Todays Agenda

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Todays Agenda

• Introductions
• IMG Academies Bharata Program Overview
• Pepsico Partnership Strategy
• Recommendation to Pepsico
• Discussion
• Next Steps

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The Opportunity

• Preemptive opportunity to align with the
  most extensive youth/sports outreach program in
  the history of India.
• Designed to tap into Indias love of sports and
  desire for success on the global athletic
  playing field.
• Multi-level outreach Special events, road
  shows, advertising, PR, concerts, sports
  competitions, stadia visibility, grassroots
  programs, visitors center.
• Launch phase Timing right to discuss
  partnership opportunities.

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Executive Summary IMG Academies Bharata

• Building the Best in Sports, Leisure and
  Education
• Partnership with International Management Group
  (IMG).
• Asias most sophisticated sports, education and
  leisure complex.
• First-of-its-kind Olympic caliber sports
  training in India.
• International clientele - Olympics/superstar
  athletes of Asia.
• World-class education meets world-class
  athletics.
• Outreach to connect with millions of kids.
• Changing the face of Indian sports.

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IMGB Site
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IMGB Complex
IMGB Complex
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Program Goals Building Champions

• Create the most successful sports training and
  youth development program in India.
• Build national pride by cultivating international
  sports champions for India.
• Advance the state of sports training and athletic
  participation for boys and girls, 6-18 years old.
• Strengthen sports coaching and programs in
  schools.
• Drive tourism through
• Professional amateur athletics training
• World-Class events schedule
• Olympic development initiatives

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IMG Academies Bharata Worldwide Response
The IMGB program has already captured significant
interest from the Indian and U.S. media
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IMG Academies Bharata Worldwide Response
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IMG Academies Bharata Worldwide Response
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IMG Academies Bharata Worldwide Response
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IMG Academies Bharata Worldwide Response
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IMG Academies Bharata Worldwide Response
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IMG Academies Bharata Worldwide Response
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IMG Academies Bharata Worldwide Response
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IMG Sports Entertainment Powerhouse

• Worlds 1 sports marketing organization.
• Staff of 2,500 in 85 offices in 33 countries.
• Represents universe of sports stars.
• TWI media division, distributes over 5,000 hours
  of broadcast programming to more than 200
  countries worldwide.
• Produces almost 3000 major events annually around
  the world.

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IMG Clients A Constellation of Stars

• Tiger Woods Andre Agassi
  Vijay Singh
• Tyra Banks
  David Duval Jim Courier
  
• Dale Jarrett Pete Sampras
  Maria Sharapova
• Yevgeny Kafelnikov Jennifer
  Capriati Serena Williams,
• Venus Williams Juan Carlos
  Ferrero,
• Anna Kournikova John McEnroe
  Monica Seles
• Martina Navratilova
  Billie Jean King,
• Paulo Maldini Michael
  Shumacher,
• Jeff Gordon
  Gisele Bundchen

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IMGB Program Outreach Opportunities

• 1) Athletic Training/Education
• Tour for Talent
• 3) Grass Roots Coaching
• 4) Venues Program
• 5) Olympic/Pro Sports Program
• 6) Visitor Center
• 7) Advertising/PR

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IMGB Sports Academies Setting the Standard for
Athletic Excellence

• Modeled on IMG North America, IMG Academies
  Bharata will be among the most sophisticated
  sports training centers in the world.
• Sports will include Golf, Tennis, Soccer,
  Basketball, Cricket, Aquatics.
• Sports Academy Facilities will be integrated
  with the modern Gachibowli arena complex.
• Athletic training complemented by world-class
  academic program.
• Sports Academies are a focal point of the IMGB
  community.
• First PGA championship quality golf course in
  India.
• OPPORTUNITY Scholarships, signage,
  concessions.

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Tour for Talent Pepsi Championship Experience!

• GOAL Identify Indias most talented
  young athletes through
• grassroots outreach program.
• First-ever outreach to millions of boys and
  girls through high concept, high publicity
  three month roadshow featuring superstar
  athletes aboard a specially outfitted vehicle.
• Finalists vie for IMGB Academy scholarships.
• One in a Billion Made for TV documentary will
  capture the excitement of the Tour.
• Tour will change lives!
• OPPORTUNITY Tour visibility, scholarship
  sponsorship.

