Please contact us at the e-mail link below if you are interested.

This document was originally created for the 2001 season.
We will be updating it at a later time. This still is a good reference.
Download PDF format: sponsor_proposal.pdf

A Marketing Partnership for Business Promotion

by


Leavy Racing Enterprises, Inc.

TABLE OF CONTENTS


Overview
Companies Involved in Racing Sponsorships
Series Information
SCCA Pro Trans-Am Quick Facts
SCCA Pro Trans-Am 2001 Schedule
Grand American Road Racing Quick Facts
Grand American Road Racing 2001 Schedule
Road Racing Demographics
Driver Resume'
Sponsorship Benefits
Sponsorship Cost Summary
Why Sponsor a Race Car

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The following pages will provide you with information that will help profile the exceptional merchandising, promotional, advertising, marketing, and hospitality opportunities auto racing sponsorship has to offer. A sponsorship program can include national broadcasts and print advertising, special displays, point of purchase materials, regional and national trade show replica race car programs, driver and team appearances for both national and regional events and corporate hospitality for employees and VIP clients. We know auto racing sponsorship can offer a significant foundation from which to build on or enhance your entire consumer base and provide introductions into new sectors of the consuming public.

Leavy Racing Enterprises, Inc. will provide you with a comprehensive program that will be specifically tailored to deliver the desired outcome by expressing company ideals and impacting sales, while simultaneously providing tremendous worldwide media exposure.

Auto racing sponsorship can be used to achieve varying marketing and advertising objectives, including:

o    Reach new segments of the consumer market, and/or strengthen existing market sectors through positive association

o    Create co-op marketing and advertising opportunities

o    Provide VIP entertainment

o    Improve trade relations

o    Employee incentive/reward program

o    Increase direct and indirect consumer awareness

o    Build brand loyalty

o    Provide team building opportunities among employees

o    Create excitement and increase interest about your product

o    Create business to business opportunities with key co-sponsors, series manufacturers and participants

o    Create co-operative sales and advertising programs

o    Enhance your image as a leader in the sports world

Like the modern day racing car, the sport of motor racing itself has become more sophisticated every year. No longer just a contest to see who can get from point A to point B in the least amount of time, today's racing environment requires special design and engineering skills for car builders. The total team effort also requires the skills of exceptionally talented mechanics and technicians to keep the cars moving at high speeds. The final elements to complete today's racing team package are the corporate sponsors and the business, communication and driving skills of a highly professional driver.

Joyce Julius, founder and owner of the sports marketing research company, Joyce Julius & Associates, specializes in tracking the success of sports marketing programs. On the basis of over fifteen years of research, Ms. Julius recently stated in an article for USA Today, that "Dollar for dollar, auto racing is the best bargain in sports marketing." Her research shows that racing sponsorship is the most economical means of reaching a specific market demographic.

The Joyce Julius & Associates findings have been reinforced by additional research. According to survey's conducted by U.S. News & World Report, auto racing is now America's #1 rated spectator sport. These published surveys also showed auto racing as a leader in paid attendance, with only baseball (including professional and amateur) showing higher attendance levels than auto racing. Auto racing is the fastest growing spectator sport in the United States with an annual attendance figure for all forms of racing exceeding 80 million.

In addition to on-site spectator attendance, auto racing attracts television sports viewership at a higher percentage rate than baseball, hockey, basketball, college football, golf, tennis, bowling, and horse racing. Depending on which survey you read, auto racing ranks either first or second to soccer as the most popular sport in the world. This rapid rise in popularity is due in most part to worldwide television exposure, which in turn, attracts a variety of corporate sponsors.

Increasing the bottom line is the main goal of every corporate sponsor, whether through the racing fan's association with a brand or product, or by on-site entertainment of corporate customers, every sponsor is attempting to increase corporate awareness, and ultimately sales, through positive association to their corporate name. Nearly every industry is involved in racing in some manner. Traditional automotive related companies, beer, and tobacco companies continue to participate, however, they are being replaced at a rapid pace by consumer products, such as breakfast cereal, batteries and film. Other consumer service companies who have joined these sponsors include video rental chains like Blockbuster Video, cable networks such as The Family Channel, and travel destination companies such as Norwegian Cruise Lines and Universal Studios theme parks.

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During the past decade, the sport of auto racing has increased in popularity worldwide, making it one of the most popular sports in the world. This increase in popularity has brought about a major change in the makeup of the typical racing fan. Today, the gender demographic of a race fan is almost equally split between males and females, with a majority of this demographic being in the all important 21-49 age bracket.

