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The Arena Media Networks Sponsor Scouting Report is a new monthly feature that will provide in-depth analysis on specfic sports sponsor categories with an insider's look at how a specific company within the category approaches sports marketing decisions. For more information on adding Arena Media Networks to your facility or to inquire about advertising opportunities,
click (http://www.arena-media.com) or call 212-779-2021.

Category: Bank
Brand: US Bank
Source: US Bank Vice President & Sponsorship Director Dennis Bash

Depending on the market, US Bank’s primary objectives for its team sponsorship activities
are either brand awareness or brand enhancement.

US Bank’s tactics for its team sponsorship activities are:

  1. In-stadium signage: When possible, we prefer inner bowl signage to concourse signage, the exception being concourse signage combined with the placement of an ATM machine.

  2. Environmental exclusivity: Depending on the property we understand there may be other banks in their sponsorship roster but we look for exclusive area positioning for our signage. For example, if we have outfield billboard signage, we expect to be the only bank viewable from the seating bowl with the other bank having positioning in the concourse.

  3. Radio and television advertising: This is fairly straightforward but it reinforces our relationship with the team.

  4. Internet marketing: We are aggressively pursuing Web components to all relationships because we feel it is an underutilized marketing channel. You will definitely see us doing more of this in the future.

Bank/Financial Data Analysis
Source: Scarborough Research

Adults 18+ (208,208 respondents) – Release 1, 2005 – Scarborough USA+

Financial Services household (HHLD) has/use: Online Banking:

  • Online bankers are hockey fans and college sports fans

    HHLD(s) who bank online are more likely to be most interested in the following sports:
    - Online bankers are more likely relative to market average to be Very Or Somewhat interested in

    1. National Hockey League (NHL) - 30% more likely than market average to be Very OR Somewhat interested in the NHL
    2. ATP Tour/WTA Tour - 16% more likely than market average to be Very OR Somewhat interested in the ATP Tour/WTA Tour
    3-5. 3-5. College Football - 14% more likely than market average to be Very OR Somewhat interested in College Football
    3-5. 3-5. College Basketball - 14% more likely than market average to be Very OR Somewhat interested in College Basketball
    3-5. Minor League Hockey - 14% more likely than market average to be Very OR Somewhat interested in Minor League Hockey

Banks household (HHLD) uses: U.S. Bank:

  • U.S. Bank customers are College Basketball fans

    U.S. Bank customers are more likely to be most interested in the following sports:
    - U.S. Bank customers are more likely relative to market average to be Very Or Somewhat interested in:
    1. College Basketball - 23% more likely than market average to be Very OR Somewhat interested in College Basketball
    2. Indy Car/IRL - 20% more likely than market average to be Very OR Somewhat interested in Indy Car/IRL
    3. Minor League Hockey - 19% more likely than market average to be Very OR Somewhat interested in Minor League Hockey

Banks household (HHLD) uses: Bank of America:

  • Bank of America customers are Major League Soccer Fans

    Bank of America customers are more likely to be most interested in the following sports:
    - Bank of America customers are more likely relative to market average to be Very Or Somewhat interested in:
    1. Major League Soccer (MLS) - 45% more likely than market average to be Very OR Somewhat interested in MLS
    2. ATP Tour/WTA Tour - 26% more likely than market average to be Very OR Somewhat interested in the ATP Tour/WTA Tour
    3. National Basketball Association (NBA) - 21% more likely than market average to be Very OR Somewhat interested in NBA

Top Markets for Online Banking – Market Penetration:

Financial Services household (HHLD) has/use: Online Banking:
- National Average = 18.1%

1. Austin – 27.1% of all HHLD in Austin bank online
2. Salt Lake City – 26.6%
3. Washington DC – 26.1%
4. Seattle/Tacoma – 25.5%
5. San Francisco/Oakland/San Jose – 25.1%

Top Markets for Any Investment – Market Penetration:

Investments household (HHLD) has: Any investment
- National Average = 60%

1. Milwaukee – 73% of all HHLD in Milwaukee have an investment
2. Minneapolis/St. Paul – 70%
3. San Francisco/Oakland/San Jose – 68%
4. West Palm Beach/Fort Pierce – 68%
5. Harrisburg/Lancaster/Lebanon/York – 68%

