Supercross

European Expansion
Kate Burton, Brian Garie, Jacob Huegel,
Richard Stiftinger, and Adam Wisniewski

Agenda
Current Supercross Target Market
Demographics
Cultural Barriers
Strategic Plan
Closing

Current Supercross Target Market

Males 18-34
840,000 annual attendance
Digital: followings on Youtube, Facebook, Twitter, Instagram,
Inside Dirt, and Cross Club
Competes January through May

France Demographics
3rd largest economy in Europe (GDP of 2,464.790)
Financial services, banking and the insurance sector are an important part of the economy
World's 3rd biggest exporter of agricultural products
Tourism: Most visited country in the world
2012- 83 million international tourists
Population: 66.6 million
3rd most populous country in Europe
20th most populous in the world

United Kingdom Demographics

2nd largest economy in Europe (GDP of 2,760.959)
The automotive industry is a significant part of the UK manufacturing sector and employs
around 800,000 people
UK has a significant presence in auto racing
Tourism: 6th most visited country in the world
London has the most international visitors of any city in the world
Population: 64.1 million
4th most populous country in Europe
22nd most populous in the world

Germany Demographics
Largest economy in Europe (GDP of 3,467.780)
The service sector contributes approximately 71% of the total GDP (including information
technology), industry 28%, and agriculture 1%
The automotive industry in Germany is regarded as one of the most competitive and
innovative in the world
4th largest by production
Tourism: 7th most visited country in the world
2012- over 30.4 million international tourists
Population: 80.62 million
2nd most populous country in Europe, after Russia
2nd most popular immigration destination, after the U.S.

Cultural Barriers
Political Environment
Terrorism in Europe is at a high
France & Germany have had shootings within the past year
Xenophobia
France, specifically, has racist behavior
Protesting going on to get people out of the country and not to let people in
Brexit
UK voted to leave the EU this past summer
Big threat to their economy
This could affect economy, jobs, trade, immigration, status in Europe, and position in
the world

Cultural Barriers
Alcohol Advertising Regulations
United Kingdom
Advertising Standards Authority hold strict regulations on how alcohol companies can
advertise their products
Advertisements must be ethical, not misleading, and honest
France
Advertising at sport facilities is not forbidden but broadcasting is banned
Broadcast of sport events which shows billboards promoting alcoholic beverages
Example: Heineken Cup
Exception: multinational sports events specifically targeted at the french public is
authorized
Germany
Federal Protection of Minors Act - Cannot market any alcohol to minors
Code of Conduct on Commercial Communication for Alcoholic Beverages

Cultural Barriers
Bans on energy drinks
Countries have begun to ban the sale
energy drinks to minors
Lithuania
Latvia
India
Germany and UK have called for stricter
regulations

Strategic Plan
Venues
Sales
Marketing
Sponsorship Activations

Venues: France
Circuit du Puy de Poursay/Motoclub Angerien
(St. Jean dAngely)
Used for Motocross World
Championship
AccorHotels Arena (Paris) - 84.7m tourists/yr
Used for ATP World Tour and various
concerts/events
16,394 capacity
Hosting Nitro Circus Live in 2016
Allianz Riviera (Nice)
Used for UEFA events
35,624 capacity

Venues: United Kingdom

Matterley Basin, Winchester (Great Britain)
Used for Motocross World Championship
Emirates Stadium (London)
Home of the Arsenal Football Club
60,432 capacity
Manchester Arena (Manchester)
Home of Manchester Storm, Phoenix, and
Giants UFC and
various concerts/events
21,000 capacity
One of the busiest indoor arenas in the
world

Venues: Germany
Talkessel Track (Teutschenthal)
Used for Motocross World Championship
About 50,000 capacity
Olympianstadion Munchen (Munich)
Used for FIFA & UEFA championships and
various concerts/events
69,250 capacity
Allianz Arena (Munich)
Used for FIFA & UEFA events
71,000 capacity
Has a large capacity with various premium
seating options (suites, clubs, VIP)

Sales
General Seating
4 general seating price ranges depending on
level and viewing area
Pricing: $25-$100
Package Deals
Club seating with Pit Party Access
Voucher for food in arena
VIP seating and standing areas
Private pre-event tailgate in Pit Party
Exclusive Access
Rider meet and greets
Test drive a supercross bike (sponsor)

Marketing
Campaign Videos
What Drives You?
Focuses on the popular
Supercross riders for each
country with the same format for
each
Marvin Musquin
Ken Roczen
Dean Wilson
Social Media
#99DaysToRide Campaign

Marketing
Social Media
Women Crush Wednesday
Featuring Female riders with bios to
bring awareness
TV Broadcasting
Fox Sports International - Fox Sports Go
SupercrossLIVE.com
Sky Sport, Sport+

Sponsorship Activations
Game Presentation

BRING THE ENERGY

Fueled by Total

Sponsorship Activations
In-venue promotion

Be the QUICKest to
the Finish Line!

Sponsorship Activations
Worlds largest bank use for commercial

We understand this wont

be a race all by yourself

Sponsorship Activations
Use for a break in action

This break is brought to you by Michelin

because so much is riding on your tires.
No tire helps you and your family brake faster.

Sponsorship Activations
Worlds largest cosmetics company - use for a break or commercial
Give out free LOreal products

Because Supercross
riders are worth it too.

Sponsorship Activations
Corporate responsibility
Any designated driver receives a free Monster energy drink

Know Your Standards

Be a responsible rider
and driver

Sponsorship Activations
Global sustainability and responsibility

Help Shell protect the

environment.

Sponsorship Activations
Fan Text Trivia Chance to win a prize

Educating the fan on the

sport of Supercross.

Who was
the 250SX
Monster
Energy
Supercross
Finale
Champion
in 2014?

Sponsorship Activations
Coupon to Sea Life attached to ticket

Save What Matters

Use this coupon to save on admission to a Sea
Life Aquarium. Come see how we save and protect
marine wildlife across the world

Sponsorship Activations
Big Air Replays

Sky Cam Replay

Sponsorship Activations
Video Campaign sponsor
Show room for luxury cars during party in
the pits

What drives you?

Presented by ____

Sponsorship Activations
Bring tickets to store for discount
Virtual reality activity

Connecting the world

through Supercross.

Sponsorship Activations

Official Airline Partner

Sponsorship Activations
Attend Supercross event and receive a
percentage off your next visit to TUI
Hotel/Restaurant
TUI customers will receive a percentage off
Supercross event

Official Travel Partner

Sponsorship Activations
Video leading up to event portraying how
effective Persil ProClean is at keeping even
the Supercross athletes clothes clean after
getting dirty during the event

Dirt is good.

Closing
Plan for European Expansion
Timeline
Recommendations