EVENTS & PROMOTIONS: ON A ROLL: BARBARA PADDOCK

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Barbara Paddock joined Chase's events department in 1978, and has played a key role in creating the bank's sponsorship portfolio of major national sporting events. She's helped turn the Chase Corporate Challenge into the nation's largest running race series, and also manages Chase's sponsorship of the New York City marathon; NIT men's college basketball championships; and tennis events including the WTA Tour and U.S. Open Women's Singles Championships.

Age: 44.

Title: VP-sports marketing.

Edge: A zest for planning, a passion for events and the ability to take quick action when great sponsorship deals become available.

Insight: Since client entertainment continues to play a big role in banking, specific event sponsorships have become killer business tools.

Tip: Choose sponsorships with multiple access points to new and existing customers. Dominate the event, mining it for integrated marketing opportunities. Create news value by adding new twists each year to ongoing sponsorships.

Forecast: Deeper connections between properties and sponsor, who will "own" events over several years. More pressure from corporate headquarters to be

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