Terry Bassett Leaving MWR To Start Sports Marketing Agency
By Michael Smith, Staff Writer, SportsBusiness Daily
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Agency Set To Open On April 1
With Focus On NASCAR, NHRA |
TERRY BASSETT has left his post as CMO at Michael Waltrip Racing to start a specialized sports marketing agency with two other partners called Genesis Advantage. The agency will open on April 1 and focus on retail marketing in NASCAR and the NHRA. Bassett's partners include GREG FARBOLIN, a longtime friend whose family founded HoneyBaked Hams, and LES BARNETT, who has represented brands in NASCAR on his own for the last decade. "We're going to be very focused on an area of (sponsorship) that's actually prospering, and that's working with retailers, suppliers and manufacturers to put programs together that drive sales," said Bassett, a former Dolphins VP/Merchandising whose previous NASCAR experience also includes a stint at ISC. "There is business to be had, but I think the traditional sponsorship model in NASCAR needs a new look, a new feel. We think we can pull deals together for these properties." Bassett said he envisions "working with large consumer products companies and driving their platform into the retailer. Retailers are always looking for promotions around sports with large fanbases."
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