This shift in the gender demographic has caused yet another change. More and more companies with appeal to males and females, as well as families, have chosen racing as a "smart" promotional tool. Listed below are just a few of these companies:

The Family Channel                 Blockbuster Video              NFL Properties
Baby Ruth Candy Bars           Big Boy Restaurants            Burger King
Coca-Cola                              Home Depot                        Gatorade
Hard Rock Cafe                      Hershey Foods                    Hot Wheels
Hyatt Resorts                          McDonald's                         No Fear Gear
Oakley Sunglasses                  Oscar Mayer                       Otter*Pops
Planet Hollywood                   Polaroid                               Kodak Film
"Racing for Kids" (charity)     Snickers Candy                    Squirt    
Taco Bell                               Tide Detergent                      US Armed Forces
D.A.R.E. (charity)                  K-Mart                                 Target
Norwegian Cruise Lines        Club Med                             "Say No to Drugs"
Tobacco Free America          J.C. Penney                          AMC Theaters
Jolly Rancher Candies             Sega                                    Country Time
Sara Lee                                Hardee's Restaurants            Kellogg's
Frosted Mini-Wheats             Pepsi                                     Mountain Dew
Lucas Film                             Maxwell House Coffee          Dirt Devil

Based on information from The Sponsors Report ™, over 5,000 corporations were involved in racing sponsorships in 1999.       

Series Information

o Series: The SCCA Pro Trans-Am Championship is celebrating its 36th year of competition in 2001, which makes it the longest continuously running road racing series in North America. Since its inception in 1966, the SCCA Pro Trans-Am Championship has provided a competition arena for stock-appearing touring (sedans) and grand touring (sports) racecars. Through the years, since the inception of the Trans-Am series, many auto racing series have come and gone, yet "America's Road Racing Championship" has persevered. The SCCA Trans-Am Championship's popularity with manufacturers, competitors, and race fans has steadily climbed the past decade, as has television and media coverage.

• Season Length: The SCCA Pro Trans-Am Championship season consists of 13 races in locations from California to Florida throughout the United States and Canada.

• Race Length: Most SCCA Pro Trans-Am Championship events are sprint races, as close to 100 miles in length as possible.

• Attendance: The SCCA Pro Trans-Am Championship has averaged over 1.1 million fans each year since 1989 making it the fourth most watched auto racing series in North America.

• Television: Television networks recognize the public interest in wanting to watch the most exciting road racing cars in the world. The 2001 season will mark the twelfth straight year of complete, flag-to-flag coverage of Trans-Am races. NBC, ESPN, The Nashville Network (TNN) or the Speedvision Network will televise Trans-Am races live. In addition, the Prime Sports Channel Network will air the Speedvision shows on a tape delayed basis.

• Print Media Coverage: When the race is over, the media coverage is just beginning with hundreds of publications covering the SCCA Trans-Am Championship. Reporters that follow racing realize the special place sponsors occupy in a successful racing effort. As a result, the people that help support these high speed thoroughbreds are mentioned constantly. Whether it is on the air or in print. In all, over 1,300 stories were written on the SCCA Pro Trans-Am Championship in 2000 which included 14,848 column inches of editorial coverage.

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SCCA Pro Trans Am Series
2001 Schedule

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Grand American - Quick Facts

• Series: The Grand American Road Racing Association is a new motorsports sanctioning body whose primary focus is the organization of professional road racing throughout North America. Based in Daytona Beach, Fla., the world center of racing, and drawing on a wealth of motorsports tradition and expertise, Grand American Road Racing has been established as an authority with a long-term vision.

• Season Length: The Grand American Road Racing Championship season consists of 11 races in locations from Florida to Canada and throughout the United States.

• Race Length: Grand American Championship events are endurance races, ranging from as short as 200 miles in distance to as long as 24 hours.

• Attendance: The Year 2000 inaugural season of the Grand American Road Racing Championship had over 800,000 fans attend their events. In fact, the largest crowd of over 100,000 fans were in attendance at the Trois Rivieres Players Grand Prix street race.

• Television: Television networks recognize the public interest in wanting to watch the most exciting road racing cars in the world. The 2001 season will mark the first year of complete, flag-to-flag coverage of the 24 Hours of Daytona. All other races are televised on ESPN, ESPN 2 or the Speedvision Network.

