BEACH BALL; ON A ROLL

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Craig Elledge started a sports marketing agency in his garage in 1988. His 30-member agency created the thriving Bud Light Pro Beach Volleyball League and represents 20 corporations through events.

Age: 35

Title: President, CE Sports, Van Nuys, Calif.

Goal: Creating impactful events that reflect consumers' lifestyles.

Challenge: Getting marketers to reach beyond traditional sports.

Predictions: Personal watercraft and snowboarding are about to explode.

Tip: Effective retail tie-ins demand real ad support.

Pet peeve: When sponsors don't make a deep, companywide commitment to events.

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