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FUTURE WAT PROJECT Presented to the Euromeetings Organisors Amsterdam, 17th October 2008 by IAAF & Mindspring AG BACKGROUND 2 OUR BRIEF Presidential mandate to review and improve WAT in line with the his Manifesto Embrace the global potential of athletics
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FUTURE WAT PROJECT Presented to the Euromeetings Organisors Amsterdam, seventeenth October 2008 by IAAF & Mindspring AG

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OUR BRIEF Presidential command to survey and enhance WAT in accordance with the his Manifesto Embrace the worldwide capability of games Create open door for more Athletes to take an interest professionally in games Appeal to the young Deliver a financially manageable undertaking Investor ensure All partners to advantage 3

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OUR CREDENTIALS Senior authority positions at both TEAM Marketing and Octagon Worldwide Prior Involvement with games IAAF World Championships Mobil Grand Prix IAAF World Cup Athletics South Africa Specific involvement with speculators in the production of - UEFA Champions League, IIHF Champions Hockey League 4

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WINNING CONCEPTS Strong inclusion by Federation Win-win for all partners Strong allowed to air supporter stage Centralized advertising system for overall patrons Strong brand personality and marking execution 5

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PROJECT WAT STATUS Step 1 - Identified goals: Step 2 - Developed new idea Step 3 - Conducted possibility study Step 4 - top to bottom audit of idea and attainability study drove by IAAF President Step 5 - Recommendation to IAAF Council

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12 Month procedure to date Stakeholders Meet coordinators Agents/Athletes IAAF and Council Ambassadors Sponsors Carlsberg MasterCard Nestlã© Nike Shell President, International Sponsors Council Broadcasters European Broadcasters Union BBC (UK) BSkyB (UK) Setanta (UK & North America) ZDF (Germany) DSF (Germany) Sky Italia France Television Canal+ France TVE (Spain) Sogecable (Spain) Eurosport (skillet European) NBC Universal (USA) Fox (USA) TBS (Japan) Al Jazeera (Middle East) GTV (Africa) FEASIBILITY STUDY

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CURRENT SITUATION Strong agreement no matter how you look at it that there is a requirement for change 9

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WAT Golden League CURRENT SITUATION Olympics and World Championships are head occasions 3 PILLARS OF ATHLETICS Olympics World Champs WAT 1,151,821,000 98,787,860

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KEY PRINCIPLES Do what is to the greatest advantage of Athletics Reinforce IAAF administration Elevate the status of the Golden League and games in general Extend reach past Europe Guarantee top competitors and upgrade the profit ability of more competitors Create more important occasions - movement concentrate far from individual exhibitions to extraordinary rivalry Bring new venture into the game Create an in number worldwide brand All partners to advantage

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REVISED WAT STRATEGY Sales Revenue Top Athletes Build Brand Improve WAT Format Investor Funded

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STRATEGY Sales Revenue Top Athletes Build Brand Improve WAT Format Investor Funded

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FORMAT Key Changes: Simplified arrangement Two-level methodology

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GOLDEN LEAGUE SEASON SCHEDULE Rationale for 12 occasions Maintain quality of European occasions Target key worldwide markets

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GOLDEN LEAGUE FORMAT Two-hour programming square Consistent Golden League disciplines 10 standard for whole arrangement 4 occasions of neighborhood premium Simple, significant focuses framework taking into account request of completion

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CHALLENGE LEAGUE OVERVIEW 12 gatherings out of delicate procedure Europe and outside Europe Open to all orders IAAF solidarity reserve: impressively higher than momentum IAAF award Consistent marking No stipend of showcasing rights to the IAAF Can be booked any day aside from on or around Golden League days

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STRATEGY Sales Revenue Top Athletes Build Brand Improve WAT Format Investor Funded

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KEY CHANGES IAAF assurances top competitor cooperation and funds impetus arrangement IAAF focal competitor contracts Guaranteed contract for 20 to 30 top competitors 6-9 appearances for every season Standings Bonus for every control to supplant ebb and flow Jackpot Benefits numerous competitors instead of only 1 or 2 Considerably more cash for more competitors

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NEW PARTNERSHIP IAAF Central $Contribution Central Promotion Athletes IAAF Contracts Ranking Bonus Participate in 6-9 occasions Sponsor appearances Deliver business rights Prize Money Appearance Fees Meet Organizers Athletes Appearances

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STRATEGY Sales Revenue Top Athletes Build Brand Improve WAT Format Investor Funded

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BRAND Make Golden League in a split second conspicuous Consistent usage over all occasions Much more grounded versus singular occasion brands Reviewed best practices from different games and propose the best answer for Athletics

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STRATEGY Sales Revenue Top Athletes Build Brand Improve WAT Format Investor Funded

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MARKETING Current decentralized showcasing methodology leaves cash on the table Need to get to every single accessible spending plan Global/Regional National Local Need to keep advantages of ebb and flow patrons Ticket advancements Hospitality Combined brought together/nearby deals permits access to all levels

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SPONSORSHIP CONCEPT 4 Golden League Partners (4 x $5m) Series Partners Individual Event Partners 1 National Event Sponsor ($0.5-1m every) 1 Host City Partner National Sponsors National Suppliers

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BROADCAST SALES Centralized offers of all telecast rights Splitting TV rights prompts weaker item/loss of influence Obligation to be host supporter Priority to allowed to-air scope …in request to make broadest scope to assemble sport …and consequently manufacture estimation of sponsorship Target steady increase….starting with 2 or 3 meets on physical in key markets Additional scope on topical games stations Broad programming Live Delayed Highlights Magazine (halfway delivered) Broad dispersion TV Internet Wireless

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Feedback from EBU Key Partner of IAAF EBU emphatically needs to keep its dedication to games Conducted complete audit of proposed venture EBU says this is going in the right heading and they need to accomplice the IAAF in this improvement FEASIBILITY STUDY

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STRATEGY Sales Revenue Top Athletes Build Brand Improve WAT Format Investor Funded

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INVESTOR FUNDING This task will be subsidized by speculators on a long haul premise Allows for huge new financing of the game Strong premium is being appeared by potential speculators

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SUMMARY Revitalize games Strongly addresses key issues Confusing arrangement Meaningful rivalry Athlete cooperation Commercial bid Financial practicality Feasibility study demonstrates idea is possible Investor enthusiasm for the idea is solid

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TIMING 2007 2008 2009 2010 Implementation of Commercial & Event Plan New IGL Season Product Development 9/07 1/08 1/09 1/10 Design - An Event Plan Implementation Broadcaster Search Feasibility Study - B Sponsor Search Bidding Process - C IAAF President Briefing Pre-Season Build-up Pre-testing with Champions IAAF Approval Investor Closing - D Signature of Agreements

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NEXT STEPS Have now gotten IAAF Council “In Principle” regard to continue Investor seek now in progress with a perspective to securing invested individuals by next IAAF Council Meeting in November

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THANK YOU 37 .:tslidese