FOIA Requested Record 12-0074 

Released by the National G Bureau 

Page 1 of 29

Record Posted to NGB Reading Room 

13 June 14
2011 Michael Jordan 

Motorsports ROI 

• Race Season: March 10th – September 5th 

• Sponsor of Michael Jordan Motorsports 

• Impressions of MJM 213,627,072 

• Print, Web 

• Impressions of NG 88,460,184 

• Print, Web 

• Twitter Impressions 1,512,380,500 

• Motogp with Ben Bostrom impressions 110,000,000 

• Facebook Friends 64,283 

• At-Track Exposure $6,139,810 

• Print & Web Exposure $11,402,233 

• Roger Hayden SpeedTV Interviews $182,270 

• Roger Hayden Internet Articles $1,533,705 

• Race Weekend Coverage $732,980 

• Broadcast Exposure $17,908,720 

• #54 Sponsorship Fee $2,225,000.00 

• Total ROI for the #54 Sponsorship $32,789,897.96 

• National Guard Motorcycle Safety Events 

• Michael Jordan Motorsports and the Star School Support 

• Educate Guard members on proper gear, safe riding and control 

• Suzuki is helping provide influence with MSF to achieve Guard goals 

• Suzuki provided motorcycles for NG Rider Safety training in VA 

• Cost $140,000 

• Value $931,500 

FOIA Requested Record #J-12-0074 

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2011 AMA Superbike Title 

Sponsorship ROI 

• Race Season: March 10th – September 5th 

• Title Sponsor of American Superbike Series 

• National Guard TV exposure $1,268,000 

• AMA Website and Greg White Blog $58,305 

• Internet Articles $923,566 

• Print Articles $925,600 

• Sponsorship Fee $220,000 

• Value for the AMA Sponsorship $3,117,166 

• AMA Star School National Guard 600cc Team 

• Internet Ads $463,876 

• Websites Associated with James Rispoli 

• Facebook, Twitter, Monster Energy 

• Ant Racing, Personal Website 

• Total impressions 3,228,263 

 

• Total Cost $99,450 

• Value $463,876 

• Leads 

• MMI Sweepstakes: 21,000 opt-in leads 

• MET Camera: 2027 photos taken 

• Unique picture page views: 4554

• Guest accurate email: 550

• MPS leads: 720

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13 June 14
2011 National Guard 

Jordan Suzuki Designs 

2011 National Guard Superbike Designs 

Race Rig Traveled over 20,000 miles 

during the course of the race season 

FOIA Requested Record #J-12-0074 

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13 June 14
2011 AMA Superbike Impressions 

Print and web impressions totaled 302,087,250 for the National 

Guard Jordan team. This is in addition to the 1,512,380,500 Facebook 

and Twitter impressions garnered between the team’s Jason 

Pridmore, Roger Hayden, James Rispoli, Greg White and AMA Pro. 

MJM now has a Google+ page and James has his own iPhone app. 

James is also on the Monster Energy website for being one of their 

champion athletes, adding millions of additional impressions. 

FOIA Requested Record #J-12-0074 

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13 June 14
2011 AMA Superbike Leadership 

FOIA Requested Record #J-12-0074 

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13 June 14
2011 AMA Superbike 2up 

National Guard 2up Race Experience 

2up provides an opportunity for soldiers and the media to get 

a closer look at the extreme sport of Superbike Racing. The 2up experience 

includes the following:

•Personal briefing and debriefing by World Champion Rider Jason Pridmore 

•Use of top-level race gear, consisting of Dainese leather suits, gloves, boots and 

AGV helmets 

•Video of experience with two different views and telemetry 

•Most videos are put on YouTube.com within the week 

•Upon availability, Q&A/Autograph signing with National Guard Rider Roger 

Hayden 

•Lunch 

•RPI pack consisting of #54 National Guard Jordan Suzuki materials 

•Friday of race weekend is dedicated to media, ABC, CBS, FOX, ESPN, local TV and 

radio. All have been on a ride which has aired on multiple morning shows as well 

as the Web 

•The National Guard 2up bike made an appearance on the Today Show, bringing Al 

Roker onto the set live in Birmingham 

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13 June 14
Every 2up rider gets the best racing equipment from Dainese and 

goes through a full briefing before the ride. The rider also goes 

home with a video of their ride and a group picture. The pilot of the 

2up is World Champion Jason Pridmore who also runs the 

motorcycle safety program for the National Guard. 

2011 AMA Superbike 2up 

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13 June 14
2011 AMA 600cc Supersport 

National Guard-sponsored 600cc rider James Rispoli won the race and 

the Championship at the final race weekend in New Jersey. James is 

able to relate with the younger demographic in the National Guard. 

His expertise has also been leveraged as a coach with the Star Safety 

Schools. 

Cost $99,500 

Value $463,876 

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13 June 14
2011 AMA 600cc 

 Supersport Champion 

National Guard-sponsored rider James Rispoli not only won the East 

Coast Division Championship, but also the Top Gun Challenge and the 

overall Championship. As an added value, James runs dirt track on the 

side with his National Guard leathers. 

