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