• Print Media Coverage: When the race is over, the media coverage is just beginning with hundreds of publications covering the Grand American Road Racing Championship. Reporters that follow racing realize the special place sponsors occupy in a successful racing effort. As a result, the people that help support these high speed thoroughbreds are mentioned constantly. Whether it is on the air or in print. In all, over 900 stories were written on the Grand-Am Championship in 2000 which included 10,218 column inches of editorial coverage.

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Grand American Road Racing Series

2001 Schedule

Demographics

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Trans-Am Championship

GENDER

o    Male             69.3 %        

o    Female        30.7 %    


AGE
   
o    Under 21        21-29         30-39         40 +         
         18.9 %        28.8 %         32.1 %      20.2 %   


EDUCATION

o    Non HS Grad.        HS Grad.     Some College    College Grad.
            3.9 %                  28.4 %              31.9 %            35.4 %
           

INCOME

    Under $15,000                    4.6 %        
    $15,000 - $24,999           10.2 %        
    $25,000 - $34,999            15.9 %        
    $35,000 - $49,999            19.4 %        
    $50,000 - $74.999            21.3 %        
    $75,000+                          24.6 %           
    no answer                            4.0 %

Driver Resume

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Jon Leavy

Birthdate: December 21, 1958
Residence: Miami, Florida
Height: 6' 1"
Weight: 188 lbs.



Top Career Highlights
·    United States representative in the Hot Rod World Championship race held in Ipswich, England
·    Winner of the Nextel 250 Grand American Road Race at the Homestead Motorsports Complex on May 7, 2000
·    Winner of the Informix Way Fast Pole Position award at the Players Grand Prix in the Trois Rivieres, Canada street race on        July 30, 2000
·    Track record at the Homestead Motorsports Complex for theSCCA GT-1 division set May 16, 1999
·    Track record at Moroso Motorsports Park for the SCCA ITGT division set March 21, 1993

Championships
·    1993 SCCA ITGT Southeast Region Champion
·    1984 Hialeah Speedway Limited Late Model Champion

Professional Driving Schools
·    Bob Bondurant School of High Performance Driving (ProSearch Program)
·    SCCA Road Racing School
·    Precision School of Racing

Recent Race Results
Grand American/SCCA Trans-Am/GT-1 Division
Date Location Finish
8/00        Watkins Glen Grand Am Bosch Summerfest 6 Hour Race        2nd
7/00        Road America 500 Grand American Race                                 3rd
6/00        Mid Ohio Grand American Race                                               2nd
5/00        Homestead Nextel 250 Grand American Race                           1st
4/00        Charlotte Pro Trans-Am Championship Race                            10th
11/99      Sebring Pro Trans-Am Championship Race                               11th
7/99        Road Atlanta Pro Trans-Am Race                                             16th
5/99        Homestead Motorsports Complex                                             1st
2/99        Moroso Last Chance National Race                                          1st
1/99        Moroso Winter National Race                                                   1st
11/98      Homestead Motorsports Complex                                             1st
8/98        Watkins Glen Pro Trans-Am Championship Race                      15th
5/98        Homestead Pro Trans-Am Championship Race                          11th
3/98        Moroso Motorsports Park                                                         1st
1997       Raced NASCAR Truck Series                                                    ---
11/96      Homestead Motorsports Complex                                             1st
9/96        Sebring International Raceway                                                   2nd
8/96        Daytona International Speedway                                               1st
7/96        Moroso Motorsports Park                                                        2nd
4/96        Moroso Last Chance National Race                                          1st




Other Hobbies
Water Skiing, Racquetball, Martial Arts



Why Do You Race
To be a role model for the fans and a positive influence for my sponsors.
Achieving the concentration and precision required to drive a race car.
The challenge to win and the excitement of winning.

Sponsorship Program Benefits

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In addition to the enormous media coverage and on-site exposure, corporate motorsports sponsors can benefit from a myriad of promotional, advertising, marketing, and entertainment opportunities. Each sponsorship is tailor made to meet the goals and objectives of the corporate client. Based on your goals, a sponsorship package can include:

o    Merchandising - The tremendous worldwide appeal of sports related merchandise can continue to expand and grow with the addition of a racing line of merchandise. Large attendance for a race weekend event offers on-site merchandising sales opportunities. Most of today's top racing teams have merchandise trailers at each event. Team related products such as caps, t-shirts, jackets, pennants, cups, etc. featuring your logo can be sold at the tracks.

