Tony Ponturo Buying Minority Interest In Leverage Agency

Ponturo (r) Respects Sturner's Character, Hustle

Former A-B VP/Global Media & Sports Marketing Tony Ponturo is buying a minority interest in N.Y.-based Leverage Agency, and will serve as the company's Chair, according to Terry Lefton in this week's SPORTSBUSINESS JOURNAL. Leverage, established in '05 by Ben Sturner, is "principally involved in corporate consulting and sports property and media sales." Leverage "hopes to stage, develop and own events," and Sturner said that he "wants to expand his agency's marketing communications, event management, sponsorship measurement, media evaluation, TV distribution and PR capabilities." Ponturo said that he will keep his recently-established Ponturo Management, but will "partner with Leverage on a variety of projects." Ponturo: "I've worked with Ben on some projects and respect his character and his hustle. This also allows me to build and tap into a marketing infrastructure without having to reinvent the wheel on my own. This is a business where you learn to read people or you can't be successful and I have quickly developed a lot of confidence in Ben." Lefton notes Leverage represents the AVP for sponsorship and media sales, as well as the Nets, Major League Gaming, Disson Skating on NBC, the ASA Action Sports Tour and ABC's "Jimmy Kimmel Live." Leverage's corporate clients include KFC and Gillette (SPORTSBUSINESS JOURNAL, 5/4 issue).

GAINING LEVERAGE: Sturner said that Ponturo will "have knowledge of the firm's day-to-day activities, but Sturner will continue to run" the agency. Sturner: "We really have the same vision for where the industry's going." He added that "in the current environment, agencies like his have to work harder." Sturner: "It takes a little bit more elbow grease. Everybody's cutting, but everything is measurable. You have to make a case to CMOs how you can justify a sponsorship in this world" (BRANDWEEK.com, 5/2). The WALL STREET JOURNAL's Suzanne Vranica writes the deal, terms of which were not disclosed, "comes as the recession pressures the sports-marketing sector." Ponturo said, "Like everything else, sports marketing and sponsorship is not immune to the adjustment being caused by the recession" (WALL STREET JOURNAL, 5/4).