Top Markets for Home Mortgages – Market Penetration:

Financial services household (HHLD) has/use: Home Mortgage
- National Average = 30%

1. Minneapolis – 40% of all HHLD in Minneapolis have a home mortgage
2. Boston – 39%
3. Washington DC – 39%
4. Milwaukee – 38%
5. Seattle/Tacoma – 37%

Scarborough Research
 Study: Scarborough USA+ 2005 Release 1 (12 Months only)
Release: Total Weight (February 2004 - March 2005)
Base: Total
Projected: 220698430 Respondents: 208208

      Banks HHLD uses (HHLD)
  Cell Base Bank of America Bank One Citibank Internet bank (such as EtradeBank, NetBank, etc.) Wachovia Washington Mutual Wells Fargo None Any
credit union
Total Proj 220,698,430 30,107,892 11,662,747 8,333,623 1,924,649 12,530,187 14,141,991 18,837,586 10,252,852 40,594,539
Horz % 100.0% 13.6% 5.3% 3.8% 0.9% 5.7% 6.4% 8.5% 4.6% 18.4%
Vert % 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%
Index 100 100 100 100 100 100 100 100 100 100
Current level of interest in Arena Football League (AFL)                      
Very /Somewhat Proj 11,635,393 1,814,565 722,383 449,039 91,170 695,106 722,998 996,672 510,291 2,311,435
Horz % 100.0% 15.6% 6.2% 3.9% 0.8% 6.0% 6.2% 8.6% 4.4% 19.9%
Vert % 5.3% 6.0% 6.2% 5.4% 4.7% 5.5% 5.1% 5.3% 5.0% 5.7%
Index 100 114 117 102 90 105 97 100 94 108
Current level of interest in CART/Champ Car racing                      
Very/Somewhat Proj 11,462,123 1,589,644 666,529 314,780 76,085 590,555 732,755 987,683 568,611 2,155,478
Horz % 100.0% 13.9% 5.8% 2.7% 0.7% 5.2% 6.4% 8.6% 5.0% 18.8%
Vert % 5.2% 5.3% 5.7% 3.8% 4.0% 4.7% 5.2% 5.2% 5.5% 5.3%
Index 100 102 110 73 76 91 100 101 107 102
Current level of interest in College basketball                      
Very/Somewhat Proj 52,886,985 6,811,695 3,607,726 1,723,722 619,098 3,275,709 2,603,969 4,005,589 1,486,517 10,969,353
Horz % 100.0% 12.9% 6.8% 3.3% 1.2% 6.2% 4.9% 7.6% 2.8% 20.7%
Vert % 24.0% 22.6% 30.9% 20.7% 32.2% 26.1% 18.4% 21.3% 14.5% 27.0%
Index 100 94 129 86 134 109 77 89 61 113
Current level of interest in College football                      
Very/Somewhat Proj 68,754,263 9,404,366 4,702,425 2,125,285 683,463 4,046,540 3,629,733 5,511,956 1,765,476 14,503,898
Horz % 100.0% 13.7% 6.8% 3.1% 1.0% 5.9% 5.3% 8.0% 2.6% 21.1%
Vert % 31.2% 31.2% 40.3% 25.5% 35.5% 32.3% 25.7% 29.3% 17.2% 35.7%
Index 100 100 129 82 114 104 82 94 55 115
Current level of interest in horse racing                      
Very/Somewhat Proj 23,600,982 3,123,893 1,391,516 882,682 177,616 1,367,035 1,426,174 1,863,086 931,241 4,008,705
Horz % 100.0% 13.2% 5.9% 3.7% 0.8% 5.8% 6.0% 7.9% 3.9% 17.0%
Vert % 10.7% 10.4% 11.9% 10.6% 9.2% 10.9% 10.1% 9.9% 9.1% 9.9%
Index 100 97 112 99 86 102 94 92 85 92
Current level of interest in IndyCar/IRL                      
Very/Somewhat Proj 18,419,901 2,586,588 1,138,850 475,137 120,564 885,391 1,108,346 1,625,925 740,502 3,482,192
