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Volume 20 No. 42

People and Pop Culture

Bob Basche, The Marketing Arm’s chief relationship officer and chairman of Millsport, is leaving after a combined 30 years with the two agencies.

Bob Basche
With The Marketing Arm’s leadership and headquarters centered in Dallas for some time, and Basche based in the East, he said it was time to move on. Basche noted that his separation agreement does not include a non-compete clause. Accordingly, he is looking for opportunities within the consulting, marketing agency, or client spaces.

“I’m certainly not retiring,” Basche said. “It is more of a fresh start and using the relationships I have with brands like NASDAQ and Izod to do new things.”

Basche joined Millsport in 1982 from NBC Sports, where he coined the term “Breakfast at Wimbledon” and won three Emmy Awards. An internal email from Marketing Arm parent Omnicom noted his achievements in fashioning Frito-Lay’s title sponsorship of the Fiesta Bowl in 1995 for its Tostitos brand, as well as in founding The Marketing Arm’s motorsports practice and the agency’s Charlotte office.

“Bob’s loyalty, energy, and cheerful attitude have made him a valuable part of TMA’s team for the last seven years,” according to the internal email.

Other highlights noted by Basche included helping Visa wrest Olympic rights from American Express in 1988, forging a decade-long relationship between GTE and the NFL, which included the use of branded headsets on sidelines by NFL coaches for the first time, and signing Jeff Gordon for Pepsi when the popular NASCAR driver had been sponsored by Coke.

Basche’s departure could signal the end of the Millsport name. Millsport has been part of The Marketing Arm since 2004, but the latter has recently been de-emphasizing the use of the Millsport name, the agency that was founded by Jim Millman in 1975 and majority owned by Omnicom since 2000.

Editor's note: This story is revised from the print edition.


The NBA D-League’s Erie Bayhawks promoted Brett Folga to vice president of business operations and Sean Peebles to senior account executive. The team also hired Jason Vaughan as manager of promotions and client services and Kay Lampe and Jared Eller as account executives.

Erik Kaminski was named director of new media and communications for the Northeast Conference. Kaminski was assistant director of athletic communications at Mercyhurst College.

The University of Alabama at Birmingham hired Coleman Barnes as associate athletic director for development, Timothy Garner assistant athletic director for financial affairs and Brad Smith as assistant athletic director for marketing.

Duquesne University hired Nicole Imbrogno as assistant director of marketing and promotions. Imbrogno was an athletics marketing and promotions graduate assistant at the University of Memphis for the past two years.

Florida State University promoted Jason Pappas to associate athletic director for student-athlete academic services, Brandi Stuart to associate athletic director for student services, John Lata to assistant athletic director for student services and Ryan Pensy to assistant athletic director for digital media.

Indiana University-Purdue University Indianapolis hired Gail Barksdale as associate athletic director of internal operations and senior woman administrator.

The National Association of Intercollegiate Athletics hired Eric Olson as director of championships, Elizabeth Rine as controller and Chesney Allen as manager of legislative services.

Pepperdine University hired Karina Siam Herold as associate athletic director in charge of marketing and Brian Barrio as associate athletic director for compliance.

Syracuse University hired Herman Frazier as deputy athletic athletics and chief of staff. Frazier was senior associate athletic director at Temple University.

Western Carolina University hired Todd Lawing as associate athletic director for internal operations. Lawing was most recently senior executive associate athletic director and director of NCAA compliance at Lenoir-Rhyne University.

Adam Duvendeck was named manager of The Home Depot Center’s Velodrome and Event Center.

SPIRE Institute hired John Hawks as director of volleyball. Hawks is U.S. men’s junior volleyball coach and Long Beach State University men’s assistant volleyball coach.

The American Hockey League hired Joe Banach and Kristen Krasinskas as marketing services coordinators.