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IMGB Outreach Tour for Talent
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Grass Roots Coaching Excellence Training the
Trainers

• GOAL Improve secondary school athletic
  training standards throughout India.
• Transfer IMGB superior athletic training
  methodology to coaches across India.
• Build athletic infrastructure from base through
  school programs reaching millions.
• Involve local community through afterschool
  sports and nutrition initatives encourages
  healthy lifestyle and love of sport.
• OPPORTUNITY Program sponsorship

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The Gachibowli Complex State-of-the-Art Stadiums

• The Gachibowli complex is the premier athletic
  and entertainment venue in India. (Capacity
  80,000)
• Recently built for the internationally
  successful Afro-Asian Games.
• IMGB Academies integrates these modern sports
  stadiums into its network of athletic training
  and resort amenities.
• Event plans include international sporting
  events, concerts, trade shows, job fairs and
  festivals.
• OPPORTUNITY Naming, seasonal and
  individual event sponsorship.

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The Gachibowli Complex State-of-the-Art Stadiums
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Olympic/Pro Sports Program Training the Best

• GOAL Attract Olympic and national sports
  governing bodies and professional sports
  leagues throughout India to train at IMG
  Academies Bharata.
• IMGB, as Asias premier athletic training and
  athlete development facility will become a
  major focal point for elite athletes who seek to
  improve their performance level.
• IMGB will build relationships with National
  Olympic Committees and professional sports
  leagues as a strategic element of our ongoing
  program.
• IMGBs elite athelte program will emulate the
  success of IMG Academies in Florida.

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IMGB Visitors Center Gateway to Excellence

• A unique state-of-the-art center offering an
  interactive showcase of the entire IMGB
  athletic training complex.
• Exhibition featuring gallery for Indian sports
  hall of fame and next generation of future
  stars.
• Promote attendance to student visitors
  throughout India as a unique destination and
  sports capital.
• OPPORTUNITY Program sponsorship, signage.

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IMGB Advertising/Communciations Outreach

• GOAL Build IMG Academies Bharata brand as
  the unparalleled
• leader for the development of sports
  throughout India and
• Asia.
• Continue to execute and step up major public
  relations and advertising outreach to key target
  audiences including
• Indian athletic community
• Business partners
• NRIs et al
• Boys and Girls ages 6-18
• Marketing partners include top international
  advertising, public relations and special event
  agencies. Global firms with Indian offices.
• Asia and US public relations response sets the
  stage for
• phase II of our marketing outreach to begin
  immediately.

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Championship Experience!
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Pepsi Championship Experience! Overall Program
Goals

• PepsiCo / IMGB Sponsorship Mission Statement
• Maximize and support PepsiCos food and beverage
  marketing in India by fully leveraging IMG
  Academies Bharata (IMGB) overall program of
  sports, leisure and other activities.
• This would be accomplished through a unique
  founding sponsor/partnership arrangement.

Position Pepsico as founding partner of
nationwide campaign to build new sports heroes
for India
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PepsiCo Marketing Platform Criteria

• Youth oriented, fun
• Health, wellness conscious
• Sports, entertainment-related
• Aspirational, experiential, exciting,
  successful
• Highest quality, best in class
• Unique, differentiating
• Rural involvement (mass and class)
• Multi-brand platform (beverages, food)

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Building Champions for India Pepsi/IMGB
Partnership Track

• Build identification/linkage for Pepsi as
  founding sponsor for Indias first-ever sports
  training and athletic development initiative that
  will generate a cadre of multi-sport athletic
  champions, on a track towards Olympic
  achievement.
• Fully integrate and build visibility for
  Pepsico food and beverage products and
  marketing messages throughout the IMGB sports
  training and development process.
• Develop a Pepsi/IMGB Partners Track to deliver
  a unique marketing platform that will continue
  to build equity over time through expanding
  program initiatives and base of athletic
  success. Pepsico will generate major public
  credit by being present at the creation and as a
  strong partner in the ongoing athlete
  development process.