Horz % 100.0% 14.0% 6.2% 2.6% 0.7% 4.8% 6.0% 8.8% 4.0% 18.9%
Vert % 8.3% 8.6% 9.8% 5.7% 6.3% 7.1% 7.8% 8.6% 7.2% 8.6%
Index 100 103 117 68 75 85 94 103 87 103
Current level of interest in Ladies' golf (LPGA)                      
Very/Somewhat Proj 13,819,860 1,976,586 850,870 499,296 103,082 865,418 807,056 1,140,234 377,824 2,458,287
Horz % 100.0% 14.3% 6.2% 3.6% 0.7% 6.3% 5.8% 8.3% 2.7% 17.8%
Vert % 6.3% 6.6% 7.3% 6.0% 5.4% 6.9% 5.7% 6.1% 3.7% 6.1%
Index 100 105 117 96 86 110 91 97 59 97
Current level of interest in Major League Baseball (MLB)                      
Very/Somewhat Proj 72,888,865 10,197,270 4,055,236 3,137,567 650,209 4,038,069 5,101,019 6,374,281 2,285,868 13,420,807
Horz % 100.0% 14.0% 5.6% 4.3% 0.9% 5.5% 7.0% 8.7% 3.1% 18.4%
Vert % 33.0% 33.9% 34.8% 37.6% 33.8% 32.2% 36.1% 33.8% 22.3% 33.1%
Index 100 103 105 114 102 98 109 102 68 100
Current level of interest in Major League Soccer (MLS)                      
Very/Somewhat Proj 13,551,247 2,786,845 751,120 769,711 151,203 849,263 1,455,933 1,448,278 778,187 1,973,145
Horz % 100.0% 20.6% 5.5% 5.7% 1.1% 6.3% 10.7% 10.7% 5.7% 14.6%
Vert % 6.1% 9.3% 6.4% 9.2% 7.9% 6.8% 10.3% 7.7% 7.6% 4.9%
Index 100 151 105 150 128 110 168 125 124 79
Current level of interest in Men's golf (PGA)                      
Very/Somewhat Proj 36,133,279 5,213,060 2,047,216 1,335,063 352,609 2,318,171 2,105,671 2,980,781 764,839 6,657,146
Horz % 100.0% 14.4% 5.7% 3.7% 1.0% 6.4% 5.8% 8.2% 2.1% 18.4%
Vert % 16.4% 17.3% 17.6% 16.0% 18.3% 18.5% 14.9% 15.8% 7.5% 16.4%
Index 100 106 107 98 112 113 91 97 46 100
Current level of interest in Minor League Baseball                      
Very/Somewhat Proj 17,003,114 2,054,393 793,009 539,482 121,811 977,201 1,061,313 1,404,911 852,967 3,125,275
Horz % 100.0% 12.1% 4.7% 3.2% 0.7% 5.7% 6.2% 8.3% 5.0% 18.4%
Vert % 7.7% 6.8% 6.8% 6.5% 6.3% 7.8% 7.5% 7.5% 8.3% 7.7%
Index 100 89 88 84 82 101 97 97 108 100
Current level of interest in Minor League Hockey                      
Very/Somewhat Proj 6,911,842 651,998 309,812 224,183 96,664 440,990 407,393 684,517 379,322 1,429,036
Horz % 100.0% 9.4% 4.5% 3.2% 1.4% 6.4% 5.9% 9.9% 5.5% 20.7%
Vert % 3.1% 2.2% 2.7% 2.7% 5.0% 3.5% 2.9% 3.6% 3.7% 3.5%
Index 100 69 85 86 160 112 92 116 118 112
Current level of interest in Monster trucks                      
Very/Somewhat Proj 18,199,347 2,151,872 871,256 450,113 68,735 764,422 1,024,532 1,547,664 1,114,838 3,251,273
Horz % 100.0% 11.8% 4.8% 2.5% 0.4% 4.2% 5.6% 8.5% 6.1% 17.9%
Vert % 8.2% 7.1% 7.5% 5.4% 3.6% 6.1% 7.2% 8.2% 10.9% 8.0%
Index 100 87 91 65 43 74 88 100 132 97
Current level of interest in NASCAR                      
Very/Somewhat Proj 45,113,501 5,487,049 2,370,773 1,123,448 276,098 2,489,133 2,181,550 3,299,659 1,632,102 9,301,734
