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Volume 24 No. 113
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What I Like.... With CSE President Of Marketing Adam Zimmerman

Zimmerman applauds Mark Emmert's
work to reform the NCAA
In our continuing series, SportsBusiness Daily/SportsBusiness Journal asks top sports personalities for their thoughts, ideas, aspirations and likes. Today, CSE President of Marketing ADAM ZIMMERMAN.

What I like in an insight: While all community initiatives are beneficial, programs that support kids by giving them positive outlets like playgrounds, green spaces and structured after-school recreation have the deepest impact.

An influential person in my career: RUTH ALEXANDER at the University of Florida, a pioneer in Title IX legislation.

A timeless idea: Face-to-face interactions are the best means of communication.

A business deal: The ability of the NFL players union and owners to work toward a mutually beneficial deal -- a lesson for the U.S. government.

A sports facility: Fenway Park.

A sports event: Wednesday at The Masters.
A strategy: Service what you sell.
A hire: MARK LAZARUS as chairman of NBC Sports.

A brand: Starbucks. They created their own category, suffered setbacks, reconnected with the core brand and built next-generation revenue extensions.

A trend: The need for all brands to understand and utilize mobile as a go-to market strategy.

A pro league or team business initiative: The efforts of MARK EMMERT to begin reform of the NCAA.

A story that bears watching: The lack of P.E. in schools, as well as the loss of community facilities. This will have implications for the next generation of fans.

A fantasy job: U.S. congressman.

What I like about my job: Variety of opportunities for ongoing learning.

Sports: Its ability to foster community.

Sports business: In the eyes of academia and corporate America, no longer an oxymoron.

Sports media: Increasingly allows for fans to have a voice.

Sports technology: Will continue to be fertile ground for companies/products looking to target early adopters and trendsetters.

Competing: Endless opportunities for improvement.

The future of sports business: Continued mainstream acceptance by corporate America as a business driving tool on equal footing with other marketing disciplines.

Sports fans: The lifeblood and foundation of our industry.

What I would like to change: The lack of civility in our discourse on a personal and national level.

Change in what I do: Find time to become an adjunct professor in sports business to better connect with the next generation of sports marketers.

See more of in sports: Safer environments for fans.

See more of in sports business: Properties placing the same emphasis on servicing the deal as they do in selling it.

See less of in sports business: Selling inventory rather than what is best for the client.

Eliminate: Selfishness.

What I don't like in general: Narcissism.

Pet peeve: People who park in emergency/fire lanes.

In sports: Excessive celebration of mundane achievement.

In business: Unethical conduct.

About sports fans: Those who spoil the family experience.

What I like in people: Those who are authentic and have a sense of humor.

That would surprise those who know me: I started college as a track athlete at University of Nevada, Reno.

About myself: I am a good friend.

Heroes: My mom and dad: wonderful examples of fidelity, love and mutual respect.

Players: BARRY SANDERS. Walked away at the peak of his greatness and played the game with maximum effort and minimal fanfare.

Teams: Florida Gators and Boston Red Sox.

City: Cork, Ireland.

Possession: My maternal grandfather's 50-year-old Boston Red Sox shirt.

Memento: My credentials from the 1996 Olympics.

Time of year: July 4, because it is the pinnacle of what is good about summer and America.

Music: U2, Radiohead and the Black Keys.

Books: "The Compassionate Instinct: The Science of Human Goodness" and "The Progress Principle: Using Small Wins to Ignite Joy, Engagement, and Creativity at Work."

Authors: Anything by NICK HORNBY or DAVE EGGERS.

Magazines: Harvard Business Review and Esquire.

Gadgets: iPad.

Chores: Since I am perennially out of food and like to cook, my answer would be grocery shopping.

Hobbies: Fitness and travel.

Trips: My next one.

Movies: Indies. I went to the Sundance Film Festival for the first time this year, and it was fantastic.

TV: "Burn Notice," "It's Always Sunny in Philadelphia" and "Real Time With Bill Maher."

Concerts: U2, Tampa Theatre, early '80s.

Food: Grilled grouper on the beach.

Dessert: Pumpkin pie.

Drink: Local brews from wherever I travel.

Vacation spots: North Carolina mountains.

Cars: Would use mass transit if I could.

Singer: RYAN ADAMS: a fantastic and prolific lyricist who plays everything from alternative country to rock.

Quotation: My paternal grandfather's credo: "For when the one great scorer comes to mark against your name, he writes not that you won or lost, but how you played the game." (GRANTLAND RICE)