1. 1 FUTURE WAT PROJECT Presented to the Euromeetings Organisors Amsterdam, 17th October 2008 by IAAF & Mindspring AG

2. 2 BACKGROUND

3. 3 OUR BRIEF Presidential mandate to review and improve WAT in line with the his Manifesto Embrace the global potential of athletics Create opportunity for more Athletes to participate professionally in athletics Appeal to the youth Deliver an economically sustainable project Investor guarantee All stakeholders to benefit

4. 4 OUR CREDENTIALS Senior leadership positions at both TEAM Marketing and Octagon Worldwide Prior Involvement with athletics IAAF World Championships Mobil Grand Prix IAAF World Cup Athletics South Africa Specific experience with investors in the creation of - UEFA Champions League, IIHF Champions Hockey League

5. 5 WINNING CONCEPTS Strong involvement by Federation Win-win for all stakeholders Strong free to air broadcaster platform Centralised marketing programme for worldwide sponsors Strong brand identity and branding execution

6. 6 WAT PROJECT

7. 7 PROJECT WAT STATUS Step 1 - Identified objectives: Step 2 - Developed new concept Step 3 - Conducted feasibility study Step 4 - In depth review of concept and feasibility study led by IAAF President Step 5 - Recommendation to IAAF Council

8. 8 FEASIBILITY STUDY 12 Month process to date Stakeholders Meet organizers Agents/Athletes IAAF and Council Ambassadors Sponsors Carlsberg MasterCard Nestlé 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 (pan-European) NBC Universal (USA) Fox (USA) TBS (Japan) Al Jazeera (Middle East) GTV (Africa)

9. 9 CURRENT SITUATION Strong consensus across the board that there is a need for change

10. 10 CURRENT SITUATION Olympics and World Championships are premier events Olympics World Champs Golden League WAT 3 PILLARS OF ATHLETICS 98,787,860 1,151,821,00 0 WAT

11. 11 KEY PRINCIPLES

12. 12 KEY PRINCIPLES Do what is in the best interests of Athletics Reinforce IAAF leadership Elevate the status of the Golden League and athletics as a whole Extend reach beyond Europe Guarantee top athletes and enhance the earnings capability of more athletes Create more meaningful events - shift focus away from individual performances to great competition Bring new investment into the sport Create a strong global brand All stakeholders to benefit

13. 13 WAT STRATEGY

14. 14 REVISED WAT STRATEGY Investor Funded Improve WAT Format Build Brand Top Athletes Sales Revenue

15. 15 STRATEGY Investor Funded Improve WAT Format Build Brand Top Athletes Sales Revenue

16. 16 FORMAT Key Changes: Simplified format Two-tier approach

17. 17 GOLDEN LEAGUE SEASON SCHEDULE Rationale for 12 events Maintain strength of European events Target key global markets

18. 18 GOLDEN LEAGUE FORMAT Two-hour programming block Consistent Golden League disciplines 10 standard for entire series 4 events of local interest Simple, meaningful points system based on order of finish Programming Block 20:00-22:00 Local Interest Discipline 1 Local Interest Discipline 2 Local Interest Discipline 3 Local Interest Discipline 4 GL Discipline 1 GL Discipline 2 GL Discipline 3 GL Discipline 4 GL Discipline 5 GL Discipline 6 GL Discipline 7 GL Discipline 8 GL Discipline 9 GL Discipline 10

19. 19 CHALLENGE LEAGUE OVERVIEW 12 meetings out of tender process Europe and outside Europe Open to all disciplines IAAF solidarity fund: considerably higher than current IAAF grant Consistent branding No grant of marketing rights to the IAAF Can be scheduled any day except on or around Golden League days

20. 20 STRATEGY Investor Funded Improve WAT Format Build Brand Top Athletes Sales Revenue

21. 21 KEY CHANGES IAAF guarantees top athlete participation and finances incentive plan IAAF central athlete contracts Guaranteed contract for 20 to 30 top athletes 6-9 appearances per season Standings Bonus for each discipline to replace current Jackpot Benefits many athletes as opposed to just 1 or 2 Considerably more money for more athletes

22. 22 NEW PARTNERSHIP IAAF Meet Organisers Athletes Prize Money Appearance Fees Appearances IAAF Contracts Ranking Bonus Participate in 6-9 events Sponsor appearances Central $Contribution Central Promotion Athletes Deliver commercial rights

23. 23 STRATEGY Investor Funded Improve WAT Format Build Brand Top Athletes Sales Revenue

24. 24 BRAND Make Golden League instantly recognisable Consistent implementation across all events Much stronger vs. individual event brands Reviewed best practices from other sports and propose the best solution for Athletics

25. 25 STRATEGY Investor Funded Improve WAT Format Build Brand Top Athletes Sales Revenue

26. 26 MARKETING Current decentralised marketing approach leaves money on the table Need to access all available budgets Global / Regional National Local Need to keep benefits of current sponsors Ticket promotions Hospitality Combined centralised / local sales allows access to all levels

27. 27 SPONSORSHIP CONCEPT 4 Golden League Partners (4 x $5m) National Suppliers National Sponsors Individual Event Partners Series Partners 1 Host City Partner 1 National Event Sponsor ($0.5-1m each)

28. 28 BROADCAST SALES Centralised sales of all broadcast rights Splitting TV rights leads to weaker product/loss of leverage Obligation to be host broadcaster Priority to free-to-air coverage …in order to create broadest coverage to build sport …and therefore build value of sponsorship Target gradual increase….starting with 2 or 3 meets on terrestrial in key markets Additional coverage on thematic sports channels Broad programming Live Delayed Highlights Magazine (centrally produced) Broad distribution TV Internet Wireless

29. 29 FEASIBILITY STUDY Feedback from EBU Key Partner of IAAF EBU strongly wants to keep its commitment to athletics Conducted complete review of proposed project EBU says this is going in the right direction and they want to partner the IAAF in this development

30. 30 STRATEGY Investor Funded Improve WAT Format Build Brand Top Athletes Sales Revenue

31. 31 INVESTOR FUNDING This project will be funded by investors on a long term basis Allows for massive new financing of the sport Strong interest is being shown by potential investors

32. 32 SUMMARY

33. 33 SUMMARY Revitalise athletics Strongly addresses key issues Confusing format Meaningful competition Athlete participation Commercial appeal Financial viability Feasibility study indicates concept is feasible Investor interest in the concept is strong

34. 34 NEXT STEPS

35. 35 TIMING Pre-Season Build-up Product Development Broadcaster Search 9/07 1/08 Sponsor Search 2007 Design - A Feasibility Study - B Investor Closing - D 2008 2009 2010 Implementation of Commercial & Event Plan New IGL Season Event Plan Implementation 1/09 1/10 Bidding Process - C Pre-testing with Champions IAAF President Briefing IAAF Approval Signature of Agreements

36. 36 NEXT STEPS Have now received IAAF Council “In Principle” approval to proceed Investor search now underway with a view to securing interested parties by next IAAF Council Meeting in November

37. 37 THANK YOU