IMG College hired Gerald J.W. Jones as general manager of Pitt IMG Sports Marketing for the University of Pittsburgh, Tom Stipes as general manager of Georgia Tech IMG Sports Marketing and Bea Santana-Lich as general manager of Miner IMG Sports Marketing for the University of Texas, El Paso.

Intersport hired Adam D’Andrea as senior director of content and development. D’Andrea was senior manager of business development and programming at NASCAR Media Group.

Learfield Sports hired Shawn Killebrew as account executive for Badger Sports Properties at the University of Wisconsin, Brian Rhame as account executive for MVC Sports Properties with the Missouri Valley Conference and Alli McClure as account executive for Rupp Arena Sports & Entertainment Properties.

Nelligan Sports Marketing hired Brian Teter as

general manager at Indiana University-Purdue University Fort Wayne and Tim Statezni as general manager at California State University, Bakersfield.

VF Licensed Sports Group promoted Ken Wood and Mike Pardini to vice presidents of sales.

NASCAR Media Group hired Evan Parker as director of entertainment integration development. Parker was director of sports and entertainment marketing for Matter.

The Tulsa World hired Michael Peters as sports editor. Peters has been the high school sports editor for the Houston Chronicle for the past three years.


The Columbus Crew hired Clark Beacom as vice president of ticket sales, Will Bennett as creative services manager and Rebecca Voss as group sales account executive.

Sporting Goods and Apparel
The Topps Co. hired Michael Bramlage as vice president of digital to oversee and develop the company’s digital strategy.

C4 Waterman, a stand-up paddle and surfboard company, hired Ty Zulim as global sales manager.

GRAF Canada, a hockey skates and equipment manufacturer, hired Dave Smallwood as vice president of U.S. sales and marketing.

The Facility Operations Managers Association elected Washington Capitals assistant director of operations Jamie Gibson as president.

The National Association of Tournament Directors hired Louise Waxler as president and chief executive officer and Mike Chandler as vice president of sports industry relations.

The Bank of America Chicago Marathon hired Robin Monsky as director of media relations, a position she held from 1997 to 2000.

Awards and Boards
Bret Jones was elected to the Breeders’ Cup board of directors. Robert Manfuso and Richard Santulli were re-elected to the board.

Dick Enberg will be given the Eugene L. Scott Award at The Legends Ball benefiting the International Tennis Hall of Fame. The award is given to those who embody Scott’s commitment to communicating honestly and critically about the game.

Mike Bobinski, athletic director at Xavier University, was named chairman of the NCAA men’s basketball committee.

The Broward Health Foundation named Florida Panthers President and COO Michael Yormark vice chair.

Peter Jacobsen was named the winner of the Old Tom Morris Award by the Golf Course Superintendents Association of America.

People news
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Citi marks one year out with Olympians

Citi, a sponsor of the 2012 U.S. Olympic and Paralympic teams and the U.S. Olympic Committee, marked the one-year countdown to the London 2012 Olympic Games on July 27 with a flag-raising event outside the Citibank Financial Center in New York City. From left: Two-time Paralympic gold medalist Jeremy Campbell (discus, pentathlon), Olympic gold medalist Susan Francia (rowing) and Olympic silver medalist Alicia Sacramone (gymnastics) join Citi CEO Vikram Pandit and employees.

Bryans bond with Esurance

On hand for the Bryan brothers’ announcement of a new partnership with Esurance, one of the sponsors of the USTA’s interactive SmashZone Mobile Tour, during the U.S. vs. Spain Davis Cup quarterfinal (from left): world No. 1 men’s tennis doubles team Mike and Bob Bryan, Esurance VP of marketing Darren Howard and USTA chief professional tournaments officer Jim Curley.

Dayton Dragons, Mandalay celebrate sellout record

The Dayton Dragons marked their breaking the record for most consecutive sellouts by a North American professional sports team with a celebration July 23 at Fifth Third Field.

Top: NBA hall of famer Magic Johnson (left), who owns a share of the team, with Peter Guber, chairman and CEO of Mandalay Entertainment Group. Mandalay Baseball Properties owns and operates the Dragons.