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13 June 14
2011 Jason Pridmore Star School 

The Motorcycle Safety Program with Jason Pridmore’s Star School provided an opportunity for 60 

soldiers to receive training on a closed course from one of the best in the industry. The school 

consisted of a classroom, on-track one on one, on-track lessons and a few laps on the back of Jason’s 

2up bike. Roger Hayden, NG Superbike rider, also made a few appearances and rode with Guard 

members. 

Below is one of many positive AARs that have been received: 

“I participated in the course. I consider myself to be a good rider, but there was a wealth of 

knowledge at this course. I now see that I have a lot to learn. It is 100 times better than the Army 

mandatory MSF course, which is a basic course that I learned nothing from. They took advance 

riding skills and applied them to everyday situations. Safety was stressed from the time we 

started to the time we finished, there were no incidents on the track. This course was not about 

speed and how fast you can go, but rather about becoming more comfortable in knowing what 

the limitations of you and your bike are. The classroom instruction was applied on the track 

without the danger of traffic and with the ability to use real life speeds (55+) instead of a parking 

lot like the MSF. The only drawback was the fact that it was not their normal 2-day course. I will 

recommend this course to any soldier/civilian no matter what type of bike you ride or what skill 

level.” 

 -SSG Edgar I. Sanchez 

Cost $140,000 

Value $931,500 

FOIA Requested Record #J-12-0074 

Released by the National Guard Bureau 

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13 June 14
2011 AMA MJM Met Team 

Although the MET Team didn’t begin until mid-season, they still 

produced to following: 

•MET Camera: 2027 photos taken 

•Unique picture page views: 4554

•Guest accurate email: 550

•MPS leads: 720

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13 June 14
2011 AMA Superbike Barber Race 

Barber Superbike Classic: A salute to the men 

and women of the Alabama National Guard 

The National Guard was top on the promotion list for the Barber race. 

There was an exclusive National Guard Job Fair, including Mercedes 

and Honda. All signage in the park was branded with the #54 bike. 

2ups were promoted through radio, restaurants and billboards 

throughout the Birmingham area, featuring the #54 bike and rider as 

the main attraction. 

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13 June 14
2011 AMA Superbike 

Suzuki Involvement 

Suzuki produced RLH clothing, sent posters to 900 dealerships across 

the country, created and marketed 25,000 skinit.com phone covers, 

and had the National Guard Superbike on display at 10 events 

nationwide. Suzuki also sent a trailer full of motorcycles to be used to 

train MSF Rider coaches for the Guard. 

FOIA Requested Record #J-12-0074 

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13 June 14
2011 MMI Involvement 

MMI has been a longtime 

supporter of MJM, generating 

leads for the Guard through 

sweepstakes that make a 

Guard opt in button available 

to participants. Roger and the 

show bike made an 

appearance at the Orlando 

MMI campus during the 

Daytona Weekend. 

21,000 leads were 

generated from the 

sweepstakes in 2011 

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13 June 14
2011 On the Throttle Involvement 

in Video Production 

On the Throttle produced six videos for the Guard in addition to a 5-

part series on motorcycle safety and bike setup, which included tips 

from Roger Lee Hayden, Jason Pridmore and the Jordan Race team. 

On the Throttle included web banners and video introductions on 

every video. They have had over 700,000 page views. 

FOIA Requested Record #J-12-0074 

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13 June 14
2011 AMA Superbike 

 Title Sponsorship 

Partnership Benefits: 

• Category exclusive rights to use the AMA Pro Road Racing 

name and logo in advertising and promotions 

• Co-branded series logo 

• Race tickets, corporate hospitality and credentials 

• Pre-race and Victory Lane promotional opportunities 

• Participation in elite VIP at-track experiences 

• Exposure on AMA Pro Racing’s official Website 

• At-track sampling, couponing, display and name 

acquisition opportunities 

• Point fund contributions 

• Magazine ads 

 Cost $225,000 

 Value $3,117,166 

National Guard-sponsored 

“Paddock Chatter” is a blog 

by SPEEDtv personality 

Greg White. 

Value $58,305 

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13 June 14
2011 AMA Pro Road Racing 

March 10-12 Daytona 200 

May 2-3 Miller Utah Test 

May 13-15 West Coast Moto Jam 

May 28-30 Big M Weekend Miller Motorsports 

June 3-5 Subway Superbike Double Header 

June 17–19 Salute to Alabama National Guard 

July 8-10 Honda Super Cycle Weekend 

July 22-24 Red Bull U.S. Grand Prix 

August 18-19 Indianapolis Test 

August 27–28 Indianapolis GP weekend 

September 3-5 AMA Superbike Weekend 

 

National Guard Superbike Race Dates 

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13 June 14
2011 AMA Pro Road Racing 

The National Guard was associated with 690 Web-based 

articles as the title sponsor of the Superbike Series 

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13 June 14
2011 AMA Pro Road Racing 

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13 June 14
2011 AMA Pro Road Racing 

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13 June 14
2011 AMA Superbike 

The Jordan Team adds an elite feel to the paddock and brings 

in a large Jordan brand fan base. 