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Year 1 Pepsi/IMGB Partnership Track

• Pepsi Champions Experience!
• GOALS
• Identify Indias most talented young athletes
  through grassroots outreach program.
• Initiate athletic training and coaching program
  upgrade for schools throughout India.
• Build in fun and excitement through sports
  clinics, youth skills competitions, celebrity
  appearances, and music performances.
• Generate major visibility through multimedia
  outreach press conferences, media
  partnerships, televised events and
• Reality TV programs.

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Year 1 Pepsi/IMGB Partnership Track
Pepsi Champions Experience! Narrative A unique
multi-city sports and entertainment program, the
PCE! would offer fun and excitement along with an
important goal, the discovery of Indias first
generation of potential gold medal winners. The
total PCE! would promote the Pepsi sports and
nutrition message to millions of youngsters.
Kicking off with a nationwide press conference
featuring sports icons, entertainers, government
spokespersons, Pepsi and IMGB executives, these
weekend events would headline Indias new
national sports development initiative on behalf
of the nations youth. Press conference would
also announce the formation of the Pepsi Young
Champions Foundation, a not-for-profit
organization dedicated to providing scholarships
and support for rural sports athletic
development.
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Year 1 Pepsi/IMGB Partnership Track
Pepsi Champions Experience! Narrative
(cont.) The two day Pepsi Champions Experience
would take place in approximately a dozen key
markets, with approximately ten thousand to
fifteen youthful participants (per market),
pre-selected by their schools, based on
exceptional athletic promise. Saturday
activities would feature sports clinics and fun
competitions to be hosted by national and
internationally known coaches and sports legends
in several key sports including Cricket, Tennis,
Field Hockey, Golf, and Soccer among others.
Demonstrations would feature IMGs award winning
sports development training methodology.
Saturday night would feature an exciting
entertainment event such as a rock concert or
unique extravaganza with Pepsi Bollywood
stars. The program would extend through Sunday
with additional participants. Central to the
event would be Pepsicos traveling Sports
Nutrition Center designed to offer valuable
information on sports nutrition and sample Pepsi
food and beverage products.
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Year 1 Pepsi/IMGB Partnership Track

• Pepsi Champions Experience!
• Coaches Training/School Outreach Program
• As part of the Champions Experience! PepsiCo will
  have the opportunity to co-brand a multiplicity
  of IMGB school based outreach programs involving
  athletic training, curriculum based nutrition
  education, et. al. to take place on an ongoing
  basis throughout the year, reaching millions of
  boys and girls.
• GOAL Improve secondary school athletic training
  and nutrition education through the
  utilization of IMGBs world-class sports and
  training methodology developed by IMGs
• International Performance
  Institute.
• Transfer IMGB superior athletic training
  methodology to coaches across India.
• Build athletic infrastructure from base through
  school programs reaching millions.
• Involve local community through afterschool
  sports and nutrition initiatives that encourage
  healthy lifestyle and love of sport.
• Both athletic and nutrition programs would be
  curriculum based featuring PepsiCo
  identification throughout and the utilizaton of
  select food and beverage products within the
  programs.
• The school based program offers significant
  sampling opportunities and
• access to thousands of schools throughout India.

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Year 1 Pepsi/IMGB Partnership Track

• Pepsi Champions Experience!
• Celebration of Young Champions Evenings
• PepsiCo, in concert with IMGB, would host a
  series of dinners in key Indian markets to honor
  Indias current and future young sports
  champions. The events would be positioned to
  raise funds for local school-based programs and
  sports equipment and would operate concurrently
  with the Pepsi Champions Experience! weekend
  festivals.
• PepsiCo would be given the opportunity to host
  a series of Pepsi Presents high profile
  celebrity dinner/fundraisers. Guests would
  include community and sports heroes past and
  present along with PepsiCo and IMGB
  spokespersons.
• Event would feature a hi-touch, hi-tech video
  presentation on the current and future state of
  sports in India, appropriately branded and
  identified with PepsiCo health and wellness
  messages.
• This series of events would launch the Pepsi
  Young Champions Foundation to support school
  based athletic programs.
• Young Champions Evenings would offer PepsiCo
  the opportunity to reach out to millions of
  children in surrounding schools in the
  community by providing funding, sports
• equipment and branded PepsiCo products.

