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Creative challenges: How to build the Big Idea in activation05 / 13 / 13A dvice columns are no longer limited to the personal space. Such columns are part of the working world, too, and in this case, we’re talking about sales and marketing initiatives in sports, looking at real examples of sponsor activations th... Tags: Opinion |
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NASCAR’s puts diversity into action
T he first time I met Brian France, in 1997, he told me he wanted NASCAR to look like America. That was not the image I had of what NASCAR was or what it wanted, but there was something about the way France said it that convinced me he meant it. ...
Tags: Opinion
From the Executive Editor
W e need to hear from you because we need your stories. For what? Well, for our anniversary issue that will hit this December. A few months ago, we told you that we are planning a special issue devoted to 20 years of sports business — more s ...
Tags: Opinion
An opportunity to shine
T he recent release of the movie “42” brings the issue of diversity to the forefront once again. It is remarkable to see how far we’ve come in sports and in life on inclusion, yet challenging and sad to know that we still have a ...
Tags: Opinion
Sutton Impact
I t’s that time of year when Generation Next (or however we choose to refer to them) prepares to enter the workforce — either as interns or, with hope, as employees. I offer the advice below based on my experiences in placing students ...
Tags: Opinion
From the Executive Editor
O ne person’s take on some of the top story lines of the NBA’s regular season: ■ Best comeback: The Golden State Warriors are the NBA’s most improved team not just on the floor, but on the business side and in the commu ...
Tags: Opinion
From the Field of Player Marketing
S pring is an exciting time for basketball. March Madness is behind us, the NBA playoffs are in full swing, and sports analysts are tweaking their draft prospect lists as they predict who will go in the top 10. Scouts, coaches, team owners, sponso ...
Tags: Opinion
Charity failures carry heavy toll
A thlete foundations and their rampant mismanagement are in the news again. The Boston Globe did a major story a few Sundays ago, and ESPN’s “Outside the Lines” devoted a recent show to the topic. The names may change, but the s ...
Tags: Opinion
