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Volume 24 No. 156
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     International Sports Marketing Consultants Limited (ISMC
Ltd.), headquartered in Bedford, NY, has been organized under the
leadership of Jack McMahon, who guided IBM's worldwide sports
program for 13 years.  Joining him are four former IBMers with
experience in media relations and sports marketing:  Walter Gray,
Michael Lazare, Arnold Pinsly and Fred Steinberg.  ICMC sees
itself providing professional support to companies investing in
sports sponsorships to help maximize their investment in sports.
McMahon: "Companies will also find ISMC expertise useful in
giving them a fresh look at their programs, through the eyes of
experienced professionals, to make sure they are leveraging all
available sources."  At IBM, McMahon was responsible for creating
and managing IBM's top sports sponsorships, including agreements
with the IOC, MLB, ATP, America's Cup, NHL, The Masters and
others (THE DAILY).