Above: From left: Peter Schaeffer, vice chairman and COO of Mandalay Entertainment; Pat O’Conner, president of Minor League Baseball; and Guber.

Rally Team welcome

Todd Lawrence (left), sponsorship director for Subaru of America, and Dan Schorr, president of Start2Finish Marketing, welcomed thousands of consumers to the Subaru Rally Team interactive exhibit July 30-31 at the X Games in Los Angeles.

Fuel for Business

Tim Considine, director of sports marketing for NASCAR partner Sprint, speaks during the NASCAR Fuel for Business Council Meeting presented by Sprint on July 29 at the Conrad Hotel in Indianapolis.

Yankees + Red Sox, Part 1

At Saratoga Race Course’s first Rivalry Day Aug. 5 (from left): Peter Goulet, Saratoga facilities manager; former New York Yankees player Mickey Rivers, NYRA EVP and COO Hal Handel; and former Boston Red Sox player Dennis “Oil Can” Boyd.

Yankees + Red Sox, Part 2

Putting rivalries aside on Aug. 7 at the Runyon 5K Run at Yankee Stadium were (from left) former New York Yankees player Roy White; Lorraine Egan, executive director of the Damon Runyon Cancer Research Foundation; Alan Leventhal, Damon Runyon board chairman; and Tom Werner, chairman of the Boston Red Sox. Four thousand runners helped raise more than $600,000 for cancer research at the event.

NHRA sponsors gather at Sonoma

NHRA conducted its annual sponsor summit last month before the Fram-Autolite NHRA Nationals at Infineon Raceway in Sonoma, Calif. Seated in the front row are (from left): Kelley O’Donnell, brand leader, Prestone; Gary Darcy, SVP of sales and marketing, NHRA; Tom Fredrickson, chief administrative officer and GM, Lucas Oil Products; Ben Reiling, director of motorsports, Coca-Cola North America; and Eric Helms, group marketing director for energy brands, Coca-Cola North America.

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Greg Norman last week said that he was close to landing a new title sponsor for the Shark Shootout, which has been without a title sponsor since Bank of America/Merrill Lynch decided not to renew in January, after five years in that role. Norman also said he was in deep talks with a global company on a new endorsement deal to add to his portfolio. Norman took a few minutes to speak to Drew Shull at SBJ/SBD before last week’s PGA Championship in Atlanta, where Norman made an appearance on behalf of his endorsement partner Omega.

What’s your take on what’s going on in the financial markets this week?
Norman: I think it’s disgraceful, I really do. I’m going to say it from two aspects. I’m going to say it as a very fortunate Australian who moved to America in the ’80s who has been through two recessions, nothing to the magnitude that we’ve seen and nothing to the magnitude that we’re in now. I’ve seen it from a player, I’ve seen it from a business owner, I’ve seen it from an entrepreneur. It’s just pathetic leadership and I say that with all honesty because you lead from the top down. There’s no question about it. I ran my business — and everybody since 2008 had to have made some kind of adjustments to their current business model to survive. We all had to do it, we all had to make pay cuts, we all had to make sacrifices.

What do you see next for the economy?
Norman: It is only my observation, but we have trillions of dollars in cash sitting on the side. Corporations are now investing overseas because they don’t want to get zero percent on their money. So what happens is that we have all this cash sitting on the side and nobody is going to invest in the lifeblood of America — create jobs and stimulate the economy — when they don’t know what is going on. There is no certainty in the market and the market, Wall Street, certainly hates uncertainty. And until they get that confidence, whether that comes from the present leader or somebody else in the future, I don’t see anything happening in America for a very long period of time. … It is the worst I’ve ever seen America with the confidence level. Do I blame the media to some degree? Yes. The hype, speculation and the negative attitude. They have the right to do that because it is there. It is black and white. I see it in my business. It is very, very difficult right now for all of us. I don’t want to invest into growing my business in America right now until I see confidence coming up. Now, Great White Shark Enterprises is a little more China-centric, with the development potential of my brand in China. China is a force that is going to be there for a long, long period of time. If I can find a way to leverage my brand into that 1.3 billion people base, I’m going to do it.

