Insight: The only real sponsorship that makes sense these days is one that moves products. Many sponsorships lack any connection to sales.
Forecast: The WNBA's success will depend on viewer reaction in weeks five to eight, when reality replaces the hype. Track and field won't regain lost sponsorship dollars until it understands retailers' needs.
Opinion: Marketers have confused consumers and diluted loyalty by pumping out too many products and line extensions. Focus on your core products and kill the peripheral products.