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Year 1 Pepsi/IMGB Partnership Track
Pepsi Champions Experience! Promotional
Program An ongoing promotional platform would
support the program, which would include the
Pepsi Champions Experience! Festival, Evenings
and the Coaches/nutrition outreach program.
The promotion would offer boys and girls the
opportunity to participate in the exciting Pepsi
Champions Experience! weekends through various
product purchase and sweepstakes offerings.
Pepsi Champions Experience! sweepstakes would
offer lucky winners the opportunity to become
Young Champions Ambassadors (Ride with the Tour)
and travel to international sporting events, win
sports memorabilia and play alongside sports
icons. The in-school component would build
visibility for Pepsi throughout Indias public
school system. Additionally Pepsi would be
featured in Reality based television special
portraying Pepsi Champions Experience!
highlights, based on a media partnership with one
of the leading channels.
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Year 1 Pepsi/IMGB Partnership Track
Pepsi Champions Experience! Benefits Creates
massive visibility for Pepsi as source of Indias
most ambitious and far-reaching youth sports
achievement initiative. Establishes Pepsi as a
prime mover in perhaps one of the most important
initiatives in India today Working closely with
Indias boys and girls to build the next
generation of sports championsand champions in
life. Positions Pepsi as a friend and partner
to India based on its support of key national
goals. Creates an ongoing, long-term, thematic,
promotional platform, that continues to build
equity over time. Builds positive marketplace
perception based on long-term commitment to
developing champions and opportunity (first
right-of-refusal) to partner with championship
athletes as Pepsi spokespeople.
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Year 2-3 Pepsi/IMGB Partnership Track
Ongoing Programs
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Year 2 Pepsi/IMGB Partnership Track
IMGB Media Support Advertising and PR IMGB
will continue its communications campaign with
the launch in 05 of a major paid advertising
campaign. The advertising will be complemented by
public relations support and a program of
special-event related promotions. It is
estimated that the value of these IMGB
underwritten programs will be approximately
1,000,000 (U.S.) PepsiCo identification would
be included in IMGB print, television, direct
mail and special event-related communications. Ad
vertising would be complemented by Public
Relations support including press conferences,
media announcements, spokesperson interviews and
news bureau activities targeted to continue the
massive visibility IMGB has enjoyed throughout
India, Asia and the United States.
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Year 2 Pepsi/IMGB Partnership Track
Gateway to Excellence Champions Experience
Center Pepsi Sports Nutrition Center

• Gateway To Excellence will open in 06 and
  feature an interactive sports experience for the
  thousands of young people, high profile athletes,
  and other visitors who will tour through it
• The Gateway will feature a version of the
  eventual Pepsi Sports Nutrition Center,
  equipped to showcase a full array of Pepsis
  leading edge food and beverage products and
  sports nutrition information/initiatives.
• Destined to become a major tourist magnet in
  India, this state-of-the-art architecturally
  forward structure will be a microcosm of the
  IMGB Academies sports and leisure complex.
• The 20,000 sq ft building will feature
  interactive athletic exhibits, a sports champions
  hall of fame gallery and futuristic sports
  technologies. Its design will be both fun,
  educational and designed to build anticipation
  for the IMGB program.
• The Gateway will also feature a select display
  of Pepsis sports
• related programs both in India and throughout
  the world.

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Year 2 Pepsi/IMGB Partnership Track
Launch IMGB Academies Site Visibility

• PepsiCo will have visibility within the IMGB
  Academies complex in Hyderabad India, through
  strategic physical identification.
• Physical structures to include
• IMG Academies Gateway To Excellence (IMGB
  Visitors Center)
• On-site PepsiCo Sports Nutrition Center
• Additional signage TBD
• The PepsiCo Sports Nutrition Center (PSNC)
• IMGB will develop, within the sports
  academies complex, the PSNC, which will
• bring PepsiCos health and wellness
  initiative to life and will feature PepsiCo
• signage and select PepsiCo food and
  beverage products e.g.
• Gatorade, Aquafina, nutrition bars, et. al.
  

