Partner with Australia's Top Fuel Drag Racing Champions

DARREN MORGAN RACING

P A R T N E R S H I P

O P P O R T U N I T Y

2005

2011

2 0 12

2013

TOP FUEL
CHAMPION

TOP FUEL
CHAMPION

TOP FUEL
CHAMPION

TOP FUEL
CHAMPION


3.2 on the richter scale - over 500km/hour - 8000HP
who wouldn’t wanna be a part of that!
DARREN MORGAN

Co nte nts
Executive Overview............................................................... 7
DMR – Background...............................................................9
The Sport of Top Fuel .........................................................11
Our Plan............................................................................15
Our Expanding Reach......................................................... 1 9
Upper Middle Bogan – ABC TV.................................. 21

Appendix D....................................................................... 58
Reference – Mark Devitt, Marketing Manager,
Techtronic Industries
Appendix E....................................................................... 60
References – LinkedIn Recommendations

DMR 330 Nitro Club – Corporate Hospitality......................... 23
The Top Fuel Simulator....................................................... 27
Customer Engagement through Partnership Leverage............ 2 9
Case Study – AEG Powertools................................... 31
Partnership Opportunities................................................... 3 9
Package Elements................................................... 4 1
Packages................................................................ 45

PARTNERSHIP OPPORTUNITY

Leverage and Promotion..................................................... 47
Contact Details.................................................................. 49
Appendix A........................................................................ 53
Andra Pro Series race dates 2012/2013
Appendix B........................................................................54
Reference – Rob Sharp, CEO, Andra
Appendix C........................................................................ 56
Mayor, Mildura City Council


PAGE 5

Ex e c utiv e O v e r v i e w
D a rre n M o rg a n R acing (D MR ) w as es tablis hed w ith
th e v ie w to n o t only become the bes t team in Top
F u e l R a c in g o u ts ide of N orth America, but one that
w o u ld a ss is t in fos tering the future dev elopment of
th e s p o rt.
Win n in g th re e c o ns ecutiv e Champions hips in Aus tralia
s h o ws th e lo n g term plan that w as es tablis hed by D arren
a n d N a ta lie M o rgan in 2007 is pay ing div idends .
T h e d e v e lo p ment of the team’s chief engineer,
B e n P a tte rso n s aw him at 21 become the y ounges t
e n g in e e r a n y w h e re in the w orld to hav e w on a Top Fuel
C h a m p io n s h ip o nce, let alone backing it up the v ery
n e xt ye a r.


T h e n e w se a s o n prov ides new opportunities and a refo c u s in g o n th e teams goals :


- In n o va tive p artners hip opportunities including the
p ro vis io n o f data collection activ ities at ev ery
sin g le e ve n t – w hich no other team are currently
d o in g
- T h e te a m’s fully operational Top Fuel s imulator,
wh ic h c a n be us ed at ev ents and for s pecific
p a rtn e r a c tivities (trade s how s , on-s ite s ales etc.)
- C ro s s p ro motions w ith other s ports and s pons ored
p ro p e rtie s
- De ve lo p o pportunities around the
tra in in g o f young motors port talent

continued

mains tr eam m edi a oppor t uni t i es
- Continued devel opm ent of t he spor t and i t s bases
around Aust r al i a
Cons is tency has been t he key t o DM R’s oper at i on i n
terms of o n- t r ack per f or m ance.
O ff-track, t he ent i r e DM R t eam i s dedi cat ed t o
pres enting a pr of essi onal appr oach i n ever yt hi ng i t
does .
The team i s t he best m ar ket ed and m ost vi si bl e dr ag
racing team i n Aust r al asi a, at t r act i ng accl ai m f r om
around the wor l d.
As a trailb l azer i n m ar ket i ng and pr om ot i on of t he t eam
and the s por t , DM R’s peer s ar e gr adual l y f ol l owi ng i n
its w heeltracks.
It is this t hat wi l l r em ai n t he cor ner st one of t he
operation. Dar r en M or gan Raci ng has an enor m ous
amount to of f er i t s par t ner s and i s known f or i t s abi l i t y
to go above and beyond t o del i ver addi t i onal val ue.
As the te am has now won i t s t hi r d consecut i ve
Aus tralian Top Fuel Ti t l e, t he f ut ur e i s an exci t i ng
one. D MR l ooks f or war d t o t he pot ent i al of di scussi ng
how y our or gani sat i on can par t ner wi t h our t eam and
take y ou on our 550 ki l om et r e an hour t hr i l l r i de!
D arren Mo r gan
Team Princi pal
D arren Mo r gan Raci ng

- A fo c u s o n s ocial media and dev eloping new

PAGE 7

D MR - B a c k g r o u n d
Te a m P rin c ip a l, D arren Morgan, 47 y ears of age, is
fro m th e Vic to r ian dis trict of Mildura. A qualified
fitte r a n d tu rner and a s enior motor mechanic,
D a rre n a lso h o l ds a D iploma of Motors port. H e has
w o rk e d fo r th e G ov ernment in the irrigation indus try
fo r twe n ty tw o y ears and is currently employ ed as a
tra in e r a n d a s s es s or of automotiv e and motors port for
TA F E . Da rre n firs t s tarted drag racing at age tw enty,
p ro g re ss in g fro m s edans to open w heeled race cars .


In 1 9 9 5 h e c o mmenced duties as a crew member w ith
th e C o w in F a mily R acing Top Fuel D rags ter team,
w h e re h e w o rk e d for s ev en y ears including tw o part
time s e a s o n s in the U SA.
In 2 0 0 4 D a rre n returned to driv ing duties w ith the
e sta b lish me n t o f the Lamattina Top Fuel drags ter
te a m. In o rd e r to be licens ed by Aus tralian N ational
D ra g R a c in g A ss ociation (AN D R A) to driv e the Top
F u e l d ra g ste r, D arren had to complete the licens ing
p ro c e ss w h ic h s aw him run the quickes t licens ing
p a ss o u tsid e o f the U SA, trav elling the ¼ mile in jus t
4 . 8 5 s e c o n d s a t nearly 300 mph.

the Aus tral i an Nat i onal r ecor d f or el apsed t i m e and
highes t s peed, and becom i ng t he Aust r al i an Top Fuel
Champion i n 2005. Phi l Lam at t i na assum ed dr i vi ng
duties for h i s own t eam i n 2007, l eavi ng Dar r en wi t hout
a car to race, so he and t he com m uni t y of M i l dur a
(ins pired b y Dar r en) est abl i shed t hei r own t eam whi ch
has dev elo ped i nt o one of t he m ost pr of essi onal Dr ag
R acing team s i n Aust r al i a.
The team i s a r egul ar cr owd f avour i t e am ongst
s pectators and sponsor s, r egul ar l y sel l i ng out of
D MR merchandi se at each event . The t eam ’s har d
w ork is pa yi ng of f wi t h DM R pr oduci ng back t o back
w ins in the 2010/ 2011, 2011/ 2012 and 2012/ 2013
Aus tralian Top Fuel Cham pi onshi p Ser i es. Thi s m akes
D arren Mo r gan t he onl y per son i n Aust r al i a t o have
w on four ANDRA Pr o Ser i es Top Fuel Cham pi onshi ps.

To b e th e d riv er of the team, not only did D arren
n e e d to d rive , h e als o had to acquire the drags ter and
s p a re s fo r a s e a s on, he built the trans porter for the
d ra g s te r a n d a ll equipment needed at each race, and
tra in e d th e e n tire team w ho w orked on the car at each
e ve n t. A su c c es s ful s eas on follow ed, w ith D arren
p la c in g e ith e r 1s t or 2nd in ev ery round, res etting


PAGE 9

The Spo rt o f To p F u e l


A u s tra lia n N a tio nal D rag R acing As s ociation (AN D R A)
is th e g o ve rn in g body for the profes s ional motors port
o f Dra g R a c in g w ithin Aus tralia. D rag R acing is a race
b e twe e n tw o p u rpos e built race cars from a s tanding
s ta rt o v e r a meas ured quarter mile, als o know n as
a p a ss . In e ss ence, the firs t v ehicle to the finis h
lin e win s , h o w e v er the s port is als o dominated by the
p u rs u it o f q u ic k times and high s peeds . An elaps ed
time (E T ) is meas ured from w hen the driv er breaks
th e s ta rt lin e beam to the finis h line in each lane.
T h e sp e e d s a c h iev ed are meas ured in the las t tw enty
me te rs o f th e tr ack.
T h e ra c e e ve n t s are broken into a day or tw o of
q u a lifyin g b e fo r e a full race day. There are many
D ra g R a c in g c ategories w hich cater from modified
p ro d u c tio n s e d a ns and bikes in the s ports men clas s ,
u p to A N D RA Pro Series profes s ional clas s es w hich
in c lu d e To p D o ors lammer, Pro Stock, Pro Stock B ike,
To p Bik e , To p Alcohol and the nitro burning 8000+
h o rse -p o w e re d Top Fuel D rags ters . Top Fuel is the
e lite Dra g Ra c ing Category, know n as the “K ings of
th e S p o rt” .
T h e d ra g ste rs that race w ithin this category are
c a p a b le o f c o vering a quarter mile from a s tanding
s ta rt in a s little as 4.5 s econds . They achiev e s peeds
in e x c e s s o f 5 30 kmph (330 mph) by the finis h line
a n d a re th e fas tes t accelerating v ehicles on the
p la n e t, fa s te r e v en than a Space Shuttle. The energy
a n d so u n d th e s e incredible machines generate can be


felt through t he gr ound and i nt o your body f r om t he
grands tand as t hey t hunder down t he t r ack, m easur i ng
3.2 on the Ri cht er Scal e on each pass.
O n one occasi on, F111 pi l ot s wer e gi ven t he
opportunity of st andi ng on t he st ar t l i ne bet ween t wo
Top Fuel d r agst er s as t hey l aunched down t he t r ack.
The pilots i m m edi at el y com m ent ed t hat , even t hough
they fly a n ext r em el y f ast f i ght er, t her e was no way
they w ould get i n one of t hose m achi nes. I n t hei r
w ords the Top Fuel Dr agst er s wer e “am azi ng”. These
machines woul d cer t ai nl y gr ab anyone’s at t ent i on,
w ith 10 fo ot hi gh f l am es vi si bl e f r om t he header pi pes
at night, addi ng t o t he spect acl e, m aki ng Top Fuel
drags ters som et hi ng t hat t r ul y m ust be seen t o be
believ ed.
D rag R acing i s ver y spect at or f avour abl e wi t h 3040 thous a nd spect at or s at t endi ng over t he t wo or
three day event s, assi st i ng i t t o becom e a dom i nant
motors port i n Aust r al i a, ANDRA has i nt er nat i onal
s tandard p ur pose- bui l t Dr ag Raci ng f aci l i t i es ar ound
Aus tralia, i n addi t i on t o a num ber of r egi onal t r acks.
Spectators of Dr ag Raci ng have access t o vi ew t he
racing from ever y angl e, i ncl udi ng f r ee access t o t he
pit area.
This is one of t he m any aspect s cont r i but i ng t o t he
popularity and pr of essi onal i sm of dr ag r aci ng. The
race team’s pi t ar ea, i s of t en f i l l ed wi t h t housands of
s pectators keen t o get up cl ose and per sonal wi t h t he
racers and t hei r car s. Al l t he wor k done by t he t eam s
PAGE 11


in b e twe e n e a c h race can be w atched by s pectators as
th e y c a s u a lly p erus e the pit area. Teams take time
to in te ra c t w ith fans and s ign autographs . Paired
ra c in g is c o n tinually flow ing all day, w hich giv es
v a lu e fo r mo n e y for s pectators and great marketing
e xp o su re fo r s p ons ors . D rag R acing is attractiv e to a
fa m ily frie n d ly demographic; encouraged by s upply ing
c h ild re n ’s c a rn i v al ty pe activ ities near the s pectator
a n d tra d e s ta n d s . Thes e ev ents are als o alcohol-free.


O ur Pla n
D a rre n Mo rg a n R acing has a s trategic ten y ear plan
w h ic h c o m m e n ced w ith the 2007/2008 s eas on, and
to d a te we a re o n track in achiev ing our objectiv es :
- To b e c o m p e titiv e in our performance of the AN D R A
P ro S e rie s – w inning the 2010/2011, 2011/2012
a n d 2 0 1 2 /2 013 Andra Pro Series Champions hips .

18 y ear ol d Cai t l yn M or gan and 17 year ol d Wi l l
Morgan wi l l com m ence dr i vi ng dut i es i n t he adul t
racing cl ass of M odi f i ed El i m i nat or i n 2014. They
w ill be t r ai ned t o dr i ve Top Fuel i n t he f ut ur e.
J unior Dr agst er dr i ver, Ror y M or gan ( 11 year s ol d)
w ill cont i nue t o dr i ve i n hi s r espect i ve cl ass unt i l
of age t o com m ence i n adul t r aci ng.

- D e v e lo p g re at training practices w ith our v olunteer
c re w
- D e v e lo p a n d s trengthen our relations hips w ith our
c o mme rc ia l partners and s upporters
O u r lo n g e r te rm goals include:
- Win n in g th e 2014 Andra Pro Series Top Fuel
A u s tra lia n Champions hip


- Win n in g a total of 5 Aus tralian Champions hips by
2017


- To a ss is t in the dev elopment of Andra Pro Series
D ra g Ra c in g to becoming the primary motors port
o f A u stra lia
- F u rth e r d e velop the D MR and partners brands v ia
me rc h a n d ising, online and s ocial media.
- T h e d e v e lo p ment and training of future driv ers :

PAGE 15

O ur Ex pa nd i n g R e a c h
A n d ra D ra g R a cing is conducted in ev ery s tate of
A u s tra lia . T h e re are currently fiv e racetracks (Perth,
B risb a n e , S y d n ey, Melbourne and Adelaide) w hich
s u p p o rt A n d ra Pro Series D rag R acing Ev ents . In
a d d itio n to th o s e w orld clas s facilities , Aus tralia has
2 6 re g io n a l ra c etracks w hich hold regular drag racing
e ve n ts.
D a rre n M o rg a n R acing races at all major v enues
a n d h a s a ls o c o mpeted at regional tracks including
Mild u ra a n d Ta s mania at a Top Fuel lev el. D MR junior
d ra g s te rs h a ve c ompeted nationally in Victoria, South
A u s tra lia a n d Queens land.

- Andra Pr o Ser i es Tel evi si on – SBS Speedweek and
Fox tels’ Speed Channel
- AB C TV pr oduct i on “Upper M i ddl e Bogan”
- Mercha ndi si ng and Post er s/ Her o Car ds
With the Andr a Nat i onal Ser i es expandi ng t hr oughout
Aus tralia i n 2014, t he DM R suppor t er base wi l l
continue to have si gni f i cant gr owt h.


D a rre n Mo rg a n R acing hav e created a s ignificant
n a tio n a l fo o tp r int w hich is ex tended further by
u tilis in g th e fo l low ing tools :


- P ro m o tio n a l opportunities at V8 Supercars –
B a th u rs t, C l ips al 500 and numerous non racing
e ve n ts w h ic h D MR regularly attend, including
a g ric u ltu ra l
s how s ,
motor
s how s ,
partner
p ro m o tio n s
- DMR w e b s ite and y ou tube channel
- o ve r 8 0 0 0 D MR facebook relations hips w ith a
w e e k ly to ta l reach of up to 37,000
- D e d ic a te d m otors port print media publications
s u c h a s D r ags ter Aus tralia, Auto Action and
S tre e t Ma c h ine together w ith national and regional
n e ws p a p e r a nd other publications

PAGE 19

Upper Mid d le B o g a n

In 2 0 1 2 /2 0 1 3 D MR w ere proudly as s ociated w ith
th e p ro d u c tio n of an AB C Telev is ion s eries “U pper
Mid d le Bo g a n ” s tarring G lenn R obbins , R oby n N ev in
a n d M ic h a la B a nas . Show n on AB C1 in Augus t and
S e p te mb e r 2 0 13, the TV s how rated highes t in its
time slo t firs t week of s how ing w ith 927,000 rated
v ie we rs. With cov erage in national magaz ines ,
n e ws p a p e rs a nd online media, this telev is ion
p ro d u c tio n h a s brought drag racing into the national
s p o tlig h t lik e n ev er before.
D a rre n Mo rg a n R acing s upported the production w ith
th e u s e o f o u r crew and infras tructure.

November 9, 2013

To whom it may concern:

We have had the absolute pleasure of working with Darren Morgan and DMR Racing in the course
of making our television series, Upper Middle Bogan. The success of the show, which has been
substantial, would not have been possible without the contribution of Darren and his team.
DMR Racing provided the Top Fuel Dragsters used in the series, which rendered a production value
and an authenticity that Producers dream about. Moreover, Darren gave willingly of his own skill and
expertise, imparting a generous insight into what it is to be the Australian champion in his field.
As a racing car driver, Darren is passionate, committed and diligent, and has the unique
unflappability that distinguishes a champion. He is greatly respected by his team and colleagues and
sport. This is due, in no small part, to the fact that although Darren proudly holds the Australian Top
Fuel Champion title, he continues to be kind, anchored and unassuming.

collaboration for the show and remained instrumental in guiding the process through to production.
The Morgan family welcomed us warmly into their world and we feel incredibly fortunate to have had
the opportunity to be inducted into the Top Fuel sport by, not only the best, but also, the nicest
people in the business.
We unreservedly recommend Darren Morgan and DMR racing.


Yours Sincerely


Robyn Butler and Wayne Hope

PAGE 21

“Congratulations on your win as National Champion.
I just wanted to thank you for the opportunity to watch you win
and be able to get into the VIP area and experience how everything works.
Had a ball and can’t wait to watch you race again.
GO DMR!! Cheers Nathan”

D MR 330 Ni t r o C l u b – C o r p o r a t e Ho s p i t a l i t y
Join u s for a d a y a t th e ra c e s!
P it-s id e h o sp itality puts y ou in the middle of the
a c tio n !
A t DMR 3 3 0 Nitro Club y ou and y our gues ts w ill
e xp e rie n c e a u n ique pit-s ide hos pitality. G ues ts w ill
s it ju s t millime t res aw ay from the D MR pit area. You
w ill w itn e s s th e crew :
- S e rv ic e th e engine, s tripped dow n to the s hort
b lo c k a n d rebuilt w ithin jus t 60 minutes
- Re fu e l with 70 litres of N itro
- C o mp le te warm-up s equence
- R e v ie w d a ta from on-board computers and make
n e c e ss a ry a djus tments to the tune-up


F e a s t o n a n a p p e tiz ing meal and drinks (non-alcoholic)
G u e s ts will re ceiv e a D MR gift bag including D MR
3 3 0 N itro c lu b embroidered polo and cap, ear plugs
a n d d e c a ls
Me e t a n d g re e t Top Fuel D riv er, D arren Morgan and
th e e n tire DMR racing team
G u id e d To u r o f D MR pits
E x c lu siv e p h o to graphic and autograph opportunities


PAGE 23

“I would like to thank you for letting me into the pits
during the drags at Eastern Creek. I really appreciated
it and had a great day and will never forget it.
Congratulations on the teams win and good luck for your
next one. Thanks again. William Meurer, Bathurst”

“I was one of the many visitors in your pit and corporate facility last Saturday.
I would just like to thank you for your hospitality.
You are a very affable and approachable guy and so was Phil and your crew.
I had a great day. Your team just ooze enthusiasm and it is contagious,
as I was very pumped up on Saturday Night and Sunday.
I was also happy to see that you have another successful weekend.
Anyway, thank you once again and all the best for the rest of the 2013 season.
Greg Goodwin”

The To p Fu e l S i m u l a t o r
T h e To p F u e l S i mulator is the lates t addition to the
D M R o u tfit a n d has been us ed at v arious Top Fuel, V8
S u p e rc a r a n d s porting ev ent launches .
T h e To p F u e l S imulator replicates the s ight and s ound
o f a re a l d ra g s ter w ith s urround s ound. It has three
4 0 in c h m o n itors that enclos e the cockpit and it is
b u ilt o n a n o p e rational top fuel drags ter, w hich boas ts
th e o p p o rtu n ity for engine s tart ups on location.
T h e S imu la to r o perates as a s tand alone attraction
a n d is d e s ig n e d to giv e any motors ports adrenaline
ju n k ie a ta s te o f w hat it’s like to catapult dow n a ¼
mile d ra g ra c in g track at ov er 500 km/ph.
To e n s u re v is itors are engaged, v arious promotions
w ill b e c o n d u c t ed from the s imulator us ing s tate of
th e a rt d a ta c ollection techniques , utiliz ing Ipads ,
Ip h o n e s a n d va r ious on line pres ence.


T h e D M R S im u l ator can be utiliz ed for priv ate team
b u ild in g e xe rc is es including Corporate H os pitality.


PAGE 27

D MR - Cus t o m e r E n g a g e m e n t t h r o u g h
Pa rtne rs hip L e v e r a g e
We d e live r re lev ant and compelling promotional
p ro g ra m s th a t driv e trial, s ale and meaningful
in te ra c tio n s .
D M R u n d e rs ta n d s that bus ines s es demand more from
th e ir s p o n so re d as s ets in terms of relev ance and
s imp le RO I. D M R meets this challenge by deliv ering
in fie ld p ro g ra m s that are tailored to addres s their
p a rtn e r’s k e y b u s ines s or s trategic objectiv es .
Wh e th e r th is is by capturing cus tomer data,
c o n s u mp tio n a nd or brand preferences , driv ing
tria l o r s a le s th rough off track couponing, facebook
in te g ra tio n a n d pos t ev ent ED M programs . What ev er
th e c h a lle n g e . D MR gets it.


It is th is fo c u s and implementation of meas urable
p ro g ra m s th a t allow s D MR to s et ev ent K PIs ,
u n d e rsta n d e ff ectiv enes s and make s mall and
c a lc u la te d imp rov ements to max imis e on and off track
a c tiv itie s.


Case Study – A E G P o w e rto o l s
A E G P o w e rto o ls are a fas t grow ing trade focus ed brand
in th e su p e r c o mpetitiv e global pow er tool market
a n d s o u g h t to l ink the obv ious s y nergies w ith highly
te c h n ic a l a n d f ocus ed pow er took products and Top
F u e l D ra g R a c in g.
To b e st d e live r this AEG needed to firs t unders tand
p a tro n s o f k e y national motors port ev ents and their
c o n s u mp tio n , b e hav iour and attitudes to pow er tools .


T h is w a s a c h iev ed through the ex ecution of a
c o mp e llin g in stant w in s ales promotion offer to patrons
o f k e y mo to rs p ort ev ents (B athurs t Supercheap 1000,
C lip s a l 5 0 0 , To p Fuel Calder Park) in ex change for
c o n ta c t in fo rm a tion, occupation, pow er tool brand
p re fe re n c e a n d ow ners hip.
U tilis ing touchs creen
k io s k s d a ta w a s captured in realtime and prov ided a
c le a r u n d e rsta n ding of the target audience’s attitude
a n d c o n s u mp tion of pow er tool products .
P a rtic ip a n ts we r e ins tantly s egmented bas ed on their
re sp o n se s, p ro fes s ions and geographic location and
a p o s t e ve n t E l ectronic D irect Mail (ED M) prov iding
a n e w b u sin e ss call to action v ia a retail redemption
o ffe r a n d F a c e b ook interface. This prov ided AEG w ith
a c o m p le te RO I and s olid bas is for future platform
d e ve lo p me n t.


Top Fuel Dragsters are the fastest accelerating vehicles in the
world. These are the most recognisable of all drag cars.
The 25-foot-long landlocked missiles can cover the quarter mile
in 4.4 seconds at up to 540 kilometres per hour. DMR uses a
4130 chrome moly chassis constructed by Brad Hadman in the
USA. It weighs a tiny 1000kg which makes for a massive power
to weight ratio. All of the body components are constructed from
carbon ﬁbre and titanium.
The total ﬁnished cost of the dragster is estimated at

$500,000!

The sound and fury of 8000 horsepower launching at 5G’s
of acceleration literally shakes the bones of the fans in the
grandstand. At the ﬁnish line 4.5 seconds later, the challenge
of two 10 metre long Top Fuel dragsters bending against down
force in a struggle to keep all four wheels on the ground at over
500 kilometres per hour is unforgettable.
Off the track, ANDRA Championship Drag Racing offers another
spectacle. All access pit areas where spectators can meet
Darren and watch him and their crew work frantically between
rounds. No other sport on earth brings their fans closer.
ANDRA Championship Drag Racing is the ultimate spectator
environment which builds life long fans and life long customers
with strong loyalty.

DMR understands the value of spectator satisfaction.

Pa rtne rs hip O p p o r t u n i t i e s
T h e re a re a limited number of key partners hip opportunities w ith D arr en M or gan Raci ng i n 2014 and beyond.
1 . D M R P la tinum Package
2 . DMR G o ld Package
3 . DMR S ilv e r Package
4 . DMR B ro n z e Package

A p a rtn e rsh ip with D MR prov ides a hos t of opportunities and a platform t o engage and devel op st r onger connect i ons
w ith c o n s u me rs:
. A d v e rtisin g and promotions
. B u ild in g a n d dev eloping of brand
. C o n su me r e n gagement, participation and driv ing lev els of connect i on
. B u sin e ss -to - bus ines s relations hips


. P u b lic re la tions and media


. C o rp o ra te a nd s ocial res pons ibility

PAGE 39

Package Elem e n ts
T h e fo llo w in g e lements make up a D MR partners hip:
D etail:

N a min g R ig h ts

O fficial Partners hip D es ignation
Alw ay s refer to team as partner name o n al l publ i cat i ons.
O w ners hip of D MR Top Fuel D rags ter for dur at i on of 2014 Andr a Pr o Ser i es season.

S ig n a g e

Prominent Signage on ex terior of top fuel dr agst er. Fol l owi ng ar e avai l abl e:
H alf of both s ides of main body
H alf of the top of the main body
B ack of rear w ing
Front of rear w ing
Injector B lades
D MR Trans porter – full trailer body w ra p
Prominent Signage on ex terior of Top Fuel Si m ul at or
Prominent Signage on ex terior of D MR devel opm ent t eam vehi cl es

P it S ite


A s s e t:

Pit s ite to hav e branding and s ignage o f m aj or par t ner on t he f ol l owi ng:
Tow Vehicle
Table B anners
Aw ning
Flags Surrounding s ite
Flags and B anners in corporate area.

C o rp o ra te H o sp itality

B us ines s netw orking opportunities
Corporate gues t package (ultimate race day exper i ence)

We b s ite & S o c ial Media

Partner Imagery on all w ebs ite pages
Acces s to D MR databas e through s ocial m edi a and websi t e pr oper t i es.
Webs ite fan z one to promote bus ines s of f er i ng


PAGE 41

Crew Apparel – logo on pit and crew s hi r t s, j acket s, hat s and pant s
B randed race s uit
H elmet featuring major partner

A mb a ss a d o r

D arren Morgan public s peaking ev ents dur i ng season

P ro m o tio n a l M a terial

N aming rights partner imagery to appear on al l m at er i al r egar di ng t eam .
D MR driv er, v ehicle and team w ill attend par t ner shi p pr om ot i ons t hr oughout season
D MR hero cards w ith partner logo’s dis tr i but ed at al l ANDRA ser i es event s and
promotional ev ents .
Acces s to D MR photography and v ideo t hr oughout season.

Logo

N aming rights partner may produce s peci al l ogo as agr eed by bot h par t i es.

Me rc h a n d ise

Logo and branding to appear on merchandi se t r ai l er, and on m er chandi se f or sal e:
Includes : t-s hirts , caps , jackets , cooler hol der s, st i cker s, m odel car s et c

U ltim a te N itro Ex perience

Money cant buy ex periences

D M R S im u la to r

Av ailable for Promotional Ev ents /Marke t i ng Cam pai gns/ Team Bui l di ng Exer ci ses

D a ta C o lle c tio n

Av ailable at all rounds of Andra Pro Se r i es/ Pr om ot i onal Event s

D a ta b a s e

Acces s to D MR databas e to enable dire ct m ar ket i ng oppor t uni t i es


A p p a re l


PAGE 43

Packages
1 . D M R P la tin u m Package
Ty p e :

“ E n tire D MR Partners hip Elements ”

Te rm :

1 January 2014 to 31 D ecember 2014

C o n d itio n s : C a n be div ided into 1 s ole major or a number of co-major s
In c lu d e s :

N a ming rights , s ignage, pit s ite, corporate hos pitality, w ebsi t e and soci al m edi a, appar el ,
a m b as s adors , promotional material, logo, merchandis e, n i t r o exper i ence, si m ul at or, dat a col l ect i on
a n d databas e features .

2 . DMR G o ld P a ckage
Typ e :

“ C o mbination of D MR Partners hip Elements ”

Te rm:

1 January 2014 to 31 D ecember 2014

In c lu d e s:

S ignage, pit s ite, corporate hos pitality, w ebs ite and s ocial m edi a, pr om ot i onal m at er i al ,
me r chandis e, nitro ex perience and databas e features

3 . DMR S ilv e r Package

Typ e :

“ U l timate R ace D ay Ex perience”

Te rm:

1 J anuary 2014 to 31 D ecember 2014

In c lu d e s:

Nitro Experience and corporate hospitality for one of the Andra Pro Series Events, includes signage
in corporate area

4 . D M R Bro n ze Package
Typ e :

“ O p portunity to Support the D MR R acing Team”

Te rm:

1 J anuary 2014 to 31 D ecember 2014

In c lu d e s :

S ig nage, w ebs ite and s ocial media, promotional material, a l i m i t ed edi t i on f r am ed pi ece of
m e morabilia, s igned by D arren Morgan


PAGE 45

Le v e ra g e a n d P r o m o t i o n
F o r a ll D M R p a rtners , w e w ill dev elop cus tomis ed lev eraging and prom ot i onal pl ans t o ensur e we m eet t he
s p e c ific n e e d s o f our partners acros s the follow ing activ ities :

- C o rp o ra te H o s pitality – race day and s pecial ev ents
- Ra c e D a y P r omotions – marketing and promotional activ ities
- A c c e s s to DMR databas e
- P rin t – ta rg et motors port relativ e publications
- On lin e C a m p aign – D MR w ebs ite, s ocial media
- M o n e y C a n t B uy ex periences
- Driv e r, Ra c ecar and team appearances – promotional activ ities and appear ances
- DMR S imu lator – marketing and promotional activ ities


- Da ta A c q u is ition – marketing and promotional activ ities


PAGE 47

Co nta c t D e t a i l s
D a rre n M o rg a n R acing w elcomes the opportunity to w ork w ith our pros pect i ve par t ner s t o under st and t hei r speci f i c
n e e d s a n d d e v e l op a cus tomis ed adv ertis ing and lev eraging plan for consi der at i on.

