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Volume 21 No. 34
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Tony's Take: Sponsorship evolution

Tony Ponturo is executive vice president of strategy for Turnkey Intelligence. Previously, he spent 26 years at Anheuser-Busch, overseeing the company’s marketing, media and sponsorship from 1991 to 2008.
Research suggests that the consumer’s perception of official sponsorships has evolved from “You must be the best” to “We realize you spent the most to attain that recognition.” Marketers face tough challenges to desensitize the money cloud and find ways to relate to co...

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