Title: Principal, Harold S. Levine Consulting, New York, and sponsorship coordinator, Names Project, San Francisco.
Fact: Events create more talk than advertising, and talk is the world's most powerful form of advertising.
Tip: The best sponsorships are designed closely around the sponsor's business goals, not images or perceptions. Get the sponsor's annual report.
Insight: The only truly successful sponsorships are the ones that get renewed. That's the tough part.
Growing: Grass-roots marketing in secondary markets. There's huge potential outside major cities.
Hot: The search for a sponsorship opportunity as big as the Tanqueray American AIDS Rides.
Dirty secret: Sponsors must spend as much marketing their sponsorships as they spend on the sponsorship fees in order to get incredible results.