o    Consumer Marketing - Racing can add new sectors to your consumer base and reinforce existing market demographics. Racing fans are extremely brand loyal and research by independent research organizations such as the Nordhaus Research Company, and U.S.     News & World Report have shown that race fans will purchase the products of those     companies who support racing over those companies not involved in the sport. The age demographic of race fans is closely split between the 21-29, the 30-39, and the 40-49 year old age groups. This is the major buying public for every product.

o    Business to Business Opportunities - Racing sponsorship offers many opportunities for co-operative advertising campaigns with current or new vendors and/or partners. These opportunities can include co-op sponsorships, where a current vendor of yours becomes an associate sponsor of the team. This will provide you with additional advertising, but can also offset some of the sponsorship costs. This type of arrangement is common in auto racing sponsorships. In addition, you will be in a position to meet other corporations who are actively involved  in racing, which can lead to new business arrangements, investments, and opportunities.

o    Print/Electronic/Direct Advertising Programs - The addition of a racing team can add many new opportunities for creating dramatic advertising campaigns. Posters, flyers and calendars are some examples of the literature distributed to fans at every event.

o    Employee Reward/Hospitality Programs - Employee incentive programs can be instituted that center on the race team. Hosting employees at the racetrack is a great way to boost morale and improve productivity.

o    Customer Entertainment - Entertaining corporate clients, VIP's and vendors at a race is a unique way to cement business relationships. The pageantry and excitement of a race will have a lasting positive impact on your guests.

o    Show Car Display Programs - Having the racing car on display at a sales convention, or trade show is a unique method of attracting the consuming public. Show car programs are used by many of the top racing sponsors to promote their involvement in the sport and achieve public recognition.

Sponsorship Cost Summary

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Sponsorship of a first class, professional racing team combined with a well orchestrated marketing and advertising plan needs to be viewed on a long-term basis. Leavy Racing Enterprises, Inc. offers you an opportunity to enter into an annual agreement for the year 2001 season.

As the primary sponsor of Leavy Racing Enterprises' racing car you will be able to benefit from the following:

• In-Car Camera Dash Plate with your message being displayed on television every time the network shows the view from inside the car
• Entitlement to the racing team for promotional purposes
• Race Car graphics centered around your color scheme and logo identification
• Race Car Hauler graphics centered around your color scheme and logo identification
• All team equipment in your color scheme and logo identification
• All driver and team uniforms in your color scheme and logo identification
• Complimentary tickets to the races with pit passes
• Driver availability for your related promotions and/or advertising campaigns
• Use of all team related likenesses, photos, names, voices and other information for your promotional use
• Your identification on all team related press kits, stationery, and other printed material
• Development and production of customized collateral material related to your sponsorship of the race team
• Distribution of your sales/advertising materials at all race events and appearances

Marketing Budget: The most successful companies involved in auto racing sponsorships use their race team as the cornerstone to a larger plan to increase sales, generate new business, and enhance corporate image. As stated in Financial World Magazine, companies typically spend $1.00 for marketing, promoting and advertising their racing involvement for every dollar of race team sponsorship. Sponsors receive an estimated 4.8 - 6.6 times the sponsorship dollars invested in total exposure received.

Program Costs: Primary Sponsor, Secondary Sponsor, Associate Sponsor and Companion Sponsor packages are available for both the SCCA Pro Trans-Am and the Grand American Road Racing Series. Each package is custom tailored and priced based upon the needs required to achieve the necessary return on your investment. We also specialize in associate and co-op sponsorship programs. Please contact us with your objective and we will deliver a plan, within your budget, that will produce results.

Insurance: All the necessary liability insurance is included with your sponsorship to ensure you are held harmless in all situations. We will adjust our policy limits to meet your requirements.

Why Sponsor a Race Car

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(Just a few reasons it makes "cents" to race!)

Racing has a 72% Brand Loyalty vs. 38% NBA, 36% NFL
and Golf having the closest at 52%

Racing has shown a 59.6% growth in 5 years.
The closest sport is the NHL at 38.1%.

SCCA Pro Trans AM Series boasts 73.2 % of its fans have incomes of $30,000 and up with 45.9 % exceeding $50,000

All races are televised - each race being a 2-3 hour commercial with your logo on the biggest uniform in sports! (sure beats a 30 second commercial!!)

"Racing has well documented loyalty" said David Paro, vice-president of marketing at the McDonalds Corporation. "Any sports fan has a relationship with the corporations involved in the sport. Racing tends to deliver on that relationship."

Tom Speakman, Marketing Manager for DuPont has been quoted as saying, "It gives us a chance to get close to our customers, and sales increase as a result." He says, "Let me put it this way: We're very comfortable with our return on investment."