Nascar Fuel Presentation prepared for BP

| NASCAR is | the power of NASCAR | the fans | brand loyalty | television | NASCAR values | your position | the position | the opportunity | promotional rights 1

NASCAR / BP

PartnershipPresentation


...

Thrilling and exciting entertainment

A sport that has traditional values

A sport where fans have a real sense of belonging

Not just a sport … it’s a lifestyle!


#1 brand in sports

#2 sport on television

#3 in licensed products

The Hottest Sport in America


Size and Scope

17 of the top 20 sporting events with the largest attendance

in the U.S. in 2002 were NASCAR races

NASCAR races often draw larger crowds than a Super Bowl,

NBA Finals game, and World Series game combined

More Fortune 500 companies participated in NASCAR

than any other sport


NASCAR’s Top National Series:

2,200 Races 12 Divisions

125 Tracks Across 39 States

Size and Scope


Size and Scope

States that host NASCAR EventsNWCS, NBS, NCTS events


Fans and

Demographics


Fans and Demographics

75 Million fans

1/3 of the U.S. population are NASCAR Fans


5658606264666870727476

2000 20020

5

10

15

20

25

30

35

40

2000 2002

+19% +60%

. . . And Growing.

Adult NASCAR Fans (millions) Hardcore NASCAR Fans (millions)


- Total number of adult fans grew 19%- Hardcore fans grew an incredible 60%



NASCAR fans are spending more time following NASCAR in Print, on

Television, Radio, and the Internet

NASCAR Fans are purchasing more NASCAR related merchandise

Hardcore fans spend over $700 annually on NASCAR products

. . . And More Involved



NASCAR is gender neutral

40%Female

60% Male


Age Group U.S. Pop NASCAR Fans Index Fan vs U.S. Pop

18-24 11% 11% 100

25-34 21% 21% 100

35-44 21% 26% 124

45-54 19% 19% 100

55-64 13% 15% 115

65 + 15% 9% 60


NASCAR Fans are broadly spread through nearly all age brackets

32% are between the ages 18 – 34 (100 index vs. U.S. pop)

58% are between the ages 18 – 44 (109 index vs. U.S. pop)


Income Range

vs. U.S. Pop U.S. Pop NASCAR Fans Index Fan

Under $20,000 19% 13% 68

$20,000 to $30,000 20% 16% 80

$30,000 to $50,000 22% 29% 132

$50,000 to $75,000 18% 22% 122

$75,000 to $100,000 12% 12% 100

$100,000 or more 9% 8% 89


NASCAR Fans are middle class andmore affluent than the U.S. population

42% of NASCAR Fans earn $50,000 + per year (108 index vs. U.S. Pop)


U.S. Pop NASCAR Fans Index Fan vs U.S. Pop

% of families with Kids under 18 36% 40% 111


NASCAR is a family sport, as there is a greater presence of children among NASCAR fans than the U.S. population

Kids love cars!


Source: IPSOS-REID, NASCAR Brand Study, Summer 2001

South

38%

Index tototal U.S.:

109

Midwest

24%

Index tototal U.S.:

104

West

19%

Index tototal U.S.:

90

Northeast

20%

Index tototal U.S.:

100

NASCAR fans are distributed throughout the U.S.


Brand Attributes


Q. How closely do you associate “________” with NASCAR?

57%57%

52%52%

50%50%

50%50%

48%48%

48%48%

47%47%

46%46%

Athletes that are Regular PeopleAthletes that are Regular People

GenuineGenuine

Straight UpStraight Up

Open to AllOpen to All

Down to EarthDown to Earth

Athletes I AdmireAthletes I Admire

HonorableHonorable

Like a Big FamilyLike a Big Family

80%80%

78%78%

69%69%

66%66%

64%64%

64%64%

62%62%

Intense CompetitionIntense Competition

Skillful CompetitorSkillful Competitor

Uniquely AmericanUniquely American

TeamworkTeamwork

Thrilling and ExcitingThrilling and Exciting

Edge of Seat ActionEdge of Seat Action

Non-Stop ActionNon-Stop Action

Association with NASCAR (% Top 2 Box)Association with NASCAR (% Top 2 Box)

