Multi-cultural Initiative

Revolution Racing• NASCAR’s Drive for Diversity Program• K&N Pro Series East• Whelen All-American• Youth Racing Program

Outreach Programs• Engage community via• Mobile trackside hospitality• iRacing simulators• Data capture• DJ Tour

• College Tour• 4 HBCU dates

The Longshot• Simulator to reality driver

search• Millennial appeal• Economically accessible

About

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About Revolution Racing

Revolution Racing is a majority minority owned company that manages NASCAR’s Drive for Diversity program.

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Mission

The goal of the organization is to advance the careers of minority and female drivers, crew members, pit crew athletes and aspiring front office personnel.

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NASCAR’s number one corporate

initiative

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Leadership

TINADeVEAUX

Vice President of Marketing

JOHNSTORY

President

MAXSIEGEL

Chief Executive Officer

PHILHORTON

Pit Crew Coach and Trainer

BLAIRADDIS

Director of CompetitionWhelen All-American Series

ANDYSANTERRE

Director of CompetitionCamping World Series

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Our Racing Programs

Revolution Racing fields teams in four divisions:

NASCAR K&N Pro Series EastNASCAR Whelen All-American SeriesINEX Legend carsINEX Bandolero cars

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Our Media

• TV– Changing Lanes on BET– Camping World East on Speed TV

• Social Media• Web Sites

– D4D.tv– RevolutionRacing.net– DriverforDiversity.com

• NASCAR– Sirius Satellite Radio– NASCAR.com

• Print– Uptown Magazine

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Technology

Revolution Racing’s academy style training program utilizes motorsports simulation software provided by iRacing.

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Our Pit Crew

FAVIANVANDERBURG

AGE: 31TIRE CARRIER

KEVINSPROUSE

AGE: 33TIRE CHANGER

ANWARPARRISH

AGE: 27TIRE CARRIER

MOSACKEY

AGE: 29TIRE CARRIER

LIONELLEGRA

AGE: 24TIRE CARRIER

RICHIEWILLIAMS

AGE: 26JACKMAN.

PIERREBANKS

AGE: 23TIRE CARRIER

PEDROMARTINEZ, JR

AGE: 20TIRE CHANGER

TESFALEE

AGE: 29TIRE CARRIER

K&N Pro Series East

DARRELLWALLACE

AGE: 16HOME: Mobile, Ala.

SERGIOPENA

AGE: 16HOME: Catharpin, Va

RYANGIFFORD

AGE: 20HOME: Winchester, Tenn.

MACKENABELL

AGE: 19HOME: Carson City, Nev.

10 Races

• 3/27 Greenville Pickens, SC• 4/3 South Boston, VA• 5/23 Iowa, IA• 6/6 Martinsville, VA• 6/25 New Hampshire, NH• 7/3 Lime Rock, CT• 7/30 Lee, CT• 8/28 Gresham, GA• 9/17 New Hampshire• 9/24 Dover

4x$750,000 = $3,000,000

Whelen All-American Series

MEGANREITENOUR

AGE: 18HOME: Miamisburg,Ohio

JESSICABRUNELLI

AGE: 17HOME: Hayward, Calif.

REBECCAKASTEN

AGE: 19HOME: Mequon, Wisc.

MICHAELCHERRY

AGE: 20HOME: Valrico, Fla.

KATIEHAGAR

AGE: 23HOME: Damariscotta,

Maine

JASONROMERO

AGE: 25HOME: Cameron Park,

Calif.

4 Tracks (41 Events)• Greenville-Pickens, S.C.

• 9 Races• Hickory, N.C.

• 7 Races• Tri-County, N.C.

• 18 Races• Carraway, N.C.

• 7 Races

6x$100,000 = $600,000

Youth Racing Program

4 Legends Cars3 Bandoleros

• Competing during the summer in the Carolinas

7x$5,000 = $35,000

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Partners

Outreach Programs

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Outreach Programs

• NASCAR College Tour– 7 HBCU dates

• Trackside Hospitality Outreach

– Churches– Schools

• Mobile Marketing– iRacing

• The Longshot– Virtual to reality

driver search and development

Monster Mobile Tour

34 Dates• 4 HBCU (NASCAR College Tour) • 10 K&N Pro Series races• 10 Whelen All-American races• 10 Monster east coast events

$350,000

Mobile sampling, DJ, data capture and motorsports simulation

The Longshot Driver Search

The Problem

Most sports sponsorships leave fans sitting on the sidelines…

Solution: The Longshot

A magnetic and remarkable motorsports marketing platform that straps you in and takes you for a ride

The one thing that unites all human beings, regardless of age, gender, religion, economic status or ethnic background, is that

deep down inside we ALL believe we are good drivers

Business Model

Driver search and development program for racers with limited or no prior racing experience

