Title: President, Sports & Co., Stamford, Conn.
Insight: The new Olympic Cup event in '97 is the antidote to traditional Olympic sponsor overkill.
Tips: Create events giving the public a taste of the pro course or experience. Use the drip-feed approach to sponsorship rather than the blitz.
Opinion: Baby boomers and Tiger Woods are rapidly redefining golf, with sponsorship changes to follow.
Would like to see: A mountain bike race in Central Park.