Horz % 100.0% 12.2% 5.3% 2.5% 0.6% 5.5% 4.8% 7.3% 3.6% 20.6%
Vert % 20.4% 18.2% 20.3% 13.5% 14.3% 19.9% 15.4% 17.5% 15.9% 22.9%
Index 100 89 99 66 70 97 75 86 78 112
Current level of interest in Nat'l Basketball Assoc (NBA)                      
Very/Somewhat Proj 50,120,002 8,253,499 3,197,416 2,346,498 506,531 2,599,179 4,500,543 5,421,779 2,215,727 8,537,126
Horz % 100.0% 16.5% 6.4% 4.7% 1.0% 5.2% 9.0% 10.8% 4.4% 17.0%
Vert % 22.7% 27.4% 27.4% 28.2% 26.3% 20.7% 31.8% 28.8% 21.6% 21.0%
Index 100 121 121 124 116 91 140 127 95 93
Current level of interest in National Football League (NFL)                      
Very/Somewhat Proj 95,564,187 12,987,320 5,412,020 3,044,846 907,567 5,435,425 5,490,928 8,273,616 3,101,322 18,898,438
Horz % 100.0% 13.6% 5.7% 3.2% 0.9% 5.7% 5.7% 8.7% 3.2% 19.8%
Vert % 43.3% 43.1% 46.4% 36.5% 47.2% 43.4% 38.8% 43.9% 30.2% 46.6%
Index 100 100 107 84 109 100 90 101 70 108
Current level of interest in National Hockey League (NHL)                      
Very/Somewhat Proj 24,267,943 2,738,365 1,305,054 910,693 334,740 1,439,588 1,435,816 2,275,433 676,477 4,338,618
Horz % 100.0% 11.3% 5.4% 3.8% 1.4% 5.9% 5.9% 9.4% 2.8% 17.9%
Vert % 11.0% 9.1% 11.2% 10.9% 17.4% 11.5% 10.2% 12.1% 6.6% 10.7%
Index 100 83 102 99 158 104 92 110 60 97
Current level of interest in NHRA (National Hot Rod Assoc)                      
Very/Somewhat Proj 18,149,968 2,303,493 907,677 359,793 107,019 819,570 1,093,566 1,587,326 852,622 3,629,036
Horz % 100.0% 12.7% 5.0% 2.0% 0.6% 4.5% 6.0% 8.7% 4.7% 20.0%
Vert % 8.2% 7.7% 7.8% 4.3% 5.6% 6.5% 7.7% 8.4% 8.3% 8.9%
Index 100 93 95 52 68 80 94 102 101 109
Current level of interest in Olympics                      
Very Or Current level of interest in Olympics: Somewhat Proj 112,019,734 16,463,602 6,187,867 4,747,632 1,268,943 6,414,186 7,952,013 10,476,751 2,805,211 22,409,141
Horz % 100.0% 14.7% 5.5% 4.2% 1.1% 5.7% 7.1% 9.4% 2.5% 20.0%
Vert % 50.8% 54.7% 53.1% 57.0% 65.9% 51.2% 56.2% 55.6% 27.4% 55.2%
Index 100 108 105 112 130 101 111 110 54 109
Current level of interest in Pro bowling (PBA)                      
Very/Somewhat Proj 11,510,229 1,431,528 684,253 390,538 57,383 620,104 640,060 690,434 490,735 2,068,585
Horz % 100.0% 12.4% 5.9% 3.4% 0.5% 5.4% 5.6% 6.0% 4.3% 18.0%
Vert % 5.2% 4.8% 5.9% 4.7% 3.0% 4.9% 4.5% 3.7% 4.8% 5.1%
Index 100 91 112 90 57 95 87 70 92 98
Current level of interest in Pro Bull Riding (PBR)                      
Very/Somewhat Proj 22,233,731 2,871,806 1,049,836 657,449 118,512 772,581 1,022,109 1,943,678 1,185,616 4,212,755
Horz % 100.0% 12.9% 4.7% 3.0% 0.5% 3.5% 4.6% 8.7% 5.3% 18.9%
Vert % 10.1% 9.5% 9.0% 7.9% 6.2% 6.2% 7.2% 10.3% 11.6% 10.4%
Index 100 95 89 78 61 61 72 102 115 103
Current level of interest in Pro Rodeo                      
Very/Somewhat Proj 20,943,486 2,584,637 1,042,498