The Search Process

Drivers will be evaluated on both racing aptitude and marketability

Racing Aptitude

• Racing aptitude will be measured using iRacing motorsports simulator

• Requires– Newer Microsoft based PC

(with in the last 3 years)– Steering wheel (can be

obtained for less than $100)

– Broadband connection– iRacing subscription

“…for the actual real-world racer, this is your 'at-home' test vehicle. Acclimate yourself with a new course or learn something new on an old favorite. Even a rookie in the sim racing world can get up to speed fast within the iRacing system”

Dale Earnhardt, Jr.NASCAR Sprint Cup Driver

...more testimonials

Marketability

Candidates engage and leverage social networks

• Contestants will be asked to emulate a race teams by:– Providing Race reports– Sharing:

• Blogs• Videos • Photos

– Securing sponsorship to support their effort

– Develop fan support

– Inject brands into social media

Development

Selected candidates undergo extensive testing and coaching at Revolution Racing in Karts, Legends and Late Model cars Revolution Racing is a NASCAR "academy-style"

development team based in Mooresville, N.C. The team currently operates 10 cars for NASCAR’s Drive for Diversity program between the NASCAR Camping World East Series and the Whelen All-American Series.

The Longshot

One driver is selected to be The Longshot and is invited to join Revolution Racing’s Academy style team in 2011

Underlying Magic

Compelling dream to reality story

• Economical access to motorsports

• The ultimate form of brand integration– Online– On-track– On TV

• Powerful differentiator– Interactive sponsorship platform

• Multimedia Platform– User generated content– Engineered for social media

• Effective targeting tool– Millennial appeal

Brand Integration Platform

Team Revolution RacingRacecars, uniforms, pit equipment10 Diverse driversTwo Series

Whelen All-American SeriesCamping World East Series

108+ Races

TV3 Wide life

85 million households on regional sports networks

Changing lanesReality show filmed around NASCAR’s Drive for Diversity Program

Televised Camping World East Series (SpeedTV)

Retail/EventTradeshow simulator

Online CampaignsJayski.comNASCAR.comGamespot.comTargeted Facebook ads

PublicationsSpeedway IllustratedNASCAR Scene

WebIracing.com

15,000 plus members

D4D.tv2000+ members

RevolutionRacing.netFuelingDreams.com (program social site

in development)Social Media

Facebook pagesDrive for Diversity

700+ fansRevolution Racing

2000+ fansLongshot

TwitterFlickrYoutube

Social Media Projections

130The average number of friends a person has on facebook

Longshots Candidates Social Reach

1 100

100 10,000

10,000 100,000

The Monster Cup

iRacing simulator to reality driver search and development program (the Longshot) Includes winner’s 2011 Whelen All-American Series ride plus driver living expenses

$250,000

Car Art

Crew and Driver Uniforms

Entitlements

– Primary sponsor of seven 7 Revolution Racing cars and teams in 2010.

– Primary sponsor of seven 7 D4D driver suits– Primary sponsor of all 7 youth racing cars– Primary sponsor of Revolution Racing show car– Branding on Revolution Racing haulers, pit

boxes and equipment– A strong multicultural message for your brand.– Official sponsor of The Monster Cup driver

search competition:• Branding on social media site• Custom in-simulator car graphics• Branding at the Revolution Racing Technology &

Training Center• Monster Army exclusive races and challenges

– Sponsor Listing, logo and link on www.d4d.tv – Sponsor Listing, logo and link on

www.revolutionracing.net – Custom Monster Army profile on www.d4d.tv– Custom Revolution Racing/Monster background

on @RevolutionRacing Twitter page.– Signage at Race Shop

– In-Market and At-Track Promotions• A minimum of 10 at-track promotions in the four

Whelen All-American Series markets we compete• A minimum of 10 at-track promotions in select K&N

Pro Series East markets we run• Hospitality for customers, prospects and employees• Sampling• Show car• Driver meet & greets• 10 Monster Energy selected east coast events• Inclusion in four NASCAR College (HBCU) Tour

events• Sampling/Promotional Items• Participation in panel discussion• DJ Contest

– Access to race shop for corporate initiatives.– B2B opportunities with other Revolution Racing

partners (i.e. Freightliner)– Use of drivers’ names and likeness– Use of Drive for Diversity and Revolution Racing

designation and marks– Weekly social media webisodes, press release,

photos and blogs– Initial sponsor welcome – Press Release,

Websites, Facebook and Twitter

Menu

À la carteProperty Cost

K&N Pro Series East $750,000

Whelen All-American Series $600,000

Youth Racing $35,000

Mobile Marketing $350,000

The Monster Cup $250,000

Total $1,985,000

Happy Meal

$900,000

Monster Energy shall have first right of refusal on sponsorship for any of the 2010 Revolution Racing drivers should they progress with Revolution Racing to the NASCAR Camping World Truck or NASCAR Nationwide Series in 2011.

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