Total At-track Exposure 

 $6,139,810 

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13 June 14
2011 National Guard MJM MotoGP 

The National Guard logo was seen by the world in MotoGP on the 

leathers and bike of Ben Bostrom. 

Impressions 110,000,000 

FOIA Requested Record #J-12-0074 

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13 June 14
2011 AMA MJM Ads 

Team sponsor ads placed in multiple motorcycle and mainstream 

magazines 

Total print media value $7,788,500 

FOIA Requested Record #J-12-0074 

Released by the National Guard Bureau 

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13 June 14
2011 AMA Media Outlets 

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13 June 14
2011 MJM History 

• Year 1 (2004) 

• Riders - Montez Stewart #123 

• Michael Jordan Motorsports is established on Feb. 1, 2004. With the assistance of Gemini Racing and Live 

Nation, the concept is driven to a fully-equipped race team in only four weeks time. 

• Year 2 (2005) 

• Riders - Jason Pridmore #43, Steve Rapp #15 and Montez Stewart #123 

• Michael Jordan Motorsports gets their first AMA Superstock podium as Jason Pridmore finishes 3rd in the 

season opening event at Daytona International Speedway. Jason also scores 8 top-10 finishes in AMA Superbike 

despite being injured at round 2 and missing 5 events. 

• Year 3 (2006)

• Riders - Jason Pridmore #43, Steve Rapp #15 and Jake Holden #59 

• Pridmore, Rapp and Holden combine for 20 Top-10 finishes in AMA Superstock and Holden leads race two of 

AMA Superstock event at Mid-Ohio before crashing. He rebounds to win AMA Superbike consolation race in 

Championship Shootout. 

• Year 4 (2007)

• Riders - Aaron Yates #20 and Jake Holden #59 

• Yates grabs team their first pole position at Barber Motorsports Park 

• Yates and Holden earn first and second spots on podium at Barber Motorsports Park 

• Year 5 (2008)

• Riders - Aaron Yates #20 and Geoff May #99 

• Jordan Suzuki dominates and wins 2008 AMA Superstock Championship 

• Year 6 (2009)

• Riders - Aaron Yates #23 and Geoff May #54 

• National Guard is welcomed aboard as the primary sponsor of the #54 bike ridden by Geoff May. 

• Year 7 (2010) 

• Riders - Aaron Yates #23, Brett McCormick #23 and Jake Zemke #54 

• First wins in AMA Superbike for Michael Jordan Motorsports by the #54 National Guard Rider

• Year 8 (2011) 

• Riders – Ben Bostrom #23, and Roger Hayden #54 

• Both riders continued to become stronger through out the year with multiple trips to winners circle 

History

The Michael Jordan Motorsports legacy begins with colors and graphics which have personal 

meaning to Michael and the timeless designs of his Air Jordan shoes. Through the years, the 

University of North Carolina, the Olympic Games and releases of the 20th Anniversary Air Jordan, 

the Air Jordan Retro 4 and the latest Air Jordan XXIII (23) shoe provide the sole of the Michael 

Jordan Motorsports legacy. They all help tell the story of our racing team: 

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2011 MJM 

Michael Jordan Motorsports – Strategic Business Model 

 

Michael Jordan Motorsports is America’s foremost motorcycle racing team. Massive sporting 

success coupled with innovative business and visionary sponsorship practice place Michael Jordan 

Motorsports head and shoulders above the competition. At the track, in the boardroom and with the 

media, we win. 

 

Growing Michael Jordan Motorsports’ business and marketing focus, we have assembled a worldclass effort which benefits each and every one of our sponsors, across all of their respective 

industries. MJM has raised the bar in motorsports marketing, signaling to the industry what it will 

take to remain competitive from a branding and imaging standpoint. 

 

Michael Jordan Motorsports is one of the only organizations, in all of motorsports, with the ability to 

transcend traditional motorsports marketing genres and effectively embrace both the mainstream 

and niche markets. 

We activate and excite the marketplace with our racing, track-side and off-track activities and 

associate the heightened emotional state of the spectators with our client’s messages, goods and 

services converting spectators to loyal supporters of our strategic partners. 

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13 June 14
2011 MJM 

Michael Jordan Motorsports – Strategic Business Model 

Major strategic business aspects of a partnership with Michael Jordan Motorsports include the 

following: 

•A direct association with premium level organizations like Jordan Brand, National Guard, 

Hanes, Upper Deck, Gatorade, Oakley 

•An association with the legendary Michael Jordan as team owner 

•Fully integrated marketing campaigns comparable to traditional marketing agencies 

(currently unique in our marketplace) 

•Successful on-track performance 

•Maximum fan accessibility beyond traditional racetrack interaction – bike nights, fan parties, 

local event co-promotion 

•Industry leading viral marketing including Web and social networking sites 

•Commitment to promoting responsible and safe riding 

•Demonstrated successful relationship building between our partners resulting in superior 

ROI to our clients 

•Minority Owned Business Enterprise 

•Incomparable media coverage including major media such as ABC, NBC, CBS, ESPN, SPEED, 

Forbes, USA Today, etc. 

 

FOIA Requested Record #J-12-0074 

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13 June 14
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