Pat Coyle delivered this presentation at the National Sports Forum in Phoenix on January 26, 2009

1. Digital Cash Pat Coyle Coyle Media, Inc How to stop throwing in your Website, and make more money from your Digital assets (sports)

2. Source: Interactive Advertising Bureau Internet advertising is still fastest growing segment Dot Bomb $21 Billion in 2007

3. U.S. Internet Ad spend $21.2 Billion surpasses Cable , Radio in 2007

6. W = (R) T 2 Technology has changed the game for fans So why aren’t teams making more money from digital?

7. Power of paradigms The way you make money today, may not be the (only) way you make money in the future… … are you DOWN with this? One reason:

8. “ Google’s not a real company. It’s a house of cards.” - Steve Ballmer, CEO, Microsoft Didn’t see value in Paid Search Microsoft had no financial incentive to care, Until Free Software came along… Power of Paradigms – when experts speak

9. Put this in your paradigm…money talks We make fun of Microsoft, but did you know… Google thought this guy was insane? Until the Internet bubble burst….

10. Sports Business Paradigm Team Revenue mindset = Stadium-centric League = Television-centric $3.75 Billion per year

13. Sports Sponsorships…Beyond the Stadium Tackling the “long tail” fan base Pat Coyle GM, MyColts.net Founder, Sports Marketing 2.0 President, Coyle Media, Inc. Contact Pat Coyle: coylep@colts.nfl.com Case Study

14. Colts Digital Sponsorship 2008: Where we are today (+86%) (-17%) (+24%) (+54%) (+5%) (-9%) Digital grew 54% and now accounts for 10% of sponsorship revenue, and 17% of all net growth (Lucas Oil Stadium came on line in 2008)

17. Discovering the opportunity: blowing up the paradigm The universe is BIGGER than we thought, but what are we going to do about it?

19. Contact Pat Coyle: coylep@colts.nfl.com

20. Contact Pat Coyle: coylep@colts.nfl.com Colts are my favorite sports team: U.S. POP 12+ (ESPN Sports Poll) ..but do Colts make more money because they have more fans? Economics of winning: what is your revenue per fan?

21. Beyond the home market 10 million Americans 12+ say Colts are favorite team. 24% from Indiana. Contact Pat Coyle: coylep@colts.nfl.com Note : 67% of Colts fans live outside Indiana

22. Beyond the Season Page Views Site Visits Season 65% Draft & Cheer Indianapolis Colts

23. Multi-screens, multi-markets @ Bengals Steelers MNF Total Page Views : 3,320,004 Visitors Percent Indy 17,616 13.9% Pitts 1,092 .9% Cincy 3,595 2.8% Chgo 7,454 12.4% Visitors Percent Indy 27,974 12.3% Pitts 2,866 1.3% Cincy 3,371 1.6% Chgo 11,742 5.2% Rating Share Indy 39.5 57% Pitts 24.2 38% Cincy 45.2 66% Chgo 11.7 22% Rating Share Indy 46.4 62% Pitts 48 63% Cincy 23 36% Chgo 15.7 24% Web TV Web TV x x x x x TV audience drives Website traffic

24. Finding valuable inventory Fan generated Indianapolis Colts

26. Simplify Inventory: IAB banners Indiana: $20 – National $12 NFL Home

27. Simplifying Inventory: Sponsored Sections Logo presence on home page Branding and offer links on internal section pages

29. Simplify Inventory: Media Player Title sponsor – logo on player Home Page exposure Split pre-roll (5-ways) Banner on player

31. Are “displaced” fans AVID? Contact Pat Coyle: coylep@colts.nfl.com BSU Study, 2005

35. Digital Activation sample pitch L ocal dealer Program: ReMax (100 Indiana dealers)

37. Sample Banners Get attention by offering unique experience

38. Sample Landing Page Collect data from Colts fans Add content and features from your company site Branded URL: www.colts.com/remax

39. Confirm benefit and introduce local agent Sample Confirmation Page

40. Sample “personalized” E mail t E mail message can include fan’s name and info he / she requested Message can come from your local agent Call to action? Local offer?

41. Colts.com myColts.net myIndianaFootball.com Expanding digital inventory Indianapolis Colts Plus WAP

44. Final thoughts The largest enemy of change and leadership isn't a "no." It's a "not yet." “ Not yet" is the safest, easiest way to forestall change. "Not yet" gives the status quo a chance to regroup and put off the inevitable for just a little while longer. Change almost never fails because it's too early. It almost always fails because it's too late . - Seth Godin

45. Contact: Pat Coyle 317-332-7878 [email_address] Powered by: