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NOTES FROM THE NATIONAL SPORTS FORUM
Published January 23, 1996
The 1996 National Sports Forum is taking place this week in Colorado Springs, CO. Yesterday's keynote speakers included Jeffrey Pollack, publisher of The Sports Business Daily; Tony Tavares, President of Disney Sports Enterprises; and Steve Saunders, Marketing Manager, Coors Brewing Company. Excerpts from the speeches follow: TAVARES: On the key to Mighty Ducks' success: "We broke down a lot of traditional entertainment barriers without being invasive to the game." Tavares also announced that next year there will be an animated Mighty Ducks series on TV. By night, the characters will be hockey players, by day a stealth crime fighting force with an elaborate lab under the ice. It will air Saturday mornings on ABC. SAUNDERS: He focused on dealing with corporate sponsors under the theme, "How you can treat sponsors better." His tips: "Become marketers, not sellers. ... Sponsors should get a year- end wrap up with a proposal for a brighter future. ... Be a partner, not a salesman." POLLACK: He talked about the story behind The Sports Business Daily: Its editorial mission; its marketing strategy; the "morphing of sports" into an entertainment industry; the impact of Fortune 500 companies on sports; and the broad economic connections converging to create a digital sports world where the bottom line is bytes or content and info for TV, video, and the Web (THE DAILY).