1. POWERADE PLAY SOCCER CHALLENGE 5v5 YOUTH SOCCER TOURNAMENT ALB Field Marketing <Northern California>

2. Soccer Landscape In America There are approximately 18MM soccer players in the United States (u9 – u19) 78% of them are under the age of 18 Combine parents and influencers, there are 50MM participants in the U.S. Youth soccer outpaces Little League Baseball 3 to 1 in size Some of the key “Players”

4. 17 youth soccer clubs sponsored by POWERADE

5. Male and female ages under 9 – under 18

7. 5-gallon coolers

8. Athlete towels

9. Fence banners

10. 20 oz liquid

12. Newsletter / collateral presence

13. Tournament Collateral

14. Special EventsWhat we need from you… Develop day-to-day partnership; understand key dates and initiatives; deliver the service Monitor look of success to ensure compliance and protect the brand Leverage how they communicate and influence the influencers (ie. parents, coaches, trainers, etc)

17. Introduce DMM’s to Club contacts via conference call

18. Build the partnership5 Classified - Internal use

19. POWERADE MNT ball kids Tryouts Tourneys Influencer Jeff Biacher To date POWERADE Supported @

20. z

21. objective brand: POWERADE PLAY market: June 26th, 2006 Creek side Park Cupertino, Ca concept overview: Utilize POWERADE domination and timeline during the World Cup to create and innovate the nor cal marketplace with a new soccer youth focused asset property for Northern California. Collaborate with our local asset, De Anza Force, to create the POWERADE PLAY 5 on 5 youth soccer tournament for the bay area. Leverage this new property to activate the CCNA touring property Coke Celebration Zone (interactive) Asset + Create + Innovate = LEGAL!!

23. THE 5v5 Original Concept Deck Submitted APPROVED

26. Press Release and Bracket Info on Teams

30. Day of Tournament – Lay of the Land

31. The competition heats up at the point of sweat

32. registration

33. Where’s Memo: Goalie Rumble

34. Photo shoot w/ CHAMPIONS

35. the results

36. key learnings what worked? Overall Program was a success and good working communication with the De Anza Force Working with CCNA to add value to the tournament with both a retailers and the coke celebration zone Timing was perfect, however this program was a ton of work. what didn’t work? Could have used a few more hours prior to Got no so great feedback on not having true goals at all fields No concessionaire on site. what would you change to improve the program next time? More time in development and implementation More partners _ bigger overall footprint More staff Clinic on site

37. Feedback Captured POST EVENT FEEDBACK CAPTURED!!! Over 36 responses… 35 extremely positive! That’s all folks!!