F o r fu rth e r in fo r mation on thes e opportunities pleas e contact:
D a rre n Mo rg a n
D a rre n Mo rg a n R acing
PO Box SM294
Mild u ra S o u th Vic 3501
0 3 5 0 2 2 0 4 54
0 4 0 8 1 4 7 606
to p fu e l@ b ig p ond.net.au
ww w. d a rre n m organ.com.au


P:
M:
E:
W:


PAGE 49

Morgan and his team are more than simply a group of racers
who have got together to run a car for kicks - the preparation
of a Top Fuel Dragster demands military like precision and
maintenance. Each team member has his own area of expertise
but all are talented enough to assist each other should the
need arise. This crew has proven it is a Championship winning
combination and under Darren’s guidance there are no qualms
about entering the new season with a fresh outlook.

Appe ndix A
Andra Pro Se ri e s R a c e D a te s 2 0 1 4

2nd - 4th M ay 2014
N itro Champs – Sydney Dr agway - NSW

1 0 th - 1 1 th Ja n uary 2014
P e rth Mo to rp le x - WA

6th - 9th June 2014
Winternati onal s – Wi l l owbank Raceway – QLD

2 8 th F e b ru a ry - 2nd March 2014
P e rth Mo to rp le x - WA

31s t O ctob er - 2nd Novem ber 2014
N ationals – Sydney Dr agway - NSW

2 9 th - 3 0 th M a rch 2014
A d e la id e In te rn a tional R acew ay - SA

5th - 7th Decem ber 2014
Finals – Cal der Par k Raceway - VI C

1 8 th - 1 9 th A p r il 2014


S u p e r 3 -Willo wbank R acew ay – Q LD


PAGE 53

Appe ndix B
July 11, 2012
RE: The Darren Morgan Racing (DMR)
This letter may sounds like an endorsement of Darren Morgan, because it really is just that.
Darren Morgan and his team are amongst the most professional and well run in the ANDRA Championship and Darren Morgan
Racing is very much an asset of our sport.
As the Chief Executive Officer of ANDRA, I spend a lot of time with the constituency at events as well as liaison with the
teams and racers between events, so I am in a great position to evaluate the relative commercial and sporting achievements
of the sport’s stakeholders and Darren and his team are very much a leader both on and off the track.
Darren and his team members have been exemplary in providing professional feedback and constructive criticism on how our
Pro Series Championships could improve. This is not the team’s charter but rather a wonderful example of going ‘above and
beyond’ in for the greater good.
The logistics for a team competes at all ANDRA Pro Series Championship events are significant and DMR always presents
a professional and polished show.
Darren’s Top Fuel Dragster, his pit set up, hospitality area and his dedicated crew actually set the standard nationally!


Darren, who is the current reigning National Champion, has just taken out the Adelaide International Raceway (AIR) Pro
Series 1000 Event by defeating a field of world class and well financed competitors. Darren also won the AIR Award for best
team presentation!
Apart from the racing side, Darren is heavily involved in the management area of the sport and is always available to offer
racer advice to both my Board and myself. To this end, Darren always makes himself available to ANDRA Sponsors, VIP’s and
the general public at all race meetings.
ANDRA is currently creating a National Series Advisory Panel, which will assist the Board in shaping the future of our sport;
Darren will be playing an integral role in this initiative, as he is our Top Fuel Ambassador.
Should you require further information on both Darren and DMR, then please do not hesitate to contact the undersigned.
Yours sincerely
ROB SHARP
Interim Chief Executive Officer


PAGE 54

July 11, 2012
RE: The Darren Morgan Racing (DMR)
This letter may sounds like an endorsement of Darren Morgan, because it really is just that.
Darren Morgan and his team are amongst the most professional and well run in the ANDRA
Championship and Darren Morgan Racing is very much an asset of our sport.
As the Chief Executive Officer of ANDRA, I spend a lot of time with the constituency at
events as well as liaison with the teams and racers between events, so I am in a great
position to evaluate the relative commercial and sporting achievements of the sport’s
stakeholders and Darren and his team are very much a leader both on and off the track.
Darren and his team members have been exemplary in providing professional feedback and
constructive criticism on how our Pro Series Championships could improve. This is not the
team’s charter but rather a wonderful example of going ‘above and beyond’ in for the
greater good.
The logistics for a team competes at all ANDRA Pro Series Championship events are
significant and DMR always presents a professional and polished show.
Darren’s Top Fuel Dragster, his pit set up, hospitality area and his dedicated crew actually
set the standard nationally!
Darren, who is the current reigning National Champion, has just taken out the Adelaide
International Raceway (AIR) Pro Series 1000 Event by defeating a field of world class and
well financed competitors. Darren also won the AIR Award for best team presentation!


Apart from the racing side, Darren is heavily involved in the management area of the sport
and is always available to offer racer advice to both my Board and myself. To this end,
Darren always makes himself available to ANDRA Sponsors, VIP’s and the general public at
all race meetings.


ANDRA is currently creating a National Series Advisory Panel, which will assist the Board in
shaping the future of our sport; Darren will be playing an integral role in this initiative, as he is
our Top Fuel Ambassador.
Should you require further information on both Darren and DMR, then please do not hesitate
to contact the undersigned.
Yours sincerely

ROB SHARP
Interim Chief Executive Officer

PAGE 55

Appe ndix C
C r Gle n n Miln e
PO Box 291
Mild u ra Vic 3 5 0 2
Ph 0409 521 886
c rm iln e @ m ild u ra . vic . gov.au

To W h o m It Ma y C o n c e rn

D a rre n Mo rg a n a n d h is D MR enterpris e are a highly res pected and ex trem el y successf ul M i l dur a based r aci ng
te a m.
D M R e n jo y s th e su p p ort of the people of Mildura as w ell as s trong s uppor t f r om m any busi ness houses and
in s titu tio n s in o u r re g ion. D arren has been able to build an amaz ing team of peopl e t hat have succeeded beyond
e xp e c ta tio n s g iv e n th eir low budget in a v ery high ex pens e s port.


