Title: Senior VP, ProServ, Arlington, Va.
Goal: Find multiple promotion elements in single-event sponsorships.
Challenge: Deploying sports as one marketing tool among many solutions.
Prediction: Baseball interest and sponsorship will rebound next year.
Tip: Let business decisions, not emotions, guide sports sponsorships.
Pet peeve: When people think sports marketing has to cost a fortune. Effective sports can be very inexpensive.