StrongAssociation Heritage

Drivers Applicable/”Relatable” “Stock” Cars Fun All Teams in All Events Power Performance Speed Sponsors Ambitious Aggressive

““Absolutes”Absolutes”Strong AssociationStrong Association

+

Source: Edgar, Dunn & Company, NASCAR Brand Study 2000

Brand Attributes

The NASCAR brand owns powerful, functional and emotional equities


Sense of Belonging

Regular PeopleRegular People HonorableHonorable Down to EarthDown to Earth GenuineGenuine Straight Up/HonestStraight Up/Honest Like a Big FamilyLike a Big Family

Thrilling & Exciting Entertainment

Speed & PowerSpeed & Power Edge of Seat ActionEdge of Seat Action Skillful CompetitionSkillful Competition Intense CompetitionIntense Competition Play Never StopsPlay Never Stops Daring/CourageousDaring/Courageous

UnduplicatedSport

SharedValues

++

Brand Attributes

NASCAR is the only sports brand that thrills fans and creates a powerful connection through traditional values they admire


“Thrilling Plus”

NASCAR delivers the most thrilling and

exciting sports entertainment, involving

fans of the sport with people in the sport who

live by honorable, down-to-earth

values. This involvement leads to a feeling of

belonging in the NASCAR family.

- Edgar Dunn (Spring 2000)

Equities of the NASCAR brand lead to a

powerful and unique positioning that combines: “thrilling,” “values,” and “belonging.”

Brand Attributes


People Like Me Fans can easily identify with the drivers “Regular” physiques, “Regular” guys, “Role Models”

Driving- Done by All

In the U.S., there may be no activity more universal than driving an automobile

Longest Season

Competition

Family Participation

Wives and children of the NASCAR family are visible at the tracks and in victory lane celebrations

Multi-generational sport for both Fans & Drivers Family developed & lead sport since 1948

NASCAR has some unique advantages versus stick and ball sports.

Brand Attributes

Auto racing is “Live” for approximately 10 months per year offering fans and sponsors many opportunities

Teams compete every week for right to race Every race is an “all-star race”


Attitudes towards Sponsors and Sponsorship


Fans Celebrate and Embrace Corporate Sponsorship in NASCAR

NASCAR drivers could not run their cars without sponsors' support

NASCAR is the kind of sport that needs corporate sponsorship

I know which companies sponsor NASCAR and its drivers

92%

93%

85%

89%

87%

66%

0% 20% 40% 60% 80% 100%

% agreeHardcore Fans Casual Fans

Brand Loyalty


Brand Loyalty

Fans are 3X as likely to purchase

NASCAR related merchandise

NASCAR changes the behaviors of consumers


89% of NASCAR fans agree that when a NASCAR logo is associated

with a company, that company delivers quality

When sponsors connect with our passionate fans, they can influence

their buying preferences and decisions.

Brand Loyalty


Television


Television

19 Million viewers tune-in each week to watch

NASCAR Winton Cup 38 weeks a year The longest season in sports 2nd in all pro sports on television


0

2

4

6

8

10

12

10.4 5.7 3.4 2.9 2.5 2.1 1.6 1.4 1

NFL NWCS PGA NBA MLB NBS IRL NHL CART

*Regular season eventsSource: Nielsen Media Research

Network Broadcast television ratings*

Seasons: NFL (02-03) as of 12/1/02, NWCS (2002), NBA (01-02), NBS (2002), MLB (2002), NHL (01-02),

PGA (2002), IRL (2002), CART (2002)

Television


0

1000

2000

3000

4000

5000

6000

7000

8000

18-49 7790 4052 1166 972 872 513 236

NFL NWCS NBA NBS PGA MLB NHL0

500

1000

1500

2000

2500

3000

3500

4000

18-34 3782 1451 615 322 307 239 134

NFL NWCS NBA PGA NBS MLB NHL

Viewers 18 – 49 (000’s)Viewers 18 – 34 (000’s)