D M R h a s s h o wn w h a t can be achiev ed through community s upport and the ingenui t y of l ocal t r ades peopl e when
g ive n th e o p p o rtu n ity to prov e thems elv es . D arren has been able to teach, trai n, gui de, m ent or and l ead hi s t eam
o f yo u n g me c h a n ic s a n d s upport crew to w in the ultimate racing priz e in Aust r al i an Dr ag Raci ng t wo year s i n a
ro w; a n a m a z in g a c h iev ement in a v ery tough s port.
D M R a re a lwa ys willing to as s is t in community functions , fundrais ers and ot her com m uni t y event s. They al so
ma n a g e to d ra w h u g e c row ds w herev er they go, particularly w hen the car is “f i r ed” up.
I h a ve n o h e sita tio n in offering my s upport for them as a reliable, hones t an d har d wor ki ng t eam t hat ar e a cr edi t
to th e Mild u ra R e g io n .

Yo u rs sin c e re ly
C r Gle n n Miln e
2 3 Ju n e 2 0 1 2


PAGE 56

Cr Glenn Milne
PO Box 291
Mildura Vic 3502
Ph 0409 521 886
crmilne@mildura.vic.gov.au

To Whom It May Concern

Darren Morgan and his DMR enterprise are a highly respected and extremely
successful Mildura based racing team.
DMR enjoys the support of the people of Mildura as well as strong support from
many business houses and institutions in our region. Darren has been able to build an
amazing team of people that have succeeded beyond expectations given their low
budget in a very high expense sport.
DMR has shown what can be achieved through community support and the ingenuity
of local trades people when given the opportunity to prove themselves.
Darren has been able to teach, train, guide, mentor and lead his team of young
mechanics and support crew to win the ultimate racing prize in Australian Drag
Racing two years in a row; an amazing achievement in a very tough sport.
DMR are always willing to assist in community functions, fundraisers and other
community events. They also manage to draw huge crowds wherever they go,
particularly when the car is “fired” up.
I have no hesitation in offering my support for them as a reliable, honest and hard
working team that are a credit to the Mildura Region.


Yours sincerely


Cr Glenn Milne
23 June 2012

PAGE 57

Appe ndix D
11th July 2012
To whom it may concern,
Darren Morgan and the Darren Morgan Racing Team have been associated with the AEG Powertool brand for 5 years and myself
personally through another brand relationship with Chicago Pneumatic since 2004.
AEG & DMR have been a fantastic commercial relationship in motorsport that delivered our brand to a very targeted shared
demographic.
Top Fuel racing is the fastest and most powerful motorsport on the planet. It’s highly technical nature aligned with our brand values
and using this as the vehicle, allowed us to easily create a connection through the sponsorship that AEG was Powertools. This cut
across all facets and built our credibility.
The partnership, along with Darren and his team carrying the bright orange of AEG Powertools right throughout the racing program
really allowed us to create recognition among motorsport fans and the industry alike.
Darren being a great, down-to-earth personality appeals across the board & made it an easy ﬁt for AEG Powertools.
From a corporate entertainment point of view, Top Fuel is without doubt one of the most interactive experiences we have been able
to provide staff, customers and end users.
The partnership with DMR has ensured we could deliver more than just a standard corporate box affair like many other sports and
motorsports.


Darren and his team are by far the best presented and well drilled team in Australian drag racing. They have always strived no matter
what to go the extra mile for AEG Powertools, quite often at considerable expense over and above our sponsorship contribution.
Not only are they incredibly active in the media space, the innovations the team has implemented on our behalf has allowed AEG
Powertools to build strong databases and really understand the segmentation of fans that are attending the events.
This from data gathering stations at each event which is coupled with prize giveaways, to the launch of the world’s ﬁrst fully
operational Top Fuel Simulator are all concepts that Darren has developed and brought to the table as value adds to our partnership.
The team at DMR are the best in the game in Australia if not the world and I would have no hesitation in recommending them or the
sport of Top Fuel racing if you are looking to build a brand presence with corporate entertainment in a powerful, technical setting
with a wide-ranging, brand loyal audience.
Yours faithfully,
Mark Devitt
Marketing Manager ANZ


PAGE 58

Techtronic Industries Australia Pty Limited

Techtronic Industries Australia Pty Limited

A.C.N 002 277 509

A.C.N 002 277 509

Darren Morgan and the Darren Morgan Racing Team have been associated with the AEG
Powertool brand for 5 years and myself personally through another brand relationship with
Chicago Pneumatic since 2004.

The team at DMR are the best in the game in Australia if not the world and I would have
no hesitation in recommending them or the sport of Top Fuel racing if you are looking to
build a brand presence with corporate entertainment in a powerful, technical setting with a
wide-ranging, brand loyal audience.

11th July 2012

To whom it may concern,

AEG & DMR have been a fantastic commercial relationship in motorsport that delivered
our brand to a very targeted shared demographic.
Top Fuel racing is the fastest and most powerful motorsport on the planet. It's highly
technical nature aligned with our brand values and using this as the vehicle, allowed us to
easily create a connection through the sponsorship that AEG was Powertools. This cut
across all facets and built our credibility.
The partnership, along with Darren and his team carrying the bright orange of AEG
Powertools right throughout the racing program really allowed us to create recognition
among motorsport fans and the industry alike.

Yours faithfully,

Mark Devitt
Marketing Manager ANZ

Darren being a great, down-to-earth personality appeals across the board & made it an
easy fit for AEG Powertools.
From a corporate entertainment point of view, Top Fuel is without doubt one of the most
interactive experiences we have been able to provide staff, customers and end users.
The partnership with DMR has ensured we could deliver more than just a standard
corporate box affair like many other sports and motorsports.


Darren and his team are by far the best presented and well drilled team in Australian drag
racing. They have always strived no matter what to go the extra mile for AEG Powertools,
quite often at considerable expense over and above our sponsorship contribution.