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Year 2 Pepsi/IMGB Partnership Track
Launch IMGB Academies Concessions

• PepsiCo would be granted food and beverage
  concession rights to IMGB Academies and related
  sites.
• PepsiCo food and beverage products will be
  sold, poured and served throughout the IMGB
  Academies 1200 student complex.
• PepsiCo products will also be sold in all IMGB
  stadia venues and special events.
• IMGB would also explore on behalf of Pepsi,
  partnerships including business hotel, spa
  resort, championship golf club, office complex.

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Year 2 Pepsi/IMGB Partnership Track
Gachibowli Stadium Programs Strong Pepsico
Presence

• PepsiCo will have significant visibility within
  IMGB programs to be
• staged at the various Gachibowli venues.
• IMGB is planning an ongoing series of special
  events to be staged at various venues within the
  Gachibowli complex. These programs which are
  projected to begin in 05 would feature PepsiCo
  identification throughout.
• PepsiCo will also be offered first right of
  refusal on naming rights for the various stadium
  venues. Costs to be determined based on PepsiCos
  level of interest.

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Year 3 Pepsi/IMGB Partnership Track
Olympic Program Training Indias Best

• IMGB will attract Olympic and national sports
  governing bodies and professional sports leagues
  throughout India to train at IMG Academies
  Bharata.
• IMGB, as Asias premier athletic training and
  athlete development facility will become a major
  focal point for elite athletes who seek to
  improve their performance level.
• IMGB will build relationships with National
  Olympic Committees and professional sports
  leagues as a strategic element of our ongoing
  program.
• IMGBs elite athlete program will emulate the
  success of IMG Academies in Florida.

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PepsiCo Sponsorship Program Value
IMG Academies Bharata Program Cost Three Years

• Design/ Construction Includes cost of land,
  planning, design, construction/building.
• Staffing/infrastructure costs Teachers,
  Coaches, Management, Admin _at_ 1,500,000 annually
• Tour for Talent 10-12 city roadshow including
  vehicles, staffing, promotion _at_ 500,000 annually
• School Program including development and
  distriution of curriculum materials and outreach
  to trainers/coaches, teachers, school liason _at_
  500,000 annually
• Young Champions Evenings _at_ 25,000 each,
• Advertising _at_ 1,000,000 annually
• Public Relations/Promotion Ongoing India, Asia,
  U.S. visibility incl. TV and venue exposure _at_
  1,000,000 annually
• Pepsi Sports Nutrition Center

250,000,000 4,500,000 1,500,000 1,500,0
00 200-250,000 3,000,000 3,000,000 TBD

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PepsiCo Sponsorship Terms

• The following overviews key sponsorship terms for
  the
• PepsiCo/IMGB Partners Track
• PepsiCo would be granted unique one of a kind
  Founding Sponsor status, unavailable to any other
  company.
• Pepsi would gain exclusive category rights to
  include both food and beverages.
• Sponsorship would entail a three year term with
  an opportunity to review and renew within 6
  months of expiration.
• Sponsorship fee would be paid semi-annually. With
  a payment at the program start and at the 6 month
  point.
• Long Term Goal Align Pepsico with emerging
  champions.

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PepsiCo Sponsorship Timetable
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Pepsi/IMGB Partners Track Timeline and Program
Overview

• Year 1
• Pepsi Champions Experience!
• Program Kickoff
• Tour For Talent
• Pepsi Promotions
• Coaches Training/School Outreach Programs
• Celebration of Young Champions Evenings
• Cost 2.5 million (US)
• Year 2
• Continue all elements from year 1 and add
• IMGB Academies launch and site visibility
• Gachibowli Stadium complex event visibility
• Pepsi Sports Nutrition Center
• Gateway to Excellence visibility
• Cost 3.5 million (US)

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