary Intent
Charitable Commercial
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Sponsorships Role in UPS Brand Strategy

• Brand and Customer Communications Objectives
• Define and build awareness of category
• Establish leadership position in category
• Develop understanding of UPSs broader
  capabilities
• Drive action purchase, repeat use, expanded use

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Sponsorships Handled by Sponsorships and Events
Group

• Promotional sponsorships where consideration in
  the form of cash or VIK is paid directly to the
  sponsored organization.
• The primary objective of the sponsorship will be
  to reach target audiences to communicate/showcase
  UPS services and capabilities.
• Properties events that are primarily
  non-commercial (charitable/philanthropic),
  political, or hospitality related will not be
  selected or funded by this group.
• Media packages that carry the term sponsor for
  an event or series of events will not be viewed
  as sponsorships, but rather as advertising (e.
  g., UPS is designated a sponsor of GA Tech
  football as a result of purchasing a radio
  advertising package

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Sponsorship Evaluation Considerations

• Volume and revenue opportunities
• Revenue generation
• Relationship building
• Brand and target audience fit
• Activation potential
• Internal
• External
• Measurement criteria

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UPS Racing OverviewSponsorship Assets

• Official
  Status Sponsorship
• Robert Yates Racing Sponsorships
• Primary Sponsor of 88 Car/Dale Jarrett
• Associate Sponsor of 38 Car/Elliott Sadler
• Track Sponsorships
• California Speedway
• Daytona International Speedway
• Homestead-Miami Speedway
• Richmond International Raceway

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UPS Racing Overview2005 Objectives

• Maintain and grow leadership position in industry
• Increase volume and revenue
• Motivate, recognize and reward employees

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UPS Racing Program Components

• External Marketing
• Employee Programs
• Hospitality
• Business Development
• Diversity
• Field Activation

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Race The Truck Advertising Campaign
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UPS Racing ROI Measurement

• The following measurements are currently used to
  evaluate the value of UPSs motorsports
  sponsorships
• Volume and revenue tracked for customers exposed
  to the sponsorship property
• UPS Trackside Services
• NASCAR Family accounts
• Hospitality customers
• Customers attending Dale Jarrett appearances
• Licensing revenue and royalties
• Media exposure as quantified by The Martin Agency

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Questions?