Fast Company, December 2008/January 2009

EFN;<:<D9<I&A8EL8IP

AXelXip 0

Sputter

EFIK? 8D<I@:8E @EK<IE8K@FE8C 8LKF J?FN 9Zigd^i ^A8E^{I]Z 9Zigd^i bdidg h]dl ^h}11 ijgc^c\ '&! Wji i]^h nZVg¾h _{ZY^i^dc d[ 6bZg^XV¾h ide}_JLE_X _{Vg Zmed ldc¾i [ZZa a^`Z}bjX] d[ V eVgin# »BVcj[VXijgZgh VgZ add`^c\ Vi i]Z ZXdcdb^X h^ijVi^dc VcY Vh`^c\! ¼8Vc lZ \Zi i]gdj\] i]^h4½ ¼ hVnh ?dZ HZggV! i]Z h]dl¾h hZc^dg XdX]V^g# I]Z W^\\Zhi Wjoo ^h ZmeZXiZY id XdbZ [gdb [dgZ^\c bV`Zgh ^cXajY^c\ =dcYV! l]^X] l^aa WZ h]dl^c\ ^ih >ch^\]i ]nWg^Y# BVnWZ Bdidg 8^in h]djaY bV`Z a^`Z bdhi '&"nZVg" daYh VcY ]ZVY [dg i]Z cZVgZhi WVg# ¹8A6NIDC C:JB6C

Swab

NFIC; 9@F98EB@E> JLDD@K EVab Heg^c\h! 8Va^[dgc^V ^A8E⁷^{^dWVc`hº\ZcZi^X}22 ^{gZedh^idg^Zh b^cZY [dg}gZhZVgX]ºVgZ Wjg\Zdc^c\# _K?L _{»I]Z W^\\Zhi egdWaZb}^c i]^h ÅZaY ^h i]Vi ^i¾h ZmeVcY^c\ hd fj^X`an!¼ hVnh W^diZX] VcVanhi :cVa GVok^! V heZV`Zg Vi i]^h cZl b^c^"hjbb^i! Vc VYY^i^dc id i]Z HiZb 8Zaa GZ\ZcZgVi^kZ BZY^X^cZ LdgaY 8dc\gZhh# =di ide^Xh l^aa ^cXajYZ i]Z hegZVY d[ XdgY"WaddY WVc`h VcY he^i eVgi^Zh! l]ZgZ \jZhih YZedh^i 9C6 id WZ hXgZZcZY [dg i]^c\h a^`Z [gZX`aZ egZkVaZcXZ# I]Z hjbb^i¾h hiVg/ EVja 9dlcZn! V Y^gZXidg Vi i]Z J#@# 7^dWVc`! l]ZgZ i]Z 9C6 d[ ]Va[ V b^aa^dc 7g^idch ^h WZ^c\ hijY^ZY# Cd ldgY nZi dc i]Vi hi^[["jeeZg"a^e \ZcZ# ¹@G

hVaZh/ »I]Z dcan [dXjh ^h i]Vi djg Wdiidb"a^cZ cZi hVaZh ^cXgZVhZ#¼ EdlZg WVaa ^h egd_ZXiZY id Wddhi hVaZh Wn &)(#+ b^aa^dc ^c i]Z Åghi h^m bdci]h# ¹68A

:_\\i1 7dla HZVhdc I]Z '%%-¸'%%. XdaaZ\Z"[ddi WVaa edhihZVhdc `^X`h d[[ 9ZXZb WZg '% l^i] i]Z cZl :V\aZ7Vc` 7dla ^c 9#8#! i]Z Äghi d[ () 9^k^h^dc > Wdla \VbZh# >i bVn cdi WZ i]Z egdh! Wji XdaaZ\Z WVaa ^h edhi^c\ hdbZ W^\"aZV\jZ cjb WZgh# Ç:cXp ;`ccfn