Seasons: NFL (as of 12/1/02), NWCS (2002), NBA (01-02), NBS (2002), MLB (2002), NHL (01-02), PGA (2002)Regular season events Source: Nielsen Media Research

Television

NASCAR Winston Cup Series is

the second largest U.S. sport

among viewers 18-34 and 18-49


0

1

2

3

4

5

2.2 4.9

2000 2002

NASCAR sponsors secured nearly $5 Billion in television exposure

*Billions

2000 – 2002 Sponsorship Exposure

Source: Joyce Julius & Associates, Inc., Sponsors Report

Includes: NASCAR Winston Cup Series, NASCAR Busch Series, NASCAR Craftsman Truck Series

Television


Beyond the

event broadcasts,

NASCAR receives

extensive media

coverage . . .

Media Coverage


Media Coverage

In Print Newspapers

National / Local

Magazines

Sports

Business

Entertainment

General Interest


NASCAR.com One of the top five visited sports sites on

the Internet Over three million unique visitors each month

On the Internet

Live coverage of all NASCAR events Broadcast on over 550 affiliate stations each week

Over 250,000 listeners to the NASCAR Radio on XM

On the Radio

Media Coverage


Media Coverage

On TelevisionNASCAR is everywhere

National and Local News

Saturday Night Live

NASCAR Week on Wheel of Fortune

Regis and Kelly

The Tonight Show with Jay Leno


NASCAR Fans:

Fuel Purchase Patterns


An Automotive Culture

The NASCAR fan is highly involved with their automobile

Owns more vehicles Drives more miles More likely to own an SUV They buy more gas


NASCAR Fans Non-FansIndex NASCAR Fans

vs Non-Fans

Most recent vehicle is a full-size pickup or SUV

9.7% 5.9% 164*

Traveled at least 250 miles by road in the past week

28.6% 20.3% 141*

Household has at least 3 vehicles

34.8% 28.9% 120*

Source: Simmons NCS, Fall 2001 Spring 2002


Own more vehiclesOwn larger vehicles

Drive more miles

A Powerful Consumer Segment


. . . and they buy premium fuel!

NASCAR fans are more likelyto purchase mid-grade premium,

super premium and diesel fuel

Type / grade of fuel purchased (ranked by most popular)

NASCAR Fans whobuy Gas or Diesel

Non-Fans who buyGas or Diesel

Index NASCARFans vs. Non-Fans

Regular unleaded 76.7% 75.3% 102Mid-grade premiumunleaded

25.9% 23.9% 108

Super premium unleaded 17.1% 15.4% 111Diesel fuel 8.2% 6.2% 132

Source: Simmons NCS, Fall 2001 Š Spring 2002



NASCAR

The SportThe GameThe Competition

. . . The Relevancy


The best players in the world

All of the players on the same field

at the same time

Every race counts in the race

for the championship

There are no uneven match-ups

Door handle to door handle competition

Your mistake

your competitor’s mistake . . .

your teammate’s mistake . . .

can end your day in a second

The Game


The Relevancy


In the U.S. there may be no activity more universal

than driving an automobile

Fans can relate to the activity


To some degree, everyone has experienced the thrill of speed

Fans can relate to the activity


There are more Fortune 500 companies in NASCAR than any other sport

Winston Ford Pepsi-Cola M&M’sAT&T Pontiac Dodge 76 PlantersMcDonald’s GNC Hills Brothers

Coca-Cola Lowe’s Gatorade Burger King Chevrolet UPS Target Alltel Home Depot Budweiser Cheerios Visa Goodyear Sprint Tide DuPont Burger King Frito-Lay Kellogg’s Nabisco Mattel Rubbermaid Wal-mart K-Mart Old Spice Energizer Drakkar Noir U.S. Army U.S. Navy Kodak

Why? NASCAR drives bottom line business building results

for these brands


Of the hundreds of business segments found in NASCAR, three clearly

stand out as the most relevant and significant

Cars Tires Fuel

Fuel …


Fuel is the single most relevant category in NASCAR

– Bill France Jr.

