Outlook: Sports marketing is consolidating, creating more "power shops" offering broad, integrated marketing deals through one-stop shopping. Overall, it's creating more opportunities for advertisers.
Opinion: Sports marketing is getting more sophisticated. Few advertisers are tapping all the available sponsorship avenues: harnessing technology for highly effective on-site advertising, localized commercials and Internet presence.
Warning: Take nothing for granted. Beach volleyball is in trouble because it lacked a strong financial plan. Now it's lost its broadcast contract with NBC and hovers on the edge of bankruptcy.
Peeve: Watching sports broadcasting rights fees go up. I don't believe there is a ceiling anymore.