Not only are they incredibly active in the media space, the innovations the team has
implemented on our behalf has allowed AEG Powertools to build strong databases and
really understand the segmentation of fans that are attending the events.
This from data gathering stations at each event which is coupled with prize giveaways, to
the launch of the world's first fully operational Top Fuel Simulator are all concepts that
Darren has developed and brought to the table as value adds to our partnership.
Page 1 of 2

P. O. BOX 121, Doncaster, VIC 3108
660 Doncaster Road, Doncaster ViC 3108
Phone (03) 9840 3200 Fax 1800 807 993

Page 2 of 2

P. O. BOX 121, Doncaster, VIC 3108
660 Doncaster Road, Doncaster ViC 3108
Phone (03) 9840 3200 Fax 1800 807 993

PAGE 59

Appe ndix E
Geof Tartoosie, Director, Extreme Auto Expo September 3, 2012
“Darren & his team were part of our 2011 Extreme Auto Expo. He brought down his real life Top Fuel simulator & wowed the
crowds showing people what it’s really like to drive a car with thousands of horsepower over a simulated 1/4 mile track. If you can
arrange to have Darren & the team at an event you are planning it’s a must have. A real Pleasure to work with.”
Andrew Holdsworth, Previous Managing Director, E.T. Performance Products August 18, 2012
“Darren has done an amazing job to rise through the ranks of Drag Racing to become one of Australia’s champion drag racer. He
has never had a silver spoon, he has achieved his incredible success through plain hard work and perseverance and in doing so,
and Darren has gained enormous respect from the entire automotive industry. Darren is a man of his word and I have no hesitation
in recommending and supporting Darren in his future endeavours.”


Carolyn Johnson, CEO, EzyByte Business Services December 27, 2009
“Highly recommend Darren and his team, he is a man with a very high level of integrity and his go get it attitude has taken him a
long way in Drag Racing and his business & personal pursuits. I would recommend anyone looking to expose their business to the
Australian Drag Racing Public get on board and sponsor Darren and his team they will do your company proud, and you will reap
the rewards your product doesn’t need to be racing or car related as there is a huge diversity of interests with Racing Fans, and it
is a family sport.”
Jon Van Daal, Advertising Sales Manager, Express Publications August 2, 2012
“I’ve known Darren for over ten years - firstly when he drove for the Lammatina Top Fuel team and then with his own team. I’ve
dealt with a number of Top Fuel teams over the last thirty years either assisting with sponorship or simply just supplying photos for
their use. You don’t need to be Solomon to realise that the last four years of the GFC have been incredibly tough on both sponsors
and race teams but after leaving the Lammatina team Darren has enjoyed the support of major Australian companies (or their
local office) because he continues to provide results. He would be the first to admit that he would love to have the dollars that his
opponents enjoy - just to go testing or to upgrade equipment, however he doesn’t but he still produces one thing - the number 1 on
the side of his car. From what I have seen his dedication to the sport (and his ROI) runs 31 days a month (even when there aren’t
31 days in the month). Static displays and his ability to constantly drum up media opportunities mean that he is in my eyes “a
sure bet”. In these tough times it is hard to find such talented and commitment athletes that can give sponsors more than invoices
but Darren is the man.”
Mark Boxer, Owner, HoonTV August 2, 2012
“It’s been a pleasure working with Darren shooting for the ANDRA TV under the direction of Dean Neal. Darren is always
accommodating and doesn’t mind giving the viewers what they like to see, especially a big smile. Another reason I really loved my
first year working with the team to shoot these shows.”
Peter Pike, Drag Racing Manager, Perth Motorplex August 2, 2012
“Darren Morgan and his Australian Top Fuel Drag Racing team are not only 3 times Australian Champions but are wonderful


PAGE 60

advocates for the sport of Drag Racing and his team sponsors. Darren is ﬁercely passionate, extremely motivated, and highly
successful and most importantly for our business very popular with West Australian Drag Racing fans. Peter Pike Drag Racing
Manager Perth Motorplex, Western Australia”
Justin Law, Editor, Sub-editor, art-director, journalist, Australian Consolidated Press August 30, 2012
“I interviewed Darren Morgan for a feature story that appeared in Street Machine magazine in 2011 - “Captain Sensible”. Not only
was Darren approachable and generous with his time, but he was candid and engaging. This demonstrates he is naturally media
savvy. In my 25 years of journalism and communications, there are few leaders in their industry who left as lasting a mark on me
as he did. What he achieved and the way he has achieved it - empowering the people around him to strive to be their best - is an
example I still refer to. In a business that can sometimes attract the unscrupulous, I believe Darren sets a high mark, and would
be an asset to any marketer or sponsor.”


John Baremans, Production Editor, Dragster Australia and Inside Speedway magazines September 10, 2012
“I have admired Darren’s passion and strength in getting things done for as long as I have known him. He works very hard and does
not stop until he achieves what he set out to do. Darren is a great ambassador to the sport of drag racing and he provides plenty of
bang for his current sponsors. He knows how to get results both on and off the track.”
Steve Menegaldo, Director at Groovy Tube Digital Media October 9, 2012
“Darren Morgan and his highly proﬁcient top fuel team are the back-to-back number 1 Australia Top Fuel Team for a reason.
Groovy Tube Digital Media have had the chance to work with Darren Morgan on more than a few occasions and every time it has
been an absolute pleasure, Darren, Natalie and the team are true professionals both on and off the track working tirelessly every
season to prepare and participate in this high-octane sport.
Darren and the team also travel around the country regularly to appear at various events, corporate days, Car Shows, V8 Supercars
and many more. Darren goes the extra mile for sponsors and fans; he brings the excitement of Top Fuel sport to his fans by
appearing at these events, signing autographs and having his picture taken with his fans.
Corporate sponsors receive the wow factor too with personal appearances and Top Fuel Car start-ups at their own events.
Darren is what you would call the people’s champion, he and the team have won the Australian championships 3 times now and
all without consistent major corporate backing. It’s a true testament to their perseverance and passion for the sport and its fans.
So what are you waiting for, get involved with the fastest motor sport on the planet, with the quickest team in the country and reap
the rewards, Darren Morgan Racing is the perfect sponsorship opportunity for your company.”
Brenton Edwards, Business Development Manager at Darren Morgan Racing
“Darren is at the pinnacle of his sport - with the most dedicated and organised team - he seeks perfection and works tirelessly
toward advancing his top line motorsport operation the sponsor’s and fan’s love him with his personable straight-up Aussie bloke
persona.”


PAGE 61

Proudly designed and printed by AM Printing Services
180 Bridge Street Tamworth NSW 2340
02 6765 4199

www.amprinting.com.au

Darren Morgan
Darren Morgan Racing
PO Box SM294
Mildura South Vic 3501
P: 03 5022 0454
M: 0408 147 606
E: topfuel@bigpond.net.au

www.darrenmorgan.com.au


Partner with Australia's Top Fuel Drag Racing Champions

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