What Great White Shark Enterprises business segments are you seeing strength in?
Norman: In the United States? None, in our business. Absolutely none. The housing market obviously has dictated that

In U.S. segments, Norman sees opportunities but not strength.
golf courses are not being built up in communities. Resorts are dead in America. There is more of an opportunity from a distressed part than going out there and spending $300 [million] to $400 million on a new resort. Are there great opportunities going forward in the United States? Absolutely. I see the market caps of some of these great companies and you go, “Wow.” There is cash to be had if people have confidence to invest. There are going to be corporations swallowed up with the way that their market caps are right now. The rest of the world, third-world countries are really propping up the global economy. The capital is being spent in certain places: Vietnam, Belize, Argentina, Brazil, Australia to a degree. Australia is a two-speed economy because of the commodities. Money is still being spent down in Australia. I have six jobs down there. It is amazing how a small country like Australia keeps churning it out.

You said recently that “golf is in a tough place in the United States.” In what sense?
Norman: I think it is a perception problem, it is a reality problem, it is a financial problem. It is a time problem — the time it takes to play the game of golf. It is in a tough box right now. Consumers are really saving their dollars today and reducing their own debt, but when they feel more comfortable and want to get rid of that disposable income, [golf] is one of the things that they are going to look at. Golf will come back.

What is your opinion on the current state of business of the PGA Tour?
Norman: I can only say that if I experienced what I’m currently experiencing [in trying to find a sponsor for his Shark Shootout], heaven forbid what the PGA Tour is experiencing. They are in TV negotiations right now. I would love to be a fly on the wall because the ratings are down. The game of golf from the players’ perspective is global, so they don’t have the Tiger Woods factor anymore. Even though he does move the needle, he is nowhere near the player that he used to be. Now the players have gone global, and I think that is fantastic for the game, but it’s got to be a tough slog for them, though.

As summer heats up we ask industry executives:
What’s the most memorable summertime job you had during your high school and college years, and why?

Responses edited for clarity and brevity

Ben Schlosser

Chief marketing officer
Richard Childress Racing

“I was a head counselor at a summer camp on Cape Cod for several years and oversaw a junior counselor training program of nearly 90 high school aged kids. … I got to work with hundreds of kids in a terrific environment, with many other college students — and it also taught me at a young age how to manage people, adapt to different situations and ultimately be a problem solver. It’s also come full circle, as my kids now attend the same camp, and many of my former friends have kids there as well.”

• • • • • • • •

Scott Guglielmino

SVP, programming and Global X

“In high school, I was a DJ for a company located in Connecticut. We did everything from weddings and birthdays to school dances and company outings. I am proud to say this was back in the days of vinyl (records, for all you youngsters). Providing the straw that stirred that volatile cocktail of slippery shoes, slick dance floors and good spirit was always entertaining. I gained an encyclopedic memory of music. … I also learned that the show must always go on, to improvise, and that the customer is always right even when they didn’t know the song title and I was unable to make out their impromptu rendition.”

• • • • • • • •

Tom Richardson

Convergence Sports & Media

“The summer after high school was the first of four that I worked at Jones Beach State Park in a variety of positions, including night watchman and maintenance worker. My first job, however, was the most memorable. I worked on the Dunes Crew, which was a group of six guys armed with giant rakes and shovels and riding in a pick-up truck that went out at 5 a.m. to clean the 10-mile shore line. We raked seaweed, picked up driftwood and discovered a lot of weird detritus that washed up overnight. By the time we finished later in the morning, we were completely wiped out, but the beach was pristine. It was a great place to spend eight hours a day, and we always had great conversations and a lot of laughs.”

