Sports Engagement TechnologiesA BRIEF STUDY ON ATHLETIC EVENT ATTENDANCE AND HOW ORGANIZATIONS ARE EMBRACING TECHNOLOGY TO BETTER FAN ENGAGEMENT & EXPERIENCE

Executive SummaryATTENDANCE STATISTICS BY SPORT

Annual Attendance by Sport• Soccer is the fastest growing sport in the United States amongst major sports

• Almost every major US sport, with the exception of Soccer, has not grown year-over-year from 2010-2014• Soccer has grown at ~4%

• Soccer overcame the NBA in avg. attendance to become the 3rd most popular US sport in 2011

• Organizations are increasingly turning to technology in order to better fan experience to “compete with the couch” for viewership

Annual Avg. Attendance by Sport (000s)

67.0 67.4 67.6 68.4 68.9

46.6 46.1 45.4 45.7 45.4

30.1 30.4 30.9 30.5 30.5

16.7 17.9 18.8 18.6 19.217.1 17.3 17.3 17.3 17.4

2010 2011 2012 2013 2014

NFL

CFB - FBS

MLB

MLS

NBA

Attendance, Growth & Capacity Figures by SportCFB - FBS Annual Avg. Attendance

46,632 46,074 45,440 45,671 45,355

2010 2011 2012 2013 2014P

(1)%

MLS Avg. Annual Attendance

16,675 17,872 18,807 18,608 19,151

2010 2011 2012 2013 2014

4%

MLB Annual Avg. Attendance

30,138 30,352 30,895 30,514 30,458

68% 70% 71% 70% 70%

2010 2011 2012 2013 2014

0%

NFL Avg. Annual Attendance

66,957 67,419 67,630 68,397 68,884

95% 95% 96% 97% 97%

2010 2011 2012 2013 2014P

1%

1 2

3 4

Sporting KCSOCCER ORGANIZATIONS ARE LEVERAGING TECHNOLOGY TO INCREASE ENGAGEMENT AND GROW FAN BASES

Sporting KC Stadium Overview

Increased Connectivity Drives Fan Engagement

Increased Connectivity Drives Targeted Promotions and Empowers Advertising Partners

Increased Connectivity Drives Streamlined Operations

Spectators can easily utilize their smartphones over Cisco’s high-density Wi-Fi connection at the stadium, enabling them to quickly access mobile applications, such as social networking, sports-related and stadium specific mobile platforms

Cisco’s StadiumVision powers the park's point-of-sale (POS) infrastructure for ticket sales and devices in luxury suites running interactive Cisco StadiumVision applications, enabling guests the opportunity to customize experiences by choosing from video options made available via the Sporting Club SuiteVision app for the Apple iPad

The high-density Wi-Fi solution helps to ease game-day pressure on cell phone networks, by encouraging fans to use Wi-Fi for Internet connectivity

This approach aims to keep cellular networks available for fans to text and call throughout the game

Advertisers and sponsors can take advantage of highly targeted activation opportunities in select areas or take over the whole park for unique moments in time

Displays in concession areas and other locations throughout the stadium, allow for dynamic delivery of digital menu boards and targeted food, beverage and merchandise sales

Digital menu boards and signs allow concession managers to notify fans of concession discounts or provide real-time alerts relevant to concession sales

The system can also notify fans during a game of special merchandise and other types of promotions

Sporting KC Stadium Delivers Next-gen Fan Experience

Cisco's StadiumVision and new high-density Wi-Fi solution are the driving force behind Sporting Park’s innovation

Sporting KC Delivers Dynamic Mobile Application

Offers Stats Interactivity

Real Time Season Live Replay Dynamic Touchmaps

Sporting KC Attendance

9,691

11,08311,586

10,68610,053 10,287

17,810

19,404 19,709 19,714

2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

Average Attendance by Year

Sporting Park, opens with a capacity of ~18k for soccer

games and ~25k for concerts

POWERS SAN FRANCISCO’S LEVI STADIUM MOBILE APPLICATION AND IS CURRENTLY TARGETING NEW STADIUM DEVELOPMENTS

VenueNext Transforms Event Goer’s Experience

Partnerships are Key to VenueNext Value Proposition

(POS Integration) (Venue Attendance Data)

(Venue Navigation)(Loyalty Programs)

Customer Reviews

Levi’s Stadium Infrastructure Makes Mobile a Focus

400 miles of cabling

1,200 distributed antenna systems that serve the Wi-Fi routers that are placed to serve every 100 seats throughout the stadium

40 gigabits per second of available bandwidth

40x more Internet bandwidth capacity than any known U.S. stadium

4x greater than the standard for NFL stadiums

1,700 Bluetooth Low Energy high-tech beacons

Allows users to get directions to their seats as well as to any other place in the stadium.

Can be used to send fans alerts about specials from concession stands and promotions

Partnerships Infrastructure

• Technology will run the new stadium's IPTV network, security and audio systems and concessions points-of-sale

• Xfinity Couches, a seat upgrade program will augment Wi-Fi and video-on-demand offering

• Microchip processors will operate hundreds of stadium systems

• Sponsors kiosks where adults can access game analysis and historical information and where kids can develop their own social media avatars

• Sponsors HD cameras and displays

• Will serve as exclusive data storage provider • Flash Memory Array systems

• Sponsors the Yahoo Fantasy Football Lounge for fantasy buffs of all ages

ExperienceAPPLICATION FOCUSED ON SEAT UPGRADES, LOYALTY, AND VIP-LIKE TREATMENT

Experience Creates VIP-like Fan Offering

Sample Partnerships

Experience Offers White-labeled Functionality