Title: President, Steiner Sports Marketing, New York
Insight: Counterfeiting of sports collectibles has made athletes and consumers wary, but the market is hotter than ever.
Opinion: Most marketers fail to realize that hockey and auto racing fans are 10 times more loyal and passionate than the average football fan.
Growth area: Sports collectibles for promotions, sales incentives and business-to-business marketing.
Tip: Avoid promotions involving trivial sports collectibles. What consumers want is a big dose of the real thing-one-on-one time with athletes and unique items.
Trend: Athletes signing collectible balls and game jerseys for cause-related promotions and events. They want to show they're not just in it for the money.
Watch for: More promotion prizes involving spending time directly with athletes, one-on-one coaching, getting on the ice at an NHL game.