Fuel …


A unique point of difference

Product relevance

Performance based endorsement

Enormous consumer franchise

A logical and credible position

Integral to the success of our sport

Fuel …


A logical . . .

Integral . . .

Relevant . . .

Compelling . . .

Performance-based . . .

Component of the sport

Video


Speed

Teamwork

Efficiency

Accuracy

Perfection

The race is won or lost

in the pits

The Pit Stop


The height of drama and competition in a NASCAR race

The subject of intense fan interest and media analysis

The component of the race given the most comprehensive coverage by the television networks

A terrific demonstration of precision teamwork

The Pit Stop


The Pit Stop

You Own the Pit Stop

One of two critical activities More fuel New tires

Fuel Can provides for tremendous visibility and focus of activity

Refueling is the most time consuming component of the pit stop.

. . . AND speed of refueling determines success


You Own Pit Row A 43 car high speed service station

The center of every NASCAR racetrack – the 50 yard line

Extremely visible and intrusive signs mark the entrance and exit of pit row

The most valuable branding at any NASCAR event

Pit row becomes a metaphor for your service stations

Pit Row


Not just a sponsor

Not a borrowed interest, nor an artificial association

An absolutely critical ingredient for the success of the sport

An integral part of the game

As footballs are to the NFL . . .

And baseballs are to MLB . . .

Fuel, tires and cars are the components

that bring the sport to life

Fuel…


The Opportunity


Total Exclusivity

NASCAR

All of the cars

All of the drivers

All of the teams

All of the events

Official Fuelof NASCAR


Exclusive use of the NASCAR mark and the Series Marks Official fuel of NASCAR

Official fuel of the NASCAR Winston Cup Series Official fuel of the NASCAR Busch Series Official fuel of the NASCAR Craftsman Truck Series




BP will have the right to advertise and publicize its’ fuels

as the Official Fuel of NASCAR via television, radio, print

and the Internet.


Brand Loyalty

72%

89%

0% 20% 40% 60% 80% 100%

When I see a NASCAR logo on something, I know it will be a quality product

If I see a NASCAR logo on something, I am much more likely to buy it than I am to buy a similar

product that is not NASCAR related

% NASCAR fans who agree

Source: Edgar, Dunn & Co., NASCAR Licensing Study 2000

The Power of the NASCAR Mark- Quality - Purchase Intent


The NASCAR logo communicates quality to 75 Million consumers.

72% of NASCAR’s fan base indicate that they are more likely to buy a brand bearing the NASCAR mark, than a similar brand without the mark.

A huge opportunity to differentiate your brand in a very competitive “commodity” business.



We can deliver that powerful mark to each and every one of your retail locations.

- Official Fuel of NASCAR

- Official Pit Stop of NASCAR



Exclusive right to driver names and likenesses



Unrestricted use of teams and race cars

in all forms of advertising



Exclusive branding on fuel delivery systems

Exclusive Branding…


PLUS. . .

A comprehensive brand integration package…

NASCAR Drivers’ uniforms

-NASCAR Winston Cup Series

-NASCAR Busch Series

-NASCAR Truck Series NASCAR Team uniforms NASCAR Officials Uniforms NASCAR Competitors car

-NASCAR Winston Cup Series

-NASCAR Busch Series

-NASCAR Truck Series NASCAR Pace Cars



The Hottest sport in America

The #1 spectator sport in the country

The #2 sport on television

Category Ownership of the purchase influencing NASCAR bar mark

Complete brand integration into the sport

A logical and relevant position

Absolute and Total Exclusivity

The most relevant category in the sport



The Opportunity of the Decade






Technology

Nascar Fuel Presentation prepared for BP