• • • • • • • •

Paul Johnson

Senior VP, entertainment and new media
PGA Tour

“My most memorable [summer job] is being a microfilm clerk at a bank. Memorable, because it was pretty boring! I knew then that I needed to do something that interested me every day. Hence, high-tech, management consulting, a Silicon Valley startup, and the [current] PGA Tour jobs followed.”

— Compiled by Molly Hogan


CEO and President,
TaylorMade Adidas Golf

Where I’m from: Green Bay. (Yes, I am a huge Packers fan.)

Where I went to school: Attended Northern Illinois University for two years on a golf scholarship, then transferred to the University of Wisconsin-Green Bay. Graduated with a bachelor’s degree in business administration.

My first job: After graduating, joined TaylorMade Golf, then a startup company, as a territory sales representative. Named president in 1999; added title of CEO in 2002.


What I Like …

An insight: The only secret to life: Get up early, work hard, take responsibility.

An influential person in my career: Former boss Chuck Yash. He challenged me to do more!

An out-of-the-box idea: Painting a driver white.

A timeless idea: Treat people fairly.

A business deal: Any that is done on the golf course.

A sports facility: Lambeau Field.

A sports event: Watching my daughters play softball.

A strategy: Speed. I’d rather be fast and wrong than slow and right.

A hire: My assistant that I hired 11 years ago.

A trend: The way people consume information.

An innovation: Original r7 driver, the first to incorporate movable weight technology.

A pro league or team business initiative: MLB: my favorite pastime.

A story that bears watching: “Lombardi” … so inspiring!

An idea or invention I wish I had thought of: The remote control.

A fantasy job: A cabdriver in Chicago or New York City.

What I Like About …

My job: Being surrounded by talented and passionate people from all over the world.

Sports: I like everything about sports: entertainment, excitement, competition, fun!

Sports business: I get to work in an industry I love.

Sports fans: How crazy they are!

Sports media: I love the storytelling and how they can romanticize. Especially golf and baseball.

Sports technology: The impact that advancements in technology have had on performance.

Competing: Someone wins, someone loses.

The future of sports business: Incredible growth fueled by new media.

What I’d Like To …

Change: Airline service. I just want someone to care!

Change in what I do: Relax a little bit.

See: Fenway Park.

See more of in sports: More selfless athletes who use their fame for a positive influence.

See less of in sports: Annoying commentators. Let the moment happen!

Eliminate: The goalie in soccer.

See more of in sports business: Authenticity.

See less of in sports business: Dishonesty.

What I Don’t Like ...

In general: People who are late.
Pet peeve: People chomping on food.

In sports: Instant replay.

In business: Marketing spin. I hate when brands mislead the consumer.

About sports fans: How inconsistent they are. Love your team, win or lose.  


What I Like …

People: My employees.

Above all else: My daughters.

That would surprise those who know me: I go to bed at 8:30 p.m.

About myself: Still passionate about my job and industry I started in 25 years ago.

Heroes: Vince Lombardi, my mom, my daughters.

Players: Wayne Gretzky, Brett Favre, Magic Johnson.

Team: Green Bay Packers.


City: Chicago.

Possession: Baseball glove.

Memento: Favre jersey.

Time of year (because): Fall. Football.

Music: Country.

Book: “Golf in the Kingdom,” by Michael Murphy.

Author: James Patterson.

Magazine: Sports Illustrated.

Website: Amazon.

Gadget: Wine opener.

IPad app: ITunes.

Chores: Doing laundry. Hey, I don’t mind it.

Hobbies: Jogging, watching ESPN and (of course) golf.

Trip: Augusta.

Movie: “Tommy Boy.”

TV: Fox News.

Concert: John Denver.

Food: Pizza, hamburgers.

Dessert: Ice cream.

Drink: Coffee, and lots of it.

Scent: Bratwursts grilling on football Sundays.

Vacation spot: Pebble Beach.

Car: BMW.

Singer: Zac Brown.

Quote: “Don’t confuse activity with achievement.” — John Wooden