Exhibit

8ME 8;LCK <EK<IK8@ED<EK <OGF AVh KZ\Vh ^A8E^{I]^h bVn WZ ]VgY id}⁰⁸^{ZmeaV^c id i]Z [gVi Wdnh d[ 6bZg^XV! Wji VXXdgY^c\}^K?L id bVcn eVgi^X^eVcih Vi i]Z 6KC 6Yjai :ciZgiV^cbZci :med! i]ZgZ¾h _jhi idd bjX] [gZZ edgc dca^cZ# L^i] i]Z g^hZ d[ ^aaZ\Va ÅaZ h]Vg^c\ VcY Wddb^c\ NdjIjWZ" a^`Z h^iZh i]Vi AEddY i]Z LZW l^i] d[iZc"e^gViZY XdciZci! edgc eg^XZh ]VkZ eajc\ZY idlVgY oZgd# Hi^aa! »XdbeZaa^c\ XdciZci ^h AEdjg^h]^c\!¼ hVnh HXdii GVW^cdl^io d[ i]Z VY h]de IgVŨX 9jYZ# I]Z fjZhi^dc Vi 6KC! i]Z ^cYjhign¾h aVg\Zhi VccjVa ZkZci! l^aa WZ l]Zi]Zg VcndcZ XVc Å\jgZ dji ]dl id \Zi eZdeaZ id eVn [dg ^i# ¹B> 8=6:A :HIG>C

Ohio State University That’s for each _ad _the _nation’s _largest$109,382, 222.ne_arly _of _its ₉₈₀_athletic _budget _last _year:110,000_athletes.

Sail Away CFE;FE @EK<IE8K@FE8C 9F8K J?FN AdcYdc ^A8E^{D] Wjdn I]Z hjeZgnVX]i}09 bVg`Zi ^h hi^aa Wjaa^h]# >c _{'%%-! .&+ d[ i]ZhZ ajmjgn}_=I@ _{Xgj^hZgh! l]^X] bZVhjgZ}-%"[ZZi"eajh VcY hiVgi Vi ) b^aa^dc! lZgZ WZ^c\ Wj^ai! je &- [gdb '%%,# Hd ZmeZXi i]^h h]dl id WZ AEddYZY l^i] gZXZhh^dc"dWa^k^djh da^\VgX]h XdkZi^c\ i]Z jai^bViZ lViZg g^YZ# DcZ [Vkdg^iZ/ i]Z (,B Ig^YZX`! V &'&"[ddi! ÅkZ"WZYgddb WZVhi [gdb i]Z 7g^i^h] Ågb HjchZZ`Zg# ;dg _jhi &- b^aa^dc! ndj ZkZc \Zi Y^\^i^oZY hiVW^a^oZgh YZh^\cZY id b^c^b^oZ hZVh^X`cZhh 7Vg["egdcZ W^aa^dcV^gZh! i]^h dcZ¾h [dg ndj# ¹I7

Fox paid

-),,)/.

%
/
#

%
,
,
'
%
¯
&
/
/

to air all Bowl

4
"

Championship

(
!
,

Series games
except the Rose
Bowl from
2007–2010.

4
,

WINS:
Merchandise royalties for the University
of Texas doubled to $8 million after it won
the 2006 national championship.

is worth an estimated yearly

$6 BILLION

New Orleans
got an economic
boost estimated
at -),,)/.
from hosting last
year’s national
championship.

LOSSES:
NBC pays $9 million per year for the
broadcast rights to home games at Notre
Dame, which went 3-9 last season. Ratings
have dropped 47% since 2005.

The 619 schools competing in NCAA football

in 2007 tallied total attendance of

Last season’s 32 bowl Another 129 million
games collectively households tuned in
drew 1. 7 million fans. to TV broadcasts.

Average home-game attendance in 2007 Estimated population in 2007 of at Texas A&M’s Kyle Field: College Station, Texas, home to Texas A&M: 4.(. , 3 4,(/- 1

G_fkf^iXg_j1 ;Xe`\c 9\i\_l`Xb&>\kkp @dX^\j YfXk 2 >\fi^\ G\k\ij&`JkfZbg_fkf ]ffk YXcc gcXp\ij 2 ;`^`kXc M`j`fe&>\kkp @dX^\j Z_\\ic\X[\ij 2 ;Xm`[ JkclbX&>\kkp @dX^\j j_`ikc\jj ]Xe