RETURN ON INVESTMENT FOR AMERICAN LE MANS SERIES' CORPORATE SPONSORS YIELDS DOUBLE-DIGIT GROWTH AGAIN

During the 10-race 2005 season, the American Le Mans Series delivered more than $109,647,000 of value to those associated with the series through its television and broadcast coverage, an increase of more than 11 percent from a year ago.

More telling, the American Le Mans Series' 13 corporate partners garnered 46 percent of that total. On a per-race basis, those same partners saw an average of $5 million in exposure, again up from 2004.
"It is gratifying to see those who put so much into our series get this type of return on their commitment and investment," said Scott Atherton, American Le Mans President and CEO. "There is no question that the series delivers a very unique motorsports product - one that appeals to both viewers and sponsors. While the priority of all our race broadcasts is to entertain, it also is important to integrate the needs of our partners within each telecast. Our television partners have done a marvelous job to position our racing as some of the most exciting and competitive on the planet while at the same time involving our sponsors in very meaningful and relevant ways."
Among series corporate partners, Porsche again led the way with more than $11.2 million in exposure. The German manufacturer saw an increase of more than 20 percent over the year-end figure from 2004. Other premium automobile marques Audi ($7.57 million) and Chevrolet ($6.16 million) were next.

Porsche realized more than $11 million in mentions during series broadcasts, according to data from Joyce Julius and Associates.

Tire manufacturers Michelin and Pirelli each garnered more than $5.5 million in mentions. Overall, the diversity of series sponsors is reflected in the rankings. Premium auto and tire manufacturers, high-end fashion firms and other elite companies offering more specialized wares are among those who have partnered with the American Le Mans Series.
"These are high-end corporations that are receiving unmatched returns from the premium brand of motorsports in North America," said Atherton. "We have never had a better year, and the level of commitment from our sponsors is a significant reason why. Having the best television package in our series' history next year will only continue to grow these kind of results for our partners."
The results certainly will continue their upward trend in 2006 with a television package that features five consecutive series broadcasts on CBS, along with five races on SPEED Channel.
American Le Mans Series telecasts often break the mold when it comes to unique coverage aspects, including elements such as high-end aerial coverage for all events, telemetry, personality profiles, up-close-and personal features, direct radio communication with the drivers and promotions. All are designed to entertain and inform the series growing fan base.
"While the actual dollar value of this exposure is constantly debated, the methodology and measurement standards are uniform for all the series that Joyce Julius monitors," Atherton noted. "With that said, when the American Le Mans Series is compared with virtually any other series, the 'value equation' makes us a clear winner by every measure. We are a world-class platform that also provides tremendous value to all involved."
In addition to its double-digit growth on ROI for its corporate partners, the American Le Mans Series has witnessed similar increases in attendance, corporate sponsorships and manufacturer participation.
But there is much more than just broadcast results that makes the series attractive to some of the most elite partners in all of motorsports. The American Le Mans Series impacts nine of the top 20 markets in the United States, as well as the No. 1 market in Canada, providing valuable customer exposure to its corporate partners.
"With this type of exposure and these types of increases and returns on investment, if the American Le Mans Series were a stock, every broker in the country would be recommending 'buy'," Atherton said.